Health & wellness
Reflo, a sustainable performance wear brand, headed into spring 2025 with a clear mission: scale new customer acquisition, increase customer loyalty, and do it all without sacrificing cost efficiency.
As a growing DTC brand rooted in purpose and quality, they partnered with Social Nucleus to build a smarter, more sustainable paid social strategy. The goal was to support both short-term performance and long-term brand growth across the key trading period of March through November.
From March 2025 onwards, Reflo's paid social strategy was pivoted to focus on efficiency and structural integrity.
We began by consolidating the Meta ad account—implementing fewer campaigns to generate clearer learnings and more efficient budget distribution. This restructuring allowed us to reduce audience overlap, unlock faster algorithm learnings, and give high-performing campaigns more room to scale throughout Q2 and Q3.
We consistently produced a wide variety of assets to test different angles, hooks, and formats. This creative diversity helped prevent fatigue, expanded reach, and allowed Meta’s delivery system to match the right creatives with the right audiences.
Our approach aligned closely with Meta’s Andromeda update, which rewards creative variation and algorithm-led optimisation. We also introduced partnership-led ads, running whitelisted campaigns through creators and influencers. These drove higher engagement and conversions by appearing more trustworthy and native to the feed.
Combined with disciplined cost controls such as bid caps and phased scaling, Reflo was able to maintain a healthy CAC while growing revenue and order volume aggressively. While paid media spend increased year-on-year across the nine-month period, it was deployed with greater efficiency.
Sessions grew by 69% YoY, driven by stronger creative testing and high-performing paid traffic. This significant growth in traffic helped Reflo reach new audiences while sustaining high engagement rates.
Crucially, the conversion rate jumped by 54%, proving that the traffic quality was higher and the on-site journey was resonating. Acquisition nearly tripled YoY, and returning customer revenue increased significantly, showing the power of pairing efficient acquisition with strong retention.
Between March 1 and Dec 31, Reflo achieved +224% growth in revenue and +185% growth in order volume year-on-year. Paid media remained the key driver, with creative testing and algorithm-led delivery unlocking new efficiencies across the board. Although ad spend increased YoY, every pound worked harder thanks to improved ROAS and lower customer acquisition costs. With an efficient and scalable structure now in place, Reflo has established a solid foundation for continued growth heading into 2026.
The strategy culminated in a massive Q4 win. Our Black Friday–Cyber Monday approach focused on balancing aggressive new customer acquisition with substantial reactivation of their existing community.
The results validated this dual approach:
Reflo's success proves that efficiency and scale can go hand-in-hand, especially when the right creative, structure, and strategy are in place.
