Client:
Capital Hair & Beauty
Capital Hair & Beauty is one of the UK’s largest professional hair and beauty wholesalers, with a substantial ecommerce operation alongside physical stores across the UK and Ireland.
We launched a new Paid Social strategy on Meta in Q1 2025, then expanded Capital’s activity onto TikTok in February 2026. Our remit has continued to grow alongside the account, supporting ecommerce performance while building Capital’s visibility with professional audiences.
Capital came to us with an established business and a complex mix of Paid Social activity. Ecommerce campaigns run alongside supplier-funded promotions, with different commercial priorities competing for budget.
They needed a strategy that could scale sales while protecting an already strong ROAS. As activity grew, we also needed to manage frequency carefully and keep campaigns relevant to Capital’s professional audience.
Meanwhile, Meta was changing. Growing automation and updates such as Andromeda meant the account structure needed to evolve without disrupting performance.
Our Paid Social team developed Capital’s Meta strategy around its commercial priorities, using performance data to guide where budget could work hardest.
We expanded ecommerce and catalogue activity while supporting supplier campaigns, then tested campaign structures and creative approaches to improve performance over time. Meta’s newer automation features were introduced selectively where they suited the account.
In February 2026, we also launched Capital’s first TikTok Paid Social campaigns, creating another route to drive traffic and build engagement with professional audiences.
The new Meta strategy increased average ROAS for sales campaigns from 12.82 to 14.75, with a VAT Free campaign reaching 57.89 ROAS.
Landing page views increased by 89%, from 84,888 to 160,739, while reach grew by 48%, from 2.3 million to 3.4 million.
Between February and July 2026, TikTok paid activity generated 35,386 destination clicks and 6,303 new followers, contributing to a total following of 23.9K. It also delivered 11,020 likes, alongside 146 shares and 86 comments.
We’re now evolving the strategy for H2 2026, with greater campaign consolidation and a stronger focus on new customer acquisition and store awareness.
Bamboo Nine have been an absolute pleasure to work with. Their data-driven and strategic approach ensures that activity is always aligned with what’s best for our business, with the team willing to adapt and pivot when needed. No request is ever too much, and we can always rely on thoughtful, timely responses.
What really sets Bamboo Nine apart is the expertise across their teams and how well they work together. They clearly understand our brand as a whole, rather than viewing each channel in isolation, which creates a much more joined-up approach to our marketing. The team are not only experts in their respective fields but are also genuinely lovely individuals to work with.
We see Bamboo Nine as a true extension of our team, and they are a hugely valued partner to our business.
Rachael Burns | Digital Marketing Manager at Capital Hair & Beauty
