73% YOY Profit Growth
Up For Moda Minx
Joined us in 2021. Running Paid Social,
Paid search & Retention
Our Work with Moda Minx
From 6 figures in 2020 to crossing over 8 figures in revenue in 2025.
Moda Minx is one of the UK's leading swimwear brands. Love Island's chosen bikini partner across multiple seasons and a consistent top performer on ASOS and Zalando.
We've scaled them from 6 figures to over 8 figures in revenue, navigating partnership transitions and agency changes along the way, always returning to rebuild and push performance further.
View Our Work
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About The Brand
Moda Minx is one of the UK’s leading swimwear brands, worn by some of the world’s most recognised influencers. The brand has been the chosen bikini partner for Love Island across multiple seasons and consistently ranks among the top-grossing swimwear brands on ASOS and Zalando.
Our journey together has been highly successful, while also navigating periods of change and challenge. In Spring 2024, Moda Minx entered a partnership with a leading Australian fitness apparel brand, which led to a temporary transition away from DGX. During this time, paid media management was moved to a well-known external agency.
However, after three months and an underwhelming experience, Moda Minx returned to us to rebuild performance, profitability, and strategic direction.
the challenge
When Moda Minx came back to us, the brief was clear: fix what had gone wrong and build something that lasts.
That meant moving away from growth-at-all-costs thinking and rebuilding around profitability. It meant creating a seasonal scaling strategy that could capture peak demand without blowing efficiency.
And it meant tackling the structural issues such as discount dependency, ad fatigue, and a lack of forecasting to plan ahead and capitalise on demand.
Our Plan to action
- From Growth at All Costs to Profit-Led Performance
We rebuilt their paid media strategy around contribution margin, blended performance and creative strategy. Instead of optimising purely for top-line ROAS. Campaigns were restructured to prioritise profitable acquisition, stronger product-level, efficiency and long-term customer value.
Through product-level segmentation, we were able to scale google spend accurately through products we know perform well, which ultimately led to increase profitability as we increased spend.
- Scaling Efficiently During Peak Season Demand
We implemented a structured peak-season scaling strategy, increasing budgets based on real-time performance while prioritising best-selling products and high-performing creatives.
This allowed Moda Minx to capture peak demand aggressively while maintaining stable CPAs and protecting profitability.
- Forecasting in a Highly Seasonal Market
We introduced a forecasting model built around historical performance, seasonal trends, and real-time data to guide spend allocation and inventory priorities.
This gave Moda Minx clearer visibility over peak periods, allowing budgets to scale confidently while maintaining efficiency and stock control.
- Reducing Discount Dependency to Protect Margins
We shifted away from heavy discount reliance by prioritising full-price hero products, stronger creative angles, and higher-intent audiences.
This reduced the need for constant promotions while improving overall efficiency and protecting margins.
- Building Fast Feedback Loops to Prevent Ad Fatigue
We implemented a fast-moving creative testing framework, using performance data and audience feedback to quickly iterate and refresh assets.
This ensured consistent creative variety, reduced ad fatigue, and maintained strong performance at scale.
During Our six years together we achieved
£10m +
Generated through Meta ads
27%
Cut NCPA by 27% in 60 days
6 → 8
From 6 figures in 2020 to crossing over 8 figures in revenue in 2025
“Working with DGX has been the best decision for our brand!
They exceeded our expectations and make the brand grow phenomenally!”
Alicia Sassi, Head of Marketing at Moda Minx
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Ready to scale your brand? Get in touch today.
DIGITALXPANSION
73% YOY Profit Growth
up For Moda Minx In 2025
Joined us in 2021. Running Paid Social & Paid search
Our Work with Moda Minx
From 6 figures in 2020 to crossing over 8 figures in revenue in 2025.
Moda Minx is one of the UK's leading swimwear brands - Love Island's chosen bikini partner across multiple seasons and a consistent top performer on ASOS and Zalando. We've scaled them from 6 figures to over 8 figures in revenue, navigating partnership transitions and agency changes along the way, always returning to rebuild and push performance further.
About The Brand
Moda Minx is one of the UK’s leading swimwear brands, worn by some of the world’s most recognised influencers. The brand has been the chosen bikini partner for Love Island across multiple seasons and consistently ranks among the top-grossing swimwear brands on ASOS and Zalando.
Our journey together has been highly successful, while also navigating periods of change and challenge. In Spring 2024, Moda Minx entered a partnership with a leading Australian fitness apparel brand, which led to a temporary transition away from DGX. During this time, paid media management was moved to a well-known external agency.
However, after three months and an underwhelming experience, Moda Minx returned to us to rebuild performance, profitability, and strategic direction.
The challenge
When Moda Minx came back to us, the brief was clear: fix what had gone wrong and build something that lasts. That meant moving away from growth-at-all-costs thinking and rebuilding around profitability. It meant creating a seasonal scaling strategy that could capture peak demand without blowing efficiency. And it meant tackling the structural issues such as discount dependency, ad fatigue, and a lack of forecasting to plan ahead and capitalise on demand.
our plan to action
- From Growth at All Costs to Profit-Led Performance
We rebuilt their paid media strategy around contribution margin, blended performance and creative strategy. Instead of optimising purely for top-line ROAS, campaigns were restructured to prioritise profitable acquisition, stronger product-level efficiency, and long-term customer value.
Through product-level segmentation, we were able to scale google spend accurately through products we know perform well, which ultimately led to increase profitability as we increased spend.
- Scaling Efficiently During Peak Season Demand
We implemented a structured peak-season scaling strategy, increasing budgets based on real-time performance while prioritising best-selling products and high-performing creatives.
This allowed Moda Minx to capture peak demand aggressively while maintaining stable CPAs and protecting profitability.
- Accurate Forecasting in a Highly Seasonal Market
We introduced a forecasting model built around historical performance, seasonal trends, and real-time data to guide spend allocation and inventory priorities.
This gave Moda Minx clearer visibility over peak periods, allowing budgets to scale confidently while maintaining efficiency and stock control.
- Reducing Discount Dependency to Protect Margins
We shifted away from heavy discount reliance by prioritising full-price hero products, stronger creative angles, and higher-intent audiences. This reduced the need for constant promotions while improving overall efficiency and protecting margins.
- Building Fast Feedback Loops to Prevent Ad Fatigue
We implemented a fast-moving creative testing framework, using performance data and audience feedback to quickly iterate and refresh assets. This ensured consistent creative variety, reduced ad fatigue, and maintained strong performance at scale.
Six years. Here's what we built together.
£10m +
Generated through Meta ads
27%
Cut NCPA by 27% in 60 days
6 → 8
From 6 figures in 2020 to crossing over 8 figures in revenue in 2025
“Working with Digital has been the best decision for our brand! They exceeded our expectations and made the brand grow phenomenally!”
Alicia Sassi, Head of Marketing at Moda Minx
Next Case Study
→
