A summer brand that has to sell all year.
A pioneer in UV-protective fabric in Brazil, with revenue concentrated between November and February. The cycle opens in September to build audience ahead of the peak, and media has to turn a technical attribute into a reason to buy.
The business context
Almost nobody searches for UV protection on their own. The job of media is to find people already in the market for swim or sportswear and land the benefit before the price comparison starts.
Four months decide the year
November through February carry 63% of revenue. September and October exist to build cheap audience before the auction gets expensive.
A parent buying for a child buys for themselves
Parents of small children come in through the kids line and add an adult piece to the same order. Average order value runs 24% higher in that audience.
Summer happens off the beach too
Running, cycling and the gym carry September and March, when the beach line drops. They are separate audiences and need their own creative.
Budget rises with the temperature
20% in September to learn cheaply, 45% across October and November to scale, 35% in December, when conversion pays for the most expensive CPM of the year.
Four audiences, four creatives
Beach and surf, parents, outdoor sport and the gym each get their own assets. One ad for all four dilutes the protection argument.
Media plan
Goal for the cycle: 4,440 orders and R$1.12M in attributed revenue over 120 days, at 6.2x blended ROAS with CAC under R$42. Budget is split by audience before it is split by funnel stage, because the audience is what sets the argument.
| Audience | Argument that opens the conversation | Spend | Ticket | Orders | Revenue | ROAS |
|---|---|---|---|---|---|---|
| Beach and surf | A piece that stays light when wet and holds its color in salt water | R$57,600 | R$236 | 1,562 | R$368,640 | 6.40x |
| Parents | Protection that spares you reapplying sunscreen after every swim | R$50,400 | R$312 | 1,195 | R$372,960 | 7.40x |
| Outdoor sport | A long session in the sun without burning your shoulders | R$39,600 | R$241 | 920 | R$221,760 | 5.60x |
| Gym | Quick-dry fabric that works outside the workout too | R$32,400 | R$208 | 763 | R$158,760 | 4.90x |
| Cycle total | R$180,000 | R$253 | 4,440 | R$1,122,120 | 6.23x | |
| Scenario | Assumption that changes | Orders | Revenue | ROAS | CAC |
|---|---|---|---|---|---|
| Conservative | Summer arrives late and December opens with CPM 30% above forecast | 3,552 | R$897,696 | 4.99x | R$50.68 |
| Base case | Season curve matches the last two years on the account | 4,440 | R$1,122,120 | 6.23x | R$40.54 |
| Optimistic | The kids line scales and the parent audience doubles its share | 5,328 | R$1,346,544 | 7.48x | R$33.78 |
Creative brief
One argument per audience, with the visual proof that backs the protection claim. The design team gets the hypothesis alongside the brief.
- Audience
- Parents aged 28 to 45 with children aged 2 to 10
- Format
- 9:16 video, 15s · Reels, Stories and Shorts
- Specs
- 1080×1920, demonstration in a single take, no cuts
- Hypothesis
- Showing the effort the product removes converts better than naming the protection factor
Four sunscreen reapplications in one Saturday at the beach.
Or one UPF 50+ shirt he refuses to take off.
- Audience
- Runners and cyclists, 30-day site visitors
- Format
- 4:5 carousel, 4 cards · Feed
- Specs
- 1080×1350, real training photography, no studio
- Hypothesis
- People who train in the sun recognize a burnt shoulder and respond to proof of use rather than a spec sheet
Two hours in the sun, zero burn lines.
The sleeve road runners adopted last summer.
- Audience
- 7- and 14-day windows, segmented by the line viewed
- Format
- 1:1 dynamic catalog · Advantage+ and PMax
- Specs
- Feed carrying UPF, color, kids and adult sizing, and a last-unit flag
- Hypothesis
- In peak season a broken size run is the main reason carts are abandoned
Still in stock in the size you looked at.
Arrives before the weekend anywhere on the coast.
- Audience
- Kids line buyers from the last 21 days
- Format
- 4:5 static and 9:16 Stories
- Specs
- 1080×1350, adult and kids piece in the same frame
- Hypothesis
- The second order from the parent audience comes from the matching adult piece rather than a new category
His is already covered. Yours is not.
Same protection, adult sizing, shipping added to the order.
| Stage | Cut-off metric | Floor | Reading window |
|---|---|---|---|
| Upper | 3-second video retention | 31% | After 50K impressions |
| Mid | Cost per qualified session | R$2.10 | After 400 sessions |
| Lower | ROAS on the asset | 5.50x | After 80 attributed sessions |
Delivery dashboard
Day 72 of 120, with the season entering the most expensive month of the year. The dashboard checks pace against plan before opening campaign by campaign.
| Campaign | Stage | Spend | Revenue | ROAS | Orders | CAC |
|---|---|---|---|---|---|---|
| Beach line catalog | Lower | R$26,800 | R$214,400 | 8.00x | 852 | R$31.46 |
| Retargeting, 14-day window | Lower | R$11,200 | R$84,600 | 7.55x | 336 | R$33.33 |
| Parents of small children | Mid | R$18,900 | R$128,500 | 6.80x | 412 | R$45.87 |
| UV protection explained | Mid | R$12,400 | R$68,900 | 5.56x | 274 | R$45.26 |
| Surf and beach | Upper | R$21,300 | R$89,400 | 4.20x | 401 | R$53.12 |
| Running and outdoor | Upper | R$13,800 | R$46,100 | 3.34x | 237 | R$58.23 |
| Running total through day 72 | R$104,400 | R$631,900 | 6.05x | 2,512 | R$41.56 | |
The read this week
- The parent audience confirms the hypothesis in the plan. It took 28% of the budget and returns 30% of revenue, at the highest AOV on the account. The sunscreen-test creative holds 2.1% CTR after six weeks with no sign of fatigue.
- The gym line is the front that does not pay for itself. Forecast at 4.9x ROAS, delivering below that since week 4. The recommendation is to cut 40% of its budget and move it to the parent audience before the December peak.
- CAC ran past the ceiling by R$0.44. The gap came from upper funnel, where CPM rose 18% as competitors entered the season. With December more expensive, the correction has to happen now rather than at close.
- Decision taken to the client: pull the December push forward by two weeks using the budget freed from the gym line, and lock the kids size run in the catalog to avoid stockouts at peak.