BYIC: Case Written

Step #1 Streamlining Paid Social and Creative Development

We addressed these challenges by implementing a more strategic approach to BYIC's marketing. First of all, their marketing mix was expanded by introducing TikTok as an essential part of their funnel. This made it possible to reach new potential customers on a platform where inspirational content performs extremely well and where consumers are more receptive to new brands and products.
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To improve their creative strategy, a data-based testing framework was created. This meant that BYIC was now testing 15 new creatives a week with clear objectives and hypotheses that could document what worked best. This meant that their creative strategy became much more proactive and data-driven, helping to ensure their ad crowns were spent on the most effective creatives. One of their biggest bottlenecks was making creatives which resonated with a wider target audience. Therefore, based on similar cases, we set up tests on the best performing formats — until we had a machine that both organically and through paid ads attracted far more than those who already knew the brand.
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Another crucial step was to optimize attribution — both in-platform and through Triple Whale implementation. By switching from “7-day click + 1-day view” to a pure “7-day click” model, we were able to filter out a large portion of organic traffic and get a fairer view of the real ad effect. That allowed sharper, data-driven decisions about budget and returns to be made. At the same time, Triple Whale provided a clear view of which channels are actually creating new customers.
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Step #2 Consolidate the entire marketing setup at FABO

Paid Search

From the start of 2025, we have consolidated the entire BYIC marketing set-up at FABO. Previously, BYIC had an outdated Skag setup, high CPCs on branded searches (up to $25), fragmented PMAX structure with no clear brand/non-brand separation, low data quality in low-budget campaigns, and a feed with generic descriptions and many Zombie SKUs.
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To solve the fragmented PMAX setup and many zombies, we implemented ProfitMetrics and Shopping Booster with dynamic labels (Highly Profitable, Profitable, Low Traffic, Unprofitable), which made it possible to prioritize and allocate the budget more efficiently, avoiding ZOMIE SKUs. We also switched from ROAS optimization to POAS optimization with ProfitMetrics and adjusted target POAS based on realized POAS to ensure realistic goals and better performance. For brand searches, we changed the optimization from manual CPC to Target Impression Share by max. CPC of 1 DKK, which gave greater impression share and cheaper clicks on top positions without exceeding the budget.

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Client Strategy

To optimize their marketing setup, the Client Strategy department has played a key role by implementing Triple Whale and adjusting budgeting. Triple Whale gave BYIC a clear picture of which channels are creating new customers and enabled data-driven decisions to effectively manage budget and optimize their performance.