Mother’s Day Fashion Campaign
Meta + Google Ecosystem Scaling
ROAS Recovery Through Funnel Structuring
The Blueprint At a Glance
Fixing funnel sequencing before adding more creative
This Mother’s Day campaign was already testing strong creative assets, but nearly all spend was funnelling into video ads while graphic creatives sat unused. The real gap wasn’t creative volume — it was audience conditioning and funnel structure.
By warming audiences first through engagement campaigns and lookalikes, then re-structuring messaging around TOF, MOF, and BOF stages, ROAS climbed from 5.79x to 8x — a ~40% lift with better budget distribution across the board.
PROJECT PROFILE
Client: WildeLore
Industry: Fashion / Ecommerce
Services: Meta Ads Management, Funnel Strategy, Creative Direction
01 / THE CHALLENGE
The Problem
A newly launched campaign testing multiple creatives for Mother’s Day was spending almost entirely on video ads despite strong graphic creative assets being available.
02 / THE strategy
What We Implemented
- Launched a separate engagement campaign to warm audiences first
- Used follower lookalikes to precondition audiences
- Re-structured the sales campaign using funnel-stage creative angles
- Separated messaging into:
- TOF: Lifestyle / Identity + Product Aware
- MOF: Education / How It Works
- BOF: Reviews, Objection Handling, Urgency
- Used winning creative angles as ad captions and messaging structure
Growth Results
- ROAS increased from 5.79 to 8x
- Approximately 40% increase in ROAS
- Better budget distribution across creative types
- Stronger conversion intent throughout the funnel
Key Takeaway
When Meta over-prioritizes one creative format, the answer is not always “make more creatives.” Sometimes the issue is audience conditioning and funnel sequencing.
The Outcomes
- ROAS increased from 5.79 to 8x
- Approximately 40% increase in ROAS
- Better budget distribution across creative types
- Stronger conversion intent throughout the funnel
Her approach to our ads was much different from what our previous ad manager was doing and much more conversion-oriented. Instead of throwing generic budgets and keywords around, she really drilled down into the hyper-local targeting, even down to specific neighborhoods and condo buildings and this truly made a massive difference in the quality of leads we were pulling in. She’s super sharp, keeps everything organized without needing micro-management, and is just a total powerhouse when it comes to scaling our ads. Anyone bringing her on for ads strategy is seriously lucky to have her! Highly recommend.
Ashley Aucoin
