Case study · E-commerce & collectibles

Viper Collectibles

Meta Ads for a collectibles store that sell to fans by franchise. 6.3x return on ad spend.

return on ad spend (ROAS) on Meta Ads: every $1 in ads brought back about $6.30 in sales: 6.3x; return on ad spend (ROAS) on Meta Ads: every $1 in ads brought back about $6.30 in sales

Services: Paid Advertising
Industry: E-commerce & collectibles
Platforms: Meta Ads, Meta Pixel + Conversions API, Shopify
Year: 2026

The challenge

Collectors are the most informed buyers on the internet. A One Piece fan knows the chase variant, the release date and the price at every other shop. Drops sell out in hours, then the hype moves on to the next figure. Generic ads like ‘Shop Funko Pops’ get scrolled past. If an ad does not speak fan, it does not sell.

Our approach

We stopped advertising a store and started talking to fandoms. One Piece fans see One Piece. Jujutsu Kaisen fans see Jujutsu Kaisen. Horror fans get their own campaigns. New drops and pre-orders get a dedicated push timed to the release, retargeting brings back everyone who looked and did not buy, and purchase tracking keeps Meta pointed at buyers, not browsers.

Meta Ads strategy
Campaign structure and management
Creative for drops and pre-orders
Retargeting
Purchase tracking with Pixel and Conversions API

What made the difference

Nobody is a fan of a store.

People are fans of a show, a character, a figure. When the ads stopped selling Viper and started selling what each fandom wanted, the numbers moved.

What we did

How we did it.

1
Teach Meta who buys
Purchase tracking with Pixel and Conversions API, so the algorithm learns from orders.
2
One fandom, one message
Campaigns split by franchise, with creative that uses the names and figures that fandom cares about.
3
Move at drop speed
Pre-orders and new releases get pushed the moment they go live, not a week later.
4
Win back the browsers
Retargeting for people who viewed and left, and weekly budget moves to what is selling. 6.3x ROAS.

The work