Luxewell: ROAS Climbed From 2.1× to 4.8× in 90 Days Across Meta, TikTok and Pinterest
Three platforms, unified creative strategy. How Luxewell more than doubled blended ROAS whilst keeping AOV and product pricing constant.
The Problem
Luxewell was running Meta, TikTok and Pinterest as entirely separate operations, each with its own agency partner. Blended ROAS had plateaued at 2.1×. Whilst AOV performance remained solid, creative fatigue was building independently across each channel, and no one had visibility into cross-platform attribution.
The leadership team had confirmed product-market fit. What was missing was a creative operation capable of servicing three distinct platforms at the pace each required, plus the attribution framework to pinpoint where budget should flow next.
Our Method
A single creative operation supplying three platforms
We assumed full responsibility for creative output. In the opening week, the team delivered 22 static images, 12 short-form clips and 8 carousel sets, each created once then adapted to suit platform requirements (Reels at 9:16, TikTok native 9:16 with hook framing, Pinterest using the 2:3 idea-pin layout). Effective hooks were stored in a versioned asset bank, allowing us to refine the opening without starting from scratch.
Product feed and DPA across all three channels
We restructured the product feed with platform-specific optimisations: colour-extracted secondary imagery for Pinterest, model-on and model-off variations for Meta DPA, vertical hero framing for TikTok Shop. One feed source, three distinct platform formats.
Unified audience pool built from highest-value customers
We extracted the top 10% of repeat customers based on 90-day LTV from the database, hashed the list, and seeded it across Meta, TikTok and Pinterest for lookalike creation. Each channel began with an identical profile of what a best customer resembled.
Blended attribution as the single source of truth
Platform-reported conversions, server-side post-transaction verification and a holdout incrementality test were consolidated into one Looker dashboard. Channel choices were informed by blended contribution figures, not by platform self-reporting alone.
Implementation Roadmap
Outcomes
- ✓Blended ROAS rose from 2.1x at launch to 4.8x within 90 days, holding steady through the subsequent two reporting cycles.
- ✓Total revenue increased by 128% compared to the equivalent previous quarter, whilst paid spend rose only 38% in the same timeframe.
- ✓Blended CAC fell by 34% as benefits of reusing creative across channels and shared lookalike pools compounded.
- ✓Pinterest, previously returning 1.4x ROAS in isolation, achieved 3.9x ROAS after being integrated with the same creative system and audience network as Meta and TikTok.
"We required an agency capable of managing Meta, TikTok and Pinterest in tandem. Unled lifted our ROAS from 2.1x to 4.8x across three months. The creative capability is genuinely outstanding.
Chioma OkonkwoHead of Growth, Luxewell
What We Learnt From This Project
- ›Paying for three separate agencies to manage three channels costs more than retaining one team to do all three, without exception.
- ›Pinterest performs poorly in isolation but performs well within a cohesive multi-channel creative framework. Most brands abandon it before discovering its true capability.
- ›The calibre of your lookalike audience hinges entirely on the quality of your seed data. Work from your best-performing, highest-LTV customers. Leave your raw buyer list alone.
Further Client Cases
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