The Heavy Cup
Helped drive more than $2.13M in total revenue and $494K+ in attributed revenue across email, SMS, and campaigns while scaling a novelty DTC brand from a breakout hero product into a broader multi-SKU paid social engine. Built the Meta creative framework around the 22lb Heavy Mug and extended that playbook across launches including the 5lb Heavy Shaker, 10lb Tumbler, and 4-Liter Dumbbell Bottle.
$2.13M+
Total Revenue
$494K+
Attributed Revenue
~100
Active Meta Creatives at Peak
Challenge
Turn a viral hero product into a repeatable growth system. Sustain evergreen Meta performance, launch new SKUs efficiently, and strengthen lifecycle marketing to better monetize existing demand.
Strategy
Built a high-volume creative testing system centered on visual curiosity, clear product proof, and native-feeling short-form execution. Maintained a fresh creative library of evergreen winners and new variations, paired with Klaviyo email and SMS flows designed to recover drop-off, improve blended efficiency, and convert seasonal demand.
Impact
Scaled the business beyond a single hero SKU into a more durable product ecosystem supported by paid social and owned channels. Creative strategy enabled repeatable product launches, while lifecycle marketing increased value extracted from existing traffic.
Selected metrics represent attributed and blended performance across the engagement period. Creative samples shown are representative of the testing framework in operation.
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