[REDACTED] — legacy board-game brand · Ukraine · Meta + TikTok
8,000purchases / month at 2.8–3.2 ROAS
7–8k purchases a month, and the post-holiday crash never came
ORIGINAL FILE TITLE — $50K–70K/mo Scale: How I Grew a Legacy Board Game Brand Through Creative Sprints & Awareness Funnels | FB & TikTok
E-commerce
THE PROBLEM
Q4 scale was the easy part. The brief was surviving January: every year the brand rode the holiday spike, then crashed. Target for low season was +120% vs the previous year.
THE SYSTEM
- →Account restructured around angles and avatars instead of products
- →Monthly creative sprints — the testing never pauses, so results never decay
- →Schwartz awareness-stage funnels built specifically for low season
- →Ad-length ROAS analysis to find the winning formats before scaling them
THE NUMBERS
| Metric | Before | After |
|---|---|---|
| Ad spend | — | $50–70k/mo |
| Purchases | — | 7,000–8,000/mo (200/day off-season) |
| ROAS | — | 2.8–3.2 blended |
| Low-season target | — | +120% — hit |
One snapshot: 7,713 purchases, $210k revenue. The "dead season" now outsells the old peak months.
INSIDE THE FILE
The brand & the stakes
- ›Legacy brand: 6 years on the market, 20+ SKUs across 3 product categories
- ›Account had product-market fit but a structure not built for aggressive scaling
- ›Documented snapshots: 7,713 purchases / $210k+ revenue and 6,763 purchases / $156k+ in high season; 3,215 purchases at 3.12 blended ROAS in LOW season
What a monthly creative sprint contains
- ›Winning-creative analysis + fatigue detection before anything new is made
- ›Avatar brainstorming → new hook development → statics, UGC-style video, dynamic product video
- ›Ad-length ROAS analysis — which video durations actually earn budget
- ›Testing spread across all 3 product categories, every month, no pauses
The low-season awareness ladder (Schwartz)
- ›Unaware → curiosity and emotional relevance
- ›Problem-aware → the boredom / gift / family-time problem
- ›Solution-aware → board games as the natural answer
- ›Product-aware → category and format comparisons
- ›Most-aware → offers, bundles, direct purchase push
LESSON FROM THE FILE
Seasonality is a surface-level excuse. The real growth lever is refreshing messaging, testing new angles, and building funnels around how aware the customer is right now.
THE EVIDENCE
