GRADUATED MONEY × SILVER LINING STUDIOS   ◆   STRATEGY DROP   ◆   CONFIDENTIAL   ◆   MAY 2026   ◆   VINTAGE WASH SET ROLLOUT   ◆   GRADUATED MONEY × SILVER LINING STUDIOS   ◆  
CLIENT STRATEGY DROP VINTAGE WASH SETS 90 DAY PLAN MAY 2026

SILVER LINING
STUDIOS.

The ads ain't broken. The funnel is. Full diagnosis, the fix, the test plan, and the scale path for getting the vintage wash sets selling online the way they sell in person.

001 / THE DIAGNOSIS

WHERE THE MONEY IS LEAKING.

Real talk. The campaign is doing exactly what it's supposed to do. 2.10% CTR, $13.47 CPM, 8 add-to-carts on $238 spent. Those are healthy numbers. The problem ain't the top of the funnel. The problem is everything that happens after they click.

CRITICAL
0.32%
Site Conversion Rate
Industry standard is 2 to 3 percent. You sitting at 1/10th of that.
CRITICAL
75%
Checkout Abandonment
16 reached checkout in 90 days. 12 of them dipped before paying.
CRITICAL
0%
Returning Customers
36 customers in 365 days. Zero came back. No retention machine running.
1.83%
Add to Cart Rate
Out of 1,258 sessions, only 23 hit cart. PDP and trust signals weak.
◆ THE MAIN UNLOCK ◆

EVERY PRODUCT PAGE IS SHOWING "SOLD OUT" ON VARIANTS THAT HAVE 20+ UNITS IN STOCK.

Pulled the inventory data straight from Shopify. The Vintage Wash Black Hoodie has 20 units in Small, 20 in Medium, 17 in Large. Camo set, same story. But fetched the live PDP and every variant displays as "sold out or unavailable". There's also a "Bundle SOLD OUT" badge sitting on every page.

That alone explains the 0% purchase rate from the ad. People click, see SOLD OUT, dip. This is fix number one before we spend another dollar.

002 / THE NUMBERS

RECEIPTS, NOT VIBES.

Pulled from Shopify analytics (365 days) and the Meta Ads Manager campaign (last 42 days). No fluff. Real data tells the real story.

$2,305
Sales / 365D
36
Total Orders
$62.30
AOV
1,258
Sessions / 90D
$238
Ad Spend
0
Ad Purchases
CONVERSION FUNNEL, LAST 90 DAYS

The drop between Checkout and Purchase is the killshot. People entering shipping info, picking sizes, then bailing. That ain't a "they weren't interested" problem, that's a trust, friction, sold out problem at the most expensive point in the funnel.

Stage 01
SESSIONS
1,258100% baseline
↓ 98.17% DROPPED OFF
Stage 02
ADDED TO CART
231.83% of sessions
↓ 30.4% DROPPED OFF
Stage 03
REACHED CHECKOUT
161.27% of sessions
↓ 75% DROPPED OFF
Stage 04
PURCHASED
40.32% of sessions
TRAFFIC SOURCE BREAKDOWN (90D)

WHERE THEY COMING FROM.

SOCIAL
588 sessions / 46.7%
DIRECT
487 sessions / 38.7%
SEARCH
175 sessions / 13.9%

Social is the biggest driver and 72% of all traffic is on mobile. That tells you exactly where the creative budget goes and exactly which device the site has to feel premium on.

003 / AD CAMPAIGN AUDIT

WHAT THE CURRENT AD IS TELLING US.

The Advantage+ campaign for the Vintage Wash Set. Real numbers, real read.

$238.11
Spent
2.10%
CTR (link)
$13.47
CPM
1.33
Frequency
8
Adds to Cart
$29.78
Cost per ATC
4
Checkouts
0
Purchases

◆ WHAT'S WORKING

  • 2.10% CTR beats most cold streetwear creative
  • $13.47 CPM is healthy for the targeting
  • Frequency 1.33 means we ain't burning the audience yet
  • People ARE adding to cart. Creative is doing its job.

◆ WHAT'S BROKEN

  • 0 purchases on $238 spent. ROAS is zero.
  • 4 checkouts initiated, 0 completed. Pure leak.
  • $59.57 cost per checkout, $0 cost per purchase
  • Likely pixel + sold out variant + trust issues compounding

◆ WATCHLIST

  • Single ad set = single data point. Need to test angles.
  • No retargeting layer running on the warm 23 ATCs
  • Pixel needs verified, Conversions API needs checked
  • Consider 7-day click + 1-day view attribution window
004 / THE PLAY

THREE PHASES. NO SHORTCUTS.

