Reverse engineered Fresh Clean Threads - a $60M basics brand running 150 ads where 120 of them have template variables instead of real copy.
I've been going through D2C brands' Meta Ad Libraries and scraping the data to understand how they actually run ads at scale. This time I went through Fresh Clean Threads - a $60M men's basics brand - and scraped all 150 of their active Meta ads. Here are the patterns that I found -
1. 150 active ads. 17 unique body copies. 87% are DCO.
120 out of 150 ads use {{product.brand}} as the body text. Usually, there is supposed to be a product copy from the catalogue, but instead it's a dynamic template variable. The ad-level messaging is basically empty.
The actual messaging lives inside 423 cards spread across 123 DCO ads. Meta's algorithm mixes and matches the card combinations - image sets, video sets, copy blocks - and figures out which combo converts best per user.
What's interesting is the card combinations aren't random. 52 ads run 4 image cards, 23 run 4 video cards, 21 run 2 video cards.
For context - I went through Ridge Wallet earlier and the majority of their 273 ads were manually hand-crafted. Fresh Clean Threads is the opposite end of that spectrum.
2. One piece of ad copy has been running for 123 days.
The copy: "Funny how a single tee shirt can be the best wardrobe decision you've ever made. Stop spending $30 on one shirt and come find out why so many guys are calling Fresh Clean Threads their new favorite tee."
It launched November 12, 2025 and was still running when I scraped on March 15, 2026. This has been running through Black Friday, Christmas, New Year's, and into Spring.
Only 13 out of 150 ads have survived past 90 days. The median ad age in the account is 10 days - 37% of ads are under a week old.
So just like a decent marketer would do, they launch fast and kill fast and if something works, they let it run for months.
3. 35% of their ads run discount codes. Three promo codes active at the same time.
This one stood out because the previous brands I've scraped - Ridge Wallet and RYZE Superfoods - ran zero discounts on Meta. Zero.
Fresh Clean Threads runs three simultaneously: PADDY20 (20% off sitewide, St. Patrick's Day), FRESH15 (15% off first order), and PRES20 (20% off, single ad on the Canada funnel). Plus a sale collection page at up to 75% off.
60% of all 150 ads launched in the first 13 days of March. 27 ads went live on March 12 alone - all tied to the PADDY20 push. The entire March creative operation was built around the promo.
4. 100% Shop Now CTA. But traffic splits into 5 different landing pages.
Every ad says "Shop Now" - no Learn More, no Sign Up, no quiz funnel. Same pattern as Ridge Wallet.
But behind that single CTA, traffic goes to 5 separate funnels:
Men's main (83 ads),
Canada (28 ads),
Women's main (15 ads),
Women's tees (7 ads),
and DPA retargeting (6 ads).
Each landing page gets its own copy - the men's funnel gets "stop spending $30 on one shirt," the women's funnel gets "you are amazing and you deserve to look and feel amazing too."
They're not just redirecting URLs - they're matching the message to the audience at the landing page level.
I hope this was useful. Let me know if you've noticed similar patterns in other accounts.