Turning UAAP Fandom into E-commerce Sales
How We Scaled Varsity Lifestyle Co. with Shopify and Meta Ads
- SHOPIFY DONE RIGHT.
- UX THAT CONVERTS.
- META ADS THAT FIRE UP SCHOOL SPIRIT.
The Challenge
The UAAP season brings massive traffic spikes, but VLC needed a Website & Ad Strategy that could handle the demand, convert cold traffic, and stay relevant even in the off-season.
We were tasked to:
- Make shopping easy across dozens of SKUs per school
- Turn emotional fandom into year-round sales
- Create a scalable system for drops and campaigns
And we delivered….
Localized School Targeting
Product, copy, and creatives tailored per team or school
School Pride Messaging
Emotional hooks like rivalry, nostalgia, and game day hype
Authority & Urgency
“Licensed by UAAP” & “Official Drop” as primary trust drivers
Customer Reviews & Capture
Customer reviews & feedback tools for credibility
High-Intent Retargeting
Dynamic ads for abandoned carts and warm audiences.
Timely Campaigns
Seasonal launches timed at peak events and sales days.
UAAP Merch, Real Results
Varsity Lifestyle Co. (VLC) is a fashion-forward merch brand built around the UAAP culture and school spirit. They needed a scalable way to turn that hype into online sales. Here’s what we built and executed:
Advertised Up to
ads returned
Conversion rate jumped by
Varsity Lifestyle's E-commerce Website and Meta Ads
E-commerce Development Process
1
- Reviewed the website and funnel to identify friction points, weak CTAs, and missed trust signals.
- Mapped out an action plan focused on improving conversion before scaling traffic.
2
- Restructured product architecture to filter by school & merch type.
- Streamlined the mobile experience and added COD to match local buyer behavior.
3
- Applied urgency cues, social proof, and authority across the homepage and product pages.
- Highlighted “Official UAAP Licensed” messaging to build instant credibility.
4
- Created 18+ targeted creatives per school, linking directly to their respective product pages.
- Ads focused on fandom, game day hype, and sport-specific angles.
5
- Edited raw content from brand ambassadors into short, vertical 15-second formats.
- Used these for Meta Stories to blend in with native content and increase engagement.
6
- Launched dynamic product ads to recover abandoned carts and re-engage warm audiences.
- Timed campaigns around peak moments like 6.6, 11.11, and UAAP Finals.
Conversion-Driven Psychology
Every touchpoint was optimized for behavior:
- Urgency cues (“Limited Drop,” “Only a Few Left”)
- Social proof through customer reviews and influencer content
- Authority via licensing, official tags, and team-aligned product pages
Why it worked
For VLC’s audience, it wasn’t just about the merch — it was about pride, team spirit, and being part of the season.
We built a system that turned that momentum into real, measurable growth.
The Course Lecturers
Daniel Nelson
Jon Mullins
What Our Graduates Have To Say
Olive Mack
Ui Designer, Jobox
“The Pros, is definitely the best choice I ever made! The course gave me all the skills and the tools i needed to integrate in the industry.”
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Kelli Hill
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