This is how Camille Brinch went from declining revenue to a revenue index of 170

Camille Brinch is a Danish jewellery and lifestyle brand founded in 2016. The expression is raw and feminine, driven by the ambition of proper craftsmanship and unique design.

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When we started cooperation in mid-2024, they experienced declining momentum and had a hard time scaling. With rising CPMs, it became more expensive to create the same demand, making the business more volatile and less profitable.

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It boileddown to 3 key constraints:

1. ‍Budget and KPIs favored low-funnel (demand capture): In-platform attribution guided decisions, optimizing to capture existing demand rather than creating new, resulting in rapid diminishing returns.
2. Paid setup was fragmented and without sufficient creative volume/test flow: Too few tests and too much product focus made it difficult to create incremental reach and demand with new customers who didn't already know and love Camille Brinch.‍
3. Brand vision and customer journey were not operationalized: Execution and budget allocation did not match Camille Brinch pronounced fire vision. The customer journey for Camille Brinch is very much “Explore → Desire the Product→ (parent/girlfriend buys)”. It requires leading KPIs in addition to conversions, which becomes essential for the optimization of the marketing strategy.

The results created for Camille Brinch are the result of close collaboration. But equally an insanely skilled team on Camille Brinch's side of the table, who execute on what we present and at the same time challenge us with good input.

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The key elements of reversing a downward trend into steady growth boil down to four things:

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1. Full-funnel KPI & Attribution: We control for leading KPIs like incremental reach, followers, leads and wants before looking at conversions. In addition, we implemented Triple Whale to improve attribution and get a more fair view of what actually creates demand, and not just captures it.
2. Shift focus from product-features < lifestyle: Instead of communicating primarily on product features and USPs, we shifted our focus to lifestyle and people that the target audience can reflect on. This made it easier to reach new audiences and elevate the brand's relevance in a more mature market where everyone claims their products do something special.
3. Executing brand vision through content strategy & budget management: In addition to setting leading KPIs, we prioritized more budget for creatives that target people who do not already know Camille Brinch. It lowered the price of buying a new customer.
4. Content Pillars: We went from one primary content pillar to three fixed content pillars, so we could increase volume, variety and reach without compromising brand expression:
   • Creators: We scaled up creators significantly to create continuous, authentic content in the right environments and with the right personas.
   • Videographer: We produced hero campaigns focusing on storytelling, environment and music.
   • Inhouse Someone Team: When we shoot larger campaigns, we already have models, locations and setup in place. The SoMe team takes full advantage of this by producing iPhone content that typically creates significantly more reach than the hero video alone.