Case Studies | Social Nucleus | Capo YTD case study with BFCM

+35% YoY Revenue Growth Through SKU Precision & Creative Scale

The Overview

Capo, a premium performance menswear label known for engineered fits and technical fabrics, partnered with Social Nucleus to refine their momentum into structured, predictable growth.

Entering 2025, the brand didn’t need a rescue, they needed a sharper, more commercially aligned growth engine to support scaling into higher spend levels. The mission was clear: broaden reach without diluting profitability, push high-margin SKUs, and engineer peak-season momentum months in advance.

The Numbers (Year-To-Date)

+35% YoY

Total Sales

+34% YoY

Orders

+26% YoY

Sessions

+12% YoY

Conversion Rate

The Strategy

To drive sustainable compounding growth, we transitioned Capo from reactive media buying to a SKU-led, margin-first campaign architecture.

Structure & SKU Precision

We moved away from blended campaigns and introduced a structure that allocated spend based on stock velocity and margin contribution, not just platform ROAS. This ensured budget flowed to high-margin hero products, reducing internal competition and giving the algorithm clearer learning signals.

Creative Scale & Diversity

To satisfy Meta’s Andromeda algorithm, we executed a +100% YoY increase in creative volume.

We diversified formats, mixing UGC, lifestyle editorial, and performance-led product films.
We tested new hooks built around “fit,” “quality,” and “premium value.”
This constant freshness allowed us to maintain delivery efficiency even as spend increased throughout the year.

Strategic Bundling

To lift Average Order Value (AOV) and contribution, we rolled out bundle-led campaigns. These reduced blended CAC and accelerated the sell-through of complementary styles, becoming a central lever for profitability.

Peak Season Sequencing

We treated Q4 as a sequence, not an event. By using Singles’ Day as a strategic launchpad, we built early-season momentum and new customer volume before Black Friday costs spiked. This meant Capo entered the peak trading period with a warmed-up audience and high-intent signals already in place.

BFCM Success

With Capo continuing to scale throughout 2025, we were excited to see what a concentrated Black Friday–Cyber Monday push could do over the core four-day weekend.

Rather than relying on blanket discounting, we executed a high-impact paid media plan across Meta and Google to maximise visibility during the absolute peak of the trading calendar.

Across this specific BFCM weekend, Capo generated a 9% uplift on the previous year in total sales. This growth was fueled by a massive 46% increase in sessions, proving our ability to drive high volumes of new traffic during the most competitive days of the year.

Crucially, the quality of these customers remained high; Average Order Value climbed 10% year-on-year, ensuring that the surge in traffic translated into significantly higher basket values.

The Long-Term Strategy

What makes this partnership stand out isn’t just the numbers — it’s the consistency. Every year since 2021, Social Nucleus has helped Cleens scale through a compound system of creative breadth, media precision, and financial discipline.

1. Creative Volume & Persona Diversity

We’ve built Cleens’ ad library into a system. Every creative variation — from top-of-funnel hooks to retargeting stories — is designed to match Meta’s probabilistic delivery model .

Volume-first creative testing: Letting Meta’s algorithm surface winners through live delivery instead of wasteful “test campaigns.”
Persona-mapped storytelling: Ads that speak differently to cold, warm, and returning customers, feeding data loops that improve efficiency.
Diverse creative formats: From Reels-native UGC to high-end product visuals, built to balance performance and brand perception.

Result: Higher delivery efficiency, lower fatigue, and a +32% YoY increase in ROAS even as CPMs rose.

2. SKU-Level Scaling & Product-Led Growth

Instead of lumping all products under broad campaigns, we designed SKU-specific strategies around each collection.
Each had:

Tailored ad creative and messaging.
Unique pacing logic based on margin and inventory.
Dedicated budget controls to scale efficiently.

This SKU-led structure allowed Cleens to sell through key collections at 100% efficiency, while new releases like Midnight and Monochrome launched seamlessly off the momentum.

3. Inventory Intelligence & Timing

Media and stock were synced.

We scaled ad spend only during periods of high stock availability and eased during low inventory. This meant every £1 spent was backed by available product, reducing wasted impressions and keeping CAC tight during high-demand phases.

Result: Ad spend increased +130% YoY during the Summer Sale — but efficiency improved, with -16% NCPA and +32% ROAS.

4. Partnerships & Creator Whitelisting

Performance isn’t just about ads — it’s about trust.

By running creator whitelisting campaigns, Cleens expanded into warm audiences that responded to authentic, peer-led content. CTRs and CVRs climbed.

The Success

The strategy delivered consistent, compounding gains throughout the year.

Over the last 12 months, Capo achieved a 35% increase in Total Sales and a 34% increase in Orders year-on-year. Crucially, this volume growth was supported by efficiency: Conversion Rate improved by 12%, proving that the influx of new traffic was high-quality and intent-driven.

By focusing on structure, creative scale, and margin-led scaling, Capo has built a growth engine that delivers predictable results, month after month.