18x Meta Sales Growth Year-on-Year: How Candy Coat Scaled Their Campaigns Globally
The Brand
Candy Coat is a global nail beauty brand that started on Instagram with just 14 colours and no website. Known for their bold, playful branding and eco-friendly approach, Candy Coat has grown into a favourite among millennials, offering vibrant nail products that make self-expression fun and accessible.
The Problem
Candy Coat had strong branding and a loyal UK audience but faced critical challenges that limited their growth:
- Scaling in New Markets: They wanted to expand into international markets like the EU and USA, where awareness of the brand was low.
- Maximising Local Market Potential: They needed to dominate the UK market while scaling their Meta Ads campaigns effectively.
- Global Scaling Challenges: Adapting their campaigns to different markets while maintaining profitability and brand consistency.
To achieve their ambitious goals, they required a Meta Ads strategy tailored for rapid scaling across multiple regions.
“Heavy Head Social helped us scale fast and enter new markets while keeping our campaigns efficient and profitable.”
Their Goal
Candy Coat’s primary objective was to scale their Meta Ads campaigns to achieve rapid growth in both their home market and internationally. They wanted to strengthen their position in the UK while expanding into new markets such as the EU and USA, where awareness of the brand was low. Their goal was to drive significant new customer acquisition, grow brand awareness globally, and maintain their playful and bold brand identity throughout their campaigns, ensuring consistent messaging across all regions.
The Strategy
Using the Fashion Growth Framework, we designed a customised approach to meet Candy Coat’s growth goals:
- Segmented Funnel Strategy: Implemented a structured funnel to target audiences at each stage of the buying journey, ensuring efficient spend allocation.
- Creative Optimisation: Developed new ad creatives, including WhatsApp-style ads, to create a more personal and relatable connection with their target audience.
- Market-Specific Campaigns: Tailored messaging and targeting for international markets to introduce Candy Coat to new customers in the EU and USA effectively.
- Proactive Stock Management: Regularly monitored stock levels to ensure top-performing ads focused only on in-stock products, maximising efficiency.
- Scaling the UK Market: Focused on scaling Meta campaigns in their strongest market first, creating a foundation for further international growth.
The Result
Candy Coat achieved record-breaking results with their revamped Meta Ads campaigns:
- 18x Meta Sales Growth: Year-on-year improvement, demonstrating the power of their scaled campaigns.
- 9.4x Overall ROAS: Achieved after implementing the structured funnel, allowing for consistent scaling.
- Record Sales Month: Delivered their best-ever month on Meta Ads with a 7.04x ROAS.
These results helped Candy Coat dominate the UK market while successfully scaling their campaigns internationally.
Candy Coat’s success highlights how a tailored Meta Ads strategy can drive rapid, sustainable growth across multiple markets.
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