The account had become stale—overexposing the same high-intent buyers with repetitive, purchase-optimized creatives and failing to reach broader audiences. Meta campaign structure lacked a healthy middle funnel, post IDs weren't leveraged for social proof, and inconsistent naming made performance tracking messy and inefficient.
We replaced the fragmented setup with a clean naming system, creative rotation plan, and proper funnel segmentation. Instead of sending cold traffic straight to product pages, we ran them to the homepage where we embedded Tolstoy for video commerce—allowing shoppers to browse dynamic, story-driven product clips rather than static images. We also ran Instagram Profile Visit campaigns—warming up prospects with men’s grooming content and brand storytelling, not just salesy ads. This created stronger context and higher conversion intent across the entire funnel.
Over the course of our collaboration, 300+ creatives were tested across traffic, engagement, and conversion campaigns. We cycled fresh assets every two weeks, promoted winners with locked post IDs, and rebuilt a full-funnel Meta structure with clarity and scale in mind. With frequency down, and a fully rebuilt and refilled middle of funnel, 18.21 Man Made moved over 15,000 units and set the foundation for more profitable growth.
By leaning into social proof, better sequencing, and creative testing rhythms, the brand now has a durable, scalable engine to support new scent launches and future expansion—with the data to match.
Next projects.
(2015-2025)