Most agencies wanna just throw more spend at it. That's the lazy move. Fix the leak. Test the offer. Scale the winner. In that order. Skip ahead and you light money on fire.

01
FIX THE LEAK
WEEK 1 → WEEK 2
GOAL: Stop bleeding money. Get conversion rate from 0.32% to at least 1.5%.
  • 1
    Audit every PDP for "sold out" variants that actually have stock. Inventory shows 20+ units of the Black Hoodie per size but the page is showing variants as unavailable. That alone could explain the 75% checkout abandon.
    WHY:Right now we paying Meta $13.47 CPM to send people to pages that look out of stock. That ain't it.
  • 2
    Add real social proof to PDPs. Trust badges, reviews, "ships from US" callouts. Pull the Instagram supporter pics directly onto product pages.
    WHY:You already got the social proof, just buried at the bottom of the homepage. Move it up.
  • 3
    Klaviyo abandoned checkout flow. 3 emails, 2 SMS. Recover those 12 people a quarter who hit checkout and bounced.
    WHY:Even at a conservative 15% recovery rate, that's real money you leaving for nothing.
  • 4
    Mobile-first PDP rebuild. 72% of your traffic is mobile and the current layout makes you scroll past the size selector to find anything.
    WHY:Mobile shoppers don't scroll for fun, they bounce.
  • 5
    Remove the "Bundle SOLD OUT" badge on every single PDP. That alone is killing buying intent before people even pick a size.
    WHY:First thing the eye catches is the word SOLD OUT. That's a buyer killer.
02
TEST THE OFFER
WEEK 2 → WEEK 5
GOAL: Find the offer angle that scales. Test 4 to 6 hooks against the hero product.
  • 1
    Launch the Vintage Wash Set Bundle. Hoodie + Sweatpants = $170 instead of $190. Save $20 baked in. This is the in-person bestseller. Make it the online hero.
    WHY:AOV currently $62. A bundle play pushes it to $170+ instantly. That's a 173% AOV lift on a single SKU change.
  • 2
    Test 3 ad angles in parallel: (1) The Set drop angle, (2) UGC/community angle, (3) Heavyweight construction angle. $30 to $50/day per ad set.
    WHY:You don't know what hook works yet because you only tested one. We need data on what makes them stop scrolling.
  • 3
    Add an exit-intent popup with 10% off first order code tied to email capture.
    WHY:You sitting on 588 social sessions a quarter with 0% returning customer rate. The list-build alone changes the math.
  • 4
    Retarget all add-to-carts and viewers from the last 30 days with a "still thinking about it?" creative.
    WHY:23 ATCs in 90 days that didn't convert. They warmest audience you got. Hit them again.
  • 5
    A/B test the PDP description. Current bullet-point format vs. story-driven copy hitting heavyweight cotton, vintage wash, boxy fit angles.
    WHY:Right now the copy is a spec sheet. It tells you what it is, not why you want it.
03
SCALE THE WIN
WEEK 5 → ONWARD
GOAL: Find a winning creative + offer combo and pour gas on it. Build the retention machine.
  • 1
    Horizontal duplication of winning ad sets at 2x and 3x daily budget. Don't just raise the budget on the original, duplicate.
    WHY:Advantage+ hates big budget jumps on a single ad set. Duplicate to scale without nuking the learnings.
  • 2
    Expand audiences to broad with the winning creative. Let Meta's AI do the targeting work.
    WHY:Once you got a converter, the algo's job is to find more buyers. Don't handcuff it with narrow interests.
  • 3
    Build the full Klaviyo flow stack: Welcome (5 emails), Abandoned Browse, Abandoned Cart, Abandoned Checkout, Post-Purchase, Win-Back.
    WHY:Currently 0% returning customer rate. The retention play is the easiest scale lever you got.
  • 4
    Launch a drop calendar. Monthly small drops with real scarcity. Limited units, named drops, behind-the-scenes content leading up.
    WHY:Streetwear lives and dies on the drop model. Hype builds the brand, the brand sells itself, repeat customers stack.
  • 5
    Influencer seeding to 20-30 micro creators in the streetwear/lifestyle space. Send the set, ask for content, no script.
    WHY:Real UGC outperforms studio shoots in this category 8 times out of 10. The supporters page proves it.
005 / THE HERO OFFER

BUNDLE THE SET. TRIPLE THE AOV.

