Curvy Kate
Curvy Kate: Scaling New Customer Growth Across Meta, TikTok and Google in the US and UK
How Strike Digital scaled Curvy Kate through a full funnel paid strategy across Meta, TikTok and Google, prioritising new customer acquisition while maintaining strong efficiency in the UK and US.
Project Overview
Curvy Kate is a plus sized lingerie and swimwear brand based in the UK, with their secondary market being the US. Since launching in 2009, Curvy Kate has focused on creating supportive and stylish lingerie and swimwear for larger cup sizes.
Strike Digital began working with Curvy Kate in January 2023. At the time, the Meta account was not set up for long term success. In addition to challenges across campaign optimisation and targeting, Curvy Kate was also dealing with serious tracking issues that prevented accurate measurement and limited growth potential.
Our initial priority was to resolve the tracking foundation. Once tracking was fixed and performance could be measured reliably, the focus shifted to what mattered most for scale: building a structure designed for sustainable new customer acquisition in the UK and US.
Project Execution
From the beginning of the partnership, one of the primary objectives was to structure paid media around maximising new customer growth. Curvy Kate already had a loyal customer base, but the goal was to expand acquisition in the UK and international markets, without relying on re-engaging past purchasers to inflate results.
Meta Ads
Meta was the core platform during the engagement and was rebuilt around a clear full funnel approach.
We implemented a structured funnel with appropriate exclusion audiences in place, including purchase exclusions throughout the funnel. This ensured budget was primarily allocated toward prospecting and acquisition rather than re engaging existing customers. Across markets, the majority of monthly spend was dedicated to top of funnel campaigns.
Throughout the partnership, we adopted a testing first mindset. We continuously tested new ideas and used performance learnings to guide strategy. This included extensive audience and creative testing to determine the most effective funnel structure at any given time and a deep analysis of how performance shifted during sale versus non sale periods.
We used these insights to adjust strategy during quieter periods, avoiding major drops in performance, and applied the learnings to scale effectively during key promotional windows. You can see similar strategic thinking in our Insights.
TikTok Ads
Curvy Kate first tested TikTok Ads in 2023, but the channel did not deliver meaningful results at the time. Performance was limited by an insufficient volume of creatives, inconsistent content production, and fewer performance focused campaign features available on the platform.
In 2025, Strike Digital re launched TikTok Ads for Curvy Kate following two key changes:
A significant increase in creative production and consistency
The launch of TikTok Smart+ campaigns, enabling automated creative and copy combinations with improved optimisation
The relaunch delivered immediate impact. Campaigns achieved approximately 2x ROAS early on, then scaled to 3x ROAS, and reached 4x ROAS during the strongest months.
What Worked Well
Consistent creative supply
A steady pipeline of new video creatives enabled TikTok’s algorithm to continuously test, learn, and optimise performance.
Smart+ campaign structure by product category
Campaigns were structured per product category, allowing TikTok to dynamically combine creative and copy variations to improve scale and efficiency.
Cross platform creative repurposing
High performing Meta creatives were repurposed for TikTok and vice versa, accelerating learning cycles and reducing creative fatigue across both platforms.
Balanced content mix
Creative outputs included a strong combination of:
Raw, UGC style videos with a native TikTok feel
Professionally produced, commercial style creatives to support both engagement and conversion
Incremental growth across the funnel
TikTok became a strong new customer acquisition channel, supporting and feeding other funnel stages and channels including Meta, Google, mid funnel, and bottom funnel activity.
Overall, TikTok evolved from an underperforming test channel into a scalable and profitable acquisition platform for Curvy Kate, demonstrating that with the right creative volume, structure, and automation, the platform can drive strong ROAS and incremental growth.
Google Ads
Google Ads supported high intent demand capture and ensured Curvy Kate maintained visibility across key commercial search and shopping moments. This strengthened performance across the full customer journey, particularly during seasonal and promotional periods when buying intent increased.
