What generating multiple 7 figures with a leading Footwear Reseller actually looks like.
Behind the brand
Crep Movement is a footwear reseller, specialising in bringing exclusive footwear to the UK market.
Established in 2020 and incorporated in August 2021 by Sole Director James Duncalf.
Crep Movement began from a love for exclusive footwear - especially the Air Max Plus TN. For years, I chased every new drop, every rare colourway, and every pair that seemed impossible to find. I know the struggle of hunting down sought-after pairs, paying ridiculous overseas shipping costs and waiting far too long attempting to secure the pairs I wanted. That experience sparked the idea for Crep Movement and I had a vision.
They focus on selling some of the leading sportswear brands, such as Nike, ASICS, On Running and many more!
Crep Movement LTD and Daily Media Limited partnered together in February 2024 and we continue to thrive together to this day. Our initial point of contact was through Instagram. James neglected the power of Meta paid ads due to poor performance from an old agency. In February 2024, Daily Media took full control of Crep Movement's Meta Paid Campaigns.
To this day, we have full control over Crep Movement's Meta to ensure we have full circle marketing efforts to reach the goal of becoming one of the leading UK resellers.
The problems we faced
No Current Marketing Efforts
No current marketing efforts were active when we partnered together.
Lack of Creative Testing
Leaving growth opportunities behind due to no structured creative testing framework.
Heavily Reliant on Organic Reach
The brand was heavily reliant on organic reach, limiting scalability and consistent revenue generation.
How we did it
Highly Engaging, Short-Form Creative Strategy
This allowed us to focus on creative that drives qualified traffic and captures attention in a crowded marketplace.
Holistic Measurement
Tracking the correct business wide, holistic metrics (not just living inside of the ad account): MER (Marketing efficiency ratio), CAC (Customer acquisition costs), NCAC (New customer acquisition cost), AOV (Average order value), CVR (Conversion rate).
Unique Selling Points (USPs)
As we scaled budgets, understanding Crep's USPs became vital for us to leverage them in the right way to tap into consumer buying behaviours. Sometimes you have to sit back and ask yourself "what does the customer want to know/see". Understanding the brand's profit margins, payment options, shipping policies and return policies allows us to reduce the buyer journey by feeding the consumers with vital information instead of leaving them to figure it out.
Iterate Testing Heavy
Capturing attention is one thing in a saturated market, but once you find the winning ads, you get a small window to scale these ads to maximise results in over short periods. This approach helped us laser-focus on Crep's best selling products and ensure the creative was getting significant budget to maximise sales.
This led to an aggressive testing period to understand what creative format and style was going to generate consistent sales. Once we thoroughly understood the ad account, we were able to shift our main focus to developing the cold reach campaign to enhance new customer acquisition and first-purchase profitability, but more importantly, scale the output of collected data.
Campaign Structure: Ad Account Overview
Top-of-Funnel (TOF) Prospecting Campaigns
- Consistently drive fresh, qualified traffic through cold audience targeting.
- Leverage ongoing creative testing to identify high-performing ads and eliminate underperformers efficiently.
Middle-of-Funnel (MOF) Retargeting Campaigns
- Re-engage warm audiences by strategically retargeting site visitors and engagers.
- Incentivise conversions with tailored offers (e.g., limited-time discounts) to encourage repeat purchases.
Evergreen CBO Scaling Campaign
- Centralised campaign structure to efficiently scale proven winning creatives.
- Maintains steady performance while allowing budget fluidity across top-performing ad sets.
Advantage+ (ADV+) Campaigns
- Deployed as an additional testing ground for new creative variations.
- Feeds winning ads directly into the evergreen CBO for long-term scalability and ROI growth.
Generating multiple 7 figures
184%
Revenue Growth - Total revenue growth since partnering
121%
Orders Increase - Massive uplift driven by improved targeting and high-converting creatives
21%
AOV Increase - Average order value grew through upselling and bundling
£2M+
Revenue Generated - Total revenue attributed from Meta paid ads
£100k+
Spent on Ads - Total Meta ad spend invested
12.18
Average ROAS - Achieved across all Meta campaigns
£15.27
Cost Per Acquisition - Average CPA achieved across all Meta campaigns
Ads we built
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