WATTSTHATTREND
51% Decrease in CPA
Platform
Meta Ads
Industry
Fashion & Apparel
Service
Paid Ads & Creative Strategy
About the Brand
WATTSTHATTREND
Wattsthattrend is a fashion brand operating in the trend-forward space — fast-moving, highly competitive, and entirely dependent on creative that can stop the scroll and convert in the same breath. The brand had the product and the aesthetic. What it needed was a creative and technical approach that could compress acquisition costs while scaling volume without sacrificing performance
What Were They Struggling With?
- CPA was high and rising — each new customer was costing more than margins could sustainably support at scale.
- Creative was losing viewers in the first 2–3 seconds — hooks weren’t connecting with cold audiences fast enough.
- Product positioning within content was unclear — by the time viewers understood what was being sold, they’d already scrolled past.
Our Approach
What we did
for them?
Wattsthattrend is a fashion brand operating in the trend-forward space — fast-moving, highly competitive, and entirely dependent on creative that can stop the scroll and convert in the same breath. The brand had the product and the aesthetic. What it needed was a creative and technical approach that could compress acquisition costs while scaling volume without sacrificing performance
Creative
Repositioning
CERI isn't just a jersey brand — it's a statement. Built around the identity of football culture, CERI creates premium match-day and streetwear jerseys that speak directly to the passion of football fans across the UK and Europe.
With a strong product rooted in cultural identity, CERI had everything needed to scale. They just needed a partner who understood how to translate that identity into performance at scale — without losing the soul of the brand.
5-Stage
Awareness
Funnel
We engineered a five-stage awareness funnel designed to move cold audiences from discovery to conversion — without relying on a single heavy-spend campaign. Each stage is calibrated to audience temperature.
From scroll-stopping top-of-funnel video to retargeted product ads at the bottom, every touchpoint was built to nurture intent and reduce cost-per-acquisition across the full customer journey.
Budget
Reallocation
Rather than spreading budget thin across every channel, we consolidated spend into the platforms where CERI's audience actually lives — reallocating away from underperforming placements in real time.
This dynamic approach allowed us to double down on winning creatives and audiences while cutting waste, resulting in a significant improvement in ROAS within the first 60 days.
Audience
Expansion
CERI's core audience was loyal but narrow. We identified and unlocked adjacent audiences — streetwear enthusiasts, football lifestyle content consumers, and diaspora communities across Europe.
By expanding thoughtfully into new segments without diluting the brand's cultural authenticity, we grew the addressable market while maintaining the high engagement rates that define the CERI community.
CERI isn't just a jersey brand — it's a statement. Built around the identity of football culture, CERI creates premium match-day and streetwear jerseys that speak directly to the passion of football fans across the UK and Europe.
With a strong product rooted in cultural identity, CERI had everything needed to scale. They just needed a partner who understood how to translate that identity into performance at scale — without losing the soul of the brand.
We engineered a five-stage awareness funnel designed to move cold audiences from discovery to conversion — without relying on a single heavy-spend campaign. Each stage is calibrated to audience temperature.
From scroll-stopping top-of-funnel video to retargeted product ads at the bottom, every touchpoint was built to nurture intent and reduce cost-per-acquisition across the full customer journey.
Rather than spreading budget thin across every channel, we consolidated spend into the platforms where CERI's audience actually lives — reallocating away from underperforming placements in real time.
This dynamic approach allowed us to double down on winning creatives and audiences while cutting waste, resulting in a significant improvement in ROAS within the first 60 days.
CERI's core audience was loyal but narrow. We identified and unlocked adjacent audiences — streetwear enthusiasts, football lifestyle content consumers, and diaspora communities across Europe.
By expanding thoughtfully into new segments without diluting the brand's cultural authenticity, we grew the addressable market while maintaining the high engagement rates that define the CERI community.
Outcomes & Results
The Numbers Speak For Themselves
Hook engineering, creative clarity, and a systematic optimisation protocol compressed CPA by over half — and built a repeatable system that holds performance as budget scales
51%
Decrease in CPA
Sustained across the full scaling period
Week 1
Hook Winners Identified
First-second retention rates dramatically improved
Stable
Performance Floor Built
Consistent below-target CPA delivery week on week
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