KALICO
KALICO
Premium jacket wear
2024
"Turning high-art jackets into high-ROAS campaigns."
"Turning high-art jackets into high-ROAS campaigns."
"Turning high-art jackets into high-ROAS campaigns."
Brand Overview
Kalico is a premium jacket wear label known for its striking design language, premium materials, and artist-endorsed drops. Worn by the likes of KR$NA, Guru Randhawa, and other street culture heavyweights, Kalico sits at the intersection of fashion, music, and identity.
Their positioning was strong. The product was elite.
But performance marketing? Untapped.
When we came in, Kalico wasn’t losing — they just weren’t scaling.
Challenges
1. No consistent ad strategy
Kalico had experimented with ads before but lacked a consistent framework for funnel-based scaling. Budgets were scattered across one-off campaigns and creatives without performance structure.
2. Product was premium, but creatives didn’t reflect that
The visuals were polished — but too “lookbook.” Nothing was built for scroll behavior. There was no emphasis on storytelling, drop psychology, or CTA-led creative formats.
3. No funnel or retargeting system
There were no layers to how the audience was being nurtured. New visitors, engagers, and past buyers were being shown the same generic creatives.
4. Underutilized brand equity
Kalico had gold — top-tier product, notable artists wearing their pieces, and a premium identity — but none of it was being packaged for performance or distributed smartly through paid.
Brand Overview
Kalico is a premium jacket wear label known for its striking design language, premium materials, and artist-endorsed drops. Worn by the likes of KR$NA, Guru Randhawa, and other street culture heavyweights, Kalico sits at the intersection of fashion, music, and identity.
Their positioning was strong. The product was elite.
But performance marketing? Untapped.
When we came in, Kalico wasn’t losing — they just weren’t scaling.
Challenges
1. No consistent ad strategy
Kalico had experimented with ads before but lacked a consistent framework for funnel-based scaling. Budgets were scattered across one-off campaigns and creatives without performance structure.
2. Product was premium, but creatives didn’t reflect that
The visuals were polished — but too “lookbook.” Nothing was built for scroll behavior. There was no emphasis on storytelling, drop psychology, or CTA-led creative formats.
3. No funnel or retargeting system
There were no layers to how the audience was being nurtured. New visitors, engagers, and past buyers were being shown the same generic creatives.
4. Underutilized brand equity
Kalico had gold — top-tier product, notable artists wearing their pieces, and a premium identity — but none of it was being packaged for performance or distributed smartly through paid.
Brand Overview
Kalico is a premium jacket wear label known for its striking design language, premium materials, and artist-endorsed drops. Worn by the likes of KR$NA, Guru Randhawa, and other street culture heavyweights, Kalico sits at the intersection of fashion, music, and identity.
Their positioning was strong. The product was elite.
But performance marketing? Untapped.
When we came in, Kalico wasn’t losing — they just weren’t scaling.
Challenges
1. No consistent ad strategy
Kalico had experimented with ads before but lacked a consistent framework for funnel-based scaling. Budgets were scattered across one-off campaigns and creatives without performance structure.
2. Product was premium, but creatives didn’t reflect that
The visuals were polished — but too “lookbook.” Nothing was built for scroll behavior. There was no emphasis on storytelling, drop psychology, or CTA-led creative formats.
3. No funnel or retargeting system
There were no layers to how the audience was being nurtured. New visitors, engagers, and past buyers were being shown the same generic creatives.
4. Underutilized brand equity
Kalico had gold — top-tier product, notable artists wearing their pieces, and a premium identity — but none of it was being packaged for performance or distributed smartly through paid.
Strategy That Actually Worked
1. Creative direction that balanced brand + conversion
We built a creative strategy that didn’t dilute the premium feel but still delivered scroll-stopping performance:
Drop-style product trailers with high-tempo transitions
Static carousels that zoomed in on material, detailing, fit
Voiceover + edit formats that captured “how it feels to wear Kalico”
High-res + low-res blend formats for native storytelling
2. Full-funnel account setup
We built a cold → warm → retarget flow that was simple, sharp, scalable:
Cold: Broad and interest-based audiences for drop launches
Warm: Engaged shoppers shown fit breakdowns, reviews, UGC
Retarget: Focused on urgency and exclusivity — “Last jackets left in M & L”
3. Audience control + frequency capping
Since the brand runs limited drops, we implemented strict frequency rules to avoid creative fatigue — ensuring people saw just enough to stay intrigued, not bored.
4. Campaign structure that fit their drop cycles
Rather than always-on selling, we mirrored Kalico’s collection rhythm. Our campaigns were aligned with:
Teaser → Drop → Hype → Retarget → Cooldown
This made every campaign feel like an event, not just an ad.
Results
1. 8x ROAS on cold and warm campaigns combined
Yes — we delivered consistent 8x across broad + interest audiences, using controlled daily spends and curated creatives. Retargeting took it even higher.
2. CPP stayed well within breakeven targets
Our creative targeting loop brought in profitable purchases without discounting or hurting AOV.
3. Artist visibility amplified through ads
While we didn’t lead with celebrity endorsements, we subtly layered in product shots worn by KR$NA and Guru Randhawa to anchor social proof without making it gimmicky.
4. Performance + brand tone balanced
Kalico didn’t want TikTok edits. They wanted sharp, modern storytelling that felt native and aesthetic. We delivered both — and set the foundation for future drops to scale on.
Summary
Kalico didn’t come to us to “fix” anything.
