Turn 24 hours of hype into profitable revenue.

Delinquents Truly is a limited-release streetwear brand with a genuinely devoted following. Demand was never the problem. The problem is what a drop actually is: a single, brutal window — often 24 to 48 hours — where a year’s worth of anticipation collides with a hard inventory cap and a flood of high-intent traffic all at once.

Scale spend into that window and, in most accounts, cost per purchase climbs right alongside it — quietly eating the margin the hype was supposed to create. The job was to pour fuel on the drop without letting the economics break: absorb the burst, keep cost per purchase in check, and convert the demand while it was white-hot.

The “Launch-and-Lock” framework.

We built the drop around a simple rhythm: launch hard, then lock the revenue in. Meta drove the launch — priming demand, then scaling aggressively into the burst. Klaviyo handled the lock, catching the buyers the drop couldn’t convert in the moment.

Phase 1 — Launch (Meta Ads)

• Build the anticipation: top-of-funnel campaigns warmed the audience before the drop, so demand was already primed the second it went live.
• Sprint, then scale: we scaled aggressively into the ad sets that were working in real time, riding the winners instead of waiting for the drop to end.
• Hold the cost line: even at full-tilt spend, our best ad sets held cost per purchase as low as $4.50 — the discipline that kept every extra dollar profitable.

Phase 2 — Lock (Klaviyo Retention)

• VIP early access: email and SMS gave the most loyal customers a first look, converting the highest-intent buyers before the noise even started.
• Recover the rest: automated flows chased down the abandoned checkouts a fast-moving drop always leaves behind, turning browsers into banked revenue.
• Own the audience: everyone the drop couldn’t convert in the window became an owned list we could sell to again on the next release.

$12,823.08 spent. $72,503.41 generated. In a single day.

On drop day (February 1, 2026), the release drove 1,452 orders at a 5.65x blended ROAS, with an $8.83 cost per purchase and a roughly $49.93 average order value. The top ad sets ran even hotter — peaking at a 10.40x return — proof that hype and profitability aren’t a trade-off when the system underneath is right.