Hidden Official had built strong momentum relying solely on TikTok, but with algorithm shifts and platform uncertainty, long-term growth needed a more resilient plan. To future-proof the brand, it was time to introduce paid advertising as a scalable acquisition channel. This meant developing a clear marketing and content strategy to drive meaningful awareness, rebuilding the funnel to reduce high cart abandonment, and acquiring new customers on Meta at a profitable CPA. All while complementing the success they’d already seen organically.

Our priority was to build strong foundations for sustainable growth. This meant defining clear unique selling points, establishing a focused marketing strategy, and providing creative direction for ad content designed to convert (without feeling salesy). A structured marketing calendar was built to align with key moments and upcoming product launches, supported by weekly actionables and ongoing content inspiration.

We worked closely with the founder, offering hands-on feedback to ensure creative was optimised for Meta and balanced inspiration with conversion. Alongside this, a range of video concepts, hooks, and static creatives were tested, supported by a well-structured Meta Ads funnel that ensured spend was allocated effectively for meaningful testing and performance learnings.