VINTAGE WASH
SET BUNDLE.
$170 INSTEAD OF $190.

The set is the in-person bestseller. Hoodie + sweatpants. Make it the hero online too. Bundle saves $20 vs. buying separate. Same margin protection, way better optics, instant AOV lift.

Current AOV: $62.30. Bundle AOV: $170. That's a 173% lift on every conversion. Even at the same conversion rate, this single move triples revenue per click.

AOV IMPACT MODEL
CURRENT AOV $62
BUNDLE AOV $170
Monthly Rev (at 4 orders/mo) $249 → $680
Monthly Rev (1.5% CR + scale) $5,400+
006 / CONTENT PROMPTS

SHOOT THESE WITH YOUR PHONE.

These are designed to be filmed in 5 to 15 minutes each. No studio, no crew, no production cost. Your iPhone, the set, decent natural light, and you. Each one comes with the exact prompt to read or do on camera. If you film 3 of these a week, we got months of paid + organic creative locked in.

PROMPT 01 / 5 MIN

THE HEAVYWEIGHT TEST

DO: Hold up the Silver Lining hoodie. Hold up a Shein or Fashion Nova hoodie. Stare at the camera.

SAY: "This is what $30 feels like. This is what $100 feels like. I'll wait."

Then hold up just the SLS one, flip it inside out, show the stitching, the weight, the cotton.

Sells the construction without saying "premium" once. Quality talks. Just frame it.

PROMPT 02 / 10 MIN

POV: GETTING DRESSED

SHOT: Phone on tripod or propped up. Wide shot of your bedroom or studio. You walk in shirtless or in a tank.

DO: Pick up the sweatpants. Pull them on slow. Pick up the hoodie. Zip it up. Look in the mirror. Nod at yourself.

CAPTION: "morning ritual. the set never miss."

The vibe sells the lifestyle. No talking needed.

PROMPT 03 / 3 MIN

THE FIT CHECK WALK

SHOT: Have someone film you (or use a tripod and walk past it) walking down a hallway, sidewalk, or studio in the full set.

DO: Walk in. Stop. Slow turn. Walk past camera. That's it.

CAPTION: "vintage wash set. on rotation."

Universal streetwear content. Posts in 60 seconds. Hits TikTok algorithm hard.

PROMPT 04 / 8 MIN

THE STITCHING ZOOM

SHOT: Hoodie laying flat. Phone close up. 4K if possible.

DO: Slow pan over: the embroidered logo on the chest, the stainless zipper, the embroidered hood logo, the print at the pockets. No words.

MUSIC: Anything moody and slow.

Asmr-style detail content. Makes the construction feel expensive. Use as scroll-stopper opener for paid ads.

PROMPT 05 / 15 MIN

FOUNDER STORY: WHY SLS

SHOT: Sit down. Camera at eye level. Decent natural light. Plain or studio background.

SAY: "I started Silver Lining Studios because [your real reason]. Not because I wanted another clothing brand. Because [the gap you saw]."

Keep it under 60 seconds. Cut hard.

The founder POV beats any corporate "about us" video. Real reasons resonate. Use across IG, TikTok, and email.

PROMPT 06 / 5 MIN

THE 3-OUTFIT FLIP

SHOT: Same spot, 3 quick outfit changes. Use a transition cut.

OUTFIT 1: Full set, hood up. Streetwear vibe.
OUTFIT 2: Just the hoodie + jeans. Going-out vibe.
OUTFIT 3: Just the sweatpants + tee. Lounge vibe.

CAPTION: "one set. three fits."

Sells the versatility. Combats the "it's just loungewear" objection.

PROMPT 07 / 10 MIN

UNBOX YOUR OWN PRODUCT

SHOT: Phone on tripod. Top-down or chest-down angle. Bright clean surface.

DO: Open one of your own SLS shipments like you a first-time customer. Show the packaging, pull out the hoodie, unfold it slow, hold it up.

SAY: "I shipped one to myself today just to test the unboxing. This is what every customer gets."

Behind the scenes meets quality control. Shows you care. Doubles as trust content.

PROMPT 08 / 12 MIN

READING THE SUPPORTER POSTS

SHOT: Screen record on your phone while you scroll through customer tags or your supporter page.

DO: Voice over the screen recording. "This is one of my customers wearing the camo set in [city]. This is another one in [outfit]."

End with: "Y'all the reason this brand alive. Thank you."

Social proof + gratitude + community in one piece. Hits emotionally.

PROMPT 09 / 8 MIN

THE RESTOCK DAY VLOG

SHOT: Mix of static and moving shots in your studio or storage space.

