Wyvern’s Hoard Case Study:
Scaling DTC Revenue with Chronos
+27.32%
Total email revenue growth
+163%
Increase in email flow revenue
2.63×
ROAS Paid media efficiency
36%
Email-attributed share of revenue during
BFCM 2023
Intro
Wyvern’s Hoard sells to a very specific audience: fans of fantasy, sci-fi, and pop-culture worlds. Demand was there. Attention was there.
What they needed was a system that could consistently turn that attention into revenue across email, SMS, social, and paid media.
Chronos helped them build that system.
The Story
Wyvern’s Hoard started with themed jewelry and apparel, then expanded into tabletop gaming accessories, home décor, and collectibles. The brand speaks to customers who care deeply about their interests and want products that reflect them.
Marketing activity existed across multiple channels, but it wasn’t working together. Email, social, paid ads, and content were running in parallel instead of reinforcing each other.
That gap showed up in conversion rates, engagement, and consistency.
The Problem
Before working through a unified strategy, the brand faced several constraints:
- Below-average conversion rates from email and social campaigns
- Low engagement across social channels and on-site content
- Limited organic reach
- Fragmented presence across paid and organic channels
- Weak audience targeting and segmentation
- Ad creatives that weren’t optimized for Meta placements
The brand had traffic and interest, but performance was uneven.
The Goal
Create a marketing system that:
- Converts audience interests into purchases
- Uses email and SMS as reliable revenue channels
- Aligns organic content, paid media, and lifecycle messaging
- Scales without losing brand identity or audience trust
The Framework / Strategy
1. Interest-Based Email & SMS
Email and SMS were rebuilt around how customers browse, buy, and engage with specific themes.
What changed:
- Subscribers segmented by viewed and purchased collections
- Campaigns aligned to fantasy, sci-fi, and pop-culture interests
- Narrative-driven merchandising that connected products to stories
- Frequent optimization to cross-sell relevant best-sellers and new releases
Additional lifecycle flows were added:
- A prospect flow for subscribers who completed the welcome series but hadn’t purchased within 30 days
- A sunset flow to re-engage inactive subscribers
- A dedicated early-access flow for BFCM
2. Social Content Built for Consistency
Social content was structured around recognizable, repeatable formats.
Execution focused on:
- Consistent design systems and color palettes
- Recurring content series audiences could follow over time
- Posts designed to be rediscovered and shared
This approach increased engagement and gave paid campaigns stronger creative to amplify.
3. Paid Media Focused on Efficiency
Paid campaigns were consolidated and rebuilt to improve targeting and performance.
Key actions:
- Merged overlapping audiences
- Excluded low-intent and irrelevant segments
- Created niche-specific campaigns aligned to audience interests
- Repurposed proven organic content into paid creatives
- Continuously tested and optimized against performance benchmarks
4. Blog Content With Commercial Intent
Blog content supported both SEO and product discovery.
- Posts were aligned to audience interests
- Products were featured naturally within content
Traffic contributed to long-term visibility and revenue.
The Results
Email Performance (Since 2022)
SMS Performance
Social Media Performance
- Top Instagram post
- 1,152 likes
- 41 comments
- 76 shares
- 257 saves
- 3.63% engagement rate
- Facebook
- Highest engagement rate: 0.09%
- Reach up to 9,249
- Impressions up to 9,486
Online Store Traffic
- November: 8% traffic increase, accelerating from Black Friday weekend
- December: 43% traffic increase
- Daily sessions consistently exceeded the prior month from Dec 1–26
- Traffic increase aligned with paid campaigns running Dec 7–31
Blog Performance
- 4,863 average monthly visitors (2022–2023)
Paid Ads Performance
The Big Win
Once audience interests became the organizing layer across email, SMS, social, and paid, performance stabilized and scaled. Revenue growth followed systems, not spikes.
Why It Worked
- Audience segmentation tied directly to interests
- Consistent content formats that built recognition over time
- Email and SMS structured around lifecycle moments
- Paid media optimized around efficiency benchmarks
- Content designed to compound across channels
These principles translate well to any DTC brand selling into defined niches.
If you’re building a DTC brand and want owned channels to carry real revenue weight, Chronos can help.
Talk to Chronos → Book A Strategy Session Today
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- Other Jewellery
The Results
+27.32%
Total email revenue growth
+163%
Increase in email flow revenue
2.63×
ROAS Paid media efficiency
36%
Email-attributed share of revenue during
BFCM 2023
FAQ
-
Was this growth concentrated around BFCM?
BFCM performance improved, but gains were supported by year-round flows, segmentation, and paid optimization.
-
Did results rely on heavy discounting?
The case study attributes growth to relevance, targeting, and lifecycle strategy rather than pricing tactics.
-
Can this apply outside fandom or collectibles?
Yes. The structure works anywhere customer interests are identifiable and repeatable.