Scaling Delinquents Truly to a $254K+ Powerhouse via Meta Ads & Retention
The Story: Redefining High-Performance Streetwear
Delinquents Truly is a brand built on movement and bold identity. While the brand had a cult following, they faced a common scaling bottleneck: maintaining high profitability while aggressively increasing ad spend for their seasonal “Drops.”
They needed a partner who could manage high-velocity launches and turn that temporary spike in traffic into a long-term, sustainable revenue engine. We took over to implement a “Launch-and-Lock” strategy scaling the ads for the drop and locking in the revenue through automated retention.
Adam Jones
Chief Customer Officer @ BePro
Campaign Stats
The Challenge: Managing the "Drop" Velocity
Scaling for a limited-release brand requires a specialized approach. The challenges included:
- High-Intent Burst Management: Handling a massive influx of traffic in a 24 – 48 hour window.
- Cost Efficiency: Preventing “Cost Per Checkout” from spiraling as the budget increased.
- Lifecycle Gaps: Capturing the data of thousands of visitors who didn’t buy during the initial drop.
Our Approach: The "Launch-and-Lock" Framework
We combined aggressive Meta Ad scaling with deep Klaviyo automation to ensure that every visitor was either converted or captured for future drops.
1. Meta Ads: Scaling the “Pre-Drop” and “Launch”
We utilized a multi-stage campaign structure to build anticipation and then convert:
- TOF (Top of Funnel) Anticipation: Building awareness before the products went live.
- Launch Sprints: Aggressively scaling budgets on winning ad sets. We achieved legendary results, including campaigns hitting a 31.95x ROAS.
- Efficiency at Scale: Even at higher spends, we maintained an average cost per checkout as low as $2.25 during peak sales periods.
2. Klaviyo: Owning the Audience
To maximize the Meta spend, we integrated Klaviyo to manage the backend:
- VIP Early Access: Using email and SMS to reward top customers, reducing our reliance on cold traffic for the initial launch surge.
- Automated Recovery: High-conversion SMS and Email flows to catch abandoned checkouts, which reached over 1,300 initiated checkouts in a single month.
The Results: Consistent 8x+ Average ROAS
The long-term performance data shows a brand that isn’t just growing, but dominating its niche:
Metric | Performance Data |
Total Revenue (Attributed) | $254,807.56 |
Total Purchases | 1,860 Orders |
Average Account ROAS | 7.88x |
Peak Campaign ROAS | 31.95x |
Monthly Total ROAS (Dec 2024) | 8.58x |
The Tech Stack
- Acquisition: Meta Ads Manager (Advanced Targeting & DCT).
- Retention: Klaviyo (Segmented Email & SMS Flows).
- E-commerce Engine: Shopify.
- Tracking: Server-side Conversion API for maximum data accuracy.
Why It Worked
- Data-Driven Reinvestment: By identifying campaigns with 26x to 31x returns, we were able to reinvest profits in real-time to extend the life of the drop.
- Low Friction Checkout: We focused on the bottom of the funnel, maintaining a $5.00 average cost per action across 43 different campaigns.
- Sustainable Retention: The use of Klaviyo meant that by the time we reached $254K in revenue, we had a massive list of repeat buyers, significantly lowering our future CAC.
Ready to Scale Your Next Drop?
We specialize in high-growth streetwear and lifestyle brands. If you’re ready to move from “stable” to “sold out,” let’s build your scaling system.
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