The brand publishes every day without him making any of it.
A name and a moodboard, ten days from a live storefront. Now forty-odd pages, a daily channel built from zero, and paid campaigns running on the creative that organic already proved.
- Sector
- Faith-based streetwear
- Built
- Headless Shopify storefront, deduplicated conversion tracking, campaign landing pages, a giving page, and the daily publishing rails
- Time to live
- 10 days from nothing to shipping
- Founder's job now
- Creative calls, raw material, and the approval
He stopped being the bottleneck.
He makes the creative calls, supplies the raw material, and approves the drops. Everything between those and published runs underneath him, so nothing sits waiting on his calendar.
The buyer decides what gets made.
What this buyer wears, posts, and shares was studied before a single reel was cut. Captions and drops answer that research.
Organic proved it. Then paid went on top.
The channel was built from nothing with no money behind it, so by the time Meta campaigns started there was no guessing which creative worked. The ads run the cuts the audience had already picked, into landing pages built for them.
The storefront tells the truth about itself.
Recent orders surface as state and design only, read live from Shopify. Never a name, a city, or a timestamp, and nothing renders at all without real orders. For a recovery-adjacent brand that constraint is the point.
He keeps the whole thing.
The storefront, the Shopify backend, the tracking, the campaign pages, and the publishing config sit in his accounts and his repository. They stay there whether or not the engagement continues.
- $0
- Paid spend on the channelThe channel figures are organic
- 88
- Orders attributed to the adsOn $2,582.69 of spend at a $16.03 CPM
- 10
- Days from nothing to shippingStorefront, brand, and the daily publishing rails
- 6 months
- Cadence held without a gapFirst upload 2026-01-04, most recent 2026-07-26
- 40+
- Pages built and liveStorefront, 27 community pages, campaign landing pages, a giving page, and the product pages
- 12
- States in the last 24 ordersRead live from the storefront, not a static figure
- 71
- Videos publishedPublic uploads on the channel
Production records and Meta Ads API and YouTube Data API, as of July 28, 2026.
One source event
One drop concept
- teaser reels for the channel
- a community page on the storefront
- launch-day short-form
- paid creative in nine-by-sixteen
- a campaign landing page for the ads to land on
- email to the list
- a recap cut
Runs without them
- Daily short-form publishing to YouTube
- The teaser, calendar, launch, and recap sequence on every drop
- Meta campaigns pointed at their own landing pages, not the homepage
- The live order feed on the storefront, and the giving split to Herren Project on every sale
Theirs to keep
- nvushearts.com and the headless Shopify backend behind it
- Every page on it: the shop, the collections, 27 community pages, the campaign landing pages, and the giving page
- The Meta Pixel and Conversions API wiring, and the ad account
- The drop campaign template, so the next launch runs the same way
- The publishing config and the brand specification, in a repository under his account
Reach and engagement
YouTube (@NvusHearts) and Meta ads, both run for NVUS Hearts. Channel figures run from its first upload to its most recent. Meta figures are lifetime on the ad account. Pulled from the Meta Ads API on July 28, 2026, on $2,582.69 of paid spend. Pulled from the YouTube Data API on July 27, 2026, on $0 of paid spend.
- 77.1K
- People reached on MetaDeduplicated people, lifetime on the account
- 161.2K
- Ad impressionsSeen 2.09 times per person on average
- 33.9K
- Post engagements from adsPlus 5.7K video thruplays
- 240
- SubscribersFrom zero
- 51.5K
- ViewsAcross 71 videos
- 3.2K
- LikesAcross the channel
- 6.35%
- Engagement rateLikes plus comments across all 71 uploads
- 2K
- Best performing videoThe cross on your back isn't decoration · 153 likes
- People reached on Meta, Ad impressions, Post engagements from ads: Account-level read, date_preset maximum.
- Engagement rate: Measured against the per-video view sum, which runs a few hundred ahead of the channel-reported total. Shares and saves are not exposed by the public API, so this is a floor.
“We went from 6 YouTube subs to 120 in 30 days. Yuri built the whole thing. Website, brand, daily content. I check in once a month and the system keeps shipping.”
Keith, Founder, NVUS HeartsClient statement about the first 30 days on the channel, given April 2026. It describes that window, not the channel today. Current figures are below, pulled live and dated.
Full delivery breakdown
What’s actually built
What’s built into the site, plus the Easter Drop visual collection and the campaign promo.
Built into the site
5 features running for him
- 01
A headless Shopify storefront, so every page and its load time are ours to set
- 02
Twenty-seven community pages, each a real page with its own story
- 03
Campaign landing pages, so paid traffic arrives somewhere built for it
- 04
Meta Pixel and the Conversions API deduplicated, so a purchase counts once
- 05
Discounts that survive a sale: the promo applies from a link and the bundle price still wins
Selected reels
Daily storytelling, tuned to the audience
The founder films a short update on his phone most weeks; it comes back in the NVUS card, captioned, same day. Below that: the four cuts running as paid creative, then the organic reels the audience picked first. Same rails, same mark, same person deciding what is worth saying.
Founder update: the Sober Bash
Founder update: shipping the drop
The world rushes. Grace stays.
Nothing above Him
Pew to bar
Stand on it
The lowest point wasn't the end
God didn't fix you. He rebuilt you.
Built For The Rebuilt
Rebuilt, Not Replaced
Brand film
The NVUS Hearts mission film
Sixty seconds on what the brand stands for, the storytelling piece that anchors the homepage and threads through every short.
Audience engine
The channel runs on the same rails as the storefront
Built from zero, organic throughout. Buyer research sets what gets made, and the daily cadence runs without him.
Visit @NvusHearts on YouTubeProud partner
A cause wired into the brand
10% of every sale supports Herren Project. It is wired into the storefront: a named beneficiary on the product pages, in the header, and a giving page a buyer can check.
About the partner
Herren Project is a national 501(c)(3) founded in 2011 by Chris Herren, in long-term recovery himself. It provides treatment placement, recovery housing, coaching and scholarships at no cost.