Momentum From January to a Record Year

Selkie entered 2025 with a clear objective: scale new customer acquisition, increase loyalty, and protect cost efficiency across the whole of 2025.

Within months, the paid social engine was rebuilt with a cleaner structure, stronger creative rhythm, firm cost controls, and a strategy designed for sustainable growth.

The result was a complete transformation of performance, delivering Selkie its strongest trading stretch to date.

The Brand

Selkie is a next-generation sustainable and refillable haircare. Innovative powder-to-liquid shampoo and conditioner with over 98% natural ingredients.

Late 2024, the brand was struggling to bring in new customers at the required level and the DTC performance system was limiting scale.

Quantum Spark Advertising rebuilt the performance foundation to create a profit-first growth engine.

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The Starting Point (January 2025)

Before restructuring, the Meta account showed reasonable spend levels but limited control, visibility, and creative depth. The main limitations included:

Fragmented campaigns that overlapped audiences and restricted learning

Autobid as the default, exposing CAC to volatile auction prices

Minimal creative variation that limited Meta’s ability to find new scalable audiences

Attribution using 7 day click and 1 day view which inflated performance readings

No cost controls to protect efficiency during peak demand

The potential for scale was clear, but the system was holding the brand back. We rebuilt Selkie’s ad infrastructure into a cleaner, more scalable, and algorithm-aligned system designed for long term efficiency and compounding performance.

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The Strategy

Account Architecture Overhaul:

We consolidated the Meta account into a streamlined, collection-based structure with fewer campaigns and clearer data pathways. This reduced overlap, strengthened learnings, and ensured budgets could be controlled with precision.

Cost Caps and Cost Controls:

Selkie had been running entirely on Autobid. We introduced cost caps, phased scaling rules, and efficiency thresholds to stabilise acquisition costs and maintain control during high growth periods. This kept CAC healthy while allowing aggressive scaling through Q2 and Q3.

Attribution Reset to 7 Day Click:

We shifted to a 7 day click only model, removing inflated view-based conversions and restoring signal accuracy. This improved optimisation, cleaner feedback loops, and allowed for more confident scaling decisions.

Creative Volume, Variation, and Velocity:

We increased creative output dramatically. Weekly creative sprints introduced new formats, hooks, product features, and UGC style assets. This gave Meta the diversity required to distribute effectively and prevented fatigue during long scale periods.

Partnership-led Advertising:

Creator-led and influencer-led ads were introduced to boost engagement and trust. These assets performed strongly across top of funnel and conversion campaigns, improving CTRs and CPMs while expanding reach.

Automatic Placements and Algorithm-led Delivery:

With the creative library and cost controls in place, automatic placements became a major unlock. Meta could optimise delivery across placement, format, and audience type while staying within strict efficiency guardrails.

Scaling With Control

Combined with disciplined cost controls, consistent weekly creative drops, and a restructured account architecture, Selkie scaled revenue and orders while maintaining a healthy CAC throughout the year.

Sessions increased by 400 percent year on year, driven by higher quality paid traffic and stronger creative resonance. Conversion rate increased by 30 percent year on year, proving that the traffic was more qualified and the onsite experience was converting at a higher velocity.

New customer acquisition tripled year on year, while returning customer revenue also continued to come in at a strong level due to improved storytelling and a refined journey across remarketing touchpoints.

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The Results

  • Total Sales: +247%

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  • Orders: +217%

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  • Conversion Rate: +30%

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  • Sessions: +400%

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The Outcome

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    Within 12 months, an inefficient and fragmented account transformed into a fully aligned performance engine.

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    CAC is controlled.

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    ROAS is stronger.

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    Creative and commercial goals are aligned.

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    Selkie now scales predictably and profitably, backed by a system built for long term momentum rather than short term spikes.

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Stages of what we do

Our process is simple but powerful—guided by data, driven by creativity, and proven by results. We work closely with our clients to understand their goals, leveraging our data-centric approach to develop strategies that work.

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1

Audit & plan

Audit & Plan We don’t just throw stuff at the wall and hope it sticks. A full detailed audit will be completed of your account, and a comprehensive plan will be devised and sent through before actioning, in order to get off to the best start possible.

2

Testing

We use a 3 month testing period to identify who and where your customers are, their shopping habits and what they respond to.

3

Optimising

Daily optimisation is completed on your account. If something works, we will optimise and scale, if it isn’t working, we will turn it off.

4

Scaling

If something is working, we won’t just leave it to work. It will be scaled and new iterations will be devised.

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Our Creative Output

Check out recent examples of UGC we've created for clients:
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Our Locations 

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MANCHESTER, UK OFFICE

Talbot Rd, Old Trafford, Stretford, Manchester M32 0FP

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MIAMI, US OFFICE

78 SW 7th St, Miami, FL 33130,
United States