Best Digital Marketing Campaign

B2 Agency & TJ Hughes – Specialised Strategy

TJ Hughes, a UK-based discount retailer, partnered with performance agency B2 to improve its paid media results without increasing ad spend. The objective was to grow digital revenue and return on ad spend (ROAS) through strategic optimisation, not budget expansion.

B2 restructured the account using a “vertical scaling” approach, prioritising spend on high-performing products based on 12 months of historical data. Campaigns were rebuilt around product value and intent, ensuring the budget was concentrated where it delivered the greatest impact. The strategy included audience refinement, smarter bidding, and clearer performance segmentation across product categories.

Despite maintaining a fixed monthly budget, the campaign significantly improved key metrics such as conversion rate, total purchases, and overall efficiency. These gains were driven by smarter targeting, improved campaign structure, and continuous optimisation.

The campaign stands out for its disciplined, data-led approach that delivered strong results without relying on increased investment. It demonstrates how legacy retailers can modernise performance marketing through strategic insight and intelligent execution. Rather than chasing volume, the focus was on sustainable profitability, making this campaign a model for how brands can grow efficiently in a competitive digital landscape.

Built For Growth Digital (Stila Cosmetics) – Flat to Fabulous

Built for Growth Digital (BFG), a small UK agency, partnered with iconic US beauty brand Stila Cosmetics to revive its struggling D2C performance in the US market. Despite Stila’s strong legacy, its online revenue had plateaued. BFG’s brief was to deliver a modest +15% YoY growth—but in just nine months, they achieved over +100% YoY revenue growth by executing a fully integrated, data-driven digital strategy.

The campaign spanned Meta, Google, Email, Affiliate, and CRO. On Meta, BFG rebuilt ad structures, enhanced targeting, and implemented creative analytics, resulting in a 159% revenue increase and a 31% drop in cost per purchase. Google Ads saw improved ROAS and higher click-throughs through better keyword and feed optimisation. BFG revitalised Stila’s affiliate program and transformed email marketing with more engaging, brand-aligned content. Their CRO efforts led to a 66% boost in conversion rate.

Collaboration was key, with BFG working as an embedded partner across Stila’s US teams. They also quickly capitalised on viral TikTok moments, amplifying results. The campaign combined full-funnel cohesion, creative precision, and agile execution, turning limited resources into standout results. Ultimately, this transformation proved that a nimble UK agency could reignite a major US brand’s growth and deliver exceptional, efficient performance.

Furniturebox UK – Incremental Sales – Infinity Nation

Furniturebox, one of the UK’s fastest-growing online furniture retailers, partnered with Infinity Nation to unlock new growth via Google Shopping. Leveraging a close relationship with Shoptimised, Infinity Nation was one of a select few agencies invited to beta test their exclusive Incremental Sales software. Designed to surface low-visibility products traditional Shopping campaigns miss.

Infinity Nation didn’t just participate, it led the thinking, strategy, and execution. The team developed a bespoke campaign that worked alongside existing activity without cannibalising existing performance. By identifying and promoting underexposed SKUs, they captured untapped demand and drove truly incremental sales.

With limited access to audience targeting, the team deployed advanced feed structuring, dynamic title testing, and precise use of audience signals within asset groups. All tailored to Furniturebox’s modern aesthetic and next-day delivery USP.

The results: almost £300k in incremental revenue within six months, thousands of new site visitors (most new to the brand), and profitability targets exceeded. All from a modest investment.

PDH Sports – Game, Set, Match

Game, Set, Match – Serving Up 53% Revenue Growth for PDH Sports

PDH Sports, a long-established retailer in the racket sports space, launched a transformative digital campaign to modernise operations, drive profitable growth, and capitalise on the explosive rise of Padel.

With a re-platform to Shopify complete, the business executed a strategic shift from broad, unfocused ads, to data-led, category-specific campaigns.

Targeting affluent, digitally active males aged 25–45, the campaign leveraged first-party data, geo-targeting, and brand-specific Performance Max ads to reach high-intent audiences.

A full creative refresh and content-led SEO strategy supported both paid and organic growth. Campaigns were optimised around user behaviour, product demand, and margin.

Padel revenue increased by 547% year-on-year, overtaking squash as PDH’s top-performing category. Overall revenue rose 53% in the same period with marketing efficiency ratio (MER) also increasing to 27.6. Black Friday sales were up 69%, while Padel-related organic traffic jumped 262%.

The campaign exceeded every commercial objective while remaining profitable. It turned a legacy SME into a category leader through smart execution, smart investment, and precise targeting. PDH Sports demonstrated that with the right insights and strategy, even niche retailers can scale fast and sustainably in a competitive digital landscape.

Skinnydip London – Pokémon & Skinnydip

In August 2024, Skinnydip launched a long-awaited collaboration with Pokémon, bringing all 150 original characters to life in a playful, design-led collection of phone cases and clothing. The drop included five limited-edition shiny styles and one ultra-exclusive design, sparking major buzz across our online community.

This digital-first campaign was designed to deliver an immersive, interactive experience. From a full Pokémon-themed website takeover, including type-based filters, a surprise “randomiser” button, and animated cursors, to tailored campaigns across TikTok, Meta, Reddit, and YouTube, every detail was considered to engage new & existing audiences alike.

For the first time, we introduced Android-friendly products, expanded into menswear, and activated internationally through targeted affiliate partners. The “Reveal Your Pokémon” blind box campaign further fuelled organic buzz, encouraging fans and creators to share surprise unboxings and limited-edition finds.

This campaign brought together nostalgia, collectability, and a playful digital experience to push creative boundaries and reach new audiences. It showed how Skinnydip can take a global brand collab and turn it into something bold, exciting, & built for the digital age.

Visualsoft & hmv – hmv Student Disco

The hmv Student Disco campaign redefined what a student discount can be – omnichannel, secure and built for long-term brand loyalty. In partnership with Visualsoft and UNiDAYS, hmv launched a seamless student experience that worked across both online and in-store channels, powered by codeless verification tech to eliminate code abuse and protect margins.

Targeting Gen Z students, a critical audience for hmv’s future, the campaign offered a verified 10% discount that was simple to access and aligned with hmv’s pop culture heritage. Students could shop as normal, online or in-store, with the offer applied automatically after one quick eligibility check. No codes, no fuss, no leakage.

The results were strong – affiliate sales jumped 26% year-on-year, conversion rates rose 72%, ROAS improved by 42%, and new customer acquisition surged. What made it work? Smart integration with hmv’s tech stack, a true understanding of Gen Z behaviours, and an offer that felt authentic, valuable and easy. This wasn’t just another promo – it was a strategic play to futureproof hmv’s relevance with a key demographic. Built on insight, powered by tech, and delivered with care, the Student Disco campaign shows what’s possible when customer experience leads the way.