Welcome to The Love Club is a global clothing brand best known for its kimsets: premium, design-led pieces positioned at a higher price point. Before scaling, the brand already showed healthy fundamentals. Acquisition was stable, blended ROAS averaged around 3, and net profitability sat at approximately 20%. However, growth was deliberately conservative. Spend averaged €10,000 per month, testing velocity was limited, and the business avoided aggressive promotions or short-term sales mechanics.

The challenge was clear: could the account scale meaningfully while preserving profitability, without relying on heavy discounts, flash sales, or seasonal campaigns?

The Strategy

Going into the scaling phase, the objective was not to reinvent the business, but to prove that growth could be unlocked by leaning into what already worked. The focus was on increasing spend and revenue volume while maintaining the same net profitability level and keeping the brand’s premium positioning intact.

By analysing historical performance data, we identified a subset of countries that consistently outperformed the account average. Rather than spreading the budget evenly across all markets, these high-potential geographies were isolated into dedicated campaigns. This allowed for cleaner budget allocation, clearer performance insights by market, and faster, more controlled scaling. Importantly, spending was increased primarily in already validated countries, minimising risk while pushing volume.

Creatively, the biggest lever came from an unexpected place. Instead of relying solely on new assets, we reactivated last year’s best-performing ad. Although the creative featured specific product models that were no longer in stock, performance immediately exceeded expectations. The strength of the asset came from its accumulated engagement, social proof, and trust signals built during previous campaigns. This confirmed a critical insight: at scale, social proof and familiarity can outperform perfect product alignment, especially when trust has already been established with the audience.

From a funnel and offer perspective, growth was supported through a simple, sustainable mechanic. The core offer during the scaling phase was 25% off the second item. This increased average order value and improved overall funnel efficiency without discounting the primary product aggressively. Thanks to the brand’s premium price point, the account could absorb higher CPAs while maintaining healthy contribution margins and net profitability. No flash sales, no urgency-driven discounts, and no one-off promotional tactics were required to drive growth.

Throughout the process, optimisation decisions were made using a blended performance view. Real-time Shopify revenue and TrueProfit data were used to validate performance, enabling faster and more reliable decision-making while protecting net profitability as spend increased.