2025

open audiences, tight cost controls, and a brand that scaled because of it.

Every agency runs fashion on narrow targeting. We ran OnlyThreads open, on disciplined cost structures, and the brand scaled harder because the media understanding did the work.

Fashion accounts scale by throwing interest stacks and lookalikes at the problem — more campaigns competing in the same auction. OnlyThreads had exactly that: dozens of campaigns, one dominant creative months past its useful life, cost controls behind the spend. The account needed discipline, not volume.

Services

Performance marketing

Creative strategy

Performance marketing

Creative strategy

open audiences, tight cost controls, and a brand that scaled because of it.

Every agency runs fashion on narrow targeting. We ran OnlyThreads open, on disciplined cost structures, and the brand scaled harder because the media understanding did the work.

Services

Performance marketing

Creative strategy

Date

Dec 2025

Client

Only Threads

Industry

Fashion / D2C

Timeline

12 Months

Creative Strategy

We don't build targeting around who we assume the customer is.

We build it around what the algorithm can already see, and let cost structure do the filtering. Campaigns got consolidated down to a handful, running open, with catalogue feeds split cleanly by price tier so the auction wasn't fighting itself across products that shouldn't be competing for the same click.

Cost caps got set at the real number, not an aspirational one, and moved in small, disciplined steps as the account proved it could hold. Kill rules were enforced on actual spend thresholds — statics cut below 1.5x ROAS at ₹5K spend, video below 1.8x at ₹10K — so underperformance got caught fast instead of drifting. Winners weren't just left to run; they got compounded, the same proven hook rebuilt into a new body, the same angle rebuilt into a new format, so a working idea kept earning instead of fatiguing alone. This is the same open-audience, cost-disciplined structure we run across every account — applied here to a category that almost never sees it.

Creative Production

Continuous monthly slates of 20 ads, produced against the account's real performance data rather than a fixed content calendar.

A functional copy discipline — clear, spec-first, image-led — replacing softer fashion-ad language that tests worse than it reads. Six WhatsApp retention flows running alongside paid, extending the same cost-conscious logic into repeat revenue.

Results, not prophecies

Orders in ten weeks, with cost per purchase falling as spend scaled — efficiency and volume moving together

Average order value, as the account matured under disciplined structure

Real ROAS on the brand's highest-performing line, run at a fraction of total spend

Most fashion brands scale by spending harder on narrower audiences. OnlyThreads scaled by going open and getting the cost structure right. The media understanding was the entire unlock.