Forplay

A fashion brand with massive seasonal spikes needed a Meta Ads strategy that could scale to six figures in ad spend during peak months while maintaining profitability—then shift to efficiency-focused campaigns in the off-season.

The Challenge

Forplay’s revenue was heavily concentrated around Halloween and Black Friday/Cyber Monday. The brand needed a Meta Ads partner who could aggressively scale spend during these windows—pushing to $232K in a single month—without wasting budget, then pivot to an efficiency-first approach during slower months. The dual nature of the business required two fundamentally different strategies running on the same platform.

The Solution

• Built a dual strategy around Forplay’s seasonal calendar: aggressive scaling during Halloween and Black Friday/Cyber Monday, efficiency mode in the off-season
• Deployed prospecting campaigns targeting costume shoppers through DMA audiences to drive massive volume during peak months
• Launched Advantage+ Shopping campaigns for the lingerie category, delivering 3x+ ROAS year-round as a steady revenue baseline
• Created platform-native IG Stories and Reels creative featuring Halloween costumes, hitting 4.91x ROAS—outperforming static ads for this audience
• Built a retargeting layer to capture high-intent shoppers at 3.91x ROAS
• Ran a dedicated Black Friday Advantage+ campaign that delivered 4.79x ROAS
• After the seasonal push, right-sized spend and shifted to efficiency mode—improving ROAS from 2.22x during aggressive scaling to 3.98x, then 5.49x, with individual months hitting 8.95x and 16.29x

The Results

The dual-mode strategy let Forplay capture massive seasonal revenue without sacrificing long-term efficiency. Peak months drove record sales, and the transition to efficiency mode proved that paid social could deliver outsized returns even at conservative spend levels.