CRAP EYEWEAR NEEDED A GROWTH STRATEGIST TO OPTIMIZE THEIR PAID MEDIA AND SCALE PROFITABLY

About Crap Eyewear: Crap Eyewear is a Venice-based sunglasses and eyewear brand known for their bold, statement-making designs and accessible price points. Founded with a rebellious spirit, they've built a cult following around their distinctive aesthetic and quality craftsmanship at affordable prices.

The project: Crap Eyewear needed a comprehensive audit of their paid media channels (Meta, TikTok, Google) to identify optimization opportunities, develop a creative testing framework to improve performance marketing output, and establish systems to support sustainable growth heading into the new year.

We matched them with a growth expert who could analyze cross-channel performance with deep platform expertise, provide strategic guidance without requiring hands-on execution immediately, and build frameworks that would scale with their business needs.

The challenge was finding someone who understood both the strategic and tactical aspects of performance marketing, could provide actionable insights quickly during critical sales periods, and would be flexible enough to scale their involvement as the business needs evolved throughout the year.

Crap Eyewear chose Avi Arora, a growth and eCommerce expert currently driving growth for Italic, who delivered a comprehensive audit across all channels, provided strategic guidance through Labor Day and October sales, and transitioned into an ongoing consulting partnership to build their creative framework and growth systems.

Avi identified that 50% of Meta spend was going to existing customers in dynamic campaigns (creating skewed attribution), recommended audience segmentation improvements and engagement audience refinements in Klaviyo, and provided detailed naming conventions for ads to improve tracking, creative learnings, and ultimately optimization.

THE WORK

Phase 1: Comprehensive Audit

• Analyzed Meta, TikTok, and Google performance across trailing 30 days
• Identified disproportionate spend on existing vs. new customers in Meta campaigns
• Reviewed creative performance and testing methodology
• Assessed pop-up signup rates and email capture optimization
• Provided audience segmentation recommendations (L90D website visitors who haven't purchased)
• Delivered detailed naming conventions for campaigns, ad sets, and UTMs
• Created actionable recommendations deck with prioritized opportunities

Phase 2: Labor Day Sale Support

• Reviewed 4th of July sale performance to inform Labor Day strategy
• Provided campaign structure and budget allocation recommendations
• Advised on creative deployment for 10 new ads
• Delivered pre-launch feedback on campaign setup
• Supported real-time optimization during sale period

Phase 3: Ongoing Growth Consulting Partnership

• Monthly 60-minute strategy sessions plus optional bi-weekly 30-minute check-ins
• Slack support with 6-12 hour response time for ongoing advisory
• Quarterly growth priorities roadmap covering 3-5 high-impact initiatives
• Focus on building creative testing framework for 2026 launch
• Strategic guidance for October sale and BFCM preparation
• Systems optimization during reduced spend period (post-Labor Day through year-end)
• Emphasis on framework development vs. tactical execution given seasonal budget

"After reviewing with the CEO I think you are the best solution for our needs moving forward."

—Billy Brody, Head of Growth, Crap Eyewear

"Working with Billy and the Crap team has been fantastic. They came in with clear goals and were willing to move quickly on recommendations. The opportunity to build out their creative framework for 2026 while supporting them through critical sales periods was exactly the kind of strategic partnership I love—where we can make an immediate impact while building systems for long-term success."

—Avi Arora, Storetasker

FINAL RESULTS

• Identified critical audience segmentation issues driving up CAC
• Provided actionable framework for creative testing and campaign organization
• Successfully supported multiple sale events (Labor Day, October BOGO)
• Established ongoing consulting partnership focused on 2026 preparation
• Delivered strategic guidance through reduced spend period while building frameworks
• Created comprehensive naming conventions improving tracking and optimization
• Positioned brand for successful 2026 launch with creative testing flywheel