Wild
Challenge
Following a successful launch and substantial growth in the UK, Wild needed to maintain its trajectory. As a DTC brand, Wild had built its customer acquisition primarily on Meta, but the cost-effectiveness of paid social was declining. CPA had risen from £3 to £10, and the brand needed a strategy to restore efficiency fast. \
Wild chose Nest for its experience scaling ecommerce brands into new global markets. The brand wanted to apply the top-down market entry approach that Nest had deployed for multiple brands before them.
Solution
Nest’s team began with an operational audit of Wild’s existing accounts and campaigns. Structural changes to campaign architecture delivered immediate CPA improvements, and the team then focused on optimising Wild’s creative assets for paid social, sharpening what was already strong to perform harder in the channel.
The combination of account restructuring and creative optimisation brought Wild back under its £10 CPA target, restoring the efficiency the brand needed to grow its UK business with confidence. That confidence opened the door to international expansion.
Nest’s specialists used a cross-border strategy to launch Wild into 34 new markets across the United States, Europe, and Australia. The team drew on local market knowledge to tailor Wild’s proposition, ad copy, and creative for each territory. For a product where tone and language matter, adjusting Wild’s USPs for non-English speaking markets was critical to connecting with each local audience.
With careful benchmarking against Wild’s UK performance data and Nest’s country-specific intelligence, the team scaled the brand’s global presence while keeping acquisition costs efficient. The results: a 66% reduction in CPA, 90% increased geographic reach, and expansion into 34 new markets.
Wild is now one of the fastest-growing retailers in the UK, and was acquired by Unilever in 2025.
Nest has been pivotal in growing us from a UK DTC into a global brand
Charlie Bowes-Lyon
Co-Founder and CMO at Wild
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