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Paid Social: Tidelight

Cornwall-based coastal lighting brand

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The challenge

Tidelight is a young coastal lifestyle brand with a distinctive product: Tide.lamp reflects the tides at a chosen beach through changing light. Its craftsmanship and connection to favourite coastal places give it a story that extends beyond the product’s technical features.

The challenge was to introduce that idea to new customers, explain why it belongs in their home and turn interest into purchases. Our paid social work focused on product discovery, gifting and customer motivations, supported by clearer website messaging and purchase measurement.

33%
More landing page views
16%
More ad link clicks
480%
More website purchases
74%
Lower CPA
The solution

Our paid social team developed campaign messaging around the reasons someone might buy: a favourite beach, a meaningful gift or a piece of coastal design for their home. We combined product video, images and gifting messages to test how different audiences responded.

We refined prospecting audiences, excluded recent purchasers and tested campaign budgets to understand where additional investment could work hardest. Alongside the main sales activity, we created an awareness campaign for the Dorset County Show and followed it with remarketing.

We also provided guidance on website messaging, making the product’s function, craftsmanship and gifting appeal easier to understand. Tracking and cookie-consent work helped the team investigate differences between advertising, analytics and store purchase totals.

During an early month-on-month comparison, landing-page views increased from 1,880 to 2,506 and ad link clicks rose from 3,211 to 3,715. Meta-reported website purchases increased from 5 to 29, while average advertising cost per reported purchase fell from £194.02 to £49.74. Advertising spend increased by approximately 49% during the same comparison.

These are early campaign results from a small purchase baseline. Purchase figures use Meta’s attribution, and the team continues to reconcile measurement across Meta, website analytics and store sales. In the following month, reported purchases fell to 10, showing the need for continued testing and refinement.

The resulting campaign insights are guiding the next stage of the partnership. We have broadened audience testing and refreshed creative with gifting and autumn messaging, while planning further product-led video and seasonal activity to build on what customers respond to.