After Apple’s iOS 14 update, Ciaté London’s paid media efficiency collapsed:
ROAS fell below break-even in both the UK and the US
Cost per purchase nearly doubled from pre-iOS 14 levels
With a large, frequently changing product range across two markets, Ciaté needed a long-term partner who understood multi-SKU ecommerce. That meant someone who could handle media buying, offer testing and creative strategy as one system, and rebuild growth in the UK and the US on a profitable footing.
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.
Planned spend around Ciaté’s drop calendar of new product launches, celebrity and TV personality collections, makeup artist collaborations, creator-curated boxes, limited editions and seasonal sales.
2. Built a creative engine around creators and press
Built a repeatable creative testing engine across brand and UGC statics, performance PR and creator partnerships, producing hundreds of ad assets for each key launch.
Used PR-on-demand to generate dozens of performance PR assets for key product launches and collaborations.
Matched landing pages to the market: enhanced product pages won in the UK, listicles in the US.
Combined media buying with P&L optimisation
Set ROAS targets per SKU from contribution margin
Worked with the marketing director on the brand P&L to find where margin was leaking, from shipping costs to unprofitable SKUs, and planned media budgets against the forecast.
Optimised paid campaigns on contribution margin instead of platform ROAS
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Laura Hanku
CMO, 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."