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Industry
Retail
Case start
May 1, 2022
team
Channels
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case In short
How a structured creative test from day one revealed that native TikTok content outperformed polished corporate ads by 91% on CPA and made aggressive scaling immediately profitable.
Case video
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Client voice
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Hear how it is to collaborate with FABO
FABO raised both performance and budget utilization to a new level.
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Challenge
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Previous agency relationships had always ended the same way: strong start, then handed to junior consultants shortly after signing. The setup needed technical depth, genuine brand understanding and creative accountability from day one, not after an onboarding period. The bigger underlying challenge was an untested creative strategy where professional corporate content was being used across both B2B and B2C with no structured testing to understand which formats actually resonated with each completely different audience type.
Solution
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A test strategy was built from the start. Corporate content was targeted at B2B while native TikTok content was tested in parallel for B2C. Native content delivered 91% lower CPA than corporate and outperformed on every awareness metric: lower frequency, lower CPM, higher CTR. TikTok quickly became the primary B2C growth engine, closely followed by Meta. Organic activity was scaled simultaneously, which reduced paid CPMs as platforms began serving content to new users at no extra cost, making it significantly cheaper to stay top of mind and convert new customers profitably across the full funnel from the very first week.
Solution
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- Revenue growth: +62% in 3 months
- CVR from paid social: 10% — unusually high and immediately profitable
- NC-CPA: -91% using native TikTok vs corporate content
- LTV:CAC ratio: ~3:1 achieved from the first customer acquired
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Frederik Wind
Co-Founder
fw@fabo.dkChristian Kjærsgaard
CO-FOUNDER
ck@fabo.dkContact us
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