Case study

Self Improvement brand from an 8k start in BFCM doing organic to 186k revenue in Q1 of 2025 using FB/IG/TikTok Ads.

The Starting Point

We got this client with proof of sale on about 20k starting in BFCM with organic TikTok.

Store inside self-improvement niche selling two products, with particular one generating ¾ of revenue.

The Creative Challenge

Organic posts don't always convert well for paid ads; therefore, we had to come up with a creative strategy.

The timing was right for the New Year's resolutions angle, which was bull's-eye.

After testing this particular callout with graphics, we jumped to UGC content creators. This usually spikes the CTR of an ad and adds social proof to the whole brand.

The Scaling Phase

From this point on, it was just easy media buying until mid-January when the New Year's resolution angle stopped working.

Fortunately, marketing isn't only about using occasions and economics but also about creating demand and urgency.

Strategic Pivot

We tested a few angle creatives with a basic template of action around pain and desire.

Once we identified the best performing ones, we automatically adjusted the landing pages around those.

Once we got the proper setting, it became simple media buying again, which only magnifies good marketing and allows easy scaling for the majority of brands with good fundamentals.

Key Insight

You can notice that scaling to 100k/month isn't fancy and is easily manageable if you know the route.

Results

• Started with 20K organic TikTok revenue during BFCM
• Scaled to 186K revenue in Q1 2025
• Achieved 23x growth through strategic FB/IG/TikTok advertising
• Successfully transitioned from seasonal angles to evergreen demand creation

Key Learnings

1. Organic content doesn't always translate to paid ad success
2. Seasonal angles work but have limited lifespans
3. UGC content creators significantly improve CTR and social proof
4. Pain and desire frameworks create sustainable demand
5. Landing page optimization must match creative messaging
6. Simple media buying works when fundamentals are right