Turning an Organic Following Into Consistent Ad Performance
The Task
Caitlin built How Do You Wear That? from an engaged following into a fashion brand, and she'd never run ads. She wanted to reach beyond her existing audience with every new release, but she didn't know where to start or who she could trust with her budget.
Our Involvement
How Do You Wear That? partnered with us to turn an audience that already loved the brand into a steady source of sales.
Meta ads strategy and ongoing management
In-house creative
Monthly strategy calls
A Following Ready to Buy
Caitlin came to us with what most brands spend years trying to build: a loyal following, strong content, and a product people wanted. Every launch found buyers. What she needed was a strategy to reach beyond her existing audience.
Built Around the Audience She Already Had
We started with a close look at Caitlin's customers: who was already buying, what they bought, and what made them stop and pay attention. Then we designed campaigns to introduce the brand to new shoppers who shared those habits. Here's how each part came together.
Meta Ads (Instagram and Facebook)
Instagram was where Caitlin's audience already lived, so Meta was the natural home for her ads. We built audiences modeled on her existing customers and most engaged followers, then structured a funnel that met people at every stage, from first introduction to ready to buy. Each new collection got its own campaign, and we tested creative and messaging to find what her audience responded to most.
Creative
Caitlin already had a strong library of content. Our in-house design team turned it into ads, so she didn't need to hire a designer or produce anything extra. The ads kept the look and voice her followers already knew, which is why they read as her brand rather than as advertising.
Explore the Ads Collection
The Numbers Behind the Sell-Outs
Industry Average:
Click through rate (CTR) of 2%
400% return on ad dollars spent on Facebook and Instagram
We Achieved:
An average 640% return on Meta ad dollars (some campaigns are upwards of 1000% return)
Click through rate (CTR) of 4%
What Caitlin’s Experience Was Like:
“Signing on with Cali Social has been one of the best decisions for our business! Our ROAS has skyrocketed since we started working together, and I can’t say enough good things about Lauren. She’s the coolest, sweetest person, incredibly smart, and so knowledgeable in this space. The team's creativity is spot on, and their monthly reports are super thorough and so helpful, they make it easy to understand what’s working and where we can grow. It’s such a good feeling to work with someone you love who also delivers amazing results. Couldn’t recommend Lauren and her team more!!!”
What Could Your Next Launch Do?
Your audience already knows your brand. Book a call to plan how your next launch reaches the shoppers who haven't found you yet.
