Jaded London Achieves Breakthrough Growth and Efficiency with Snapchat

From Rapid Growth to Attribution Roadblocks

While capturing the attention of Gen Z with its bold, streetwear-inspired designs, the cutting-edge fashion brand Jaded London’s rapid growth in the competitive fashion industry positioned them as a rising star. But as their business scaled, so did the complexity of understanding which marketing efforts were truly driving results.

Despite its success, Jaded London faced challenges when it came to accurately attributing the impact of its marketing channels, particularly with paid social. They were relying on traditional click-based attribution models, which frequently undervalue channels like Snapchat that drive post-impression conversions in addition to post-click conversions. That skewed the data, leaving them unable to justify increased ad spend or prove the value Snapchat was bringing to their business.

In November 2022, Jaded London turned to Fospha, an attribution platform specializing in full-funnel marketing insights. Through the partnership, the fashion brand gained a much deeper understanding of the channels that were propelling their growth. The data was clear: Their Snapchat ads were far more valuable than previously understood — providing an opportunity for the company to revisit and optimize their paid social strategy.

Harnessing Full-Funnel Data to Optimize Snapchat

Initially, Jaded London had tested Snapchat advertising but paused it due to a lack of measurable results under their previous click-based attribution model. Traditional models often missed conversions driven by ad impressions, making it difficult to justify the spend. In the first half of 2024, for example, Google Analytics attributed only 12% of conversions to Snapchat, leaving much of the channel’s value unaccounted for.

Fospha’s data, however, told a different story. By leveraging a full-funnel approach — one that takes into account clicks, impressions, and third-party data — Fospha was able to reveal that Snapchat had actually driven 8x more conversions than the previous model had reported. With these insights in hand, Jaded London made the strategic decision in July 2023 to relaunch their Snapchat campaigns… this time with full confidence in the channel’s ability to drive meaningful results.

Over the next year, Jaded London steadily increased its Snapchat ad spend, scaling monthly spend by 226% from July 2023 to July 2024. The brand carefully rebalanced its paid social budget, shifting Snapchat’s share of spending from 5% to 23% over the same period, all while tracking performance through Fospha’s full-funnel attribution data.

Soaring Revenue, Down to Earth Efficiency

With a robust setup, a high EQS score, strong signal health post CAPI implementation, and following best practices like 7-day click/0-day view attribution and DPA ads, they achieved remarkable success on the platform. Within just one year of relaunching their advertising efforts, Snapchat revenue skyrocketed by 665% year-on-year. Unlike typical cases where scaling ad spend leads to decreased efficiency, Snapchat outperformed expectations, delivering a 21% higher return on ad spend (ROAS) than Jaded London’s other paid social channels in the first half of 2024.

The success didn’t stop at revenue growth. Instead, Snapchat emerged as Jaded London’s most efficient paid social channel, achieving the lowest cost per acquisition (CPA) just a few months after re-engaging the platform. Even as ad spend continued to increase — by 35% in the first half of 2024 — CPA fell by 47%, a rare feat in digital advertising.

The improvements in performance on Snapchat also contributed to an overall boost in Jaded London’s paid social strategy. The company increased its blended ROAS by 24% in H1 2024 by diversifying their channels and embracing Fospha’s full-funnel attribution model, setting a new standard for efficiency and growth.

With these impressive results, Jaded London has unlocked a new level of performance in its marketing strategy. The sky's the limit as they continue to explore untapped opportunities with Fospha’s insights.