Damson Madder

Solution

Nest Commerce was selected as its performance partner at the start of 2024, combining performance technology, fashion expertise, and proven experience scaling brands internationally.

Nest advocated a “funnel-first” approach to paid media, building awareness and driving sales across multiple channels – each deployed where it would make the most impact.

Nest Creative AI, our performance platform, underpins the approach. For Damson Madder, it automates campaign optimisation in real time – processing every ad across every channel and market, and prioritising where to act next. Its creative analysis runs continuously across the brand’s growing library of creative, surfacing which angles, formats, and messages are performing.

The first stage of the campaign focused on the channels likely to make the quickest impact, scaling Meta across the funnel. Meanwhile, Paid Search activity was ramped up to capture the rising demand.

With the foundations in place, Nest then utilised other channels to increase scale, incorporating Pinterest into the marketing mix in the UK to act as a middle-of-the-funnel channel. The brand’s target audience (customers interested in fashion) spend significant periods of time on Pinterest browsing outfit ideas, making it a natural channel to move customers from consideration to conversion.

Finally, TikTok was deployed at the bottom-of-the-funnel. This was the way to continue reaching new UK audiences, with many users on the platform not reachable via Meta.

Throughout this period of cross-channel growth, Nest’s creative strategists have driven Damson Madder’s creative production – sourcing UGC and creator content and tailoring the brand’s existing assets for paid social. Nest Creative AI’s creative analysis informs what gets made, with the team producing 20 new videos per month, each built to perform at its stage of the funnel.

Nest has also supported Damson Madder’s international expansion as the buzz about the brand has quickly spread. The brand was launched in the US, Ireland, Germany and France, with a tailored approach in each region considering relative brand awareness and local attributes of the consumer.

Sales increased by x4.2 YoY in 2024, while new customer orders increased by x2.8 YoY. Meanwhile, during the competitive BFCM weekend, new customers were up x4 YoY.