Case Study: $6M → $20M in 2 Years With Paid Ads, Creative Testing, and Email for a Drop-Driven Partywear Brand
Bad Society Club
BRAVA
Year
2025
Client
Bad Society Club, San Francisco, USA
INTRO
Bad Society Club is a globally recognised partywear brand built on exclusivity and a hype-driven drop model. By 2023, the brand was generating $6M in annual revenue through organic demand and a strong community following. But while the drop strategy was working culturally, their Meta ads and email systems were underdeveloped, leaving major growth opportunities untapped.
In 2025, just two years later, annual revenue peaked at $20M. Here’s how we scaled them without losing the hype that made them famous.
Challenge
Before working with us, Bad Society Club faced three major challenges:
  • Weak paid ads setup: Meta ads were underperforming at just 2.7x ROAS.
  • Low email contribution: Only 12% of revenue came from email.
  • Scaling pressure: The brand wanted to increase drop frequency beyond 6 per year without losing efficiency.
The challenge lay in balancing aggressive growth with efficiency. Bubbles AI wanted to increase spend and market share — but without bloating acquisition costs or losing customers to funnel leaks.
In short: they needed a system that could match the pace of their drops, acquire new customers at scale, and turn hype into compounding growth.
Solution
1. Deep-Dive Audit & Account Restructure
  • Conducted a comprehensive audit of Meta and email systems to identify leaks and untapped opportunities.
  • Restructured Meta campaigns from scratch, aligning them to the brand’s drop calendar.
2. Creative Testing at Scale
  • Implemented 30 new creatives per week in structured testing cycles.
  • Identified winning ads for both new customer acquisition and remarketing, creating a compounding effect as winners stacked.
3. New Customer Acquisition & Remarketing Funnels
  • Built acquisition funnels optimised for the high velocity of recurring drops.
  • Deployed remarketing funnels to reactivate leads and past customers during peak launches.
4. Email Marketing Overhaul
  • Designed an elaborate drop-specific email strategy, segmented by customer groups (VIPs, one-time buyers, new leads).
  • Developed pre-sell pages for each drop to capture leads and prime audiences, massively boosting engagement.
  • Increased email’s revenue share from 12% → 28%.
5. Seasonal Drop Execution & Expansion
  • Scaled drops from 6 in 2023 → 12 in 2024 → 15 in 2025 (including 3 special events).
  • Created dedicated playbooks for summer, streetwear, party, and New Year drops.
  • The New Year 2024 drop alone hit $3.4M in sales, the brand’s biggest single-day event to date.
  • Expanded targeting in both US and UK markets, fuelling global growth.
Results (2023 → 2025)
Revenue Growth
  • 2023: $6M (6 drops)
  • 2024: $12.5M (12 drops, record $3.4M NY drop)
  • 2025: $20M (12 drops + 3 special drops)
Key Metrics
  • Meta ROAS: Improved from 2.7x → 4.3x while scaling budgets significantly.
  • Email Contribution: Increased from 12% → 28% of total revenue.
  • Customer Base: Expanded from ~40,000 in 2023 to ~133,000+ in 2025 (based on $150 AOV).
  • LTV: Increased by ~35% through segmented retention campaigns.
  • Creative Testing: 30 fresh creatives tested weekly, ensuring continuous performance lift.
Founder’s Note
“Hotcakes built us a system that matched the rhythm of our drops. For the first time our ads and emails felt as sharp as our product releases.” “The creative testing never stopped. There was always a new winning ad in play, and every launch felt bigger, stronger, and more profitable.” “Email used to be an afterthought, now it is one of our biggest revenue drivers. It completely changed how we run drops. I would recommend Farhan and Sadiq to anyone looking for a growth minded agency partner.”
— [Founder Name], [Bad Society Club]
+48%
Longer average session duration
-32%
Bounce rate in first 3 weeks
3x
Newsletter sign-ups after relaunch
Takeaway
By restructuring Meta ads, implementing creative testing at scale, building acquisition and remarketing funnels, engineering a sophisticated email system, and executing drop campaigns with precision, we helped Bad Society Club scale from $6M → $20M in just 2 years. Their drops didn’t just stay culturally relevant — they became more profitable, more efficient, and more scalable than ever.
We Don’t Sell “Traffic.”
We Bake Revenue.
we partner with ambitious teams to solve real problems, ship better
products, and drive lasting results.
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