Nadine Merabi
Challenge
Nadine Merabi’s trajectory to becoming a multi-million dollar fashion brand was built on a simple, powerful strategy: organic Instagram. The brand’s feed was its shopfront, reliably driving sales from a loyal and growing audience.
Then the algorithm changed. Instagram’s shift toward prioritising Reels over the feed upended the strategy that had fuelled the brand’s rise. The feed became geared toward discovery rather than loyalty, and organic reach alone could no longer drive consistent sales. Nadine Merabi needed a paid ads strategy — and needed it fast.
At the same time, the US represented a major growth opportunity. The brand had set its sights on the competitive North American fashion market, and breaking in would require more than organic momentum.
Solution
Nest brought the specialist team and performance technology to get Nadine Merabi back into growth. Nest Creative AI, our performance platform, provided the analytical and operational backbone – analysing creative performance in real time to show what was connecting with audiences, and automating campaign optimisation across Meta and Google. Nest’s creative strategists and production specialists built the creative to fuel a full-funnel advertising strategy, producing campaign content designed to work at every stage from brand awareness through to conversion.
The results came quickly. Nest Creative AI’s real-time analysis showed the team what was working, and the strategists scaled spend accordingly – increasing it by 61% in the first six months. That performance gave the retailer the confidence to double their budget for peak season.
Simultaneously, Nest’s team built a US strategy informed by their experience scaling some of the UK’s leading fashion brands into the American market. They focused first on the brand’s strongest-performing regions on the East and West Coasts, then widened reach from there with a strong emphasis on brand building.
Nadine Merabi is now back on its growth trajectory, with a marketing strategy that’s amplifying the brand’s presence on both sides of the Atlantic. A strong peak season has the retailer planning pop-up stores across the UK and US.
We chose Nest for their specialism and unrivalled expertise in paid social and paid search for fashion ecommerce brands
Samantha McCreight
Senior Acquisition Manager at Nadine Merabi
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