The Challenge

Build-A-Bear and Intersource needed a partner to help plan and execute the entire digital customer journey across the Scandinavian markets - for both B2C e-commerce and B2B expansion.

Time was tight. Everything had to be designed, built, and launched within just a few months. That meant onboarding a team that could move fast, without compromising brand consistency or customer experience.

Shopify Webshop

We kicked things off by aligning on:

• Brand guidelines and creative assets

• Functional requirements

• Platform rules and content limitations

From that, we built a 2-step rollout plan:

1. A soft launch version with all critical components - completed in under a month

2. A post-launch roadmap to iterate and expand the experience over time

The goal was to go live fast - but still build a foundation that could evolve with the brand.

Paid Social: Meta Ads

We began with a full ad account setup, including brand safety measures. One major challenge was that their IG and FB pages were getting repeatedly shut down due to issues around the brand name. We worked directly with both their US based team and Facebook reps to resolve this, and got things stabilized.

Once secure, we developed a creative and campaign plan across two tracks:

• Brand content, designed to reinforce identity and awareness

• Conversion content, aimed at DTC performance on the webshop

We defined tone-of-voice, messaging structure, and creative testing flows, and launched with flexibility so we could quickly pivot based on data.

Google Ads

On Google, we focused first on infrastructure:

• Ensured foundational tracking and attribution was working

• Implemented Profitmetrics and began profit-based bidding

  
  

We then:

• Categorized products based on traction and performance

• Ran Shopping + PMax campaigns, supplemented by branded content

• Took full advantage of their strong brand equity by owning high-intent search terms aggressively

We also mapped out relevant keyword strategies in each market, ensuring maximum exposure and category relevance.

Email Marketing

As we gathered a large number of signups before launch, we knew retention would play a big role from day one.

We:

• Built the entire email automation system from scratch

• Created onboarding, abandoned cart, and nurture flows

• Developed a campaign calendar and content plan in collaboration with their internal team

This gave Build-A-Bear a scalable retention engine, ready to support high acquisition volumes without losing downstream LTV.

Strategic Consulting

Throughout the partnership, we’ve acted as a strategic advisor on everything from launch execution, to digital structure and messaging alignment.

We implemented Profitmetrics early to help track all key profit and performance indicators, giving the team real-time visibility into what was working and where to scale.

We also advised on:

• Site architecture and funnel optimization to boost conversion rate

• Product positioning, messaging priorities, and how to align creative and campaigns with commercial goals

The Results

• Full DTC launch across channels within weeks

• Shopify store launched in under 1 month with phased rollout

• Clean digital infrastructure for scale

• B2C and B2B campaign funnels live from day one

• Profit-driven growth using real-time KPI tracking