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    Case study · Viral Scale-Up

    Fat Cow Skin

    From TikTok Viral to Predictable Profit

    Ongoing

    Baseline revenue (excluding viral)
    +65%
    CPA reduction
    -30%
    Repeat purchase rate
    +20%
    Partnership
    Ongoing
    Period
    Post-engagement period against the preceding equivalent period. Observational, not incremental profit evidence.
    Basis
    Baseline revenue deliberately excludes viral spike periods, so the figure is not flattered by organic attention.
    Source
    Client account data.
    How we define and measure these figures

    Viral demand complicated Google Ads measurement. The account was reviewed against a baseline excluding spikes.

    Interrogate this case study

    Go on, ask.

    1. ROAS was not the number this account was judged on. The measures were baseline revenue excluding viral periods (up 65%), cost per acquisition (down 30%) and repeat purchase rate (up 20%). The baseline deliberately excludes viral spikes so it is not flattered by organic attention.

    2. Profit was not independently measured here. Account data shows baseline revenue excluding viral periods rose, CPA fell and repeat purchase rate increased; these are not an isolated causal result.

    3. Stopped paying for traffic already won. During spikes the account had been buying clicks from people already searching for the brand by name. It also stopped spending on low-stock lines that could not be shipped.

    4. That is the pattern the account was on rather than a measured outcome. Spend spiked when a video landed and collapsed when it did not, budget went to products that could not be shipped, and there was no demand engine underneath the noise.

    01

    Situation

    Fat Cow Skin had a cult following and regular TikTok virality. The Google Ads account was a set of catch-all campaigns that amplified the chaos instead of steadying it.

    Spend spiked when a video landed and sales collapsed when it did not. There was no demand engine underneath the noise.

    02

    Diagnosis

    During spikes, the account was buying clicks from people already searching for the brand by name. That is not acquisition, it is paying for traffic already won.

    Spikes frequently coincided with low stock, so budget was going to products that could not be shipped.

    There was no separation between capturing existing demand and creating new demand.

    03

    Decision

    The call

    Build a stable baseline that does not depend on virality, and let organic spikes be harvested rather than bid against.

    Product quality and the TikTok content strategy were working and were left untouched.

    04

    Execution

    Demand capture separated from demand generation, with YouTube Shorts feeding the top of the funnel.

    Stock availability reviewed alongside advertising during demand spikes.

    Existing branded demand considered separately from possible new acquisition.

    Repeat purchases reviewed alongside acquisition performance.

    05

    Result

    Baseline revenue, excluding viral periods, rose 65%. Cost per acquisition fell 30% and repeat purchase rate rose 20%.

    The baseline figure deliberately excludes viral spikes so the improvement is not flattered by organic attention.

    06

    Principle

    Virality is demand you already have. The job of paid search is to stop paying for it twice and to build the floor underneath it.

    The Numbers

    Stabilising viral chaos into sustainable growth

    Baseline RevenueCPARepeat Purchases0%45%90%135%180%
    Before JudeLuxe
    After JudeLuxe

    Viral brand? Let's stabilise the chaos.

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