RomperJack – How RomperJack Reclaimed Revenue and Expanded Into Three New Markets

Meet Our Heroes

RomperJack isn’t your average apparel brand. They’ve carved out a loyal following by doing something most fashion brands overlook: creating high-quality, stylish rompers for men at a price point that actually makes sense. Their core audience? The LGBT community, a market they’ve served with pride and authenticity since day one.

But RomperJack’s ambitions stretched far beyond their existing customer base. They saw potential in expanding into new product categories and geographic markets, including the EU. They had loyal repeat customers, a 35% profit margin, and a product people genuinely loved. What they didn’t have was a paid advertising strategy that reflected that potential.

When they came to Digital Time Savers, RomperJack was spending $6,000 a month across Meta (Facebook and Instagram), Google Ads, and AdRoll retargeting. The campaigns were running, sure. But they weren’t optimized. They weren’t scaling. And most importantly, they weren’t delivering the kind of revenue RomperJack had seen in the past.

Their Goals

RomperJack had three clear objectives:

1. Increase revenue back to previous levels without increasing ad spend.
2. Optimize Meta campaigns to improve performance and potentially reduce costs, freeing up budget to test other platforms like Google and TikTok.
3. Expand into new markets, both demographically (beyond their core LGBT audience) and geographically (specifically the EU).

They also wanted to experiment with TikTok, a platform they hadn’t touched yet but saw massive potential in. And they wanted professional creative direction to make it happen.

The Challenge

RomperJack’s paid advertising setup was a classic case of “doing okay, but not great.” They were running 5-6 Meta campaigns at a time, mostly recycling what had worked before and making tweaks based on Meta’s automated suggestions. It was maintenance mode, not growth mode.

Here’s what we uncovered when we audited their account:

1. Campaign fatigue. They were reusing the same creative and audience combinations over and over. What worked six months ago wasn’t working anymore, and the algorithm had long since stopped favoring those ads.

2. No clear segmentation. Their campaigns weren’t strategically separated by audience, objective, or funnel stage. Everything was lumped together, which meant they had no way to identify what was actually driving results and what was bleeding budget.

3. Underutilized platforms. Google Ads was active, but barely optimized. AdRoll was handling retargeting, but wasn’t integrated into a cohesive strategy. And TikTok, a platform tailor-made for apparel brands with bold, personality-driven products, was completely untouched.

4. No international focus. Despite wanting to expand into the EU, their ad strategy was still U.S.-centric. Geo-targeting was broad, creative wasn’t localized, and there was no plan for testing international markets systematically.

5. Creative stagnation. RomperJack had great products and a recognizable brand (complete with their signature kangaroo icon), but their ad creatives weren’t doing the heavy lifting. They needed fresh, scroll-stopping content that could perform across multiple platforms and audiences.

The bottom line? RomperJack wasn’t failing. They were stuck. And stuck doesn’t scale.

Our Process

We approached RomperJack’s account like a full-scale renovation, not a quick touch-up. The goal wasn’t just to tweak what was already there. It was to rebuild their advertising engine from the ground up so it could support the kind of growth they were aiming for.

Phase One: Audit, Restructure, and Refocus

The first step was getting clarity. We conducted a deep audit of their Meta, Google, and AdRoll accounts to understand what was working, what wasn’t, and where the biggest opportunities were hiding.

What we found:

• Meta campaigns were generating inconsistent ROAS, ranging from 1.5x to 2.8x depending on the week. Not terrible, but far from optimized.
• Google Ads had potential but lacked structure. Search campaigns were underfunded, and Shopping ads weren’t using proper product segmentation.
• AdRoll was retargeting site visitors, but the audience pools were too broad and the creative was generic.

We restructured everything. On Meta, we separated campaigns by objective and audience segment: prospecting campaigns for cold traffic, retargeting campaigns for warm audiences, and a dedicated campaign for their core LGBT community with messaging that resonated on a deeper level. We also introduced dynamic product ads to showcase their full catalog and drive repeat purchases.

On Google, we launched a three-pronged strategy:

1. Search campaigns targeting high-intent keywords like “men’s rompers,” “stylish rompers for men,” and “LGBT apparel.”
2. Shopping campaigns with segmented product groups to prioritize their best sellers.
3. Display retargeting to recapture visitors who didn’t convert the first time.

We also integrated AdRoll more strategically, syncing it with Meta and Google to create a seamless retargeting funnel across all platforms.

Phase Two: Creative Overhaul

RomperJack’s product photography was solid, but their ad creatives needed a refresh. We worked with them to develop new concepts that aligned with their casual, fun brand voice while also testing different angles:

• Lifestyle shots showing real people wearing RomperJack rompers in everyday settings (beach days, backyard barbecues, pride events).
• Product-focused ads highlighting fabric quality, fit, and design details.
• User-generated content (UGC) style creatives that felt authentic and relatable.
• Branded assets that incorporated their kangaroo icon in fun, memorable ways.

We also created localized creative variations for the EU market, adjusting messaging and imagery to resonate with European audiences.

Phase Three: TikTok Testing and Expansion

TikTok was the wild card. RomperJack had never run ads there, but the platform’s demographic skew and creative-first format made it a perfect fit for their brand.

We launched a test campaign with a modest budget, focusing on:

• Authentic, lo-fi video content that felt native to TikTok (no overly polished ads).
• Storytelling hooks like “Why every guy needs a romper” and “The romper that changed my summer.”
• Hashtag targeting around fashion, LGBT pride, and summer lifestyle.

The goal wasn’t to go viral overnight. It was to test, learn, and find what resonated before scaling.

Phase Four: International Expansion

Expanding into the EU required more than just flipping a switch. We segmented campaigns by country (starting with the UK, Germany, and France), adjusted budgets based on market size, and tailored messaging to account for cultural differences.

We also set up conversion tracking and analytics to monitor performance by region so we could double down on what worked and cut what didn’t.

Results

Within 90 days, RomperJack wasn’t just back to their previous revenue levels. They blew past them.

Here’s what we achieved:

• Meta ROAS increased from 2.1x to 5.2x, driven by better segmentation, fresher creative, and smarter retargeting.
• Google Ads ROAS hit 6.8x, with Shopping campaigns becoming their highest-performing channel.
• Overall ad spend efficiency improved by 28%, allowing RomperJack to reallocate budget to TikTok and international markets without increasing their total monthly spend.
• TikTok test campaigns delivered a 4.1x ROAS in the first 30 days, proving the platform’s viability for future scaling.
• EU market campaigns generated over $42,000 in new revenue within the first two months, with the UK and Germany leading the charge.
• Total revenue increased by 87% compared to the previous quarter, with repeat customer rate climbing to 41%.

But the numbers only tell part of the story. RomperJack now has a scalable, data-driven advertising system that supports growth across multiple platforms and markets. They’ve expanded their audience beyond their core demographic without losing the authenticity that made them successful in the first place. And they’ve proven that with the right strategy, even a niche apparel brand can compete on a global scale.

RomperJack didn’t just reclaim their revenue. They built a foundation for long-term, sustainable growth. And that’s the kind of result that sticks.