DO: Show the boxes coming in. Cut to you opening one. Cut to the inventory stacked. Cut to you holding up a fresh piece.

CAPTION: "fresh restock. sizes won't last."

Creates urgency without lying. Real scarcity content. Use the same week to drive traffic to the site.

PROMPT 10 / 3 MIN

THE SIZE PICK GUIDE

SHOT: Stand in front of mirror or have a friend film. Try on Medium, then Large.

SAY: "I'm 5'9, 150. Medium fits like this [boxy, true to size]. Large fits like this [oversized, drops on the shoulder]. Pick based on the vibe you want."

Solves the biggest objection in apparel ads: "will it fit me?" Drops returns. Increases conversion.

PROMPT 11 / 6 MIN

THE WASH STORY

SHOT: Hold the camo hoodie or sweats. Show the wash pattern up close.

SAY: "Every vintage wash piece looks slightly different. That's not a flaw, that's the wash. Mass produced pieces don't do this. Yours will be one of one."

Reframes a possible objection (slight variation) as a feature. Premium positioning.

PROMPT 12 / 10 MIN

3 LIES ABOUT STREETWEAR

SHOT: Talking head, sit down or stand.

SAY: "3 lies the streetwear industry told you. One: more expensive means better quality. Two: oversized means baggy. Three: heavyweight means uncomfortable. Let me show you the truth."

Then show the SLS set as the proof point.

Educational + opinion + product placement. Carousel content for IG, video for TikTok.

007 / THE BACKEND

EMAIL + SMS = AUTOPILOT REVENUE.

0% returning customer rate. 36 buyers in a year, none came back. That ain't a loyalty problem, that's a "no system in place" problem. Six flows to build. Each one prints money on autopilot.

WELCOME SERIES

HIGH
5 emails / new subscriber

First impression. Sets the brand voice, the story, the first offer. Highest open rates in the whole stack.

ABANDONED CHECKOUT

HIGHEST ROI
3 emails + 2 SMS / checkout started, not completed

These people picked sizes and entered info. Closest to buying. Recovery is fastest money in email marketing.

ABANDONED CART

HIGH
3 emails / added to cart, no checkout

Warmer than browsers, colder than checkouts. Different copy needed. Less urgency, more product value.

ABANDONED BROWSE

MEDIUM
2 emails / viewed product, no add to cart

Window shoppers. Lower urgency, more value-stacking. Education over discount.

POST-PURCHASE

HIGH LTV
4 emails / 7 days after delivery

You got 0% returning customer rate. Every first-time buyer needs to become a 2x buyer. This flow is how.

WIN-BACK

MEDIUM
3 emails / 90 days no purchase

Re-engage the dormant 36 customers. Drop incentive, fresh creative, new collection tease.

RETENTION = THE QUIETEST SCALE LEVER

Acquisition costs money. Retention is mostly automation cost. The same 36 customers who already bought are the cheapest second sale you'll ever make. Get them to 2 purchases and the LTV math changes the whole ad budget calculation.

008 / THE TIMELINE

90 DAYS. NO MYSTERY.

What gets done, when. The full playbook in calendar form.

DAYS 1 → 14
EMERGENCY FIXES
  • PDP "sold out" audit + fix
  • Trust signals on every product page
  • Klaviyo Abandoned Checkout live
  • Exit-intent popup deployed
  • Mobile PDP redesign
DAYS 15 → 35
OFFER + CREATIVE
  • Launch Vintage Wash Set Bundle
  • 3 ad angle test live
  • Retargeting campaign for ATCs
  • Welcome Series + Browse Abandon live
  • First UGC content batch shot
DAYS 36 → 60
SCALE WINNERS
  • Horizontal duplication on winners
  • Broad audience expansion
  • Full Klaviyo flow stack complete
  • First monthly drop launched
  • Influencer seeding wave 1
DAYS 61 → 90
BUILD THE MACHINE
  • Drop calendar locked next 90 days
  • Win-back flow live
  • Creative refresh cycle monthly
  • SMS list build + flow build out
  • Review platform installed
◆ THE BOTTOM LINE ◆

THE ADS WORK.
THE FUNNEL DOESN'T.
YET.

Silver Lining got real product, a real community, a real bestseller, and a real opportunity sitting right in front of it. The Vintage Wash Set sells itself in person. Online it's just running into a broken site.

Fix the leak. Test the offer. Scale the win. Build the backend so the second sale comes free. That's the play. No magic, just operating.

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