God Is Dope
$2m$15m
annual revenue, in about 24 months
Near-CMO scope: media, creative, retention, offers and the storefront it all points at.
Best single day $353k, with $212k in the first hour. Email 80k to 400k; SMS zero to 85k.
Strategy. Design. Content.
Systems deliver outcomes.Taste invites them back.
Half Taste helps ambitious brands sharpen their position, simplify their message and build content systems that compound.
- Ad spend
- $7.65mMeta ad spend managed
- Client revenue
- $28m+in attributable client revenue, reconciled to Shopify
- Blended MER
- 3.3xblended MER across all managed spend
Selected work
Three brands, one system.
He Would Love First
$30k$250k
monthly revenue
Same brief, smaller starting point. Full-funnel ownership.
Five bracelets for $9 built a profitable cold-acquisition engine. Email 12k to 150k; SMS zero to 24k.
Aurelle
$72$98
average order value, in six months
The same system, end to end, from zero.
The Mystery Tote carried the week's spend. Best drop day $188k, $105k in the first hour.
Case studies
The working, shown.
Two engagements documented properly: the commercial problem, the system built for it, and the evidence behind every number.
A paid-social account that learned faster than it spent.
A streetwear brand dropping three times a week needed creative that could keep up without burning budget on guesswork. The answer was a component library: track copy and creative separately, recombine proven parts, and spend exploration budget only where it buys new information. Roughly 60% of every testing batch was recombination, 40% net new.
- purchase ROAS across 685 ad sets
- 6.03xpurchase ROAS across 685 ad sets
- best copy variant, found by isolating one component
- 8.17xbest copy variant, found by isolating one component
- recombination to exploration in every batch
- 60/40recombination to exploration in every batch
The offer did the work before the media did.
Seasonal swimwear stock was fragmenting across sizes and styles, and the obvious move, discounting, would have trained customers to wait. The Mystery Tote turned that inventory into a high-AOV acquisition product instead. It became the brand's strongest paid vehicle by ROAS and new-customer efficiency, and the offer, not the media, did the heavy lifting.
- tracked paid media across five channels
- $2.84mtracked paid media across five channels
- AOV in six months on the back of the offer
- +36%AOV in six months on the back of the offer
- net profit in the internal operating model
- $1.96mnet profit in the internal operating model
The numbers
- average client retention across six brands
- 20 monthsaverage client retention across six brands
- email subscribers built across the client base
- 562kemail subscribers built across the client base
- SMS subscribers, from zero at every brand we installed it
- 157kSMS subscribers, from zero at every brand we installed it
- Google reviews at a 4.8-star average, from one automation still running
- 22,260Google reviews at a 4.8-star average, from one automation still running
- best single day, $212k of it in the first hour
- $353kbest single day, $212k of it in the first hour
- new campaigns per brand: 60% recombined from tracked winners, 40% new
- 3 a weeknew campaigns per brand: 60% recombined from tracked winners, 40% new
Reporting reconciled to Shopify, with spend on/off checks and geo splits, rather than platform-reported ROAS.
How we work
Four practices, one sequence.
Brand strategy
We clarify position, audience and message to create strategic advantage.
Identity & web
We design identities and digital experiences that are distinct and effortless.
Content systems
We build scalable content systems that attract, inform and convert.
Growth direction
We align brand, content and channel to drive measurable, sustainable growth.
Find the signal
We study your market, audience and data to find the clearest opportunity.
Build the system
We architect the strategy, narrative and assets that bring the signal to life.
Refine what compounds
We measure, learn and optimise so results improve over time.
Field notes
Value is felt before it is calculated.
The quiet ad
Less persuasion, more persuasion.
We took an existing photoshoot, cropped it hard to an editorial frame for Instagram Stories, and stripped the sales language out of the copy. The quiet variant beat the salesy one on click-through, conversion and return on spend. Reducing the persuasive pressure improved the persuasion.
Friday, 1pm
A launch is a system, not an event.
Two weeks of warm-up ads into a notify-me page that captures SMS and email. A reminder in the morning, a blast at the moment of launch. Fridays at 1pm, every time. Best days: $353k with $212k in the first hour at God Is Dope; $188k with $105k in the first hour at Aurelle.
A gift, not a discount
The frame is worth more than the offer.
A $10 gift card with a unique-looking code outperforms a percentage off, on a store whose cheapest item is $44. A checkout that says step 1 of 4 and delivery instead of shipping finishes more orders. Same economics, different feeling. The feeling is what converts.
Who you would be working with
Half Taste is run by Charlie Johnson.
Sole operator, engineering backbone. I run both ends of the click: the ads, and the storefront, offers, email, SMS and tracking they land on. I build the server-side tracking myself, pressure-test attribution with spend on/off checks and geo splits, and write every line of customer-facing copy by hand. AI where it belongs: data consolidation and analysis.
The throughline: an ad makes a promise the storefront has to keep. Changing the offer is cheaper than buying more traffic.
- Clearer positioning
- Calmer execution
- Compounding outputs
Two weeks, free of charge.
Every client so far started the same way: we ran their ads for two weeks at no cost, then both sides decided. The commercial model after that is a retainer plus a share of spend, so it only pays when revenue grows. Average engagement to date: 20 months.