The Situation
Selling prop money is a niche business. The buyers exist — content creators, music video producers, filmmakers, entertainment marketers — but they're not the typical e-commerce audience an algorithm will find without help. And once you do reach them, you have a second job: convincing buyers that the product is worth purchasing rather than improvising with whatever's around.
The client had real product-market fit inside that niche. What they needed was a marketing programme that could scale sales and build the direct conversations that turn first-time buyers into a community.
What We Did
We split the engagement into two complementary tracks.
- Sales scaling on Meta and TikTok. We built campaigns around the actual buyer — creators planning shoots, marketers planning campaigns, entertainment teams sourcing props — with creatives that showed the product on set and explained why prop money beats every workaround. Budget scaled month over month as ROAS held.
- Engagement push for direct conversations. Once the sales engine was running, we layered a focused engagement campaign optimised for messages rather than purchases. The goal was to open the door — to give buyers an easy way to ask questions, request specific denominations, and get answers fast.
- Disciplined creative refresh. Niche audiences fatigue quickly. We kept new creatives moving into the queue so the winning campaigns could run longer without performance dropping.
The Results
Across four months of active scaling, the brand generated over $50,000 in sales on roughly $7,100 of ad spend — a 7x ROAS, sustained over the full engagement.
The engagement campaign was its own win. In seven days, Meta delivered over 5,000 inbound messages at a cost per message between $0.05 and $0.08 — turning the ad spend into a direct line of conversations between the brand and its actual buyers.
The brand now runs a marketing engine that does both jobs at once: scales revenue through proven sales campaigns and keeps a steady pipeline of direct buyer conversations open for everything that needs a human touch.
