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How Flannels increased ROAS by 107% with data-driven product campaigns
The Brand
Founded in 1976, Flannels is a leading UK luxury fashion retailer and part of Frasers Group. The brand operates 37 stores across the UK alongside a strong e-commerce presence.
Known for runway collections, streetwear drops, and a portfolio of leading luxury designers, Flannels combines premium brand experiences with a strong focus on digital growth and performance marketing.
Challenge
Scaling dynamic campaigns without compromising brand consistency or profitability.
Flannels wanted to scale its Meta campaigns while ensuring every promotion maintained the premium look and feel expected from a luxury retailer. At the same time, the brand needed an easier way to exclude products that would not add sufficient value due to varying margins and performance.
Campaigns were already separated by gender and category, but Flannels wanted to use first-party data to identify which products had the highest potential and build a more granular, product-level campaign strategy.
Solution
Combining product-level insights with scalable, branded dynamic creatives.
Flannels connected product-level data from across its advertising and analytics channels within ROI Hunter, creating a single source of truth for catalog performance. This enabled the team to filter products based on metrics such as revenue, transactions, margin, and advertising exposure.
The brand created three strategic product segments: Best Sellers, New Products, and Hidden Gems with strong sales but limited Meta exposure. These segments were layered onto existing gender and category structures, while ROI Hunter’s Template Editor enabled Flannels to scale consistent, premium creative designs across the entire catalog.
During our first year with ROI Hunter, our goal was to establish a way to take more control over our Paid Social activity and align it with the wider needs of the business. We can confidently say that ROI Hunter was integral in helping us achieve this. After taking the time to understand our internal setup and core KPIs, the team made sure every proposed solution was tailored to our needs, and the results speak for themselves.
Higher engagement, stronger conversion, and significantly more efficient growth.
By combining product-level performance data with scalable branded creatives, Flannels increased the relevance and effectiveness of its prospecting campaigns.
The strategy delivered:
+107% ROAS
+76% Conversion Rate
+21% CTR
The new campaigns generated 60–70% of Flannels’ weekly revenue while spending 55% less and producing 122% more revenue. The approach gave the brand greater control over Paid Social while aligning campaign delivery more closely with wider business priorities.
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- Grow revenue by an average of 27% in the first year.
- Achieve profitable growth in ecommerce.
- Gain control of your brand across all marketplaces.
- Double your ecommerce resources at no cost.
- Expand to global marketplaces with ease.
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