The Challenge

When we first connected with LULU Copenhagen in early 2021, they had a clear ambition: to take the next step and become a recognized and established brand. Active since 2014, they were ready for a partner who could do more than just run ads – someone who could fuel the brand across all fronts and serve as a strategic advisor for the entire business.

Our Solution

Channels & Disciplines:

• Paid Social: Meta & Snapchat Ads

• Paid Search: Google Ads

• Email Marketing

• Strategic Consulting

We kicked off our collaboration just one week after the first meeting – and haven’t looked back since.

Paid Social: Meta & Snapchat

Before making major campaign changes, we rebuilt the foundation: fixing tracking, optimizing product feeds, implementing account security, and then designing campaigns tailored to their shop setup.

LULU is a highly visual and playful brand, so we created a testing strategy to explore what kind of content resonated best. We also tailored campaign structures to support both seasonal collections and a stable baseline setup to drive revenue year-round – even when launches didn’t perform as expected.

Our creative testing revealed what customers truly cared about when shopping with LULU - and what made the experience unique. This allowed us to craft sharper messaging that drove both engagement and conversion.

In parallel with B2C growth, we leveraged this engagement to develop their B2B reseller network, using campaign activity to create openings with agents and retailers in key new markets.

Google Ads

LULU’s previous Google setup was minimal – mostly brand search and a basic PMax campaign.

We rebuilt the entire infrastructure:

• Implemented Profitmetrics for server-side tracking and profit-based bidding

• Optimized product feeds via DataFeedWatch with tags and custom product info

• Categorized products into A/B/C tiers based on demand, POAS, margin, and CAC

• Launched a structured mix of Performance Max, Shopping, DSA, and Search campaigns

These product groupings allowed us to allocate budgets with precision and scale profitably.

LULU’s bold, creative identity was carried through in all assets - from visuals in PMax to Search banners, which significantly improved click-through rates and performance across the board.

Email Marketing

Email was underutilized, which posed a risk for profitability as the brand scaled. We built a full email marketing infrastructure:

• Developed a comprehensive automation ecosystem

• Created modular templates and strategic plans

• Enabled the in-house team to own and execute campaigns independently

This allowed us to improve LTV, lift profitability, and support aggressive growth without compromising margins.

Strategic Consulting

While growth was a key goal, maintaining profitability was critical. LULU was a bootstrapped brand, with no external funding – so cash flow discipline mattered.

• We implemented Profitmetrics to track real-time profitability and define growth benchmarks

• Helped optimize their website setup for higher conversion rates

• Advised on increasing AOV to reduce shipping cost impact on margins

• Worked closely on product positioning, messaging, and marketing alignment across channels

Results

• +303% revenue growth

• +202% profit growth

• Expanded into 11 new markets

• Strong, consistent visual identity and tone of voice

• Profit-focused scaling with healthy cash flow throughout