From $0 DTC revenue to $60k profitable monthly spend.

Back in 2023 the Johannwolff.com team from Miami came to Up Collective with the challenge to prove out their DTC model of their sunglasses and eyeglasses brand. They already had a product that was selling well in their Miami store.

What they hadn't been able to do to date was drive profitable sales online. With their affordable luxury positioning of high quality glasses for a lower price tag we knew their market position was strong. To date they weren't able to make their ads on Meta convert and had been going through a phase of testing that yielded ROAS of around 1x.

The Up Collective team offered to build a suite of creatives from statics to videos to carousels as well as a landing page to prove out the online model during the Black Friday Cyber Monday period. We knew that Paid Social ads on Instagram were the right fit for the business due to the positioning and high AOV of the products and the vertical itself.

The other clear priority was to have a strong offer that resonated with customers during the BFCM period. We settled on a multi-buy offer of 2 frames for $220 for eyeglasses and up to 45% off sunglasses.

The team researched the most suitable ad angles and settled on versatility, price value, durability and social proof as the key angles to message. We knew from our customer research of existing comments and mining reviews of other brands that these angles were important to customers.

We then set out to build a suite of creatives that catered to the different placements of the Instagram algorithm. In order to hit customers with enough different messages on different placements we created the following assets: 5x Static concepts, 3x Carousel concepts and 2x Video concepts to test for the BFCM period.

We knew from extensive testing that running broad and Advantage+ targeting is the most effective targeting on Meta. Our campaign set-up was very simple using broad audiences and running a few test ad sets to find our winning creative concepts. We launched the campaigns on 15th November well ahead of BFCM to start driving learnings for the algorithm.

After some testing we were able to find 1x Video variation that drove strong ROAS of 1.7x and a carousel ad that drove a 3.95x ROAS. We then continued scaling throughout the BFCM season and delivered the strongest Quarter ever for Johannwolff.com. Taking these learnings from the BFCM period we were able to drive strong sales throughout 2024 and 2025 and are continuing to scale the DTC channel for JW.

After we had proven out Meta as a channel we went about setting up a Google Shopping / Pmax strategy for the brand. Google is now driving 30% of spend and an equal amount of New Customers.

The DTC channel was up 150% YoY in 2025 and is outgrowing the offline channel in sales. Q1 2026 was again the strongest quarter ever and Johannwolff.com is on track becoming a mid 7 figure DTC brand.