%20copy.png)
How Tresor moved from viral TikTok to 4.89x blended ROAS with paid and email infrastructure
Tresor is a UK-based jewellery brand that went viral on TikTok before being backed by Lord Sugar. Generate Agency built its paid media and email infrastructure to turn viral demand into predictable revenue. The result was a 4.89x blended ROAS across Meta and Google, supported by high-performing Klaviyo flows that significantly increased customer value beyond the first purchase.
OUR RESULTS
THE PROBLEM
Tresor had already achieved what most brands never do: a viral TikTok with nearly 5 million views, over 1,000 orders in a single day, and a product that sold out overnight. Lord Sugar invested, and the brand had momentum, capital and attention. The issue was simple. Viral growth does not equal consistent revenue. Once the TikTok moment faded, there was no guaranteed system to generate daily sales. Paid media was not yet structured for repeatable performance, and email was not yet built to maximise customer lifetime value. The business needed infrastructure, not just attention.
WHAT WE DID
1. Built Meta and Google around a 1.33x breakeven model
With a 75% margin, Tresor’s breakeven ROAS was 1.33x. We used this as the commercial anchor, running controlled daily budgets of £70 on Meta and £30 on Google while ensuring every campaign stayed structurally profitable.
2. Positioned creative around brand identity, not the viral TikTok
Instead of replicating the viral video, we rebuilt creative around what makes Tresor compelling: bold, edgy, affordable jewellery with a strong aesthetic identity. Product-led ads focused on look, quality and price clarity.
3. Built Google to capture post-viral intent
Google campaigns targeted both brand search and category demand such as chunky rings and gold-plated jewellery. This ensured Tresor captured high-intent users who had seen the TikTok and searched later.
4. Built Klaviyo flows to increase customer lifetime value
We implemented full email infrastructure including welcome flows, abandoned cart, browse abandonment and post-purchase sequences. These flows converted first-time buyers into repeat customers.
5. Structured campaigns for controlled scaling post-investment
Rather than scaling spend aggressively, we first validated performance at controlled budgets. This created a reliable baseline before increasing investment efficiency risk.
THE RESULTS
.png)
Revenue and efficiency
- 4.89x true blended ROAS (Shopify revenue vs total ad spend)
- £8.24 blended CPA across tracked purchases
- £40.33 average order value
- £30+ gross profit per order at 75% margin
Meta performance
- 9.43x Shopify ROAS vs 2.95x platform ROAS
- Peak day: 28.28x Shopify ROAS on £14.51 spend
- Week 1: 10.90x Shopify ROAS on £193 spend
- Week 2: 8.58x Shopify ROAS on scaled audience testing
Google performance
- 10.17x Shopify ROAS vs 2.59x platform ROAS
- Week 1: 13.99x Shopify ROAS on £150 spend
- Week 2: 7.69x Shopify ROAS under broader targeting
Email impact
- Meta: 3.2x gap between platform ROAS and Shopify ROAS
- Google: 3.9x gap between platform ROAS and Shopify ROAS
- Significant revenue captured through email flows (abandoned cart, welcome, post-purchase)
Commercial stability
- Both channels consistently above 1.33x breakeven
- No reliance on viral content after launch phase
- Predictable daily revenue from paid + email combined
FAQs
How do you turn a viral moment into long-term revenue?
By treating virality as data, not strategy. The goal is to extract audience and product insights, then build paid and email systems that perform independently of organic reach.
Why is a 1.33x breakeven ROAS important?
It creates a wide profitability runway. With 75% margins, Tresor can acquire customers cheaply and scale into colder audiences without breaking economics.
What role does email play in a jewellery brand like Tresor?
Email drives repeat purchases and increases lifetime value through flows like post-purchase and abandoned cart recovery, which paid ads alone cannot capture.
Why not replicate the viral TikTok in paid ads?
Because platform context changes everything. Viral content works in organic environments but does not automatically translate into paid performance.
What does the Meta vs Shopify ROAS gap show?
It shows that email and post-click conversions are driving significant additional revenue that platform reporting does not fully capture.
READY FOR PREDICTABLE, PROFITABLE GROWTH?
VIEW MORE CASE STUDIES
.png)
