From the start, Valabasas faced the challenge of building demand from the ground up in a crowded streetwear market while operating with limited budgets. As growth accelerated, new challenges emerged:

1. Scaling Efficiently – Balance aggressive new customer acquisition with ROI discipline.
2. Category Expansion – Extend beyond core denim without eroding channel efficiency.
3. Measurement Evolution – Continue scaling while maintaining (and improving) profitability as the channel mix broadens.

At the same time, Valabasas needed to evolve its owned marketing channels (email and SMS) from transactional communication into drivers of brand loyalty and incremental acquisition.

From single-channel to 360° growth.

Our strategy centered on building a profitable, omni-channel growth engine that could scale with Valabasas’s ambitions.

• Full-Funnel Media Approach: Transition from siloed campaigns to a unified funnel across Google and Meta, designed to balance new customer acquisition with efficiency.
  
• Lifecycle Evolution: Reframe email and SMS from one-off sales drivers to ongoing relationship-builders that nurture loyalty and repeat purchases.
  
• Measurement Shift: Move from channel-by-channel ROAS to MER (Marketing Efficiency Ratio) as the core success metric, enabling smarter cross-channel budget allocation.

Creative & Product Feedback Loop: Feed marketing insights directly into product design and creative direction, aligning launches with proven demand signals.

Acquisition & Growth

• On Google, we focused on high-intent branded Search and granular Shopping before expanding into broader keywords, new categories, and additional platforms. 
• We scaled by adding categories, testing broader, non-brand keywords, and iterating product feed enhancements. 
• Progressively migrated to Performance Max with smart bidding tests to capture incremental demand across surfaces.
• Piloted Demand Gen and AI Max for Search while closely monitoring branded caps to protect efficiency.
• On Meta, we executed a restructured full-funnel strategy with a clear focus on new customer acquisition while ensuring sustainable, profitable growth.
• Our objectives were to drive incremental revenue, expand brand awareness, and improve conversion rates by refining both the creative and the funnel experience.
• The approach combined channel strategy optimization, a complete creative overhaul, a rebuilt ad funnel, and rigorous landing page testing to maximize returns, all while leveraging Meta’s latest features.

Lifecycle & Retention

• Took over email and SMS, shifting content from purely product-driven to story-led campaigns to strengthen brand connection, including:
• Behind-the-scenes content to strengthen brand connection.
• Cultural hooks (e.g., Met Gala, Paris Fashion Week) to build relevance beyond discounts.
• Tested and deployed plain text emails, which consistently drove the highest revenue per send. They feel personal, cut through inbox clutter, and perform especially well. We now use plain text strategically within our campaign mix to complement designed sends; balancing brand aesthetic with conversion power.
• Rebuilt automated flows around the Recency, Frequency, Monetary (RFM) model, ensuring contextual relevance while reducing fatigue. 

Enablement & Analytics

• Centralized reporting into a single MER dashboard to unify performance visibility.

Established a creative and product feedback loop, ensuring marketing data directly shaped design and campaign planning.