Growth Track
Detrash
Detrash makes limited-edition dive watches using recycled materials, each drop capped at 100 pieces. In June we took over Meta as the sole paid channel and focused on two unlocks that were hard to measure in most setups but easy here: driving consistent traffic to affiliate press articles, and capturing early-access leads for product drops. The result was sharp, defensible growth in sessions, orders and profitable sales.
Shopify orders up MoM
+ 63 %
Affiliate orders up
+ 500 %
CPA vs benchmark
- 64 %
Who is DETRASH
THE BACKGROUND
Detrash is a UK-based watch brand creating limited-edition dive watches from recycled and upcycled materials: recycled steel, reclaimed ocean plastic, and discarded fishing nets. Founded by three university friends, every release is capped at 100 individually numbered pieces and priced under £300. The brand has earned features in T3, GQ, and the Mirror, building a loyal following of watch enthusiasts and environmentally conscious consumers who value craftsmanship with impact.
.jpg)
.jpg)
THE CHALLENGE
In early to mid June, Highrise became the sole paid media partner. From the outset it was clear growth would not come from a cookie-cutter playbook. The challenge was fundamental: who wants a Detrash watch, where are they, and how should we speak to them. We started by validating buying drivers and quickly saw that scarcity had to lead our messaging. The route to growth was to stoke demand through strong storytelling and to scale it with platform-native tactics.
.png)
OUR APPROACH
Two opportunities stood out. First, affiliates began publishing Detrash features that spiked orders on launch day but tailed off fast. Second, upcoming limited runs needed a reliable way to warm demand before stock went live. We built a mid-funnel traffic engine to press articles to ensure a steady flow of demand. Additionally, we tested Meta Lead Ads to build direct hype for new prodcut launches and elevate the scarcity angle.
.png)
Affiliate support with mid-funnel traffic
- Launched Meta traffic campaigns to live press articles from publishers like T3 and the Mirror.
- Optimised to Landing Page Views to guarantee page load inside Meta’s in-app browser.
- Kept budgets tight to start, then leaned in as halo effects showed up in Shopify and affiliate dashboards
Lead generation for product drops
- Built an early-access list for the Au.M.G. launch using Meta Lead Ads.
- Positioned scarcity clearly, only 100 pieces worldwide, and promised first access.
- Used the list for day-one email, retargeting audiences and seed lookalikes.
.jpg)
.jpg)
THE RESULTS
The strategy unlocked immediate, compounding growth across every metric that mattered:Traffic to press delivered compound returns: Shopify orders up 63% month-over-month in August, affiliate orders up 500% from July to August, and organic search orders up 178% as sustained press traffic created a lasting halo effect.
- Sessions accelerated with paid support: +40% June to July without traffic campaigns, then +75% July to August once traffic went live—proof that the strategy amplified what was already working.
- Lead generation converted fast and cheap: 124 leads at £1.31 each on £162 spend. 4.84% lead-to-sale conversion in the first 7 days. £27 CPA vs £76 benchmark—buyers ready on day one.
- Budget efficiency at scale: Traffic campaigns made up just 3% of August spend, scaling to 10% in September while already driving +38% more orders than August with 12 days left in the month. Small investment, outsized impact.
Shopify orders up MoM
+ 63 %
Affiliate orders up
+ 500 %
CPA vs benchmark
- 64 %
MORE CLIENT SUCCESS STORIES
helped ambitious brands crack acquisition, creative, and conversion.
Heading
PLENISH
REVENUE GROWTH YOY
30%
REDUCED CAC
-40%
.jpg)
