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‣ Revenue: +60% ‣ IG Followers: +102.946 ‣ Brand searches: +59% BYIC came to us in early 2023 with a classic challenge: increasing spend wasn’t translating into incremental growth. And because BYIC was already strong organically on Instagram, there was uncertainty about whether higher spend was driving incremental growth or simply reaching customers who would have purchased anyway. After a period of overspending (especially on Google), BYIC wanted a setup built for profit and profitable growth, with a clear plan for budget, creatives, and attribution, so the brand could create new demand (not just capture the demand that already existed). We solved it by: ✅ Expanding the marketing mix by integrating TikTok as a fixed part of the funnel: a new awareness driver both organically and through paid. ✅ Building a data-driven creative testing framework (15 new creatives/week) with clear hypotheses, turning learnings into a system, not coincidences. ✅ Making attribution more accurate: BYIC had strong organic performance, so “7-day click + 1-day view” often overstated paid impact. We switched to 7-day click or incrementality-based attribution (market dependent) and implemented Triple Whale, so we could see which channels actually drove new customers. ✅ Cleaning up Paid Search: From an outdated SKAG setup and brand CPC as high as DKK 25, we implemented a clear brand/non-brand structure and a setup logic with dynamic buckets via ProfitMetrics. ✅ Consolidating the entire marketing setup under FABO (Consulting & Strategy, Paid Social, Paid Search, and Retention), creating one cohesive red thread across channels and allocating budget to what truly creates incremental value. For fashion brands like BYIC that also sell wholesale, this shaped the strategy as well: shifting from a more D2C-driven approach to a stronger focus on building a distinctive brand people remember. Click through, read the full case, and get concrete insights for your own business.

‣ Revenue: +60% ‣ IG Followers: +102.946 ‣ Brand searches: +59% BYIC came to us in early 2023 with a classic challenge: increasing spend wasn’t translating into incremental growth. And because BYIC was already strong organically on Instagram, there was uncertainty about whether higher spend was driving incremental growth or simply reaching customers who would have purchased anyway. After a period of overspending (especially on Google), BYIC wanted a setup built for profit and profitable growth, with a clear plan for budget, creatives, and attribution, so the brand could create new demand (not just capture the demand that already existed). We solved it by: ✅ Expanding the marketing mix by integrating TikTok as a fixed part of the funnel: a new awareness driver both organically and through paid. ✅ Building a data-driven creative testing framework (15 new creatives/week) with clear hypotheses, turning learnings into a system, not coincidences. ✅ Making attribution more accurate: BYIC had strong organic performance, so “7-day click + 1-day view” often overstated paid impact. We switched to 7-day click or incrementality-based attribution (market dependent) and implemented Triple Whale, so we could see which channels actually drove new customers. ✅ Cleaning up Paid Search: From an outdated SKAG setup and brand CPC as high as DKK 25, we implemented a clear brand/non-brand structure and a setup logic with dynamic buckets via ProfitMetrics. ✅ Consolidating the entire marketing setup under FABO (Consulting & Strategy, Paid Social, Paid Search, and Retention), creating one cohesive red thread across channels and allocating budget to what truly creates incremental value. For fashion brands like BYIC that also sell wholesale, this shaped the strategy as well: shifting from a more D2C-driven approach to a stronger focus on building a distinctive brand people remember. Click through, read the full case, and get concrete insights for your own business.

