Sutsu:
Four Years, One Relentless Trajectory: Sustained YoY Growth Since 2021 and +29% More Scale in 2025
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Four Years of Compounding Growth. +21,800% Sales — And the Trajectory Is Still Rising.
Since 2021, Sutsu and Social Nucleus have built a growth engine defined by creativity, structural precision, and purpose-driven scale. Over four years, we transformed Sutsu from an emerging sustainable label into a mass-market contender.
This is the strongest chapter yet — with the brand entering its largest Q4 on record.
Brands that we increased profits for:
The Brand
Sutsu is a purpose-built brand at the intersection of sustainable fashion and the outdoors — minimal waste, responsible materials, and products designed to be worn hard and loved long.
From day one, the aim has been clear: grow impact without compromising principles.
Since partnering with Social Nucleus in 2021, Sutsu’s evolution has been compounding: deeper creative, more sophisticated structure, stronger trading discipline, and clearer brand meaning.
The result is not a spike — it’s a curve.
The 2025 Brief
Scale customer acquisition aggressively — without diluting efficiency or moving away from Sutsu’s core values.
Evolve creative into a truly video-first ecosystem that deepens connection while driving new customer volume at scale.
Modernise Meta structure around Advantage+ Shopping Campaigns (ASC) to unlock algorithmic efficiency and make scaling cleaner, faster, and more predictable.
2025 wasn’t about reinventing the system — it was about stretching it to operate at a much higher level.
Strategy — The Three Levers Behind Long-Term Growth
Sutsu’s audience buys the why and the wear — and video became the most powerful way to communicate both.
We built a creative ecosystem that blended:
- Long-form seasonal films to deepen brand affinity
- Short-form product reels showing texture, movement, and use-case in seconds
- Sustainability proof points integrated into narrative (never preachy, always practical)
- Aggressive hook variation + concept rotation to avoid fatigue during scaling
Outcome:
Creative depth enabled a 10,300% increase in new customers, proving that our assets resonated with cold audiences at massive scale.
Scaling volume wasn’t enough — we engineered value.
Through smarter bundling, positioning, and onsite merchandising, we:
- Increased AOV by +54%
- Ensured each new customer was worth significantly more
- Fuelled a reinvestment loop that supported faster scaling
This is how a performance engine becomes self-financing.
To unlock the ability to scale aggressively, we rebuilt the account architecture around Meta’s Advantage+ Shopping Campaigns.
The system became:
- Cleaner
- More consolidated
- Faster to learn
- Better at processing large volumes of new customers
Outcome in structural overhaul:
ASC consolidation enabled a 27% uplift in orders — at unprecedented efficiency for the brand.
Execution — How the System Ran (Week in, Week out)
- Creative cadence: Weekly iterations (hooks, formats, durations) + monthly “hero” drops
- Budget governance: Spend follows contribution, not platform vanity metrics
- ASC discipline: Consolidate whenever possible; only break out for margin, inventory or seasonality
- Signal hygiene: Clear exclusions; avoid fragmentation; keep volume flowing
- Trading loop: Media, merch and stock decisions aligned — push into strength, pull when supply tight
Results (2025 YTD)
Commercial Topline
- 🛒 +29% Sales
- 🚛 +27% Orders
- 📈 +21% Sessions
- 📊 +14% conversion rate
Traffic & Efficiency
- Powered by video-first creative and ASC structure
- Efficient scaling into peak periods
- Strong alignment between audience expansion and conversion
Readout in one line:
We didn’t just scale volume — we scaled value, efficiency, and the entire engine behind Sutsu’s growth.
Why It Worked
- Creative that earns its budget — storytelling that lifts both affinity and purchase readiness
- Structure that helps the algorithm help you — ASC consolidation → faster learning + cleaner scale
- Trading discipline — no waste, no heroics, just precision and compounding
- Relentless iteration — four years building a system that gets smarter every quarter
The Four-Year Curve (2021 → 2025)
This wasn’t a turnaround — it was a transformation powered by compounding:
- 2021–2022: Foundations built; creative + structure aligned
- 2023: Signal hygiene improves; scaling stabilises
- 2024: Creative depth expands; structure simplifies; discipline embeds
- 2025: Aggressive scaling with control — the biggest commercial leap yet
Spotlight: BFCM Weekend Success (Nov 28–30, 2025)
The year’s prep culminated in a record-breaking Black Friday weekend.
- Revenue: +76% YoY
- Orders: +77% YoY
- Traffic: +76% YoY
- Conversion Rate: +8% YoY
A warmed-up audience + ASC-driven structure → peak season efficiency without sacrificing quality.
Purpose doesn’t slow performance — it accelerates it.
Sutsu’s four-year trajectory proves that with diverse creative, ASC-aligned structure, and ruthless message-match, a values-led brand can scale into the mass market without losing its core.
This is how you turn storytelling into scale — and scale into dominance.
Want your own multi-year, up-and-to-the-right trajectory?
Let’s build the same compounding growth engine for your brand — creative, structure, and trading aligned.
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