Expanding PropFellas

When we partnered with PropFellas, the goal wasn’t just to drive a short-term spike. It was to turn a strong but under-leveraged community into a scalable, predictable growth machine. That meant tackling their biggest leaks first, then layering creative and acquisition channels into a system that could compound.

We started with email because it was the most obvious hole. Their list had been left to drift, filled with cold addresses, freebie hunters, and inactive subscribers. Instead of blasting out the same campaign to everyone, we rebuilt the structure around lifecycle intent. The list was segmented into free members, VIPs, churned users, high-engagers, and inactives. Then we mapped journeys to how bettors actually behave. New signups received a welcome series designed to deliver value fast and push them into the community. Fresh VIPs were guided through onboarding sequences that reinforced the perks of going premium. Churned or failed members were reintroduced with reset offers, proof of recent wins, and targeted reactivation campaigns. Inactives received softer win-back flows that leaned on credibility and social proof. Within the first reporting window, open rates lifted into the 50 percent range and click volume into Whop rebounded sharply. Email went from an afterthought to one of the most consistent revenue drivers in their mix.

With retention stabilized, we turned our attention to the creative backbone PropFellas needed to scale paid acquisition. The brand already had a distinct identity, two brothers from Queens running a tight-knit community with a streetwise, no-nonsense edge, but it had never been fully weaponized in advertising. We built a dual-track creative system that played to both video and static formats, each designed to stop scrolls and convert cold traffic into paying members.

On the video side, we cast and contracted a dedicated spokesperson who became the face of the brand. Every script was written for bettors: fast hooks that called out bad beats and losing streaks, credible proof of actual winning slips, and clear outcomes tied to joining the community. We produced a steady monthly cadence of short-form video ads that ranged from bold cold acquisition pieces to organic-style content designed for shareability. Bad beat reactions, betting challenges, quick pick breakdowns, and light educational riffs kept the content feeling authentic while driving performance. The balance between authority and entertainment allowed PropFellas to break through the noise of generic capping accounts and overhyped tout services.

But it was the static ad creative where we leaned hardest into the brand's identity. PropFellas isn't just a picks group, it's a family. The mafia aesthetic, rooted in the brothers' Queens background, became the visual language of the entire campaign. We developed a suite of high-impact static ads that played off classic mob imagery: bold typography with old-school Italian flair, imagery of suited figures, smoke-filled rooms, and winning slips laid out like a don's ledger. Taglines leaned into the theme without being corny. Every piece reinforced the same narrative: this wasn't some fly-by-night Discord, it was an exclusive operation where loyalty, results, and respect came first. The creative didn't just look different, it felt different, giving PropFellas instant brand recall in a sea of cookie-cutter betting ads.

With creative dialed in, we stood up paid acquisition at scale. Two Meta campaigns formed the backbone. Cold campaigns targeted new audiences with bold, viral-style video hooks and mafia-themed static ads that stopped the scroll. Retargeting campaigns chased free Discord members, site visitors, and warm engagers with proof-driven messaging and urgency-based offers. This funnel-based approach meant no wasted spend, every dollar either introduced PropFellas to fresh bettors or pushed a warm prospect over the line. Within the first 90 days, the system brought in hundreds of new purchases while consistently holding acquisition costs under the industry's breakeven range. The engine wasn't just performing, it was repeatable, giving PropFellas a dependable foundation for month-over-month scaling.

Alongside ads, we tightened the brand's visual identity across all touchpoints. Social templates for promos, results, and giveaways were standardized with the same mafia-inspired design language. All of it worked toward the same narrative: PropFellas wasn't another guru shop promising miracle parlays. It was a transparent community built on genuine picks, zero-toxicity culture, and leadership that put reputation on the line daily. Every email, every ad, every social post pointed to that truth.

The result was a growth system the team could actually run. Email remains a high-performing revenue channel with open rates consistently above 50 percent. Creative pipelines now deliver fresh, on-brand video and static ads each month without losing voice. Paid acquisition delivers predictable growth at scale-ready costs. What PropFellas already had, strong leadership, genuine transparency, and a winning community, was finally backed by the marketing engine it deserved.