☀️ Breaking Seasonality: How This Brand Hit $1M Before Summer

Hey friend,

Some brands live or die by the season.

We’ve been working with a summerwear brand that had all the right ingredients:

Great products.
Loyal audience.
Solid repeat rate.

Everything except off-season performance.

From October to March… tumbleweeds.

Even with a lightweight winter collection, their Meta ads flopped, landing pages underperformed, and creative felt out of sync with what customers wanted.

There wasn’t a product problem.

There was a positioning and performance problem.

So we dug in 👇🏼

Here’s what we learned.

What followed was a full-stack creative reset, from swipe files to landing pages.

→ Diagnose before you optimise.

We started with a deep performance audit across Triple Whale, Meta, and on-site behavior.

What stood out:

> CVR dropped from 1.7% to 0.9% in winter
> CPMs spiked ~20% in Q1
> Fatigue set in fast

Data gave us clarity: the products were relevant, but perception didn’t match.

→ Stop saving swipe files. Start systemising them.

Most creative teams use inspo folders.
But without structure, they’re useless.

We rebuilt their workflow in Foreplay with:

✅ Seasonal ad library (by format, use case, narrative)
✅ Competitor tracking (live durations, message shifts)
✅ KPI-aligned tags (“travel-ready,” “layer-free warmth”)

Suddenly, creative ideation wasn’t guesswork… it was patterned, purposeful, and fast.

→ Let research shape both the brief and the landing page.

We spotted a clear trend in top-performing winter ads:
Simple. Minimal. Clear benefit in 3 seconds or less.

So we built around that:

• Static ads led with functional contrast (e.g. “Your coat vs. our jacket”)

• Messaging pivoted to city commutes, holiday layering, and winter gifting

• Landing pages reflected warmth and real-life indoor use

The result?

✅ That static ad scaled from $100/day → $1,400/day
✅ ROAS held steady at 3.2x
✅ April became their first $1M month, before peak season even started

The takeaway:

Most brands accept seasonality as a ceiling.

But with the right creative system, you can reframe the moment and scale through it.

If your workflow still depends on Slack screenshots and scattered boards…

It might be time to level up.

Talk soon,

Toby.

Our 30-Day Pilot lets you test our strategy, creative, and media buying… without locking into a long-term commitment.

We’ll plug into your account, audit what’s holding you back, and deploy new creative built to scale.

Clear improvements. Smarter testing. Zero fluff

 If we don’t move the needle, you walk away. No questions asked.

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