Client: DTC outdoor-living brand · Role: Senior Growth Manager — Paid Social, Organic Social, Lifecycle · Channels: Meta (2 ad accounts), Organic FB/IG, Klaviyo (in build), Creatify / Veo 3
The problem
I inherited a stalled organic channel on April 1, 2026 — running as an isolated content calendar, disconnected from performance. I had to prove organic could measurably feed the paid funnel across two ad accounts (nationwide DTC sales + regional events/leads), and scale DTC revenue through peak season and the July 4th window.
What I diagnosed
Organic was idle inventory. Plugged into the same video funnel that drives paid, those reels become cheap top-of-funnel fuel — ThruPlay audiences I can retarget into traffic, leads, and dynamic product-ad sales.
The system I built
A hybrid creative engine, not a pure-AI gimmick. I shot the client’s founder on-site (with full consent) and built that footage into a custom, voice-modeled Creatify avatar — one real capture turned into an always-on spokesperson I could produce at will. From there I made multiple assets at repeatable quality, adapting the same avatar to seasonality, promos, and offers, and layered in real b-roll I shot in-store plus Veo 3 animations of the product build-outs. Held consistent shot-to-shot with Aurora, it’s a brand-safe, scalable asset a weekly shoot could never match. Running the workflow through Claude in Agent mode let me version creative in volume and refresh the funnel weekly so the always-on retargeting never fatigued — a one-person creative department at studio pace, organic and paid sharing one asset library. On top of that I ran a low-CPM awareness layer behind the top organic reels, mapped reels + dynamic catalogs across Feeds/Stories/Reels to build retargeting pools, and deployed holiday promo dynamic product ads (dollar-off bundles, 0% financing) to warm audiences. This built on the promo playbook from an earlier engagement (a dollar-off restructure that drove a 780% ROAS lift and 368% AOV gain the prior year).
The measurable result
Organic views up 65% to 3.25M in 90 days — 3-second views +411%, watch time +207% — with 98.7% of views from non-followers, i.e. true net-new discovery, not follower recycling. Paid scaled with it: 5.4x ROAS on the nationwide Advantage+ engine (49,078 ThruPlays at $0.49 doing the pre-sell); 7.1x ROAS on the July 4th dynamic-product-ad retargeting, with a 0% financing variant peaking at 27.3x; 4.5x ROAS on the peak-season max-value push. Plus 88 design-consultation leads at a $112 CPL for high-ticket build-outs, and 22,877 event link clicks at $0.34.
Why it’s repeatable
Klaviyo is the next layer — engaged-viewer and lead audiences from the video funnel sync into segments for promo, event invites, and design nurture, closing the loop from organic reel to paid retargeting to owned email revenue.