Khy

THE APPROACH

How the engagement was structured.

Before a drop, the work was demand shaping. Each release got its own forecast and funnel split agreed ahead of the window, with budgets curved to the moment, audiences primed through prospecting, and campaign builds finished and checked days before go-live. By the time a collection landed, the account already knew what the launch was supposed to do.

Inside the drop window, execution was the strategy. Launches went live to the hour across Meta and TikTok, spend scaled with sell-through rather than a preset pacing curve, and the team read early signal in real time, because a collection that sells through in hours doesn't leave room for a Tuesday optimisation pass.

Between drops, the engine built its base. Prospecting kept new audiences moving into the funnel, retargeting worked each release's long tail, and lead generation fed the lifecycle list, so every launch landed on a warmer audience than the last. The structure stayed simple enough to read clearly when the next spike hit.

Underneath it all ran a weekly operating rhythm: Monday reporting the brand team could trade on, top ads and learnings alongside the numbers, creative iteration supported in-house and with the brand's creative partners, and collaboration capsules treated as campaigns in their own right. Discipline underneath the noise: knowing exactly what paid contributed when everything spiked at once.