Getting a New Product Category Right From Day One

Fourfourtee needed strong ROAS from the very first month. There wasn't room to learn on the job.

The brief

Fourfourtee embroider iconic football moments onto premium tees, beanies, and sweatshirts, a distinct, more casual product to traditional kit and merchandise, with Meta no longer delivering the results it once had. The product's lower profit margin made a strong ROAS an immediate priority rather than something to build toward over time, and the targeting had to be precise: any drift toward official kit, sportswear, or content about specific clubs, players, or matches risked wasting spend on the wrong audience entirely.

What we did

We rebuilt the Google Shopping Feed so product titles carried the details that actually matter to a searcher: material, colour, size, brand. That single change let products stand out on the Shopping network and match precisely to the right audience, rather than the broadest possible one. From there we ran tightly targeted Google Shopping and Search campaigns alongside Meta retargeting across Feed, Stories, and Catalogue, with no tolerance for wasted spend anywhere in the account.

The result