Coconut Lane — Trend-Led Lifestyle & Accessories
£2.7M spent.
£8.4M generated.
Scaled to £10M+.
At a Glance
The numbers that matter
The Challenge
Strong brand, stagnating returns
- Heavy reliance on returning customers with a slowly lapsing base
- Underperforming Meta structure with little testing or segmentation
- Creative fatigue due to low production volume
- No consistent product/offer strategy aligned with buyer motivation
- ROAS stagnating under 2x
- Meta was being used as a retargeting platform, not a growth engine
Our Strategy
Five pillars for profitable scale
Pillar 01
Messaging-First Research
The most important thing is understanding why people buy and why they don’t. We used AI tools and deep research to understand Coconut Lane’s customers, competitors, reviews (both theirs and competitors’), motivators, and objections. This gave us the angles and messaging frameworks to speak directly to their ideal customer and break through the noise.
Once we found winning messaging, we put it across multiple visually different ad formats — because the right message in the wrong format still fails.
Pillar 02
Creative System: 300+ Visually Different Ads Per Month
We tested a minimum of 300 static and UGC assets every month. The critical insight: every single ad must be visually different. With Meta’s Andromeda update, the platform scans entire ad creatives to understand them. If ads look visually similar, Meta pairs them to the same audience and won’t go after new customers.
We targeted key emotional hooks and tested everything — copy, CTAs, hooks, headlines, and scroll-stoppers across formats like social proof, testimonials, us-versus-them, offer-based, and lifestyle/aspirational mashups. Every test was reviewed, documented, and looped back into strategy so no insight was wasted.
Pillar 03
ABO Account Architecture
We built testing and scaling CBOs per hero product using an ABO approach, because Coconut Lane has multiple collections that perform (not just one bestseller) and products frequently sell out. This ensured spend was distributed across all winning collection pages.
Underperforming creatives naturally failed to scale, preserving budget automatically. No fragmentation, no bloat — every pound was accountable. We used click-only attribution to train Meta on actual purchase signal, not assumed view-throughs.
Pillar 04
100% New Customer Acquisition Focus
From day one, we made a clean strategic decision: 100% of Meta budget would target new customer acquisition. Our audience segmentation:
- New Audience: completely new customers
- Engaged Audience: on the email list but never purchased, or visited the website in the last 180 days but never purchased
- Existing Customers: made a purchase on pixel over the last 180 days or on the Shopify customer purchase list
In the UK alone (January 2026), £93K was spent with only £9K going to existing customers. In the last 30 days, we generated £181K in new customer revenue and £72K from engaged audiences — both extremely profitable above the 1.6x break-even (new audience at 2.84x, engaged at 3.32x).
We also used an MMM (Marketing Mix Model) tool to identify whether traffic campaigns contributed to conversion campaigns. This allowed us to confidently invest in awareness-level spend that traditional attribution would undervalue.
Pillar 05
Full-Funnel Landing Page Strategy
Only 3% of people are ready to buy at any given time. To scale, you need to speak to the other 97%. We created different landing page experiences paired to different ad types:
- Product pages (PDPs) for high-intent traffic
- Collection pages for browsing-intent traffic
- Listicles for education and comparison (e.g. five reasons why you need this product)
- Advertorials for social proof and warming cold audiences
By matching the right ad to the right post-click experience, we maximised conversion at every stage of the funnel.
Performance
Meta Ads month by month
| MONTH | AD SPEND | PURCHASES | ROAS |
|---|---|---|---|
| Jan 2024 | £163,940 | 13,603 | 1.74x |
| Feb 2024 | £127,215 | 9,757 | 1.63x |
| Mar 2024* | £73,465 | 5,924 | 1.69x |
| Apr 2024 | £82,472 | 10,117 | 2.60x |
| May 2024 | £86,587 | 10,252 | 2.64x |
| Jun 2024 | £85,839 | 10,029 | 2.66x |
| Jul 2024 | £90,143 | 10,722 | 2.84x |
| Aug 2024 | £90,705 | 10,699 | 2.94x |
| Sep 2024 | £98,491 | 12,227 | 2.97x |
| Oct 2024 | £74,699 | 10,155 | 2.94x |
| Nov 2024 | £108,934 | 15,824 | 3.25x |
| Dec 2024 | £138,455 | 23,316 | 3.86x |
| Jan 2025 | £144,469 | 21,451 | 3.38x |
| Feb 2025 | £97,284 | 13,570 | 3.28x |
| Mar 2025 | £130,125 | 15,932 | 2.88x |
| Apr 2025 | £140,198 | 16,498 | 2.90x |
| May 2025 | £148,303 | 17,966 | 2.94x |
| Jan 2026 | £128,000 | — | 3.39x |