OBSERVATION · Paid Acquisition · · 1 min read
Paid Acquisition for a Fashion E-commerce Brand
Ran paid acquisition across Snapchat, Meta, Google and TikTok, and turned four separate platform buys into one system where creative supply, testing and budget allocation moved together.
Fashion e-commerce is one of the harder categories to buy media in. Creative fatigues fast, collections turn over seasonally, and the same audience sees the same products across four platforms at once — which makes both creative supply and channel attribution ongoing problems rather than one-time fixes.
What I did
Ran paid acquisition across Snapchat, Meta, Google and TikTok, managing the accounts end to end — campaign structure, targeting, budget allocation between platforms, and continuous testing.
Set up A/B testing as a standing programme rather than the occasional experiment. Creative variants, hooks, formats and landing pages were tested one variable at a time, on a fixed read window so nothing was called early on a good day's noise. Winners went into the main rotation, losers were retired, and the next round of briefs was written against what the tests had shown.
The day-to-day was structured rather than reactive: prospecting and retargeting kept separate so budget decisions weren't blurred, product sets and catalogue feeds kept clean for shopping and dynamic formats, budgets paced weekly, and platform mix reallocated as creative aged. Collection launches ran as their own campaign cycles, with assets briefed to a schedule that matched the buying calendar.
Also supervised content production, which in this category is the binding constraint. Paid social performance in fashion is largely a function of how much good creative you can put into rotation before it burns out, so media buying and the content pipeline had to be managed as one system rather than as separate functions. Running both meant creative could be briefed against what the account data was actually showing, rather than against a calendar.
Outcome
Sales grew over the year, and the audience around the brand grew with them — newsletter sign-ups and social following both up on the back of the same creative and testing work. The account went from four separate platform buys to one system where creative supply, testing and budget allocation moved together.
Fashion e-commerce · one year. Brand and figures withheld — client confidentiality.