ME+EM
Challenge
Clare Hornby, a former advertising executive, founded ME+EM in 2009 and built it into one of the standout names in UK fashion. The brand’s growth was driven by strong product-market fit and sophisticated, high-volume Meta advertising.
When the pandemic reduced Meta CPMs, ME+EM saw the opportunity to go global and moved fast. Nest came on board for the initial international launch, and the partnership only grew further from there.
When the pandemic significantly reduced Meta CPMs, the brand moved fast to scale internationally. Nest partnered with ME+EM at the point of this initial global launch, beginning a seven-year collaboration.
Solution
Nest’s team started by taking what had worked in the UK and rebuilding it for new audiences, one territory at a time. Each market meant a new site localisation and new creative tailored to local audiences. As the portfolio grew through Europe, the Middle East, and beyond, the team’s ability to read creative performance across markets and act on it quickly became the engine of the expansion. What worked in one region was carried into the next. Each new market made the operation sharper, and the gains compounded across the full portfolio.
The US East Coast became the strategic priority. ME+EM backed it with significant investment and store openings, and Nest built a full-funnel marketing programme with creative designed specifically for the US market. US spend grew 35% and ROAS improved 16% in the final six months of the partnership. The operation doubled in scale between 2023 and 2024, and what Nest learned on the East Coast shaped how ME+EM approached expansion elsewhere.
ME+EM went from a UK business doing £5m in revenue to a global operation doing £125m. Monthly paid media spend grew from £10k to almost 100x that globally, taking the brand from UK SME to global large advertiser.
Nest quickly grew our Meta ad revenue by launching successful global campaigns
Ciaran McClellan
Growth Director at ME+EM
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