Hexby: Accelerating E-commerce Growth Through Data-led Performance Marketing
Hexby is a fast-growing rural
lifestyle clothing brand built
on deep farming roots and a
loyal, rugby-led audience.
With strong product market fit and high organic demand already established, Hexby approached Hillsgreen with a clear commercial ambition: unlock the next phase of scalable e-commerce growth.
Paid media was already delivering consistent baseline results through a largely automated, AI-led setup. However, as the business prepared to scale through high-demand trading periods such as Black Friday and Christmas, this automation-first approach limited visibility, control and strategic decision-making.
To scale confidently, Hexby needed more than performance. They needed structure, clarity and a framework built for commercial growth.
The opportunity was not to fix underperformance, but to evolve a solid foundation into a sophisticated, insight-driven performance engine capable of accelerating revenue while protecting efficiency and brand identity.
The challenge was building a full-funnel strategy designed for sustainable growth during peak trading moments and beyond.
Objectives:
- Scale online revenue
- Maintain high efficiency
- Increase data-led precision
- Build full-funnel infrastrure
our results
+78.7%
Year-on-year e-commerce revenue growth
38.09x
Overall Return on Ad Spend during the Black Friday peak window
76%
Paid media contribution to total e-commerce revenue
Hillsgreen provided the structural expertise and data-led strategy we needed to unlock the true potential of our brand. Moving towards a human-led, full-funnel approach gave us greater visibility and confidence to scale. Delivering a 38x Return on Ad Spend during Black Friday proved we now have the infrastructure to compete at the highest level.
– Blue, Founder, Hexby
how we did it
Building a Controlled Full-Funnel Framework
Hillsgreen evolved Hexby’s paid media from a largely automated structure into a controlled, full-funnel framework designed to support scale, insight and long-term account health.
Rather than allowing platform automation to dictate strategy, we introduced structured segmentation across prospecting, consideration and retargeting. This delivered clearer performance signals, stronger audience insight and greater commercial control.
This structural shift was particularly important given early technical challenges during August, including delayed pixel and catalogue access. These were resolved ahead of peak trading, ensuring tracking accuracy and reliable data before budgets were scaled in November.
The result was an account built not just for performance, but for confident decision-making at scale.
Meta Ads
Meta activity was structured to:
- Capture high-intent demand through website and customer audiences
- Scale prospecting into new but relevant audience groups
- Deploy segmented creative aligned to audience behaviour
This provided visibility into which audience groups were driving profitable growth and where expansion opportunities existed. During peak trading, this structured approach enabled aggressive scaling without destabilising acquisition costs.
Google Ads
Google campaign structures were refined to improve visibility across product categories and prioritise high-performing, high-margin SKUs.
Rather than distributing budget evenly across the full catalogue, spend was directed towards:
- Proven revenue drivers
- Seasonal bestsellers
- High-intent search behaviour
This ensured media investment followed commercial performance and demand trends.
Snapchat
To unlock incremental growth, Snapchat was introduced as a new acquisition channel.
This enabled Hexby to reach younger, rural-aligned audiences less saturated by traditional platforms. In its first full month, Snapchat delivered a 23.24x Return on Ad Spend, validating its role within the wider acquisition strategy.
Product Intelligence and Commercial Focus
A key driver of Hexby’s 78.7% year-on-year growth was aligning media investment with commercial reality.
Instead of promoting the full catalogue year-round, campaigns were structured around:
- Seasonal buying behaviour
- Historical performance data
- Margin contribution
- Real-time demand signals
As consumer focus shifted from summer ranges to winter layers, budgets and messaging adapted ahead of peak intent.
This reduced wasted spend, protected efficiency and ensured campaigns remained commercially aligned throughout the trading period.
Creative as the Primary Scale Lever
Creative became the primary driver of scale.
Hillsgreen introduced a creative-first framework that reflected Hexby’s authentic rural tone of voice, replacing generic promotional messaging with human-led storytelling rooted in farming life.
The creative mix included:
- On-farm lifestyle imagery
- User-generated content-style video
- Audience-specific messaging
- Product-focused performance creative
Female-focused creative leaned into style-led storytelling and identity. Male-focused creative prioritised strong visual hooks and product clarity.
Black Friday was treated as a single integrated campaign across platforms, rather than isolated promotional ads. This created consistency, urgency and cumulative impact across the funnel.
The result was a 38.09x Return on Ad Spend across the Black Friday peak window, with Meta delivering a 192.76x Return on Ad Spend on launch day of the brand’s only sale of the year.
Forecast-led Scaling and Stability
Revenue forecasting and pacing models guided budget allocation throughout the period.
August and September focused on stabilisation and preparation. Campaign structure, tracking accuracy and creative testing were refined ahead of November to ensure the account was positioned for scale.
This forecasting-led approach enabled:
- Confident budget increases during peak trading
- Stable acquisition costs
- Protection of Return on Ad Spend
- Controlled scaling aligned to demand
Hexby entered Black Friday with structure, clarity and commercial control.
The result is now a sustainable and profitable performance framework that underpins Hexby’s continued e-commerce growth into 2026.
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