Health & wellness
Cleens, a performance footwear and apparel brand, entered this partnership with strong product momentum but needed a strategy to unlock explosive scale. Having built a loyal following through distinct aesthetics and premium quality, they worked with Social Nucleus to transition from organic traction to a high-volume, automated acquisition engine.
The mission over the last 28 months was clear: Scale new customer acquisition aggressively, lean into product-specific strategy, and unlock full potential from seasonal peaks—all while maintaining a premium brand experience.
Cleens’ massive growth came down to platform mastery, creative breadth, and inventory-led scaling.
With Meta's Andromeda update reshaping delivery, our strategy prioritised creative diversity to fight fatigue at high spend levels. We launched a wide mix of hooks, formats, and value propositions—from polished lifestyle content to raw UGC. This variety allowed us to scale delivery by 1,200% while maintaining high engagement.
We ran whitelisted campaigns through trusted creators, allowing Cleens to show up more authentically in the feed. This expanded reach into new warm audiences, boosted CTRs, and contributed significantly to the +21% orders generated during this period.
Rather than running broad, generic campaigns, we broke out SKU-level strategies for hero products like the Pulse Runner Silver Bullet and Graphite. This allowed us to tailor messaging specifically to the shoe's aesthetic and allocate budget where stock depth was highest. These hero products maintained exceptional sell-through rates thanks to this granular control.
We scaled most aggressively during periods of high-stock availability, ensuring media spend aligned with fulfilment capacity. This dynamic budgeting helped maximize conversion opportunities during drops and kept CPAs efficient.
The results of this long-term partnership have been transformative. In 2025, Cleens achieved an 17% uplift in total sales.
Traffic exploded by 20%, yet the conversion and retention engines held strong, proving that the brand could scale volume without sacrificing quality.
While long-term growth has been steady, our event-based strategies have delivered massive spikes in profitability. The 2025 Summer Sale was a standout performance:
Cleens’ performance showcases what’s possible with long-term platform mastery—scaling from a growing brand to a category leader through data-led creative testing and product-driven acquisition.
The partnership's momentum culminated in an unprecedented performance during Black Friday Cyber Monday week (Nov 24–30). By priming the funnel early and unleashing high-intent creative during the peak, we achieved explosive year-on-year growth.
Cleens’ performance showcases what’s possible with long-term platform mastery, scaling from a growing brand to a category leader through data-led creative testing and product-driven acquisition.
