E-commerce / DTC · +214% revenue
Northline Commerce
A national apparel DTC brand was spending hard, converting soft, and plateauing just under the next revenue tier. Paparazzi rebuilt the full growth stack — media, creative, onsite, and retention — and unlocked $4.1M in incremental sales in 11 months.
Context
Where they were
Northline had brand heat and a loyal core, but paid acquisition CAC had climbed 39% year over year while repeat purchase rate flatlined. Leadership wanted eight-figure run-rate without lighting more budget on fire.
Constraint
What was broken
Creative fatigue was crushing ROAS. Landing pages sold the catalog, not the offer. Post-purchase journeys treated every buyer the same. Attribution was a spreadsheet argument every Monday.
Engagement
What Paparazzi installed
- Locked a 90-day contribution-margin baseline and weekly scoreboard leadership agreed on.
- Rebuilt Meta/Google audience architecture around high-intent lookalikes and creative-led prospecting.
- Installed a 72-hour creative testing cadence with kill/scale rules tied to CAC payback.
- Redesigned PDP and checkout paths around a single hero offer architecture.
- Launched segmented lifecycle flows (welcome, replenishment, win-back) mapped to LTV cohorts.
“They didn’t give us more ads. They gave us an operating system.”
Client leadership · Northline Commerce
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