Jaded London

Jaded London is a dynamic fashion brand that quickly gained popularity among Gen Z, with its bold, streetwear-inspired designs. After experiencing rapid expansion and struggling with the limitations click-based attribution, Jaded London joined Fospha in November 2022 to gain a clearer understanding of the channels fueling their growth.

Fospha’s data revealed that Paid Social was driving significantly more value than click-based attribution had reported. Seeing the huge untapped potential of their Paid Social channels, in July 2023 Jaded London ramped up their spending in Snapchat. One year later, channel revenue is up a whopping 665% year-on-year and Snapchat is smashing efficiency targets.

Here’s how they did it:

Jaded London had been spending in Snapchat advertising for some time, but they were unable to gauge the impact it was driving using Last Click attribution, which chronically undervalues impressions-based channels. Without this visibility, they struggled to justify the spend and paused their Snapchat advertising.

In H1 2024, Google Analytics captured just 12% of Jaded London’s conversions from Snapchat. By taking into account clicks, impressions, and third-party data, Fospha attributed 8 times more conversions to Snapchat, revealing immense value that otherwise might have been missed.

Armed with the strong signals seen in Fospha, in July 2023 the team at Jaded London decided to relaunch advertising in Snapchat. Unlike when they had spent previously in Snapchat, this time they could relaunch and scale the channel with confidence.

In the year since relaunching Snapchat, Jaded London has steadily scaled spending in the channel, with monthly spending growing by 226% year-on-year from July 2023, to July 2024. The channel was launched with 5% share of Paid Social spending, which was gradually scaled to 23% a year later.

When brands scale a channel significantly, it's common to see a dip in efficiency, but for Jaded London's Snapchat advertising this was not the case.

Snapchat very quickly delivered impressive CPA, and by October 2023, just a few months after re-launching the channel, Snapchat had the lowest CPA across Paid Social channels. What’s most striking is that Snapchat’s CPA has shown no signs of diminishing returns at higher spend levels. In the first half of 2024, CPA dropped by 47%, despite spend growing by 35% in the same period. With no signs of reaching headroom, Snapchat continues to deliver efficient growth for Jaded London.

Reintroducing Snapchat and diversifying their Paid Social strategy also positively impacted Jaded London’s overall performance, with blended ROAS up by 24% YoY for H1 2024.