After the iOS14 update, Ciaté London’s paid media efficiency deteriorated significantly:
ROAS turned negative
CPAs tripled compared to pre-iOS14 levels
The brand needed a complete reset of its performance marketing engine — from targeting to creative to financial planning.
1. Rebuilt paid media strategy to restore scale and efficiency
Structured Meta ad accounts for consistent testing and scale.
Prioritized top-selling SKUs to drive efficient first-time customer acquisition.
Aligned media efforts with brand calendar moments to sustain momentum across seasons.
2. Built a scalable creative testing and production engine
Built a repeatable ad creative testing engine: brand statics, UGC, Performance PR, and partnerships.
Iterated across landing page formats — listicles emerged as top performers.
Delivered a creative capacity system enabling the team to continuously produce, test, and scale winning combinations.
Supported scale across both UK and North America with localized content strategy.
3. Installed a profitability framework to guide media spend
Defined ROAS targets at the SKU level to guide spend and prioritization.
Implemented SKU-level P&L tracking to connect paid spend directly to contribution margin.
Helped the team shift from top-line growth to profit-driven scaling — with full visibility across creative, spend, and SKU economics.
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Laura Hanku
E-Commerce Director, Ciaté London / Lottie London
"Frontline Growth’s emphasis on growth has always been a key element of our success as we doubled and tripled our paid social channel revenue these past few years. Their understanding of content and localisation has helped us thrive in both the UK and North America as we continue our global expansion. Trustworthy and aware of our business KPIs, they set constant optimisations towards making our channels more profitable and improving our contribution margins. Crucial members of our organisation, they work seamlessly with ecommerce, marketing and design departments."