Rebuilt the Meta account into a prospecting-to-retargeting structure split by audience temperature, with drop launches as their own campaign layer rather than bolted onto evergreen activity.

Nine creators briefed around hooks rather than products — on-model wear tests, styling, haul and unboxing formats — so assets stayed usable across multiple drops instead of expiring with the item.

A fortnightly testing rhythm with six to eight new variations entering on schedule regardless of current performance. Each test isolated one variable, and results were logged against angle rather than asset.

Dedicated drop landing pages matched to ad messaging, replacing the generic collection page. Size guidance and delivery timing moved above the fold after both surfaced repeatedly as pre-purchase hesitations.