SOSU Cosmetics
Driving 1,600% Sales Growth for SOSU Cosmetics During Prime Week
Turning a 3-Day Sale into a 1,600% Growth Event
Project Overview
SOSU Cosmetics is one of Ireland’s leading beauty brands, founded by Suzanne Jackson and known for affordable, trend-driven products across makeup, lashes, and tanning. With a highly engaged base in the UK and Ireland, SOSU has built its reputation on product innovation and strong storytelling.
When they approached Strike Digital, SOSU needed more than a performance vendor—they wanted a partner who could translate brand voice into scalable, revenue-driving paid campaigns. Our approach combined strategic planning with disciplined media buying, ensuring that every euro worked toward both immediate sales and long-term brand equity.
In July 2025, SOSU set out to run a short, high-impact campaign: the Summer Drop Sale. The challenge? Win attention during Prime Week—one of the most competitive retail periods—and do it with just €2,200 in media spend over three days.
Project Execution
We built the campaign in two tightly-orchestrated phases.
Phase 1: Speed & urgency. Static creatives on Meta and TikTok focused on clarity (“Up to 70% Off – Shop Now”) to drive cost-efficient clicks and fast conversions.
Phase 2: Authentic storytelling. Once audiences were warmed, we pivoted into video. The breakout asset was a founder-led video where Suzanne Jackson highlighted her favourite sale products. Its authenticity outperformed high-production ads, cutting through Prime Week clutter and driving €14,000 revenue on its own.
On TikTok, we leaned into platform-native UGC—product demos, trending overlays, and conversational voiceovers—ensuring content felt organic to the feed. Sequencing static first, video second maximized efficiency: quick wins early, deeper engagement later.
To de-risk spend, every asset was pre-tested through Magic Brief. Budgets were actively reallocated between Meta and TikTok in real time, ensuring scale flowed to the highest-performing channels. This data-driven discipline turned a modest budget into outsized results.
Results
The Summer Drop Sale became one of SOSU’s highest-performing promotions to date.
Platform attribution: Meta delivered 1,025 purchases on €1,400 (30.8x ROAS). TikTok delivered 531 purchases on €800 (24.5x ROAS, €1.04 CPM, 43% LPV). Combined, that’s 1,556 purchases and €62,700 revenue.
True business impact: Shopify reported €145,595 in revenue from 3,300+ orders across the 3-day sale—representing 1,600% YoY growth and 895% MoM uplift.
For SOSU, this wasn’t just a successful promotion—it was proof that strategic creative sequencing and disciplined media buying can drive enterprise-level outcomes, even on a constrained budget.
Key Drivers of Success
Authenticity Over Polish: Founder-led content outperformed studio ads by resonating with real customer behaviour.
Platform-Native Creative: UGC-style TikToks kept costs low while matching user expectations.
Disciplined Planning: Pre-testing and stock alignment ensured every euro supported revenue.
Agile Budgeting: Dynamic allocation between Meta & TikTok maximized efficiency.
Cross-Channel Synergy: Paid ads amplified email, organic, and merchandising efforts.
Conclusion
By pairing SOSU’s brand voice with Strike Digital’s strategic media buying and growth planning, the Summer Drop Sale transformed into a showcase of what’s possible when creativity and discipline align.
With just €2,200 in ad spend, SOSU generated more than €145,000 in revenue, reactivated lapsed buyers, and attracted thousands of new customers. For larger DTC brands, this case study highlights how Strike Digital can deliver enterprise-level scale, efficiency, and profitability—whether the campaign budget is €2k or €200k.
Results at a Glance
1,556 purchases across Meta & TikTok
€62,700 platform-attributed revenue
€145,595 total Shopify revenue (3-day sale)
1,600% YoY growth, 895% MoM uplift
30.8x ROAS on Meta; 24.5x ROAS on TikTok
