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Industry
Lifestyle
Case start
January 1, 2023
team
Channels
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case In short
How replacing logical USP marketing with emotional storytelling gave CAINTÈ the creative infrastructure to grow 2212% and turn a loyal audience into a brand that people actively seek out.
Case video
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Client voice
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Hear how it is to collaborate with FABO
They go in depth, make demands and are extremely professional.
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Challenge
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Marketing was built on logical USPs: fast delivery, customer service, Trustpilot ratings. For a lifestyle and jewellery brand this made it almost impossible to create an emotional connection or guide people through a natural buying journey. Testing was undisciplined, with too many variables changed at once across Meta and TikTok, making it impossible to identify what was actually driving sales. There was no structured setup, no reliable attribution, and the founder had no clear view of which campaigns were generating profit, leaving every budget decision based on guesswork rather than data.
Solution
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We started with a deep analysis of the ideal customer avatar, mapping the emotional triggers behind purchase decisions. The creative strategy shifted completely from USP communication to brand storytelling built on aspirations. A structured testing framework with a 3:2:2 dynamic creative model was introduced, Meta AI replaced manual targeting, and Spark Ads were used on TikTok to test creatives organically before boosting the best performers. Triple Whale attribution was implemented alongside weekly pattern-based performance analysis and ongoing landing page optimisation to ensure every decision was backed by real data and the ad experience consistently matched the on-site brand experience.
Solution
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- Revenue: +2212%
- Ad spend: +6209%
- Monthly brand searches: grew from 16,000 to 129,000
Team directory
Meet the team from this case.
Go to team directory
Frederik Wind
Co-Founder
fw@fabo.dkChristian Kjærsgaard
CO-FOUNDER
ck@fabo.dkAnna Sophie
Head of Email & Retention
ac@fabo.dkMathias Kjærsgaard
Partner & CPO
mk@fabo.dkMathias Stabell
Senior Paid Search
ms@fabo.dkOliver Loft
Influencer Specialist
ol@fabo.dkContact us
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