The unlock wasn't a new campaign. It was a new product.

We moved the brand off hoodies and onto oversized printed pocket tees — same comfort positioning, but wearable in every season, with prints distinctive enough to be instantly recognisable mid-scroll. We marketed them as loungewear, for women, at home, and didn't overthink the format from there: a genuinely fun product needed fun content, so we went deep into influencer partnerships built around print showcases. That format had a content ceiling no static ad could match, and it became the real engine of scale — supported by constantly rising creative volume and hooks refreshed to match how people actually watch content now, not how they watched it in 2022.

Once Meta was compounding reliably, we introduced Google to capture the demand Meta was already creating. It now runs at 4x ROAS on its own. A brand film added this year layered top-of-funnel awareness on top of an already-proven system — and hit 22.3M views.