Performance Led Measurement
While platform metrics were monitored closely, Shopify performance was used as the ultimate indicator of success. If results were not translating to the bottom line, we pivoted quickly, tested new angles, and adapted strategy accordingly. This ensured growth decisions were driven by business impact, not just on platform reporting.
Results
United Kingdom
The UK was the primary market during the partnership. After establishing the funnel and completing initial testing, the key goals were:
Drive new customer growth
Increase budgets without major fluctuations to efficiency
2024 performance
Spend increased +32% YoY
On platform purchases increased +26%
On platform conversion value increased +27%
ROAS and cost per purchase remained mostly stable with less than a 10% change YoY
January 2025 to July 2025 vs same period in 2024
Spend increased +13%
On platform purchases increased +15%
On platform conversion value increased +13%
ROAS decreased by only 0.61%
Cost per purchase improved by almost 2%
Peak period: July 2025
July 2025 was the highest spend month of the partnership in the UK and delivered:
Highest on platform purchases
Highest on platform conversion value
Second highest ROAS during the partnership
July 2025 vs July 2024
Spend increased +55%
Purchases increased +54%
Conversion value increased +56%
ROAS slightly improved despite significantly higher investment
This aligned with the UK’s strongest month on Shopify for both orders and gross sales.
Last 12 months vs previous 12 months
Spend increased +14%
Purchases increased +16%
Conversion value increased +15%
ROAS increased +1%
Top of funnel focus
In the last 12 months:
65% of UK budget was dedicated to top of funnel campaigns
Top of funnel drove 56% of attributed purchases and conversion value
Top of funnel cost per purchase was less than £3 higher than retargeting
While retargeting remained slightly more efficient, we prioritised efficiency throughout the funnel rather than allowing bottom funnel performance to distort results. This maintained acquisition focus and ensured scaling was driven by new customer growth.
United States
The US was the second largest market. While investment was lower, the strategic focus was:
New customer acquisition
Increased brand awareness
Strong efficiency in a lower awareness market
2024 performance
Spend increased +7% YoY
Purchases increased +44%
Conversion value increased +54%
ROAS increased +44%
Cost per purchase decreased -26%
January 2025 to July 2025 vs same period in 2024
During this period, spend was reduced due to tariff uncertainty:
Spend decreased -13%
Purchases increased +2%
ROAS increased +11%
Cost per purchase decreased -15%
During July 2025, performance peaked with:
Highest number of attributed purchases
Second highest attributed revenue
Highest ROAS
Lowest cost per purchase since the partnership began
Last 12 months vs previous 12 months
Purchases increased +17%
Conversion value increased +15%
ROAS increased +27%
Top of funnel focus
In the last 12 months:
54% of US budget was dedicated to top of funnel campaigns
Top of funnel drove 44% of attributed purchases and 42% of attributed revenue
Top of funnel cost per purchase was less than £8 higher than retargeting
The results in the US demonstrate disciplined scaling in a lower awareness market. Even with reduced spend in early 2025, attributed purchases increased and efficiency improved, culminating in the best overall month of the partnership during July 2025.
The Bottom Line
Strike Digital helped Curvy Kate move from a restricted and unreliable paid media setup into a scalable acquisition framework built for long term growth.
By fixing tracking foundations, implementing full funnel strategy, prioritising top of funnel acquisition, and expanding across Meta, TikTok and Google, we drove consistent increases in purchases and conversion value while maintaining strong efficiency across both the UK and US.
"Strike Digital’s efforts have significantly improved ROAS, and have surpassed expectations. They are dedicated to meeting deadlines and ensuring a smooth workflow through regular communication. Beyond their top-notch customer service skills, their performance marketing expertise has been impressive."
- Amanda Clifford, Digital Marketing Manager at Curvy Kate
Strike Digital has supported Curvy Kate’s performance marketing across multiple platforms and markets for more than two and a half years at the time of writing. To explore more e-commerce growth outcomes, view our Case Studies or get in touch via our Contact page.
