Client
Maison CléIndustry
DTC · Home goodsRegion
Québec City, QCYear
2024A cold launch into a saturated category.
A heritage textile maker launched a direct-to-consumer line into a category dominated by venture-backed incumbents. We built the launch.
$310k
Month-1 revenue
2.9×
Blended ROAS
47,000
List size by Q4
01 / Challenge
Maison Clé had 80 years of B2B credibility and zero direct-to-consumer presence. Their first three SKUs were entering a category where the incumbents were spending 6× their planned budget on Meta alone.
02 / Approach
- 01Defined a sharper offer: not 'premium textiles' but 'made in Québec for the way Canadians actually live.'
- 02Built the brand site, paid creative library, and a Klaviyo lifecycle program before launch.
- 03Ran a 30-day pre-launch waitlist using YouTube and Meta with a creator collaboration tier.
- 04Layered Performance Max once first-party data was sufficient at week six.
03 / Outcome
Launched to a $310k revenue first month, hit a 2.9× blended ROAS by month three, and built an email list large enough to make Black Friday the most profitable month in company history.
$310k
Month-1 revenue
2.9×
Blended ROAS
47,000
List size by Q4