Sunkini, a Swedish swimwear and beachwear brand known for its UV-permeable fabric technology, struggled with high acquisition costs, low retention, and weak ROAS despite offering premium products and a broad product range. The Meta advertising strategy focused on full-funnel optimization using retargeting, dynamic ads, and creative campaigns highlighting the brand’s unique fabric, style variety, and competitive advantages. Cross-selling strategies promoted complementary beachwear and accessories to improve customer lifetime value and offset seasonal purchasing behavior. Within 3 months, ROAS increased by 610%, purchases grew from 86 to 857, CTR improved from 1.50% to 2.97%, and cost per purchase dropped from SEK 425.40 to SEK 140.02, creating a far more scalable and profitable acquisition

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