Campaign Report · Spring 2026

Georgia
Collection.

Campaign Performance — a fifteen-day integrated flight across Meta and Klaviyo.

Date Range

Mar 24 —— Apr 13, 2026

Duration

15 days

Channels

Meta · Klaviyo

Status

◉ Delivered Profitably

§ 01 · Headline

The trophies.

Six numbers that carry the weight of the campaign.

Campaign Revenue

$6,813.84

Across 15 days of flight

Total Orders

150

10 per day · 5× baseline

Average Order Value

$45.43

Mixed carts lifted to $70.40

New Customers

124

82.7% of all buyers

Meta Ad Spend

$1,150.36

Scaled $50 → $100/day

True ROAS

2.6×

Pixel-reported 2.18× · full attribution

§ 02 · Arc

The fifteen-day flight.

A launch email lit the fuse; ads joined six days later and found their groove in Week 2.

Mar 24 → Apr 13 · 2026

▸ LIVE PLAYBACK

Day 01 · Mar 24

Orders / Day

—

Cumulative

—

Phase

PRE-LAUNCH

MAR 24

Launch Day

Email to full list

MAR 30

Meta Live

3 carousels · $50/day

APR 04

Selling Fast

Mid-flight push

APR 06

Budget 2×

$50 → $100/day

APR 13

Flight Closed

Targets cleared

Week 1 · Warm-upMar 30 — Apr 5

Spend$424.70

Impressions30,514

Purchases19

1.77× ROAS

Week 2 · GrooveApr 6 — Apr 12

Spend$691.84

Impressions50,428

Purchases41

2.42× ROAS

Final day · CloseApr 13

Spend$33.82

Impressions2,584

Purchases1

2.54× ROAS

§ 03 · Meta

Two placements, two jobs.

The algorithm concentrated spend on the winning creatives. Facebook ran lean; Instagram ran wide.

83,526 impressions · 61 purchases

Creative performance

3 Carousels · Per-ad breakdown

01 The Drop — Carousel — winner

Spend$571.16

Impressions44,967

Purchases36

ROAS2.82×

02 Construction — Carousel

Spend$565.19

Impressions37,738

Purchases25

ROAS1.60×

03 Spring Golf — Carousel

Spend$14.01

Impressions821

Purchases0

StatusSpend concentrated
on winners

Placement split — efficiency vs. scale

Facebook vs. Instagram

The Efficiency Channel

Facebook

Spend share$231.07 · 20%

Purchases15

ROAS2.84×

Cost per purchase$15.40

20% SPEND

The Scale Channel

Instagram

Spend share$919.29 · 80%

Purchases46

ROAS2.02×

Cost per purchase$19.98

80% SPEND

Unique Reach

40,376

Impressions

83,526

Avg. Frequency

2.07

Add-to-Carts

205

§ 04 · Klaviyo

Inboxes opened twice the benchmark.

Three sends. 7,882 opens. A 58% open rate against a 25–35% DTC apparel standard.

$1,290.52 email revenue · 25 conversions

Campaign-wide open rate

58%

More than double the DTC apparel benchmark. Every send landed on a hungry list.

Benchmark

Industry ceiling · 30%

Brawn & Fox · 58%

+28 pts

Send

Recipients

Opens

Open Rate

Clicks

Orders

Revenue

Launch Day · Mar 24 · combined

~4,255

5,362

~58.0%

357

$700.40

Selling Fast · Apr 04

4,362

2,520

57.8%

105

$590.12

Total · campaign

—

7,882

—

462

$1,290.52

§ 05 · Mix

Azalea White, runaway.

One SKU accounted for 59% of all Georgia units sold — and the collection pulled shoppers into the wider catalog.

Units sold · Georgia Collection

Georgia Collection · SKU Performance

109 units shipped across 9 SKUs — one ran away with the drop.

Top SKU Share 59%

Lead over #2 +29pp

◉ LIVE · SKU TELEMETRY ◦ SAMPLING 109u ◦ WIN RATIO 2.0× ◦ Δ +29pp

Rank

Product

Units

0%60%

Azalea White

SKU · AZL-WHT-24

Peach Sky

SKU · PCH-SKY-18

Peach Camo

SKU · PCH-CAM-12

Peach Rope

SKU · PCH-RPE-09

Outline — warm camo

SKU · OUT-WCM-07

Outline — warm slate

SKU · OUT-WSL-07

Azalea — warm slate

SKU · AZL-WSL-05

Azalea Camo

SKU · AZL-CAM-05

Azalea Tee

SKU · AZL-TEE-01

One SKU carried 59% of Georgia units — a clear leader, a soft tail.

