How we Helped
Capo Achieve

82% in Sales Growth In 2024 

Partners for 18 months

Sales Up By

82%

orders up by

80%

Site Visits Up By

47%

Conversion Rate up By

37%

First time customers grew By

44.38%
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Why Listen To Us?

data driven
Data-Driven Strategy

Every move we make is grounded in data. We analyse trends, consumer behaviour, and market performance to craft strategies that deliver results.

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Unrivalled Creative Offering

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.

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Global Ad Management

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.

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Results-Oriented Campaigns

With over £150 million in sales driven annually, we know what works. Our campaigns are designed to convert, leveraging our extensive market knowledge.

unlock your brand potential
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Introduction

Capo, a contemporary luxury fashion brand, partnered with Social Nucleus to scale their eCommerce presence and drive sustained growth. With an emphasis on refined, timeless pieces and exceptional quality, Capo sought to maximise profitability while building stronger connections with their audience.

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Pain Point

The pain aim here was to profitably and efficiently increase sales, taking the brand to the next level and dominating their market. Many brands encounter a wall at this stage, where they feel they can no longer scale past a certain number profitably.

Utilising and adapting the strategy that has yielded success for multiple clients in the past, we focussed on optimising creative output and identifying ‘winning’ ads.

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Creative Challenges

Limited creative testing: Testing fewer than 15 creatives per month restricted opportunities for performance optimization.

Lack of emotional appeal: Ads focused too heavily on products, missing out on creating a strong emotional connection with potential customers.

Unengaging video transitions: Slow transitions in videos led to decreased viewer engagement.

Ad Account Challenges

Too many campaigns running simultaneously, leading to overlap and audience cannibalization.

The ad account over-reported sales due to an inefficient optimization window, distorting performance metrics.

Initial testing via ABO wasted 96% of spend on poor-performing ads.

Budget spread too thin across multiple campaigns, which, combined with insufficient new creative, starved the algorithm of necessary data for optimization.

Over-reliance on retargeting due to a lack of fresh, compelling creative to drive new customer acquisition and incremental sales.

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How Did We Fix It?

MER

Marketing efficiency ratio

CAC

Customer acquisition costs

NCAC

New Customer acquisition costs

NC / RC

New Customers vs Returning Customers

AOV

Average order value

CVR

Conversion rate

To elevate Capo's performance, we focused on sustainable, long-term growth through three key areas: ad account consolidation, spend efficiency, and creative optimisation. Our strategy prioritised profitability by implementing cost caps, ensuring efficient acquisition costs. We reduced ad spend wastage by reallocating budgets to high performers, optimising campaigns to drive down costs per result. Consolidation efforts further streamlined audience targeting, improving ROI.

Creative optimisation played a pivotal role, with a 10x increase in asset production, ensuring a continuous flow of high-performing ads tailored to Capo's unique audience for sustained, incremental growth. We focussed on acquiring new customers while allowing lifecycle marketing to pick up any low hanging fruit.

Additionally, we identified key ‘marketing moments’ throughout the year. These moments, such as seasonal promotions, new product launches, and exclusive drops, were designed to fill quiet periods in the sales cycle, creating man-made peaks in demand and driving urgency This approach not only boosted cash flow but also increased customer retention, ensuring long-term advertising efficiency. By strategically leveraging these moments, we were able to stabilise growth during lulls, reinforcing Capo’s success and paving the way for continued growth as we approached Q4.

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The Next Steps:

Creative Strategy:
  • Our in-house creative team began delivering 60 new creatives per month for Capo.
  • We placed a strong emphasis on the key USP— a sustainable, progressive fashion brand.
  • Our creative strategist scripted and sourced UGC (user-generated content) to amplify these USPs.
  • We focused on promoting high-margin products, allowing for a higher NCPA (New Customer Acquisition Price) within the ad account.
  • We introduced new copy alongside the increased creative volume to ensure alignment between visuals and messaging.
  • Multiple mood boards were created to guide their future shoots, ensuring their content aligned with our creative vision.
Ad Account Strategy
  • We set up a Testing/Scaling campaign structure to minimise wastage when introducing new ads.
  • The entire ad account was shifted to a Cost Cap setup, instructing the machine to find sales at our target CPA and no higher.
  • Using Cost Caps also reduced wastage and gave us another lever to pull when we found winning creatives to scale.
  • We changed the optimisation window to a click-only attribution model, forcing the machine to work harder to generate sales.
  • A creative feedback loop was implemented to ensure continual improvement in the quality and performance of our ads, week by week.

What Sets Us Apart?

Consolidation is Crucial

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.

Cost Control

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.

Focus on Click-Based Outcomes

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 Always King (or Queen!)

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.

Trust the Machine

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.

Unit Economics

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.

The Outcome

Capo experienced impressive growth across key metrics. Visitors increased by 34.15% and sessions surged by 47%. Conversion rates rose by 37%, and orders soared by 80%, with first-time customer orders growing by 44.38%. Sales grew by 82%, demonstrating the impact of our strategic approach.

Looking ahead to 2025, Capo is set to continue its impressive growth trajectory by building on its solid foundation of data-driven strategies and a deep focus on key performance metrics. By consistently monitoring unit economics and KPIs like blended ROAS, MER, and CAC, Capo ensures sustainable scaling and long-term profitability. It’s yet another example of our industry-leading expertise driving successful results for growing brands.

If you want your Paid Advertising managed with a 'finance-first' approach, contact us today.

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