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Bags of potential: How JennyHayley turned social influence into sales

Discover how a structured Meta strategy helped JennyHayley boost sales from biweekly drops and expand their reach across key markets.

24 September 2025 6 minute read

Paid social

Our impact.

£99.7k

revenue generated since June 2025

206

purchases from paid social in under two months

£14.5

ROAS achieved in June - the highest since launch

JennyHayley has built a dedicated following for their collection of vintage designer bags and accessories. From rare Chanel and Dior pieces to statement finds from Miu Miu and Gucci. With an audience of over 48,000 followers on Instagram, much of the brand’s momentum comes from biweekly product drops, where exclusive items often sell out fast.

In November 2024, JennyHayley took the next step: scaling that success through paid social. Going live just ahead of Black Friday, the aim was clear: to build brand awareness, generate more sales through those sought-after drops, and reach high-value customers in the UK and overseas.

A tailored strategy for a global audience

We started by focusing on the UK, running bottom-funnel and Advantage+ campaigns to capture purchase-ready audiences. The budget was gradually increased to build momentum, and retargeting campaigns were introduced for the USA, specifically targeting the states with the highest historical sales.

As performance accelerated, we scaled up. The budget was increased to £5,000, and new campaigns were launched across both the UK and US markets. This included testing dynamic content alongside curated creative, ensuring campaigns reflected the same premium aesthetic and tone of voice that had made JennyHayley a trusted brand on Instagram.

By collaborating closely with the client on design and messaging, we kept creatives consistent while experimenting with ad formats to highlight each biweekly drop. This approach allowed us to maximise reach and engagement while staying true to the brand’s distinctive style.

From launch to record results

The impact was immediate. In June, the first full month under the new campaign structure, paid social generated £71,000 in revenue (the brand’s highest since launching) with an exceptional ROAS of £14.53.

Since the campaigns exited the learning phase, sales have remained strong, delivering consistent revenue and a stable, high return on ad spend. From 12th June onwards, paid social has generated £99.7k in revenue and driven 206 purchases.

Encouraged by these results, JennyHayley has approved an additional £500 spend for August and is exploring further budget increases through Q4 to capitalise on the momentum.

The results: Style meets strategy

By combining a refined paid social structure with a brand-first creative approach, JennyHayley has been able to translate Instagram influence into sustained sales growth. The campaigns are now firmly aligned with the audience’s expectations, and the results prove that this combination of precision targeting, creative consistency, and strategic scaling works.

Our ambition was to build a social strategy that not only elevated JennyHayley’s brand presence but also delivered clear, measurable results. Since launching, we’ve seen our sales grow month on month, with a real increase in both engagement and conversion. The VS Social team have been incredibly supportive and helpful throughout, making the process smooth and collaborative. The account now feels stronger, more recognisable, and more aligned with our audience than ever, and it’s been exciting to see that translate directly into revenue growth.

Jennifer Hird - Co-Founder & Creative Director, JennyHayley

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