How Orttu Launches 15-20 Whitelisted Ads Per Week using Refunnel

Orttu is a men's fashion brand founded in Ukraine in 2018, selling direct to consumer through Shopify and targeting a specific demographic of style-conscious buyers who tend to be, as the team describes them, "a little eccentric and crazy."

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Over seven years, the company has built a loyal following that includes a private Facebook group with 6,000 members and an audience of over 400,000 people across Instagram and TikTok.

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The brand runs almost entirely on Meta ads, with whitelisted content from customers and content creators serving as the foundation of their creative strategy.

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In plain terms: almost all of their ad spend goes to real videos customers and creators already posted, get permission to run them as ads, and those become the actual ads people see.

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So real customer content is their advertising, not just a side thing.

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But before Refunnel, managing that process was chaotic.

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The team tracked everything through Facebook's Business Manager and a patchwork of Google Sheets which proved to be buggy and quite unreliable.

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It was hard to tell which creators had been contacted, which pieces of content had already been approved for whitelisting, and which ads were currently live.

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There was no centralized view of what was happening and high performing organic content kept slipping through the cracks because no one could find all of it.

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This meant that ad launches got delayed because the team had to dig through spreadsheets to find what they needed. Consequently, hours that should have gone into strategy were spent just trying to keep things organized.

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Refunnel replaced that fragmented setup with a single dashboard.

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With Refunnel's Social listening feature, the team could now see and track all content that had been posted about them in one place.

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But that’s not all.

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The team can now whitelist creators without either side ever having to go into Business Manager.

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What used to require intense back-and-forth coordination and manual setup now happened in seconds using Refunnel’s One-click whitelisting feature.

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The brand connects their Meta Ads account to Refunnel, then sends creators a simple opt-in link. The creator approves it directly from their Instagram app and never has to think about it again.

The team now whitelists 15 to 20 creators per week.

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Orttu also repurposes community content for email newsletters using Refunnel's Usage Rights feature. When they find something they want to use, they request permission directly through the platform. The creator approves, and the consent is logged automatically.

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"I think we're a bit spoiled with how much content we already get," says the team.

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Today, Refunnel serves as the organizational backbone that lets Orttu launch more ads, test more creative, and stay consistent without adding headcount or losing track of high-performing content.

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