P. Louise

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

112%

YoY increase in website revenue

116%

Black Friday revenue uplift YoY – best month in brand history

150%

ROAS Increase

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.

The Challenge

P. Louise was converting extremely well on TikTok Shop, but website revenue was not growing at the same rate. This created a reliance on TikTok for sales, limiting long-term customer ownership and first-party data capture.

The brand also experienced significant PR spikes, which substantially increased search demand and social engagement. However, without supporting paid activity on search and social, this momentum could not be effectively leveraged on the site, resulting in the website missing key conversion opportunities.

P. Louise approached PushON to:

Grow website revenue to compete with TikTok Shop revenue
Capitalise on social media and PR spikes using paid campaigns to maintain demand
Diversify paid media beyond TikTok through Google, Meta, Snapchat and Pinterest
Unlock new converting audiences and drive profitable growth

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:

75% of consideration audiences were Gen Z
Highest spenders were young adults – middle-aged shoppers
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.

Strategic Framework – See, Think, Do, Care

Stage	Audience Definition	Objective	Channels & Activation
SEE	Largest addressable qualified audience	Create awareness and drive discovery cost-effectively	TikTok awareness campaigns, Snapchat, and Pinterest
THINK	Largest addressable qualified audience with early commercial intent	Build trust, educate on products, warm engaged users	Meta prospecting, TikTok consideration, Google Demand Gen
DO	Largest addressable qualified audience with strong commercial intent	Convert users on the website efficiently and at scale	Google Performance Max & Shopping, Meta remarketing, TikTok conversion ads
CARE	Existing customers and repeat purchasers	Increase retention, loyalty and customer lifetime value	CRM, WhatsApp flows, Meta Advantage+, TikTok remarketing

SEE – Demand Generation and Discovery

At the See stage, the objective was to drive large-scale reach and brand discovery cost-effectively. The following was done:

TikTok, Snapchat and Pinterest were used to build awareness and generate cultural momentum
Short-form creative and product-led hooks aligned with beauty trends drove mass engagement
Younger audiences were reached early without over-investing in acquisition budgets
YouTube extended reach to older demographics at cost-per-views as low as £0.001 while reinforcing brand intent

THINK – Building Intent and Consideration

The Think phase focused on educating and warming users who had engaged but were not yet ready to convert. The following was done:

Meta and Instagram delivered educational campaigns that built brand trust
Messaging frameworks were designed around product education, results, social proof and gifting triggers
TikTok engagement audiences were moved into custom audiences to build intent across Meta and Google

DO – Conversion and Revenue Growth

At the Do stage, we maximised conversion efficiency and revenue growth through high-intent targeting. The following was done:

Google Performance Max and Shopping acted as the core revenue channel, capturing search demand
CSS integration lowered CPCs by 20%, improving competitiveness against other beauty retailers
Meta remarketing ads accelerated conversion journeys from previous engagers across awareness channels such as TikTok, Snapchat, and Pinterest

CARE – Retention and Lifetime Value

Once acquisition performance was established, we expanded into post-purchase value, working with P. Louise’s CRM agency.

WhatsApp and CRM journeys nurtured new customers and increased repeat purchase rate
Cross-sell and upsell automation supported lifecycle conversion

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.