How RH transformed a viral art brand into a structured, high-performance business with predictable, stress-free growth.
Niche
Art & Collectibles
Services
Consistent, scalable revenue & operational stability
70M+ organic views per month
A high-growth system without sacrificing exclusivity
Niche
Art & Collectibles
Services
The Background
Jack of the Dust wasn’t built in a boardroom—it was born in a garage. Founder Andy started sculpting skulls nearly a decade ago, never expecting his personal creative outlet to turn into a global phenomenon.
What began as handcrafted art for his home evolved into a high-end, special-effects-inspired brand, with his skull-based creations shipping worldwide to collectors who crave something bold, different, and deeply personal.
Jack of the Dust’s reach exploded, hitting up to 70 million people per month organically and catching the attention of the world’s biggest influencers. Viral content. Massive engagement. On the surface, it looked like a dream scenario.
But exposure doesn’t always equal conversions. Millions of eyeballs didn’t guarantee predictable, scalable revenue. His content was reaching people—but were they the right people?
THE CHALLENGE
Andy’s content was exploding online, pulling in millions of views—but views don’t pay the bills. Despite the massive reach, revenue remained inconsistent and unpredictable.
Much of the brand’s exposure functioned as entertainment rather than engagement with serious buyers. While viral reach looked great on the surface, it didn’t translate into reliable, sustainable growth.
Meanwhile, the brand was scaling fast—hiring more staff, expanding into a larger workspace, and taking on bigger financial commitments. Andy needed reliability, not just virality. But handling marketing in-house meant managing a team, approving content, and overseeing campaigns—pulling him away from the creative work that built the brand in the first place.
Andy needed to transform viral exposure into scalable, predictable growth—without getting buried in the complexity of digital marketing and managing a team with a skillset he didn’t (yet) understand.
Hear From the Founder HIMSELF
THE STRATEGY
Implement a high-performance, data-driven system
RH stepped in with a high-performance, data-driven system designed to turn attention into conversions. Rather than relying on the unpredictable highs and lows of viral reach, RH introduced a structured calendar-based approach that gave Jack of the Dust a steady rhythm for growth.
The strategy was adapted from successful fashion brand playbooks and built around a product launch framework designed to drive momentum month after month. Everything centered on a clear three-phase structure: hype-building, VIP access, and launch. Each drop followed a repeatable process—beginning with teaser content across paid, organic, email, and TikTok channels that funneled traffic to an early access landing page. This built anticipation and collected signups.
THE VIP PHASE
Next came the VIP phase, giving early access to SMS and email subscribers. Finally, the launch went live with a short, focused push across all channels—typically a 24–48 hour window where conversion was highest.
By running this system consistently, Jack of the Dust avoided the long lulls between campaigns that had plagued them previously. Every drop built hype for the next. Momentum became sustainable.
LONG TERM PLANNING
Equally important was the introduction of long-term planning. For the first time, Andy was working 6–8 weeks in advance—designing, producing, and planning content around upcoming drops. RH helped shape that content mix, identifying which assets were needed at each stage: behind-the-scenes videos during the tease, high-impact statics for launch, and direct-to-camera footage from Andy to build emotional connection and urgency.
A SYSTEM YOU CAN TRUST
At the core of it all was a framework Andy could trust. It wasn’t just a set of ads—it was a system. One that could be refined over time, adapted to fit different products, and scaled as demand grew.
THE RESULTS
What Worked Well
- Implementing a structured approach
RH’s structured approach didn’t just improve ad performance—it reshaped the business. Instead of battling unpredictable revenue cycles, Jack of the Dust now had a steady and scalable foundation.
- Building consistent sales
Sales became consistent, allowing Andy to plan ahead with confidence instead of hoping each month would work itself out. With RH leading strategy and execution, he could finally step back from the chaos and return to what he loved: creating.
- The calendar-based campaign system
The calendar-based campaign system didn’t just stabilize revenue. Each successful drop drove more customers, more email signups, and more repeat buyers. Combined with consistent creative planning and messaging that emphasized scarcity, craftsmanship, and originality, the brand found a powerful balance between exclusivity and scale.
- forecasting built into the system
Operationally, the impact was equally strong. With forecasting built into the system, Jack of the Dust can now more effectively align its promotion with production and inventory, allowing the brand to launch with confidence instead of scrambling for sales or last-minute pivots.
Most importantly, the stress and chaos that once defined the business were gone.
FINAL TAKEAWAY
"
"Now I can sleep at night."
Jack – Jack of the Dust
Jack of the Dust is no longer playing the guessing game with sales. By shifting from an inconsistent, high-stress approach to a structured, scalable system, the brand has gone from reactive marketing to strategic execution—without sacrificing its identity, originality, or control.
READY TO SCALE?
For brands in a similar position, the path is clear: when you trade chaos for consistency, growth follows.
Let’s build the system that gets you there.
CORY HARDING
Cory Harding is our Super Cool Senior Strategist based in Australia. When he isn’t scaling our brands to the moon, you can find him at construction sites monitoring his property development projects or in the kitchen whipping up a storm. His superpower is being able to see the bigger picture but able to drill down into the detail and particularly excels with fashion or high AOV products.
When you partner with us, you don’t just get someone to ‘watch your ad account’. We’re your strategic marketing arm, your outsourced CMO and your on-the-pulse, eCom growth experts ready to guide you every step of the way
We treat your business as if it were our own, looking at the bigger picture and constantly brainstorming ways to improve, add value and scale your brand profitably. Because when you win, we win. It’s not about getting a certain number of clients for us, it’s about getting the right clients. You know your potential. We help you get there.
So what will it be, growth or death?
