How we grew monthly revenue for Tilly Sveaas 2.8x in 10 months
New customer growth ↑ 364%
364% increase in new customer revenue all driven through paid social
Launched in US
Launched the brand in the US to create the fastest growing segment in the business
CM3 ↑253%
A shift in strategy towards new customers led to 253% increase in new customer CM3
Incrementality-focused
A shift away from retargeting-driven 'high ROAS' towards sustainable new customer growth.
Tilly Sveaas is the eponymous London-based jewellery brand founded in 2016. By mid-2023, the brand had attracted a celeb fanbase and was heralded in the fashion press, but there was a strong belief the DTC business could be bigger.
When the brand came to Ballpoint, their paid media strategy had been entirely focused on retargeting. ROAS looked good, but beneath those artificial figures was no new customer growth. Our job was to shift this as quickly as possible – the result? Substantial new customer revenue growth with profitability and incrementality at its core.
Given the retargeting focus when we took over, we had to run a complete overhaul of strategy. This mean shifting away from ROAS figures that looked good but didn't allow for growth, and instead moving towards a holisitic approach that would allow for growth while growing contribution margin.
Shifting to new customers
The account had previously been run almost entirely focused on retargeting. Our fundamental belief – that paid social could create new customers affordably – was proven correct quickly. We rebuilt the account moving away from retargeting into an almost entirely prospecting approach.
Sustainable full funnel strategy
The Tilly Sveaas brand had strong origins due to its celebrity fanbase, but we wanted to build on this with a full funnel approach to acquisition. We've used paid social to create and build demand using a mixture of brand and performance elements. This has resulted in substantial year over year growth for the brand.
Launching in the US
In 2024, after an initial focus on the UK market, we launched the brand in the US via paid social. The US presence had previously been minimal, and so we introduced our full funnel approach while focusing on customer acquisition.
A growth model and forecast for the future
We have worked closely with the brand across their entire business, integrating with their operations and planning to build out a growth model and forecast for the the year. All measurement is focused around CM3 to ensure profitability is at the centre of the work.
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As a result of this work, we grew Tilly Sveaas 2.8× in 10 months
Moving away from retargeting and towards acquisition like this, required a strong degree of confidence and collaboration between Tilly Sveaas and Ballpoint. Based on the wrong metrics, performance can looks worse, and so a holistic view is required to look at the full funnel.
Ballpoint and Tilly Sveaas integrated together quickly and aligned behind the right shared goals. After three months, there were good early signs, but approaching the 12 month mark was where the real impact could be realised.