Industry
Lifestyle
Case start
May 1, 2023
team
Channels
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case In short
How introducing TikTok, fixing attribution and rebuilding Google from zero turned a fashion brand overpaying for flat results into a profitable, multi-channel growth setup scaling across both Denmark, Norway and Sweden.
Client voice
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Hear how it is to collaborate with FABO
We grow on top and bottom line, followers & brand searches.
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Challenge
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Every time spend increased, CAC went up with it, leaving the business stuck at a plateau where scaling felt impossible. The creative strategy was underdeveloped with too few tests, the marketing mix was limited to Meta only, and a 7-day click plus 1-day view attribution model was crediting organic sales to paid ads. The result was a completely distorted view of performance, no reliable way to measure which channels were actually acquiring new customers, and a budget allocation that could not be defended with data.
Solution
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TikTok was introduced as a core funnel channel. A data-driven testing framework was set up running 15 new creatives per week with clear objectives. Attribution shifted to 7-day click only and Triple Whale was implemented to identify which channels were genuinely creating new customers. When the full setup was consolidated at FABO, Paid Search was rebuilt completely: ProfitMetrics and Shopping Booster replaced a fragmented PMax structure, ROAS optimisation was replaced with POAS, and branded search was shifted to Target Impression Share with a 1 DKK max CPC to stop overpaying for clicks on customers already looking for the brand.
Solution
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- Revenue growth in Norway & Sweden: +60%
- Follower growth: +102,646
- Brand search growth: +59%
- CAC: significantly reduced through profit-first bidding and improved attribution
- Paid Search: restructured from fragmented PMax to POAS-optimised setup with zero zombie SKUs
Team directory
Meet the team from this case.
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Nanna Sofie Klausen
Manager Consulting & Strategy
nk@fabo.dkMathias Kjærsgaard
Partner & CPO
mk@fabo.dkMathias Stabell
Senior Paid Search
ms@fabo.dkAnna Sophie
Head of Email & Retention
ac@fabo.dkKatrine Romby Kousgaard Mikkelsen
Email & Retention Specialist
km@fabo.dkExplore more
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