Empowering a Leading Fashion Brand to Connect with UK and Ireland Shoppers Through Data-Driven Paid Media

A leading high-street fashion brand with annual revenue reaching £800 million, the brand operates across the UK, Ireland, and Europe, offering accessible, trend-led clothing to a diverse audience. Its mission is to make contemporary fashion inclusive and affordable, catering to customers who want to look stylish without overspending. With a product range spanning womenswear, menswear, and accessories, the brand connects with shoppers who value both style and practicality.

Paid Search and Paid Social activity focuses on the UK and Irish markets, balancing performance efficiency with strong brand visibility. In Paid Search, activity spans Pure Brand, Brand Combi, Generic, and Shopping (Performance Max) campaigns, all managed through Google and Microsoft Ads. Paid Social is activated across Meta and TikTok, with creative strategies built around event-led moments and promotional storytelling.

The brand’s digital presence plays a central role in its omnichannel success. Across markets, the brand’s audience skews towards younger, price-conscious fashion consumers who are highly responsive to seasonal discounts and promotional messaging.

Challenges: Adapting to Market Volatility and Fierce Competition During Peak Season

The Black Week period presented a series of operational and market-based challenges that required agile responses and strong collaboration between the brand and its media partners.

· Economic uncertainty made it difficult to forecast daily demand and adjust budgets effectively.‍

· Major discrepancies in spend and conversion patterns between the warm-up and main Black Friday phases complicated scaling decisions.

· Last-minute changes to promotion messaging during the warm-up phase required rapid creative and copy updates.

· Cyber Monday experienced an unexpected demand surge as consumers waited for deeper discounts, testing the flexibility of campaign pacing.‍

· Competitive pressure intensified, with many competitors offering discounts of 70–90%, compressing margins.

· Tracking limitations in app campaigns and reduced visibility in TikTok revenue attribution created partial blind spots in optimisation decisions.

Strategy: How We Engineered a Full-Funnel Paid Media Approach to Maximize Efficiency and Growth

Our strategy focused on one goal: maximise efficiency while scaling performance across every channel. We built flexibility into every stage, using automation, collaboration, and data to drive decisive action by:

· Integrating Adobe’s intraday revenue and CVR data into live optimisations to steer budgets with precision.

· Activating Pure Brand alongside Performance Max to capture intent efficiently while broadening reach.

· Applying CLV-based bidding to prioritise high-value customers and long-term revenue contribution.

· Dynamically rebalancing budgets across Brand, PMax, and upper-funnel formats to maintain visibility and profitability.

· Tailoring ad copy and creative to reflect rapid promotional shifts, keeping messaging fresh and relevant.

· Investing 11% above forecast during high-performing days to capture surging demand and exceed targets.

· Leveraging automation and seasonality adjustments to scale smoothly without compromising ROAS.

Through constant monitoring and tight alignment with the client team, we turned complexity into control, ensuring every pound worked harder.

Results: Turning Reduced Budgets into Record-Breaking Black Week Performance

We turned a reduced budget into record-breaking performance. By combining efficiency, data, and agility, we delivered a standout peak period that exceeded every benchmark.

· Revenue grew +65% YoY with 24% less investment, breaking sales records throughout Black Week.

· CVR surged +62% YoY, proving the impact of audience and bidding precision.

· ROAS improved significantly across both UK and Ireland, driven by smarter budget distribution and elevated AOVs.

· Pure Brand campaigns contributed 35% of total revenue, while Non-Brand maintained stable results despite lower spend.

· Cyber Monday revenue surpassed £1M, achieving the brand’s strongest sales day to date.

· Paid Social performance hit record highs, with four revenue milestones broken across Thursday to Monday.

· CTV and Performance Max for Store Goals strengthened the omnichannel impact, driving measurable store visits and incremental sales.

Outstanding Wins Across the UK, Ireland, and Paid Social Channels

We achieved outstanding results across both markets and channels, combining precision in execution with flexibility in delivery.

Ireland

· Drove double-digit YoY gains across all major KPIs, achieving strong ROAS uplift and revenue growth.

· Increased site visits and order volumes highlighted continued appetite for affordable fashion.

· Balanced spend across key segments, outperforming ambitious revenue targets.

United Kingdom

· Maintained stable Non-Brand revenue with 57% lower investment and +42% higher CVR.

· Delivered £1.5M Pure Brand revenue, representing 35% of total, while maintaining >95% impression share.

· Achieved +43% YoY revenue growth on Cyber Monday and 114% improvement in CoS after introducing an extra 10% discount.

Omnichannel

· Used Performance Max for Store Goals to drive significant footfall increases, particularly in Cardiff, where store sales peaked.

· Identified new opportunities to lift performance further by scaling daily budgets in high-conversion regions.

Paid Social

· Broke revenue records four times, finishing Cyber Monday with ~£170K in revenue, the best performance on record.

· Built anticipation through a three-phase activation: Teaser → Warm-up → Main Event.

· On TikTok, the Coat AR ad delivered 84% of campaign reach and the highest engagement (1.01% CTR).

· Consistent “Up to 50% Off” messaging across Meta and TikTok sustained momentum and urgency through the full week.

Building on Success: How We’ll Evolve Our Paid Media Strategy for the Next Peak Season

Our success demonstrated the value of early planning, adaptive investment, and cohesive storytelling across channels. Looking ahead, we’ve identified several growth opportunities.

· Begin acquisition and awareness activity earlier in November to capture pre-Black Week demand.

· Maintain steady investment both pre- and post-Black Friday to sustain momentum.

· Use urgency-driven creative (“Ends soon,” “Final hours”) to strengthen CVR during peak days.

· For Paid Social, test direct scaling down post-peak to reduce CoS while maintaining learnings.

· Expand use of CTV and Demand Gen for brand awareness, especially with Netflix’s regional targeting and QR tracking.

· Explore Singles’ Day as an additional sales opportunity.

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Relevant insights

· Guide: TikTok After the Ban: A Strategic Guide for Holiday 2025 and Beyond

· Article: Driving Holiday Conversions Without Discounts: 5 Strategies That Protect Margins and Build Loyalty

· Video: Is the Funnel in Digital Marketing Really Dead?

About Crealytics

Crealytics is an award-winning full-funnel digital marketing agency fueling the profitable growth of over 100 well-known B2C and B2B businesses, including ASOS, The Hut Group, Staples and Urban Outfitters. A global company with an inclusive team of 100+ international employees, we operate from our hubs in Berlin, New York, Chicago, London, and Mumbai.