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
