Lottie London was growing fast through TikTok and US retail, but it had no paid marketing fundamentals in place. There was no account structure, no creative testing process and no link between ad spend and profit.
To scale across the UK and the US, it needed a long-term partner who understood multi-SKU ecommerce, creator-led creative for a Gen Z audience, and how to make paid social profitable at drugstore price points.
1. Built the paid media engine
Structured UK and US ad accounts across Meta, TikTok and TikTok Shop for consistent testing and scale.
Tested SKUs and offers continuously, from bundles to mystery boxes, to find what brought in new customers profitably, then moved budget behind the winners.
Planned spend around Lottie’s drop calendar of TV show and film collaborations, from Netflix’s Outer Banks to The Vampire Diaries (delivering record sales in 2022 and 2023), alongside celebrity collaborations, limited editions and seasonal sales.
Ran drive-to-retail campaigns for Walmart and CVS as Lottie expanded across US stores.
2. Built a creator-led creative engine for UK and US Gen Z audience
Built a repeatable creative testing engine across brand content, micro-creator UGC and performance PR, 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.
Used listicle landing pages to carry US launches such as The Vampire Diaries.
3. 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 and planned media budgets by channel against the forecast.
Advised on key SKUs' pricing strategy to improve overall performance.
Video Ad Creatives
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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."