Relaunching a heritage fashion label on social

The brand had strong heritage equity but a social presence that hadn't evolved in years — irregular posting, no content system, and creative that spoke to no one in particular. Engagement had flatlined and paid spend was being wasted on broad, untargeted reach.

I was brought in to own the channel end to end: strategy, content direction, paid amplification, and reporting. The mandate was simple but demanding — make social a channel the business could actually measure, in one quarter.

• Rebuild a consistent, on-brand content engine with a repeatable weekly cadence.
• Improve on-site conversion rate from social traffic by at least 30%.
• Reduce blended cost per click on paid social while scaling spend.
• Re-engage the dormant existing audience and grow net-new followers.

Two priority segments drove the strategy: loyal heritage customers (35–54, high AOV, nostalgia-driven) and a new younger cohort (22–34) discovering the brand through creators and resale culture.

The creative and channel mix were deliberately split — polished editorial for the core, fast creator-led short-form for the new cohort — so each segment saw content tuned to how they actually buy.

The core idea: stop treating social as a billboard and start treating it as a conversion funnel. We mapped every content type to a funnel stage, then built an always-on calendar that fed paid amplification only the organic posts that earned it.

A weekly creative-testing loop meant winning hooks were scaled and losers cut within days — which is what ultimately drove CPC down even as we increased spend.

• Three content pillars — Heritage, Styling, and Community — with a fixed weekly ratio.
• Creator-led short-form video as the primary top-of-funnel format.
• UGC and resale storytelling to bridge the older and younger segments.
• Conversion-optimized product spotlights with clear CTAs for mid/lower funnel.

Summary: conversion rate climbed from 1.8% to 2.7% across the quarter; blended CPC fell on every channel after creative consolidation; and reach compounded as winning content scaled.

• +48% conversion rate from social traffic — exceeding the 30% target.
• −34% blended CPC while paid spend increased over the quarter.
• +230% engagement and +85% audience growth on a previously flat account.
• Social became a reported revenue channel with a clear, repeatable content system.

The biggest lever wasn't spend — it was creative testing velocity. Letting organic performance decide what got amplified meant we never scaled a weak idea. CPC fell as a direct result of feeding the algorithm only proven hooks.

Second: serving two audiences well meant resisting the urge to make one "average" piece of content for both. Splitting the creative was more work, but it's what moved conversion.