How We Scaled Binho
by 137% (Jun 2023 – Dec 2025)

The Numbers (Jun 1, 2023 – Dec 31, 2025)

Total Sales

+137%

Orders

+140%

Sessions

+536%

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Brands that we increased profits for:

The Overview

Binho, a tabletop game brand rooted in creative play and community-led experiences, set out to scale both revenue and brand visibility. Already well-loved among their niche audience, the challenge was breaking further into mass markets without losing the authenticity and playfulness that defines the brand.

Partnering with Social Nucleus, the focus was clear: expand top-of-funnel reach, diversify product and creative output, and optimise paid performance across Meta and Google. The goal wasn’t just growth—it was doubling the business sustainably.

The Strategy

To achieve this scale, our primary objective was to dramatically expand the top of the funnel while maintaining efficiency.

Aggressive Top-of-Funnel Expansion

We executed a heavy prospecting strategy designed to introduce the game to entirely new demographics. By broadening our targeting and letting the algorithm do the heavy lifting, we drove a massive 536% increase in sessions. This influx of new traffic was the fuel for the revenue growth that followed.

Creative Diversity & Video

We leaned heavily into video content and expanded creative diversity, showcasing a wider range of boards and play styles. This aligned with Meta’s Andromeda update, giving the algorithm the flexibility to find and convert relevant audiences at scale. The creative mix included short-form video, team-specific content, and product-led storytelling.

Platform Alignment

While Meta drove the volume, Google was optimised for high-intent capture. We tightened the alignment between search terms and landing pages, ensuring that the massive interest generated on social was captured efficiently when users turned to search.

The Success

The results of this long-term strategy speak for themselves. Binho achieved a 137% increase in total sales, effectively doubling the size of the business over the partnership period.

Crucially, order volume grew even faster than revenue, with orders up by 140%. This confirms that our aggressive top-of-funnel strategy didn't just bring window shoppers, it brought buyers.

Binho’s performance demonstrates that with creative agility and strong funnel alignment, a niche favourite can transform into a high-growth brand without losing what makes it unique.

Spotlight: BFCM Success

The strategy of aggressive top-of-funnel expansion culminated in a dominant Black Friday performance. By widening the audience pool early, we ensured Binho entered the peak trading period with high demand, not just high costs.

Traffic & Demand: The expanded reach strategy drove a 114% increase in sessions during the BFCM window.
Conversion Velocity: Crucially , this traffic was highly qualified. Order volume grew more than twice as fast as sessions, surging by 275%, proving that the new audiences we acquired were primed to purchase.
Revenue: This combination of volume and intent resulted in a 251% uplift in total sales compared to the previous year, validating the decision to scale broad awareness ahead of the sales event

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