What was happening
VI had a beautiful product and a beautiful feed. Neither was selling. The ad account had four campaigns running on autopilot, attribution tracking the wrong event, and a creative library full of brand stills that nobody screen-recorded, saved, or sent to a friend.
The business was carried by walk-ins from Hatton Garden. Online was a tax, not a channel.
What we did
In week one we rebuilt the ad account from scratch. Cleaned up Conversions API, set the right purchase event, killed lookalikes built off subscribers (instead of buyers), and consolidated to two CBO campaigns.
Then the creative shift. Amber — the founder — went on camera. We filmed a studio day, generated 32 short-form pieces, and spun them through Meta as UGC-style ads with founder voiceover. The hooks tested fastest in paid; the winners cycled into organic.
In parallel, the social account moved from 4 posts/week to 21. Mix of Reels (60%), Stories, and carousels. Inbox managed daily. WhatsApp link integrated as the conversion event.
What changed
By month three blended ROAS hit 4.6x. CPA dropped 42% against the pre-engagement baseline. WhatsApp enquiries — the actual revenue lever for bespoke jewellery — nearly tripled.
Most importantly: Amber's face is now the brand. Repeat ad performance has compounded month-over-month because the algorithm now knows who VI is.
What's next
Q3 we're layering Google Shopping + branded search to capture the existing demand we now generate. Founder content is still the multiplier on every channel.