‣ Omsætning: +60% ‣ Følgere: +102.946 ‣ Brand søgninger: +59% 𝗕𝗬𝗜𝗖 kom til os i starten af 2023 med en klassisk problemstilling: Mere spend gav ikke tilsvarende vækst. Og fordi BYIC allerede var stærke organisk på Instagram, var der reel tvivl om øget spend skabte inkrementel vækst eller blot ramte kunder, der ville have købt alligevel. Efter en periode med overspend (særligt på Google) ønskede BYIC et setup, der var gearet mod profit og profitabel vækst - med en klar plan for budget, kreativer og attribuering, så brandet kunne skabe ny efterspørgsel (ikke kun fange den, der allerede fandtes). Det løste vi ved at: ✅ udvide marketingmixet ved at integrere 𝗧𝗶𝗸𝗧𝗼𝗸 som en fast del af funnel — en ny awareness-driver både organisk og paid ✅ bygge et databaseret 𝗸𝗿𝗲𝗮𝘁𝗶𝘃𝘁 𝘁𝗲𝘀𝘁𝗶𝗻𝗴-𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 (15 nye kreativer/ugen) med klare hypoteser, så learnings blev til et system, ikke tilfældigheder ✅ gøre attribuering retvisende: BYIC havde stærk organisk performance, så “7-day click + 1-day view” overvurderede ofte paid. Vi skiftede til 7-day click eller inkremental attribuering (afhængigt af marked) + implementerede 𝗧𝗿𝗶𝗽𝗹𝗲 𝗪𝗵𝗮𝗹𝗲, så vi kunne se, hvilke kanaler der faktisk skabte nye kunder ✅ rydde op i Paid Search: Fra et outdated SKAG-setup og brand-CPC helt op til 25 kr, fik vi lavet en tydelig brand/non-brand-struktur og en setup-logik med dynamiske buckets via 𝗣𝗿𝗼𝗳𝗶𝘁𝗠𝗲𝘁𝗿𝗶𝗰𝘀 ✅ konsolidere hele marketing-setup’et hos FABO (Rådgivning & Strategi, Paid Social, Paid Search & Retention), så der var én rød tråd på tværs og budget blev allokeret til det, der skaber inkrementel værdi For fashionbrands som BYIC, der også sælger wholesale, påvirkede det også strategien: Fra at være mere D2C-drevet → til et øget fokus på at bygge et distinktivt brand, folk husker. Klik dig videre, læs hele casen og få konkrete indsigter til din egen forretning.

‣ Omsætning: +60% ‣ Følgere: +102.946 ‣ Brand søgninger: +59% 𝗕𝗬𝗜𝗖 kom til os i starten af 2023 med en klassisk problemstilling: Mere spend gav ikke tilsvarende vækst. Og fordi BYIC allerede var stærke organisk på Instagram, var der reel tvivl om øget spend skabte inkrementel vækst eller blot ramte kunder, der ville have købt alligevel. Efter en periode med overspend (særligt på Google) ønskede BYIC et setup, der var gearet mod profit og profitabel vækst - med en klar plan for budget, kreativer og attribuering, så brandet kunne skabe ny efterspørgsel (ikke kun fange den, der allerede fandtes). Det løste vi ved at: ✅ udvide marketingmixet ved at integrere 𝗧𝗶𝗸𝗧𝗼𝗸 som en fast del af funnel — en ny awareness-driver både organisk og paid ✅ bygge et databaseret 𝗸𝗿𝗲𝗮𝘁𝗶𝘃𝘁 𝘁𝗲𝘀𝘁𝗶𝗻𝗴-𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 (15 nye kreativer/ugen) med klare hypoteser, så learnings blev til et system, ikke tilfældigheder ✅ gøre attribuering retvisende: BYIC havde stærk organisk performance, så “7-day click + 1-day view” overvurderede ofte paid. Vi skiftede til 7-day click eller inkremental attribuering (afhængigt af marked) + implementerede 𝗧𝗿𝗶𝗽𝗹𝗲 𝗪𝗵𝗮𝗹𝗲, så vi kunne se, hvilke kanaler der faktisk skabte nye kunder ✅ rydde op i Paid Search: Fra et outdated SKAG-setup og brand-CPC helt op til 25 kr, fik vi lavet en tydelig brand/non-brand-struktur og en setup-logik med dynamiske buckets via 𝗣𝗿𝗼𝗳𝗶𝘁𝗠𝗲𝘁𝗿𝗶𝗰𝘀 ✅ konsolidere hele marketing-setup’et hos FABO (Rådgivning & Strategi, Paid Social, Paid Search & Retention), så der var én rød tråd på tværs og budget blev allokeret til det, der skaber inkrementel værdi For fashionbrands som BYIC, der også sælger wholesale, påvirkede det også strategien: Fra at være mere D2C-drevet → til et øget fokus på at bygge et distinktivt brand, folk husker. Klik dig videre, læs hele casen og få konkrete indsigter til din egen forretning.