LULU Copenhagen
LULU Copenhagen
LULU Copenhagen
LULU Copenhagen is a Danish jewelry brand that blends playfulness, color, and personality into a unique design universe. Rooted in Scandinavian minimalism and driven by a commitment to quality and sustainability, they create pieces that make self-expression easy - one earring at a time. The brand stands out through its iconic single earrings and creative collections that evolve without ever losing their distinctive identity.
LULU Copenhagen is a Danish jewelry brand that blends playfulness, color, and personality into a unique design universe. Rooted in Scandinavian minimalism and driven by a commitment to quality and sustainability, they create pieces that make self-expression easy - one earring at a time. The brand stands out through its iconic single earrings and creative collections that evolve without ever losing their distinctive identity.
LULU Copenhagen is a Danish jewelry brand that blends playfulness, color, and personality into a unique design universe. Rooted in Scandinavian minimalism and driven by a commitment to quality and sustainability, they create pieces that make self-expression easy - one earring at a time. The brand stands out through its iconic single earrings and creative collections that evolve without ever losing their distinctive identity.
11 new markets
11 new markets
11 new markets
303% revenue growth
303% revenue growth
303% revenue growth
202% profit growth
202% profit growth
202% profit growth
"Extremely Professional Approach and Great Expertise - Full Recommendation from us. We have always been very pleased with the close collaboration with Wavi Media and Asger. Asger has consistently provided quick solutions, valuable sparring, and a professional approach to our increased marketing efforts, and Emil has also been a great help with the daily setup of ads and more. Moreover, in surrounding aspects such as technical setup, new platforms, and unexpected outages, we have always encountered a consistently positive energy, high professionalism, and strong performance. I highly recommend working with Wavi Media & Asger."
Rasmus Gottliebsen
Co-founder LULU Copenhagen
[Client]
LULU Copenhagen
LULU Copenhagen
LULU Copenhagen
[Countries handled]
[Services]
Meta Ads, Google Ads, Snapchat Ads, Email Marketing, Strategic Partner
Meta Ads, Google Ads, Snapchat Ads, Email Marketing, Strategic Partner
Meta Ads, Google Ads, Snapchat Ads, Email Marketing, Strategic Partner
[Category]
Ecommerce
Ecommerce
Ecommerce
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
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
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
"Extremely Professional Approach and Great Expertise. We have always been very pleased with the close collaboration with Wavi Media and Asger. Asger has consistently provided quick solutions, valuable sparring, and a professional approach to our increased marketing efforts, and Emil has also been a great help with the daily setup of ads and more. Moreover, in surrounding aspects such as technical setup, new platforms, and unexpected outages, we have always encountered a consistently positive energy, high professionalism, and strong performance. I highly recommend working with Wavi Media & Asger."
"Extremely Professional Approach and Great Expertise. We have always been very pleased with the close collaboration with Wavi Media and Asger. Asger has consistently provided quick solutions, valuable sparring, and a professional approach to our increased marketing efforts, and Emil has also been a great help with the daily setup of ads and more. Moreover, in surrounding aspects such as technical setup, new platforms, and unexpected outages, we have always encountered a consistently positive energy, high professionalism, and strong performance. I highly recommend working with Wavi Media & Asger."
Rasmus Gottliebsen, Co-founder LULU Copenhagen
Pictures From the Project
Pictures From the Project
Pictures From the Project
View Similar Cases
View Similar Cases
View Similar Cases
Step process
A structured workflow to scaling e-commerce brands profitably - with clarity, speed, & full accountability.
We dive into your numbers, structure, and bottlenecks to find where growth is stuck - and how to unlock it.
01
Audit & Clarity Call
We build your growth system, from channel strategy to data setup - so every euro spent compounds, not evaporates.
02
Strategy & System Design
Our team runs and refines your performance channels - tracking data, testing creative, and tightening the system weekly.
03
Execution & Optimization
Once the foundation is solid, we scale profitably - expanding channels, markets, and operations.
