DTC Fashion Brand
A complete paid media rebuild: from broken campaign structure and creative fatigue to a scalable acquisition system hitting 8.4× ROAS at peak spend.
The situation
A growing DTC fashion brand was spending €30,000 per month on Meta ads and achieving a 1.8× ROAS, barely above break-even. The founder had tried three different agencies in 18 months without meaningful improvement. The business had strong product-market fit and good creative content, but the paid media infrastructure was fundamentally broken.
The core problems: all paid traffic was sent to the homepage regardless of funnel stage, the creative pool hadn't been refreshed in over five months, there was no retargeting logic beyond a single broad remarketing audience, and the email list of 40,000 subscribers was almost entirely unused for automated revenue recovery.
What we did
Audit & diagnosis
Weeks 1–2Full account audit across Meta and Google. Identified three critical failure points: no funnel segmentation (all traffic went to homepage), creative pool of only 4 assets running for 5+ months, and no post-purchase email sequence. Conversion rate on cold traffic was 0.6%.
Funnel architecture
Weeks 3–4Rebuilt the campaign structure by funnel stage: broad cold campaigns with UGC-led creatives, separate mid-funnel for video viewers and social engagers, and a dedicated remarketing layer for cart abandoners and page visitors. Each stage got its own creative brief, offer, and KPI.
Performance creative system
Month 2Introduced a systematic creative testing framework: one new hook variant per week, tested against a control. Worked with their in-house photographer to produce native-style content. Within six weeks, five winning creative angles were identified. Two of them scaled to €15k/day spend individually.
Email automation
Month 2–3Built full Brevo automation flows: abandoned cart (3-step, 72hr), browse abandonment, post-purchase (cross-sell + review request), and 90-day win-back. Segmented the list by purchase history and engagement tier. Email revenue grew from <5% to 18% of total revenue.
Scale & optimise
Month 4With proven creative and funnel in place, incrementally scaled budget from €30k to €110k/month. Maintained ROAS above 7× through controlled budget expansion, dayparting adjustments, and continuous creative refreshes. Established a weekly performance review cadence with the founder.
The outcome
By month four, the brand was spending €110,000 per month at a sustained 7–8.4× ROAS. Email had become an 18% revenue channel. CPA dropped by 44% from baseline. The acquisition system was no longer dependent on any single creative or audience. It had depth, redundancy, and a continuous improvement loop.
More importantly, the founder now had full visibility into the system: what was working, why, and what to do next. The goal was never to create dependency. It was to build infrastructure the business could own.