How We Helped Le Joux Scale Revenue by 47% Profitably
47%
Total Sales up
40%
Total orders up
120%
Net profit increased by
Introduction:
Le Joux is a UK-based brand that developed an easily foldable stroller designed to simplify travelling with children.
In January, Le Joux approached Social Nucleus seeking help to scale. They had been struggling to break through from five-figure revenue to six figures. Every time they attempted to scale, inefficiencies arose, forcing them to reduce ad spend almost immediately.
Pain Points:
Le Joux encountered what many brands experience—The Wall.
This is a common challenge where brands hit a revenue ceiling and struggle to push past it without burning cash.
Here are the main issues we identified:
Creative Challenges:
- Testing fewer than 20 creatives per month.
- Creatives lacked a focus on the brand’s unique selling points (USPs) or pain points.
- Limited creative diversity.
- Ads were lost in the noise of generic, uninspiring content.
- Creatives did not pass the ‘squint test’ (i.e., they were not immediately eye-catching or effective).
Ad Account Challenges:
- Too many campaigns running simultaneously, leading to severe overlap and cannibalisation.
- Ad account over-reported sales due to an inefficient optimisation window.
- Testing via ABO with 96% of spend wasted on underperforming ads.
- Budget spread too thin across multiple campaigns, starving the machine.
- A heavy focus on retargeting, with little attention to driving incremental sales.
Starting to sound familiar?
Pain Points:
Le Joux encountered what many brands experience—The Wall.
This is a common challenge where brands hit a revenue ceiling and struggle to push past it without burning cash.
Here are the main issues we identified:
Creative Challenges:
- Testing fewer than 20 creatives per month.
- Creatives lacked a focus on the brand’s unique selling points (USPs) or pain points.
- Limited creative diversity.
- Ads were lost in the noise of generic, uninspiring content.
- Creatives did not pass the ‘squint test’ (i.e., they were not immediately eye-catching or effective).
Ad Account Challenges:
- Too many campaigns running simultaneously, leading to severe overlap and cannibalisation.
- Ad account over-reported sales due to an inefficient optimisation window.
- Testing via ABO with 96% of spend wasted on underperforming ads.
- Budget spread too thin across multiple campaigns, starving the machine.
- A heavy focus on retargeting, with little attention to driving incremental sales.
Starting to sound familiar?
How Did We Fix It?
We began by aligning on key business metrics:
- MER (Marketing Efficiency Ratio)
- CAC (Customer Acquisition Costs)
- NCAC (New Customer Acquisition Costs)
- New Customers vs Returning Customers
- LTV (Lifetime Value)
- AOV (Average Order Value)
- CVR (Conversion Rate)
Understanding these metrics allowed us to identify the key areas that needed attention.
We found that their NCAC was far too high, and their ad account was not set up for success. The strategy didn’t effectively target new customers, leading to an over-reliance on their existing customer base.
Le Joux needed to achieve first-order profitability due to the nature of their product, even when acquiring net new customers.
While many brands believe this isn’t achievable, we know it is.
The Next Steps:
Creative Strategy:
- Our in-house creative team began delivering 80 new creatives per month for Le Joux.
- We placed a strong emphasis on the key USPs that made each stroller stand out.
- We increased creative diversity, incorporating video, static images, reels, UGC, and more.
- Using data-driven insights, we refreshed the look and feel of every ad.
- Our creative strategists created briefs informed by the latest social media trends, keeping us ahead of the curve.
- We introduced new ad copy to complement the increased creative volume.
Ad Account Strategy:
- We implemented heavy exclusions to force the algorithm to find new customers and bring down the NCPA.
- The ad account was consolidated into a Testing/Scaling structure to reduce wastage.
- Consolidating the account improved efficiency, cutting out underperforming ads.
- The optimisation window was switched to a click-only attribution model, ensuring the machine worked harder for each sale.
- A creative feedback loop was introduced to guarantee continuous improvement in ad performance.
- We refined audience targeting to focus on acquiring incremental, net new customers.
What Sets Us Apart?
Consolidation is Crucial
Running too many campaigns can lead to overlap, and overlap often results in over-reporting. Over-reporting skews your data and leads to poor decision-making, particularly if you’re still relying on a 7-day click and 1-day view attribution model. To maintain clarity, it’s essential to streamline your campaigns and avoid unnecessary complexity.
Cost Control
By applying cost controls to your ad account, you can direct the algorithm to deliver the CPA you need. When testing new creatives, Meta uses its forecasting tools to predict expected CTR (eCTR) and conversion rate (eCVR) before entering the auction. If the system predicts that the creative won’t hit the required CPA, it simply won’t spend any budget. No spend means no wasted resources, which ultimately preserves margin—a crucial factor for any emerging brand. More margin = more growth potential.
Creative is Always King (or Queen!)
Creative is the cornerstone of success. You must be continuously testing multiple ads weekly in your ad account. Think of it in simple terms: approximately 96% of your ads will either underperform or receive little to no spend. The quicker you can test 100 ads, the quicker you’ll discover the 4 that deliver strong returns. Constant testing isn’t a luxury—it’s a necessity in today’s competitive landscape.
Unit Economics
We prioritise a deep understanding of your Unit Economics during onboarding. We analyse your product margins, identify your most profitable lines, and set clear north star metrics. This gives us a clear path to hitting your goals. Many brands rely on vague figures, leading to poor decision-making. By grounding our strategy in precise data, we make informed, confident decisions that optimise your ad spend and drive sustainable growth. With a firm grasp on your Unit Economics, we focus on the right products, set achievable targets, and build campaigns for long-term success.
Focus on Click-Based Outcomes
Ensure your account is optimising for click-based outcomes only. Avoid relying on view-based conversions, as these sales aren’t truly incremental and don’t provide genuine value. Their only impact is inflating your ROAS, making it seem more impressive than it really is. This is precisely why your advertising platforms like Google and Meta might report higher sales figures than your backend system does. The key to an accurate understanding of your campaign’s performance lies in focusing on outcomes driven by genuine engagement, not passive views.
Trust the Machine
Stop trying to outsmart Meta’s algorithm, which processes more data daily than any other platform in the world. Meta has insights beyond what any human can access, and in most cases, it knows best. Sometimes this means putting your ego aside—forcing spend on underperforming ads, pushing for fake engagement, or overly retargeting can hurt your results more than help. Let the machine do what it’s designed to do, and you’ll avoid creating unnecessary challenges for yourself.
The Outcome?
Le Joux is now primed for continued profitable scaling. Even in an exceptionally tough market, they are experiencing consistent year-on-year growth, with strong momentum as they approach the peak season.
47%
Total sales up by
40%
Total orders up by
120%
Net profit increased by