BadRhino
Driving Smarter Growth with UK Fashion Brand BadRhino on a 7 figure ad spend
increasing their ROAS from Paid Ads by 70%, while cutting ad spend by 31%.
Project Overview
BadRhino UK is a leading destination for stylish, comfortable clothing designed exclusively for big and tall men. With sizes ranging from L to 8XL, the brand’s mission is simple — to help every man look and feel his best in clothing that fits well and feels great.
When BadRhino partnered with Strike Digital in October 2024, the brand was performing well but lacked the account structure and strategic direction needed to sustain long-term growth. With the crucial Q4 peak season fast approaching, our goal was to stabilise performance, strengthen efficiency, and prepare for scalable growth heading into 2025.
Project Execution
Strategic Focus: Tightening, Testing, and Scaling
We began by streamlining BadRhino’s advertising infrastructure across Google, Meta, and Bing, ensuring every euro worked harder. With limited time before Black Friday, the focus was on tightening campaign structures, improving cost efficiency, and using data to guide rapid yet controlled growth.
Google Ads: Structure and Efficiency
Google Ads represented the majority of BadRhino’s paid media spend — around 80%. Our first step was a complete account rebuild, giving us greater control and visibility across campaigns.
Prioritised high-intent search terms to capture ready-to-convert customers.
Refined bidding strategies using historical performance data.
Reduced wasted spend while improving ROAS through granular campaign segmentation.
By early 2025, these optimisations allowed for methodical scaling without compromising efficiency.
Meta Ads: Full-Funnel Expansion
Before Strike Digital, BadRhino relied heavily on retargeting to drive results. We introduced a true full-funnel structure, broadening reach and building awareness through video and static creatives.
Developed category-specific TOF campaigns for clearer budget control.
Used MagicBrief for rapid creative iteration and scaling of top performers.
Supported top-of-funnel activity with strong mid- and bottom-funnel retargeting to close the loop on intent-driven users.
This approach unlocked consistent performance improvements across Meta, transforming it from a retargeting-heavy channel to a scalable acquisition driver.
Creative & Messaging: Making the Brand Human
BadRhino’s original messaging was formal and product-focused. We helped shift the tone to something more authentic and relatable — speaking to real challenges faced by big and tall men, and positioning BadRhino as the confident, practical solution.
We collaborated with influencers like Big John, whose engaging, down-to-earth content resonated deeply with the target audience. This influencer-led approach drove high-quality traffic and reinforced trust in the brand.
Results
Efficiency Up, Spend Down, Revenue Rising
Between October 2024 and June 2025, Strike Digital’s multi-platform strategy delivered substantial improvements across all key performance metrics.
Overall Paid Media Performance
Spend ↓ 31% YoY
Conversion Value £5.42M (+16.56% YoY)
ROAS ↑ 70% YoY
Google Ads
Spend: £700K (–44% YoY)
Conversion Value: £5.19M
ROAS: 7.41x (+48% YoY)
Meta Ads
Spend: £90,987
Conversion Value: £469,317 (+54% YoY)
ROAS: 5.16x (+48% YoY)
These results reflected not only more efficient spend, but smarter strategic execution — proving that thoughtful optimisation can deliver growth without higher costs.
Market Context
Even as competition intensified from brands like Jacamo and Built Different, BadRhino maintained its position as the leading brand in the UK’s big and tall menswear segment, with the highest impression share in the category. Enhanced creative diversity and influencer collaboration reinforced its authority, driving stronger engagement across every touchpoint.
Key Learnings
Influencers expand reach to audiences less likely to convert through paid ads alone.
Authenticity matters — leveraging relatable voices builds trust and conversion intent.
Full-funnel testing and balanced budget allocation drive sustained growth even in mature accounts.
Due to the success of our collaboration with BadRhino, we have recently taken over as the paid media agency for five other brands under the Yours Clothing umbrella - Long Tall Sally, Evans, PixieGirl, M&Co, and the Yours Clothing brand - this is the best possible testament to our partnership!