Units of 109 · 15 days

Georgia-only carts

$42.91

102 orders · baseline AOV

Mixed carts · Georgia + catalog

$70.40

12 orders · pulled into wider range

Non-Georgia carts

$44.22

36 orders · steady baseline

§ 06 · Acquisition

A customer-acquisition engine.

Eighty-three percent of buyers were meeting the brand for the first time.

150 total buyers in window

83%

New Buyers

New Customers

124

82.7% of buyers

Returning

17.3% of buyers

Total Buyers

150

What the window delivered

Brand-level

New relationships earned

124 first-time buyers

Each one now a candidate for a second purchase — and on file for every future collection.

Returning loyalists

26 repeat buyers

Confirmed the collection resonated with the existing community.

§ 07 · Geography

Home-state pull.

Georgia alone took 34% of orders. Southern states secured more than half of everything shipped.

26 states · 150 orders

ORBITAL RECON · SECTOR 34.2N

LAT 32.1656 · LON ‒82.9001 │ SCAN 000° │ LIVE

Continental density map

Shipment signals · Lower 48 · Weighted by orders

≥ 20 orders

6–19

1–5

SIGNAL

•••••

CLUSTER

55% DENSITY

LOCK

PRIMARY

STATE · CONSTELLATIONORDERS · REVENUE

Georgia

0/51

$2,082.35

Home state · 34% of all orders

Tennessee

0/20

$949.55

North Carolina

0/8

$279.20

Texas

0/7

$329.30

South Carolina

0/6

$296.40

Maryland

0/6

$206.40

Pennsylvania

0/5

$315.50

Ohio

0/5

$198.50

Florida

0/5

$226.60

Mississippi

0/4

$437.14

—

Other · 14 states

$1,493.40

▸ LOG

[T+14:22] GA relay acquired · 51 orders · $2,082.35 · [T+14:23] TN cluster pulse · 20 orders · [T+14:24] Carolinas link stable · NC 8 · SC 6 · [T+14:25] TX lone-star ping · 7 orders · [T+14:26] MS pulse logged · 4 orders · $437.14 · [T+14:27] mid-atlantic tier · MD 6 · PA 5 · [T+14:28] FL south beacon · 5 orders · [T+14:29] SE cluster resolution · 55% of all orders · [T+14:22] GA relay acquired · 51 orders · $2,082.35 · [T+14:23] TN cluster pulse · 20 orders · [T+14:24] Carolinas link stable · NC 8 · SC 6 · [T+14:25] TX lone-star ping · 7 orders · [T+14:26] MS pulse logged · 4 orders · $437.14 · [T+14:27] mid-atlantic tier · MD 6 · PA 5 · [T+14:28] FL south beacon · 5 orders · [T+14:29] SE cluster resolution · 55% of all orders ·

GEORGIA · HOME STATE · 34% OF ALL ORDERS SOUTHEAST CLUSTER · 55% OF ORDERS · $4,044.64 REVENUE

§ 08 · Attribution

How we know what worked.

Sixteen sequential rules cross-referenced Shopify, Klaviyo, Meta pixel, and URL parameters. 73% of orders were graded with definitive confidence.

150 orders traced · 6 sources

Order → source → revenue

Sankey-style flow

Channels

▍ Meta — Georgia ads

▍ Klaviyo — Georgia sends

▍ Meta — evergreen

▍ Direct / unmatched

▍ Direct URL

▍ Google organic

Orders · Revenue · Share

Georgia Meta ad

79 orders · $3,211.70 · 47.1%

Georgia Klaviyo

24 · $1,637.49 · 24.0%

Other Meta

21 · $858.82 · 12.6%

Unknown / direct

19 · $866.43 · 12.7%

Direct traffic

5 · $169.60 · 2.5%

Google organic

2 · $69.80 · 1.0%

§ 09 · Lift

Five times the baseline.

For fifteen straight days the brand ran at roughly five-times its 14-month baseline rate of orders and revenue.

Prior 14 months vs. Georgia window

Prior 14 months · Baseline

Orders793

Revenue$36,488.40

Orders / day~1.9

Revenue / day~$86

5×

Daily Run Rate · Uplift

Daily orders — 14 months leading in → 15-day campaign window

Campaign window · 15 days

Orders150

Revenue$6,813.84

Orders / day10.0

Revenue / day~$454

§ 10 · Momentum

What the campaign built.

Beyond the 15-day revenue line: a warmer list, fresh follows, and the strongest retargeting asset the brand has ever held.

Brand-level · carry-forward

Instagram Followers

4,131

End of window · community in place

Facebook Follows

395 +23

372 → 395 · +6.2% in 15 days

Retargeting Asset Built

~2,000warm openers

Georgia email openers who haven't yet purchased — the warmest audience the brand has ever held.

GeorgiaCollection.