Deadbear

Inside the engagement

Three numbers, one store

When we took over the account, Meta reported one revenue figure, Google another, and Shopify — the system that actually collects the money — a third. All three were presented as 'results'. None of them agreed, so none of them could be trusted for a budget decision.

The first month was spent building a single source of truth: a daily tracker where every rupee of spend is read from the ad platforms' own APIs and revenue comes only from Shopify. Meta and Google rows carry spend, impressions and clicks; revenue exists in exactly one place. The return the brand runs on is MER — store revenue divided by total ad spend — and nothing else is called revenue.

Structure: one ad set per product, one card per variant

The account was rebuilt around the catalogue. Each product line gets its own ad set with its own budget, so spend per line is a deliberate decision rather than an algorithm's accident. Carousel ads are built one card per colourway, and every card links to that variant's own product page with its own tracking tag — so the tracker shows not just which ad worked, but which product on which card.

Every destination URL carries a full UTM convention down to the individual creative. When a product sells, the order can be traced back through Shopify to the exact card someone tapped.

The shoot strategy: catalogue discipline, street-brand energy

Deadbear's creative is shot like a catalogue and cut like content. Products are photographed at full resolution in square crops for feed carousels, with separate 9:16 vertical frames prepared for Stories and Reels placements rather than letting the platform crop a square badly.

Copy names the product and the fabric instead of shouting. Delivery runs broad with a premium-interest layer, letting the creative do the targeting — which is also exactly the direction Meta's own delivery system has moved.

The Vault Sale: 86% of a month in three days

In October 2026 the brand ran a three-day, sitewide Vault Sale. Rather than inventing a new structure, we duplicated the campaign skeleton that had already proven itself in the previous festive season, pointed it at a broad audience, and gave it four distinct creative routes plus a cart-threshold bonus to lift order values.

The three days of the sale booked 86% of the entire previous month's store revenue. Across the sale window — October 1 to 9 — daily revenue ran at roughly three times the previous month's average, and return per rupee of spend came in at nearly three times the previous month's level. Sale windows are not evergreen economics, which is why the spike is always reported next to the baseline instead of being allowed to speak for the year.