How we scaled Mane by 168% in the last 12 months
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UK orders up by 36%
US orders up by 146%
Website visits up by 588%
Marketing-led sales up by 410%
How we scaled Mane by 168%
in the last 12 months
Mane reached out to us last year, needing a strong paid ads strategy to continue to grow their brand and market presence.
They were already seeing success with their UK store, by using TV advertisements and having a popular brand image, but they wished to scale up here plus take their US store to the next level.
Mane had a great product with a large audience base and potential for generating both first-time buyers and repeat purchasers- but they needed a strong paid marketing strategy to secure profitable growth.
By utilising a tailor-made ‘test-to-learn’ strategy that works, across Meta and Google, we’ve scaled Mane to new heights in the last 12 months.
Their sales have grown by 168% since last summer, with orders increasing by 152% in the UK, and an insane 325% for their US store.
They’ve seen a 410% increase in marketing-led sales, and a 588% increase in website visits, with over 315k in site traffic.
For the US alone, marketing-led sales grew by 606% over the past year, and site traffic by 748%.
Off the back of sustainable growth in the UK and US, Mane’s EU store went live this year. We’re now working to get this store off the ground, replicating our winning strategy in this territory.
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:
Most brands don’t know the answer to these questions and that’s a problem.
Struggling to gain new customers
Struggling to get repeat customers
What are your unit economics
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.
Most brands don’t know the answer to these questions and that’s a problem.
First up we needed to become aligned with key business metrics:
MER (Marketing efficiency ratio)
CAC (Customer acquisition costs)
NCAC (New customer acquisition costs)
LTV (Lifetime value)
AOV (Average order value)
CVR (Conversion rate)
Etc.
Once we had the full picture, we knew we needed to drive new customers, find new audiences and build a steady stream of first time buyers across their stores to scale up the account.
Build creative strategy
Increase creative volume
Increase copy volume
Iterate on winning creatives
Restructure the ad account to best practices
To gain new customers for Mane we knew it would come down to reaching new audiences with new creatives and increasing their spend for volume.
We introduce a data-driven approach to marketing. We don’t just throw sh*t at the wall and see what sticks. We test to learn with every creative we push live.
If you want to scale your revenue… you’re going to need to scale your ad creative to enable growth in the most efficient way. Your ad spend per day will dictate just how much creative you need.
Most brands out there don’t realise how greatly copy can affect your ad results. This isn't just copy in your ads but also on your ads… Think headlines, hooks, USPs, feature callouts, ‘us vs them’ and so on.
Absolutely key. Learn from what works and create more. Learn from what doesn’t work and save time and effort instead of creating similar assets that won’t perform.
We’ll run through more detail on this in the next section.
We inherited an ad account that had no creative feedback loop, needed to be able to profitably scale the account.
Main points to note:
Rinse and repeat this strategy across multiple regions to help with faster scaling.
Ensure you have a dashboard or key metrics set up to help you monitor incremental lift across the business.
Attribution is trash. The best bet is to pick one solution and stick with it.
Making decisions across 2 or 3 different platforms (analytics, Triple Whale and in the ad account) makes absolutely no sense.
Stop overcomplicating your ad accounts. Your main lever here will always be creative. Focus on your creative feedback loop. Listen to the data!
These audiences absolutely slap. If you’re not already testing them, I suggest you do so from today.
DPAs consistently perform well and are notoriously good at holding a very high level of spend.
“But it's not on brand”. Let me tell you what is on brand… making money. Go heavy on creative testing and put your opinion (ego) to one side and just listen to the data!
You need to be spreading across all formats. Single image, video, reels, stories, etc. Build an asset for each format, not just for one format.
Listen to the data. It’s that simple. Your audience will tell you what they like with action (£££). The machine will tell you what it likes with action.
When you find a winner, find out why it’s a winner. Then go out and get more of it.
When you push new creatives into your scale campaign, be sure to push the budget with it.
With Black Friday 2023 being the second time working with Mane during Q4, we came well-equipped to make this year another successful one for the books.
With a tempting offer of ‘save up to 20% off orders over £75’, and ‘10% off when under £75’ (and similar applied across USA and Europe accounts), we were able to contribute to Mane USA’s account having orders increase by 46%, with overall 17% increase in sales, and in terms of Mane Uk we saw a 39% increase in overall net sales and a 28% increase in sales.
This was achieved by producing visually appealing campaigns which would attract both new and existing audiences, utilising both in-house and client-owned creatives therefore no stone would be left unturned.
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