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Every move we make is grounded in data. We analyse trends, consumer behaviour, and market performance to craft strategies that deliver results.
Get access to 60 top-tier creatives each month—across all formats and types—at no extra cost. Every creative piece we produce is guided by data, ensuring maximum impact.
Managing over £20 million in ad spend annually, we have the experience and insight to keep your brand at the cutting edge of market trends.
With over £150 million in sales driven annually, we know what works. Our campaigns are designed to convert, leveraging our extensive market knowledge.
Click the link below to explore how our data-driven approach and creative offerings have led to remarkable outcomes for our clients, scaling to 8 figures and beyond.
Created by beauty lover Mel Blue, Unicorn Cosmetics was founded in 2016, after Mel felt that the beauty industry was lacking in originality, stating “I wanted to reach into my makeup bag and pull out something that people just couldn’t help but stare at!”.
Initially, Unicorn Cosmetics (previously Unicorn Lashes) solely focused on false lashes, which were enthusiastically endorsed by multiple beauty influencers on YouTube and Instagram.
With this dramatic growth in brand awareness and popularity, Mel knew that the potential Unicorn Cosmetics could reach would be ground-breaking. Therefore, she formed a partnership with Social Nucleus to solidify its marketing presence and make its products a staple for makeup lovers nationwide.
Rewinding all the way back to 2020, the initial pain point which was apparent in Unicorn Cosmetic’s account was the lack of consistency in terms of pushing budgets towards winning campaigns. Many brands are guilty of testing for the sake of testing, with no strategic intent behind, to be blunt: throwing sh*t at a wall to see what sticks.
As stated previously, thanks to the organic success that Unicorn Cosmetics was having previously, this left us with a large sum of data to play with in terms of aggressive testing.
A part of their strategy, which we still see success with to this day, was iterating on best-performing content and pushing through fresh content week in week out.
Marketing efficiency ratio
Customer acquisition costs
New Customer acquisition costs
New Customers vs Returning Customers
Average order value
Conversion rate
Building on Unicorn's strong organic growth, we conducted an in-depth creative analysis to identify which content was driving the best results and pinpointed areas where more of that success could be replicated. This allowed us to refine and optimise content strategies, scaling conversions effectively through data-driven creative enhancements across all channels.
With the nature of the brand appealing to predominantly female audiences ages 18-30, Unicorn went on to capitalise on platforms such as Snapchat and TikTok. Using socially trending content produced by influencers and our in-house team of Digital Content Creators, accompanied by strong ad copy which reflected the brand’s image and tone of voice.
Running too many campaigns can lead to overlap, and overlap often results in over-reporting. Over-reporting skews your data and leads to poor decision-making, particularly if you're still relying on a 7-day click and 1-day view attribution model. To maintain clarity, it's essential to streamline your campaigns and avoid unnecessary complexity.
By applying cost controls to your ad account, you can direct the algorithm to deliver the CPA you need. When testing new creatives, Meta uses its forecasting tools to predict expected CTR (eCTR) and conversion rate (eCVR) before entering the auction. If the system predicts that the creative won't hit the required CPA, it simply won't spend any budget. No spend means no wasted resources, which ultimately preserves margin—a crucial factor for any emerging brand. More margin = more growth potential.
Ensure your account is optimising for click-based outcomes only. Avoid relying on view-based conversions, as these sales aren't truly incremental and don't provide genuine value. Their only impact is inflating your ROAS, making it seem more impressive than it really is. This is precisely why your advertising platforms like Google and Meta might report higher sales figures than your backend system does. The key to an accurate understanding of your campaign's performance lies in focusing on outcomes driven by genuine engagement, not passive views.
Creative is the cornerstone of success. You must be continuously testing multiple ads weekly in your ad account. Think of it in simple terms: approximately 96% of your ads will either underperform or receive little to no spend. The quicker you can test 100 ads, the quicker you'll discover the 4 that deliver strong returns. Constant testing isn't a luxury—it's a necessity in today’s competitive landscape.
Stop trying to outsmart Meta’s algorithm, which processes more data daily than any other platform in the world. Meta has insights beyond what any human can access, and in most cases, it knows best. Sometimes this means putting your ego aside—forcing spend on underperforming ads, pushing for fake engagement, or overly retargeting can hurt your results more than help. Let the machine do what it’s designed to do, and you'll avoid creating unnecessary challenges for yourself.
We prioritise a deep understanding of your Unit Economics during onboarding. We analyse your product margins, identify your most profitable lines, and set clear north star metrics. This gives us a clear path to hitting your goals. Many brands rely on vague figures, leading to poor decision-making. By grounding our strategy in precise data, we make informed, confident decisions that optimise your ad spend and drive sustainable growth. With a firm grasp on your Unit Economics, we focus on the right products, set achievable targets, and build campaigns for long-term success.
Over the last 3 years of Unicorn working with Social Nucleus, we were able to contribute to overall sales up by 76%, total orders up by 103%, increase conversion rate by 39% and sessions by 41%.
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