Shop Calibis · Meta ads + Klaviyo email
Shop Calibis is a Sacramento graphic-tee brand. When I started, it had been in business for about 12 years, and paid marketing was occasional boosted posts and one-off freelance projects. Nobody owned the channel.
I started with a $200 Black Friday test. It converted, so I picked up both paid acquisition and Klaviyo email. In year one, the combined program grew annual direct-to-consumer (DTC) revenue from under $100K to over $200K.
$200 Black Friday test → ~$2–2.5K/mo by month 6 → ~$10K/mo by month 12
The brand was boosting posts at random and cycling through freelancers. Ideas, briefs, and follow-through all still came from the business. There was no testing plan and no record of what had been learned. Nothing ran beyond Sacramento.
What I took over: strategy, account build, day-to-day media buying, budgets, tracking and reporting, creative direction, and the Klaviyo calendar.
Four moves.
01
I rebuilt the account around two jobs — reaching new people, and following up with people who'd already looked — with conversion tracking, the product catalog wired in, and reporting that showed what every dollar was doing.
02
The account started with static images. I added catalog, video, GIF, and carousel ads so we could test more products and messages.
03
I planned and ran the email calendar — product drops, promotions, emails to win back lapsed customers — so the demand Meta created had somewhere to convert.
04
The first campaigns ran in Sacramento only. As results held, I widened acquisition across California and stepped up spend.
annual DTC revenue · 12 months
That's the combined Meta + Klaviyo number — it wasn't Meta alone.
matt@mattlady.com