Beyond the Feed: Turning Social Success into Multi-Channel Sales for P. Louise

Executive Summary

P. Louise is a disruptive beauty brand specialising in cosmetics, skincare and haircare, with a dominant presence on TikTok and a high volume of sales through TikTok Shop. However, the brand needed to reduce its reliance on a single platform and increase revenue through its D2C Shopify website, while also expanding into new paid media channels, including Google, Meta, Pinterest, and Snapchat.

PushON delivered a full-funnel paid media strategy designed to capture PR-driven demand, scale web revenue and unlock audiences with less historical ad investment.

Audience & Data Insights

PushON conducted a deep analysis using GA4, TikTok & Meta audience data, as well as Google interest trends. We uncovered three key insights:

1 – PR exposure, social media campaigns, and influencer activity drove discovery. GA4 showed high affinity with users who consumed celebrity news, entertainment media and pop culture. PR events triggered massive demand spikes, and we leveraged paid ads to maintain the brand’s visibility and capitalise on that demand.

2 – TikTok activity created strong awareness among younger audiences, but a large portion of website transactions came from women aged 35–44. In many cases, these were parents buying products as gifts after being influenced by trends their children were engaging with online.

3 – TikTok consideration was high, but high-spending users converted elsewhere:

1. 1. 75% of consideration audiences were Gen Z
   2. Highest spenders were young adults – middle-aged shoppers
   3. TikTok ad performed well for awareness and engagement, but Meta and Google ads converted intent into purchases at a much higher ROAS.

Strategic Framework – See, Think, Do, Care

To give structure to growth and align media investment with customer behaviour, we used the See–Think–Do–Care framework. This model is effective because it recognises that different audiences have different levels of readiness to buy, allowing us to deliver the right message at the right time, while scaling efficiently.

Rather than over-investing in conversion audiences too early, the framework enabled us to: build sustainable demand at the top of the funnel, nurture intent in the middle, and convert profitably at the bottom, while maintaining long-term customer value.

Channel Execution and Paid Media Strategy

Supporting the TikTok World-Record Live Event

Paid media also played a key role in supporting P. Louise’s record-breaking TikTok Live event. During a 12-hour live stream, the brand achieved exceptional results:

• 2 products were sold every second
• Over $2 million (£1.5 million) in revenue generated in a single day
• 29,000 new TikTok followers gained during the event

To maximise impact, we used TikTok ads in advance of the stream to preheat audiences and ensure strong visibility at the moment of going live. Following the event, branded search demand increased significantly, and we responded by intensifying Google Ads activity to capture high-intent traffic. We also adapted our Google Shopping strategy to prioritise products that performed strongly during the live, using these insights to optimise campaign structure and bidding to sustain momentum.

Performance Highlights

• Revenue generated by Google increased by 137% month-on-month following the live, and closed August over £1m
• Google Shopping revenue increased by 186%, ROAS increased by 43%, and the conversion rate increased by 27%
• Revenue generated by Google Ads the day after the live increased by 121%, and ROAS saw a jump up by 88%

Results & Performance

Our performance strategy delivered significant commercial impact across both acquisition and efficiency metrics:

• Achieved 285% quarterly revenue growth from Google Ads (Q4 vs Q3), establishing Google as a core conversion channel for peak
• Delivered 25 ROAS at launch across paid social, driven by creative performance and precise audience strategy
• Achieved a blended Black Friday ROAS of 14 across Google and social channels, while scaling spends aggressively
• Maintained an average ROAS of 25 on Google Ads in 2025, demonstrating long-term efficiency at scale

Conclusion

P. Louise entered the partnership as a brand already achieving exceptional commercial success through TikTok. However, the challenge was to expand beyond a single high-performing platform and build a stronger, more predictable revenue channel through the website.

Through a data-driven paid media strategy, PushON enabled the brand to reach and convert high-value, older demographics that had historically received significantly less advertising investment. At the same time, channel diversification across Google, Meta, TikTok, YouTube, Snapchat and Pinterest allowed the brand to scale sustainably without sacrificing efficiency.

Most importantly, this approach shifted the revenue balance, enabling website performance to surpass TikTok’s revenue while maintaining profitable growth. This outcome directly aligned with the original brief to build a high-performing D2C channel that could scale independently of TikTok while still leveraging its influence.

The result is a future-ready performance model that continues to drive consistent commercial growth, positioning P. Louise for international expansion and increased market share.