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

How We Scaled Sutsu By 25% in 2025

The Overview

Sutsu is a purpose-driven brand built around sustainable fashion and an outdoor lifestyle. When they partnered with Social Nucleus, the goal was to take the brand from a niche player to a market leader without losing their core values.

Over the course of our long-term partnership, we have transformed their acquisition engine, taking them from early traction to generating an 25% uplift in total sales through a strategy of aggressive scaling, creative storytelling, and structural precision.

The Numbers (Long-Term Partnership)

25%

Sales up by

23%

Orders up by

18%

Site visits up by

23%

New customers up by

11%

CVR up by

The Strategy

To achieve this monumental 25% uplift, we moved beyond simple optimisation and built a completely new growth infrastructure.

Creative Evolution: Video-First

We transitioned Sutsu from static-heavy content to a video-first strategy that championed sustainability and product experience. By testing hooks and themes relentlessly, we were able to scale new customer acquisition by 23%, proving that our creative assets were resonating with cold audiences at a massive scale.

Increasing Value

Crucially, we didn’t just drive volume; we drove value. Through bundling strategies and better onsite positioning, we increased the CVR by 11%. This ensured that every new customer acquired was worth significantly more to the business, fuelling further reinvestment.

Structural Overhaul

We overhauled the campaign architecture by rolling out Meta’s Advantage+ Shopping Campaigns (ASCs). This consolidated performance data, allowing us to process an uplift of 23% in orders with extreme efficiency.

The Success

The results redefine what “scaling” looks like. In 2025, Sutsu achieved a 25% increase in total sales.

This growth was powered by an influx of 23% new customers, proving that purpose-driven brands can dominate the mass market when supported by data-led performance marketing.

Campaign Spotlight:

BFCM Weekend Success

The year’s preparation culminated in a standout performance during the Black Friday weekend (Nov 28–30). The combination of a warmed-up audience (via our video-first strategy) and an optimised ASC structure allowed us to capture demand efficiently when it mattered most.

Revenue: Total sales for the weekend surged by 76% compared to the previous year.
Volume: Order volume tracked perfectly with revenue, growing by 77%.
Traffic: We successfully drove a 76% increase in sessions, proving that our creative assets cut through the noise of the most competitive weekend of the year.
Efficiency: Crucially, this volume didn’t dilute quality. The conversion rate actually improved by 8%, demonstrating high intent from the traffic we acquired.

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.

Spotlight:
BFCM Week Dominance

The partnership’s momentum culminated in an unprecedented performance during Black Friday Cyber Monday week (Nov 24–30). By priming the funnel early and unleashing high-intent creative during the peak, we achieved explosive year-on-year growth.

Revenue Velocity: Total sales for the week surged by 716% compared to the previous year.
Order Volume: The demand was overwhelming, with order volume increasing by 918%.
Efficiency at Scale: The conversion rate skyrocketed by 391%, proving that the traffic we drove was highly relevant and ready to purchase.

Cleens’ performance showcases what’s possible with long-term platform mastery, scaling from a growing brand to a category leader through data-led creative testing and product-driven acquisition.