Superdry & Co: Turning measurement into a growth engine and unlocking standout BFCM performance with Fospha

The Challenge

Prior to Fospha, Superdry relied heavily on GA4 and in-platform metrics to assess performance across their paid social activity. While these tools provided directional insights, they struggled to answer a fundamental question: which investments were truly driving incremental value across the funnel?

As Superdry’s brand ambition increased, so did the limitations of this approach. Performance was viewed in fragments, with short-term signals dominating decision-making. Upper- and mid-funnel activity - which was critical to supporting the brand’s repositioning - was systematically under-credited, making it harder to justify sustained investment beyond immediate conversion outcomes.

This limitation became especially pronounced during peak periods like BFCM weekend. Without a unified view over their performance, the team lacked the confidence to scale spend, prove the impact of full-funnel activity, or align the wider business around a long-term growth strategy at the moments that mattered most.

The Solution

Superdry onboarded with Fospha in April 2025, using the platform to transform how their Paid Social performance was measured and actioned across their markets. Fospha provided Superdry with a single, reconciled view of performance across their paid social investment, quantifying the full-funnel impact of every channel and campaign in one unified system.

The team began taking direct action from Fospha’s data, using its outputs to actively inform planning, budget allocation, and in-flight optimization, demonstrating early trust and validation in the model’s outputs, and rebuilt their paid social strategy using Fospha’s benchmarking insights to guide budget allocation across Awareness, Consideration, and Conversion.

Using Fospha’s forward-looking planning and benchmarking insights, the team could model where incremental investment would drive the strongest returns in the lead-up to peak, ensuring budget decisions were based on expected value rather than Last Click performance.

This shift came into sharp focus during BFCM. Drawing on Fospha’s 2025 Peak Playbook and 2024 BFCM insights, the team leaned into a more sustainable peak strategy:

• Maintaining upper- and mid-funnel investment in the build-up to BFCM
• Avoiding over-concentration on short-term conversion spend
• Scaling spend in-week, rather than relying solely on a last-minute surge

Superdry’s full-funnel strategy delivered exceptional performance over the BFCM period on both a blended and paid media level, with the UK emerging as a clear proof point for the impact of model-led decision-making¹:

• Superdry achieved strong results during BFCM weekend within the UK market, witnessing a 15% YoY increase in blended ROAS overall.
• They also saw an exceptional 320% YoY increase in Meta ROAS at 9.5% reduced spend, reinforcing the value of sustained full-funnel investment rather than short-term optimization with Last Click. Notably, this outperformance countered a broader market trend, where many brands saw Meta efficiency decline over the same period.
• TikTok cemented Paid Social’s strong position as a conversion driver for Superdry in 2025 seeing ROAS increase 275% at 47% increased investment.

With clearer visibility into what was driving incremental impact, the team was able to allocate budget more effectively, unlocking significant efficiency gains without relying on increased investment. The clarity provided by Fospha also enabled stronger alignment across marketing and leadership, giving the team the confidence to maintain investment in demand generation during peak rather than reverting to short-term optimization.

The Bottom Line

Superdry demonstrated that when measurement becomes trusted, unified, and operational, it shifts from passive reporting to an active growth engine.

By pairing Fospha’s measurement with disciplined planning and execution, the Superdry team moved beyond surface-level performance signals and built a full-funnel strategy they could stand behind. This confidence enabled smarter investment decisions, stronger internal alignment, and more effective activation during peak - turning BFCM into a clear proof point for sustainable growth.

With Fospha as their measurement foundation, Superdry has established a repeatable operating model for future peak periods: one that combines trusted measurement with decisive execution to continue unlocking incremental growth. The team are now equipped to plan, optimize, and execute peak strategy with confidence - turning insight into action at the pace required for modern retail.

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Footnotes:

¹Impact type: Blended and Paid Media (Meta, TikTok)
‍Period comparisons & time range: BFCM weekend YoY in-period comparison (28 November - 1 December 2025 vs. 29 November - 2 December 2024)
‍Markets analyzed: UK