The Results
About Boys Get Sad Too
Services: Meta Ads
Boys Get Sad Too is a purpose-led fashion label on a mission to normalize conversations around male mental health. With every item sold, they fund awareness efforts and donate a portion of profits to CALM (Campaign Against Living Miserably).
Their community-first approach makes every purchase a statement—and every ad an opportunity for impact.
The Challenge
Boys Get Sad Too wasn’t just scaling a clothing line—they were scaling a movement. But as demand rose, their ad performance began to slip:
- The founder was stretched thin, juggling marketing, creative, and ops
- Ad performance across Meta, TikTok, and Snapchat had plateaued
- They lacked fresh UGC, optimized ad copy, and creative variation
- CPA was rising, and scaling efforts were stalling
They needed a partner to refocus the ad strategy, revamp creatives, and deliver profitable growth—while freeing up the founder to lead.
The Strategy: Systemizing Creative & Scaling with Intention
Rozee Digital stepped in to overhaul the brand’s paid social and performance structure, aligning everything with two goals: scale spend while maintaining CPA, and grow LTV through retention-focused strategies.
1. Full Ad Account Restructure
- Rebuilt Meta, Snapchat, and TikTok ad campaigns from the ground up
- Cleaned out underperforming creatives and ad sets
- Reorganized campaigns for data clarity, funnel alignment, and budget control
2. UGC-Led Creative Strategy
- Produced authentic UGC and emotionally resonant ad copy
- Focused on mental health storytelling, not just product benefits
- Tested hooks across short-form video and static formats to find top performers
3. Brand Cohesion Across Platforms
- Ensured creative congruence across Meta, TikTok, Snapchat, and Google Ads
- Unified messaging around the brand’s mission to build trust, awareness, and connection
4. CRO & Website Optimization Guidance
- Identified friction points across the funnel
- Advised on full site rebuild for UX clarity and mobile conversion
Prioritized retention features and returning customer incentives