BOOHOOMAN: Driving profitability at scale during BFCM by using full-funnel measurement to power automated bidding
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Launched in 2013, BOOHOOMAN is an online fashion retailer specializing in streetwear, activewear, and occasion wear. Headquartered in Manchester, England, the brand is part of the Debenhams Group and serves customers around the world.
The Challenge
As part of the Debenhams Group, BOOHOOMAN operates at enterprise scale across multiple paid channels and markets, where performance marketing must be both repeatable and governed. For organizations at this scale, the challenge shifts from simply “how can we optimize better?” to “how do we maximize every growth opportunity across every campaign, channel, and ad, every day?”
During peak periods like BFCM, thousands of optimization opportunities emerge across campaigns, formats, and audiences. Platform-native metrics can distort performance signals, while the volume and speed of decisions make it increasingly complex to translate insight into timely budget actions at scale.
As investment expanded - particularly into the US with Demand Gen - the stakes increased. Breaking into a highly competitive and costly market required BOOHOOMAN to identify efficient growth opportunities early and stay ahead of rising acquisition costs, making reliable incremental measurement essential for confident scaling.
To capture every opportunity consistently, BOOHOOMAN required measurement that reflected true incremental value - and automation that could apply those insights reliably across every campaign and market.
The Solution
As part of the Debenhams Group, BOOHOOMAN operates at enterprise scale across multiple paid channels and markets, where performance marketing must be both repeatable and governed. For organizations at this scale, the challenge shifts from simply “how can we optimize better?” to “how do we maximize every growth opportunity across every campaign, channel, and ad, every day?”
During peak periods like BFCM, thousands of optimization opportunities emerge across campaigns, formats, and audiences. Platform-native metrics can distort performance signals, while the volume and speed of decisions make it increasingly complex to translate insight into timely budget actions at scale. As investment expanded - particularly in the US with Demand Gen - the team also needed a measurement framework that could validate incremental impact and support confident growth.
To capture every opportunity consistently, BOOHOOMAN required measurement that reflected true incremental value - and automation that could apply those insights reliably across every campaign and market. This was delivered through Fospha’s Measurement Operating System (OS) and Smartly’s Predictive Budget Allocation (PBA), linking full-funnel measurement directly to automated budget execution.
The results:
1Impact type: Paid Media (Meta and Google Demand Gen)
Markets analyzed: UK & US
2Meta: In-period campaign comparison (29 November - 2 December 2025). PBA-enabled campaigns were compared against non-PBA Meta campaigns running in parallel during BFCM 2025.
3Demand Gen: Year-over-year comparison (October 2025 - January 2026)
The Results
Scaling through volatility with controlled automation
Across both peak trading and sustained scaling, BOOHOOMAN’s results demonstrated the impact of automating execution on top of always-on, full-funnel measurement1.
BFCM weekend performance on Meta
During BFCM weekend, Prism-powered automation enabled BOOHOOMAN to scale Advantage+ campaigns to deliver 1.9× more revenue than non-automated activity, while maintaining 13% higher efficiency (ROAS)2.
By optimizing toward incremental revenue rather than platform-native metrics, the team was able to scale confidently without sacrificing returns, despite heightened market volatility.
Sustained Demand Gen scaling
The same framework extended beyond peak trading. In the US market, spend increased by 60%, delivering a 56% revenue lift while maintaining stable ROAS (c.1–3% movement).
This investment also drove a 52% increase in new conversions, significantly expanding BOOHOOMAN’s new customer acquisition in the US market3.
These results demonstrated that Prism-enabled optimization supports sustained growth beyond just short-term peak performance.
“During high pressure periods, PBA and Prism gave us clarity and enabled automated optimizations aligned to the signals the brand truly values. Prism created a direct connection to the data we wanted to optimize towards, removing reliance on delayed signals or manual adjustments. Combined with PBA, it struck the right balance between automation and a more accurate view of real performance. Without it, we could have missed emerging opportunities during the most critical trading period of the year. It allowed us to move budget decisively into core regions and high performing pockets when it mattered.” - Owen Miller, Senior Paid Media Manager, BOOHOOMAN
The Bottom Line
BOOHOOMAN’s results demonstrate how Fospha’s Measurement OS and Prism automation establish a fundamentally more scalable approach to performance marketing.
By linking always-on, full-funnel measurement directly to daily execution, the team moved from manual optimization to a unified, governed system where budgets continuously flow to the highest incremental opportunities. This delivered stronger performance during BFCM, sustained growth across markets, and a repeatable framework for scaling investment with confidence and control.
As the brand expanded into the competitive US market, this approach proved critical: enabling BOOHOOMAN to capture emerging growth opportunities efficiently and accelerate new customer acquisition while maintaining control over returns.
