Industry
Lifestyle
Case start
July 1, 2024
team
Channels
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case In short
How shifting from product logic to brand emotion turned a declining jewellery brand into one with real momentum.
Client voice
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Hear how it is to collaborate with FABO
The biggest positive effect: I sleep better at night.
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Challenge
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When the collaboration started in mid-2024, momentum was declining and the cost of acquiring new customers was rising. Budget and KPIs were skewed towards low-funnel demand capture, with in-platform attribution driving decisions. The paid setup was fragmented with insufficient creative volume, execution did not reflect the actual customer journey, and there were no leading KPIs to steer by beyond conversions that were already happening anyway.
Solution
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We replaced in-platform attribution with Triple Whale and reweighted budget towards creatives reaching people who did not yet know the brand. Messaging shifted from product features to lifestyle and aspirational personas, and we moved from one content pillar to three: Creators for ongoing authentic content, Videographer for hero storytelling campaigns, and the inhouse SoMe team producing iPhone content from existing shoots that consistently generates more reach than the hero video alone.
Solution
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- Spend: +68% vs previous period without efficiency dropping
- Incremental reach: +105%
- Cost per incremental reach: -11.8%
- Wishlist wishes: +96% (231,473 vs 116,984)
- IG followers: +7,082 in the period (vs -3,140 the year before)
- Net sales: +64% vs previous period
- EBITDA: +55% vs previous period
- Share of revenue from direct, brand and organic social searches: rose from ~15% to ~30%
Team directory
Meet the team from this case.
Go to team directory
Frederik Wind
Co-Founder
fw@fabo.dkAnders Pardi
Head of Consulting & Strategy
an@fabo.dkBenjamin Verner
Senior Paid Social
bv@fabo.dkKristian Harrit
Head of Paid Search
kh@fabo.dkMartin Philipsen
Paid Search
mp@fabo.dkAnna Sophie
Head of Email & Retention
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