Saint Javelin

Despite having a massive online presence and a strong community behind them, Saint Javelin struggled to make Meta ads work. When we first entered the account, there was just one campaign running — a handful of static photo ads showing models wearing various outfits. The ads weren’t product-specific, lacked direct-response elements, and blended too much into lifestyle content.

The bigger issue was structural: with such a wide variety of SKUs, Saint Javelin hadn’t yet zeroed in on what their true hero products were — the items that consistently drove the most purchases and revenue. As a result, ad spend was spread too thin across a catalog that hadn't been fully tested, making it difficult to achieve consistent performance.

Their cost per purchase was too high, campaigns weren’t scaling, and without a clear strategy, they couldn’t tell which products were worth putting paid dollars behind.

We started by simplifying the account and rethinking the strategy from the ground up.

1. Product Prioritization
We reviewed performance data and made a bet: the path to scaling profitably was to stop advertising everything and focus on two potential hero product groups — bags and apparel (sweaters + shirts). These were price-point appropriate and had some historical traction.

2. Campaign Consolidation & Structure
Instead of one generic campaign, we created two clean campaigns:

• One for backpacks
• One for sweaters and shirts

Each campaign had a narrow goal, clean structure, and used ABO to ensure proper budget distribution. We also used cost caps to protect spend, especially since we weren’t yet 100% confident which product group would perform best.

3. Creative Optimization
For the bag campaign, we pulled in old high-performing backpack ads and added six new creative concepts, including close-up product demos, quote overlays, and minimalistic product-focused visuals.
For apparel, we created a few tailored ads, but added a conservative cost cap given the higher price point (~$80 AOV) and unproven performance.

The impact was immediate — and clear:

• 4X Increase in Revenue within 2 weeks of restructuring.
• 6X ROAS on average for the bag campaign. Even with cost caps in place, Meta spent the full daily budget profitably — a strong sign that we’d correctly identified the hero product.
• Efficient Spend Allocation: The apparel campaign only spent ~10–20% of its daily budget, confirming it wasn’t a scalable offer at the time. Because of our cost controls, it didn’t drag down the account.
• Faster Learnings: We went from zero to clarity in less than 14 days, identifying which product lines were worth scaling, and which weren’t.
• Scalability Bottleneck Identified: The only thing holding us back now is inventory. The demand is there — the infrastructure just needs to catch up.

Key Takeaways

• For multi-SKU brands, success often comes down to finding the hero product — and committing to it.
• Simplified campaign structure + clear creative + spend controls = faster insights and better ROAS.
• You don’t need to advertise everything — you just need to advertise the right thing well.