SUK Workwear
SUK Workwear is an Australian workwear label with a cult following — durable canvas overalls and work pants cut for people who actually work in them. We built a flash promo around the audience that already knew the brand instead of cold traffic, and across five months the account returned US$1.54M in purchase value on US$231k of Meta spend, a blended ROAS of 6.7 against a break-even of 5.
Niche
E-commerce · workwear and apparel
Channel
Meta Ads (Facebook + Instagram)
Timeline
June – October 2024 (5 months)
Service
Media buying
6.7x
blended ROAS over five months
US$1.54M
purchase value from US$231k of spend
7.96
ROAS inside the flash promo window
97
creatives shipped across placements
Sound off — tap a video for sound
SUK came to us with an account that had been running on autopilot for months. The previous contractor had set lifetime budgets across whole flights, and while nothing was hidden by that, it made day-to-day pacing painful: every time the client asked for a product to spend US$500 a day, we had to work out what had already gone out, count the days left in the promo and reverse-engineer a new lifetime number — for every campaign, every time. Part of the budget was also still going into awareness and reach campaigns returning a ROAS around 0.1, and the brand had no room for that: below a ROAS of 5 the account lost money. What SUK did have was rare — a genuinely loved brand with more than 120,000 followers and years of content behind it. Nobody in the account was monetising it.
0
Moved the account onto daily budgets and shut down the legacy campaigns: with lifetime budgets spread across whole flights, every “make this spend US$500 a day” request turned into a recalculation of spend-to-date against days remaining, and awareness and reach campaigns were still burning budget at a ROAS near 0.1.
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Inverted the usual promo logic and pointed roughly 70% of the budget — about US$45k of the first US$64k — at people who already knew the brand: site visitors, Instagram and Facebook engagers and past customers, instead of the cold prospecting audiences a discount launch normally goes to.
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Built a discount ladder across the range instead of one blanket offer: 50% off the 925 Suit, 30% off Rosella, the Roper Suit and the Canvas Collection, so every hero product carried its own reason to click rather than competing with the rest.
0
Produced 72 banners and 25 videos across every placement format and shipped around 20 new ads a day for three weeks: one campaign alone carried 17 ad sets, so each product and each model got its own frame instead of a single creative carrying the whole promo.
0
Planned the landing before the promo started: we told the client the warm audience would be spent by the end of it, and cut budgets deliberately through August rather than trying to hold peak spend on people who had already bought.
— Rosty C.
Founder, collaba.team
"The thing I did not expect was how completely a promo like this drains your warm audience. We pulled forward months of revenue in about six weeks, and then the same people had nothing left to buy — ROAS fell from nearly 8 to around 4 before it recovered. That is not a failure, it is the price of the tactic. It only makes sense if you decide in advance that you are trading next quarter’s momentum for cash now."
A flash promo aimed at warm audiences is the fastest way to turn brand equity into revenue, and that equity is finite. SUK could do this because they had 120,000 followers and years of content behind them; a brand without that has nothing to harvest. Plan for the drop that follows and it is an excellent trade — ignore it, and it looks like the account broke.
US GLP-1 Brand
10.77x
roas across 4 months, reported attribution
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