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David Delahunty · Shopify + Meta Ads
Selling a nipple hat at 3x ROAS
We rebuilt the Titty Cap product page on David's Shopify store, then pointed Meta ads at it, written the way David talks.
The numbers
3x
Return on ad spend
4.5%
Click rate on the top ad in its first two days
9
Different ads, sorted out of 21 statics
The ads we ran
Every ad has one job: stop the scroll, prove it's real, or ask for the sale.
Stop the scrollA normal-looking guy, until you look again. 
Stop the scrollSame joke, different wearer, so Meta can find both crowds. 
ProofCara Delevingne really did comment "I need this!" under David's post. 
ProofThe original post, 137,000 likes and all. Looks like a post, not an ad. 
Price up frontOur best performer. Showing the price early brought in people ready to buy. 
Ask for the saleThe last drop really did sell out.
The brief
David Delahunty is a Dublin designer who makes weird products. He posts them to 108K followers on @delahuntagram, and he also runs @designershumor, 978K followers of design memes.
The Titty Cap is the one everyone remembers: a pink cap with a nipple on top, sold in limited drops. Plenty of people already knew the joke. Our job was to sell the hat to people who had never heard of David.
The product page
An ad is only as good as the page it lands on, so we started there. We rebuilt the Titty Cap page around video of the cap, with a first-dibs signup for the next drop underneath.
It's its own template, so nothing else in David's store changed.
The ads
We wrote the ads as a ladder, from "what is that?" all the way to "I need one before they sell out".
Every headline is in David's voice, and we didn't sand it down:
"Not merch. Just a really f*cking good hat."
Then we sorted them. Meta treats ads with the same photo as one ad, whatever the headline says, so our 21 files were really 9 ads. We ran the best line from each and kept the rest for later.
One campaign, one broad audience, and we let Meta go and find the buyers.
Why it works
The ads bring the right people in. The page does the selling, with the cap on video before anyone decides.
Our best ad was the one with the price on it. Show the price up front and the people who click are ready to buy. That one earned back nearly 4x in its first 2 days, and the campaign as a whole returns 3x.
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