How we Helped
Nóvu scale By 25% in 2024
Partners for > 2 years
Total Sales Up By 25%
Total orders up by 28%
787K Site Visits
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Brands that we increased profits for:
Why Listen To Us?
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.
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.
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.
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.
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.
Introduction
We’ve had the pleasure of partnering with contemporary luxury menswear brand Nóvu for over 2 years, working closely with them on their overall marketing strategy but with a hands-on focus with Paid Advertising (Meta, Google, TikTok).
After a remarkable success in 2023, we saw stellar growth and results in 2024, taking our partnership together to new heights.
Pain Points
When Nóvu came to Social Nucleus they had been looking for a partner that can help them scale to the next level, and profitably!
They had a good customer base, great content, superb products, but they were just missing a solid, consistent, reliable sales source.
A sales channel that can take them from making sales via drops to increasing sales every day.
The main aim here: profitably increase sales.
Most brands will hit a ‘wall’ and struggle to make it through to the next revenue level. This could be at 20k/50k/100k/ per month or anywhere in between.
Most brands know they can push revenue to the next level. The question is: can they do it profitably? The most common answer is no
Without knowing your key metrics across your entire funnel it’s hard to know where you need to focus your energy.
Creative Challenges:
Inconsistent content flow: Initially, Nóvu lacked a steady stream of fresh creative, making it difficult to keep campaigns dynamic and engaging. This has since been resolved with a more consistent creative output.
USPs not clearly highlighted: Early creatives didn’t effectively showcase Nóvu’s key differentiators, such as quality and style versatility.
Limited diversity in visuals: Early campaigns relied too heavily on product shots without incorporating lifestyle imagery that could better connect with target audiences.
Unengaging video transitions: Slow transitions in videos led to decreased viewer engagement.
Focus on product over emotional appeal: Ads initially centred too much on the products, missing opportunities to create a more emotional connection with potential customers.
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, further compounded by the lack of diverse creative to test and optimise effectively.
Optimising for a 7-Day Click and 1-Day View attribution model limited accurate tracking of long-term conversions.
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.
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
When Nóvu joined forces with us, the goal was clear: profitably increase sales. Like many brands, Nóvu hit a ‘wall’ in scaling their revenue. Whether at 20k, 50k, or 100k per month, the challenge wasn’t just about pushing revenue higher—it was about doing so profitably.
Once we had the full picture, we realised that generating repeat customers for Nóvu was not a problem. The quality and designs of all the garments mean that people keep on coming back for more. That narrowed our focus immediately. We needed to drive new customers, find new audiences and build a steady stream of first time buyers to fill up the retention strategy that was already working so well.
By honing in on these metrics, we successfully helped Nóvu grow revenue while maintaining profitability, proving that scaling profitably is not only possible but achievable.
In 2024 we dedicated ourselves to considerably consolidating our ad account strategy to strengthen campaign performance, as well as increasing creative output to further scale the account. We focussed our strategy on acquiring net new customers and allowed lifecycle marketing to pick up low hanging fruit.
We also created ‘marketing moments’ that drove man-made peaks during quiet periods throughout the year. These helped to stabilise cash flow and strengthen customer retention, enhancing long-term advertising efficiency.
Examples of these peaks could be seasonal promotions, product launches to fill dips in the sales cycle, and limited-edition drops to drive urgency. This year-round revenue strategy was a huge part of Nóvu’s exponential growth in 2024.
The Next Steps:
Creative Strategy:
- Our in-house creative team began delivering 60 new creatives per month for Nóvu.
- 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
We’re looking back on another remarkable year of growth together: 25% more sales, 28% more orders and over 787K site visits in 2024 (compared to 2023). This is testament to a responsive, growth-oriented approach that works time and time again for our clients.
It’s also worth noting that Nóvu is the perfect client to work with. They understand the market and align with our reporting data to help produce more content to capitalise on. We can’t wait to see what 2025 holds for them.
This success story is yet another example of our unrivalled paid ad strategy that works. We closely monitor unit economics and key KPIs that actually matter for sustainable scaling, such as blended return on ad spend (ROAS), breakeven ROAS, marketing efficiency ratio (MER) and customer acquisition cost (CAC) to drive profitable growth for brands.
If you want your Paid Advertising managed with a 'finance-first' approach, contact us today.
Total Sales Up By
28%
Total Orders Up By
25%
Site Visits Up By
787K
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