The Littl - Defiant Digital
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The Littl

Case Study


Increase in Revenue (Meta)


Increase in ROAS


Increase in CTR in 90 Days.

Ad Platforms Used:

Winning Video Ads


The Challenge.

Alice came to us with a highly successful brand that had years of history and data, but results on Meta had stagnated and there was clear wastage that was holding her back from scaling.

  • 1

    Lack of proper creative testing

  • 2

    Traffic campaigns were flooding the account with poor quality prospects

  • 3

    Advantage+ was not being used to it’s full potential

  • 4

    Exclusions at TOF were not setup correctly, which made TOF ads act as retargeting ads as well

  • 5

    The previous agency had no creative capabilities, so they resorted to audience and interest based testing and outdated tactics to drive performance

The Littl © All rights reserved.

Account Restructure

Our first observations was the account structure was messy and not setup for true scale. We often see this when taking over accounts from typical media buying agencies who don’t do creative for their clients as they resort to complex structures and interest testing to unlock incremental performance.

We immediately simplified the campaign structure, setting up 1 campaign with broad targeting and exclusions for testing, and an Advantage+ campaign for scaling. This simple 2 campaign setup allowed us to spend budget more efficiently which instantly improved ROAS on the account

Key Learnings: By consolidating our campaigns, we were able to understand what was working quicker which helped us deliver this result in a short time frame. More spend on less variables helps you collect data quickly, iterate quickly and reduce the time in testing phase.

Creative Testing Strategy

Advantage+ had just been released publicly when we took over The Littl’s account and at the time we were finding great success with testing all creatives in 1 campaign, then scaling winners in Advantage+.

The creatives required for The Littl were less focused on high production value, and more focused on showing off the jewellery close up and on body with simple text overlays to drive the message home. We setup a Monday and Thursday testing schedule that was structured to reduce the feedback loop between our Performance and Creative teams, allowing us to scale spend profitably by 150% in 90 days.

Key Learnings: Sometimes creative should be simple, especially when it comes to fashion. Simply showcasing the product on creators that were aligned with the target demographic was our approach, and driving a strong CTA at the end of the ad was highly impactful in lifting CTR. Previous ads were missing the mark in this area, showcasing lifestyle content with no clear CTA. This simple tweak lifted CTR by over 74% across the account, meaning that our creatives were resonating much better than before we started.

The Littl © All rights reserved.
The Littl © All rights reserved.

Advantage+ Catalogue Ads

The Littl had hundreds of different pieces available on the store and multiple best sellers, so in order to serve up the most suitable products to each person we leveraged the power of Advantage+ catalogue ads.

We used Meta’s machine learning to create different product sets split by best sellers, collections and new releases in order to craft messaging and offers for each catalogue. These catalogues ended up becoming highly profitable for us and they consistently outperformed previous agencies retargeting ads.

Key Learnings: By leveraging machine learning, we were able to show people the exact items that Meta knew they were interested in. If someone was looking at gold earrings on Google, the first product they were served in the catalogue were The Littl’s gold earrings. This kind of hyper optimised placement converts like crazy as prospects feel like your ads are made specifically for them, when in fact it’s just Meta’s algorithm understanding and serving what it knows they want.


Our Services.

  • 1

    Strategic Campaign roadmap & launch plan

  • 2

    Paid performance (Social & Search)

  • 3

    Creative Strategy

  • 4

    Direct response copywriting

  • 5

    Ads Creative

  • 6

    Email & SMS Marketing

  • 7

    Conversion rate optimisation

  • 8

    Landing page design

  • 9

    Lead generation

  • 10

    E-Commerce profit & loss analysis

Explore More

How we went from 200Kp.m to 826Kp.m revenue in 60 days
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272% increase in new customer ROAS in the first 30 days
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428% revenue growth YoY within the first 180 days.
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427% Growth in Meta Revenue within the first 90 days.
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128 High-Ticket sales with 41.3x return on adspend.
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52% revenue growth (YoY) compared to previous agency
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