Crew Clothing
Challenge
Crew Clothing has bold expansion plans. CEO David Butler wants the brand “to become the most successful mid-market player in UK fashion”. With an engaged and loyal consumer base, the brand had significant headroom to grow, but growth meant reaching new customers, not just retaining existing ones.
That required a fundamental shift. Crew had been allocating most of its paid social spend at the bottom of the funnel, focusing on retention and retargeting. The strategy kept loyal customers buying, but it wasn’t built for acquisition. And in a rapidly changing paid social landscape, the brand’s existing creative wasn’t optimised for the channel, limiting its ability to get in front of new audiences.
Crew needed a specialist with the technology and expertise to build a paid social strategy designed around customer acquisition, powered by creative that actually performs.
Solution
Nest deployed a full-funnel advertising strategy across Meta and Google. At its centre was Nest Creative AI, our performance platform that closes the gap between performance data and creative output.
Nest Creative AI’s creative analysis showed where the team where their paid social creative was falling short, and Nest’s creative strategists used those insights to reshape the approach from the ground up. As demand for creative grew, the team scaled production, delivering 20% higher ROAS and 81% higher CVR.
Our performance experts then shifted spend away from bottom-of-funnel retention and into prospecting, with Nest Creative AI’s automated optimisation keeping efficiency high as volumes grew. Prospecting CTR increased by 54%.
Proving the strategy worked required solving a data challenge. Post-iOS 14, visibility across platforms had become fragmented. Nest’s team combined data from Meta’s in-app reporting, Crew’s backend systems, and analytics platforms to build like-for-like comparisons pre and post-iOS 14. Every source showed the same story: an 18% increase in purchases since Nest took over the account.
Three years into the partnership, the gains have compounded. In the run-up to peak 2024, Nest built awareness and consideration across Meta and TikTok, before pushing sales-driven messaging to capitalise on shopper interest. The approach drove unprecedented demand throughout the period, as Crew sailed past its competitors. Total Christmas sales soared by 45%, supported by a 70% rise in online revenue and a record-breaking Black Friday.
Our relationship with Nest is really collaborative. And that is exactly what we were looking to get from our relationship with a specialist agency
Ally Bradshaw
Digital and Customer Director at Crew Clothing
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