They came to us to elevate what was already working — and give it the structure, pace, and creative edge to scale profitably.
We gave them:
Funnel-driven ad account structure
Creative strategy built for premium + performance
8x ROAS at scale without aggressive budgets
A system that respects brand equity while driving results
Strategy That Actually Worked
1. Creative direction that balanced brand + conversion
We built a creative strategy that didn’t dilute the premium feel but still delivered scroll-stopping performance:
Drop-style product trailers with high-tempo transitions
Static carousels that zoomed in on material, detailing, fit
Voiceover + edit formats that captured “how it feels to wear Kalico”
High-res + low-res blend formats for native storytelling
2. Full-funnel account setup
We built a cold → warm → retarget flow that was simple, sharp, scalable:
Cold: Broad and interest-based audiences for drop launches
Warm: Engaged shoppers shown fit breakdowns, reviews, UGC
Retarget: Focused on urgency and exclusivity — “Last jackets left in M & L”
3. Audience control + frequency capping
Since the brand runs limited drops, we implemented strict frequency rules to avoid creative fatigue — ensuring people saw just enough to stay intrigued, not bored.
4. Campaign structure that fit their drop cycles
Rather than always-on selling, we mirrored Kalico’s collection rhythm. Our campaigns were aligned with:
Teaser → Drop → Hype → Retarget → Cooldown
This made every campaign feel like an event, not just an ad.
Results
1. 8x ROAS on cold and warm campaigns combined
Yes — we delivered consistent 8x across broad + interest audiences, using controlled daily spends and curated creatives. Retargeting took it even higher.
2. CPP stayed well within breakeven targets
Our creative targeting loop brought in profitable purchases without discounting or hurting AOV.
3. Artist visibility amplified through ads
While we didn’t lead with celebrity endorsements, we subtly layered in product shots worn by KR$NA and Guru Randhawa to anchor social proof without making it gimmicky.
4. Performance + brand tone balanced
Kalico didn’t want TikTok edits. They wanted sharp, modern storytelling that felt native and aesthetic. We delivered both — and set the foundation for future drops to scale on.
Summary
Kalico didn’t come to us to “fix” anything.
They came to us to elevate what was already working — and give it the structure, pace, and creative edge to scale profitably.
We gave them:
Funnel-driven ad account structure
Creative strategy built for premium + performance
8x ROAS at scale without aggressive budgets
A system that respects brand equity while driving results
Strategy That Actually Worked
1. Creative direction that balanced brand + conversion
We built a creative strategy that didn’t dilute the premium feel but still delivered scroll-stopping performance:
Drop-style product trailers with high-tempo transitions
Static carousels that zoomed in on material, detailing, fit
Voiceover + edit formats that captured “how it feels to wear Kalico”
High-res + low-res blend formats for native storytelling
2. Full-funnel account setup
We built a cold → warm → retarget flow that was simple, sharp, scalable:
Cold: Broad and interest-based audiences for drop launches
Warm: Engaged shoppers shown fit breakdowns, reviews, UGC
Retarget: Focused on urgency and exclusivity — “Last jackets left in M & L”
3. Audience control + frequency capping
Since the brand runs limited drops, we implemented strict frequency rules to avoid creative fatigue — ensuring people saw just enough to stay intrigued, not bored.
4. Campaign structure that fit their drop cycles
Rather than always-on selling, we mirrored Kalico’s collection rhythm. Our campaigns were aligned with:
Teaser → Drop → Hype → Retarget → Cooldown
This made every campaign feel like an event, not just an ad.
Results
1. 8x ROAS on cold and warm campaigns combined
Yes — we delivered consistent 8x across broad + interest audiences, using controlled daily spends and curated creatives. Retargeting took it even higher.
2. CPP stayed well within breakeven targets
Our creative targeting loop brought in profitable purchases without discounting or hurting AOV.
3. Artist visibility amplified through ads
While we didn’t lead with celebrity endorsements, we subtly layered in product shots worn by KR$NA and Guru Randhawa to anchor social proof without making it gimmicky.
4. Performance + brand tone balanced
Kalico didn’t want TikTok edits. They wanted sharp, modern storytelling that felt native and aesthetic. We delivered both — and set the foundation for future drops to scale on.
Summary
Kalico didn’t come to us to “fix” anything.
They came to us to elevate what was already working — and give it the structure, pace, and creative edge to scale profitably.
We gave them:
Funnel-driven ad account structure
Creative strategy built for premium + performance
8x ROAS at scale without aggressive budgets
A system that respects brand equity while driving results
800K
800K
INTERACTIONS
INTERACTIONS
90,3K
90,3K
new followers
new followers
ANDRÉ LACERDA
DESIGN
ANDRÉ LACERDA
DESIGN
ANDRÉ LACERDA
DESIGN
ANDRÉ LACERDA
DESIGN
Hanri Lamarca
PHOTOGRAPHy
Hanri Lamarca
PHOTOGRAPHy
Hanri Lamarca
PHOTOGRAPHy
Hanri Lamarca
PHOTOGRAPHy
ERIKKA KLAUS
director
ERIKKA KLAUS
director
ERIKKA KLAUS
director
ERIKKA KLAUS
director
Christian Zanini
Post-production
Christian Zanini
Post-production
Christian Zanini
Post-production
Christian Zanini
Post-production
Panorama FILMES CRAFTED BY ANDRÉ LACERDA FRAMER TEMPLATE