04
Scale & Structure
Step process
A structured workflow to scaling e-commerce brands profitably - with clarity, speed, & full accountability.
We dive into your numbers, structure, and bottlenecks to find where growth is stuck - and how to unlock it.
01
Audit & Clarity Call
We build your growth system, from channel strategy to data setup - so every euro spent compounds, not evaporates.
02
Strategy & System Design
Our team runs and refines your performance channels - tracking data, testing creative, and tightening the system weekly.
03
Execution & Optimization
Once the foundation is solid, we scale profitably - expanding channels, markets, and operations.
04
Scale & Structure
Step process
A structured workflow to scaling e-commerce brands profitably - with clarity, speed, & full accountability.
We dive into your numbers, structure, and bottlenecks to find where growth is stuck - and how to unlock it.
01
Audit & Clarity Call
We build your growth system, from channel strategy to data setup - so every euro spent compounds, not evaporates.
02
Strategy & System Design
Our team runs and refines your performance channels - tracking data, testing creative, and tightening the system weekly.
03
Execution & Optimization
Once the foundation is solid, we scale profitably - expanding channels, markets, and operations.
04
Scale & Structure
Why It Works
Because we fix the system,
NOT just the ads
Because we fix the system,
NOT just the ads
Because we fix the system,
NOT just the ads
Most agencies chase platform tricks. We chase fundamentals.
We build growth systems that connect performance, operations, and strategy - so every euro spent actually compounds.
When your marketing structure is solid, growth becomes predictable.
That’s what we deliver.
Most agencies chase platform tricks. We chase fundamentals.
We build growth systems that connect performance, operations, and strategy - so every euro spent actually compounds.
When your marketing structure is solid, growth becomes predictable.
That’s what we deliver.
Sure, you have choices
Sure, you have choices
Here's why ours wins.
Here's why ours wins.
In-House Team
Broad, general skillset
Slow ramp-up
No unified process
Mixed priorities
Internal bottlenecks
High overhead
No growth model
Freelancers
Limited channel depth
Trial & error
Task-based
No ownership
Hard to reach
Cheap, low impact
Guesswork
Other Agencies
Junior account teams
Long onboarding
Channel silos
Blame-shifting
Generic updates
High fees, low ROI
One-size-fits-all playbook
Senior growth operators
Clear strategy, fast impact
Proven systems that scale
Full ownership
Fast, proactive, consistent
ROI-driven retainers
The Structured Growth Framework™
Education Expertise
Communication
Cost
Accountability
Structure
Speed to Results
Secret Sauce?
In-House Team
Broad, general skillset
Slow ramp-up
No unified process
Mixed priorities
Internal bottlenecks
High overhead
No growth model
Freelancers
Limited channel depth
Trial & error
Task-based
No ownership
Hard to reach
Cheap, low impact
Guesswork
Other Agencies
Junior account teams
Long onboarding
Channel silos
Blame-shifting
Generic updates
High fees, low ROI
One-size-fits-all playbook
Senior growth operators
Clear strategy, fast impact
Proven systems that scale
Full ownership
Fast, proactive, consistent
ROI-driven retainers
The Structured
Growth Framework™
Education Expertise
Communication
Cost
Accountability
Structure
Speed to Results
Secret Sauce?
In-House Team
Broad, general skillset
Slow ramp-up
No unified process
Mixed priorities
Internal bottlenecks
High overhead
No growth model
Freelancers
Limited channel depth
Trial & error
Task-based
No ownership
Hard to reach
Cheap, low impact
Guesswork
Other Agencies
Junior account teams
Long onboarding
Channel silos
Blame-shifting
Generic updates
High fees, low ROI
One-size-fits-all playbook
Senior growth operators
Clear strategy, fast impact
Proven systems that scale
Full ownership
Fast, proactive, consistent
ROI-driven retainers
The Structured Growth Framework™
Education Expertise
Communication
Cost
Accountability
Structure
Speed to Results
Secret Sauce?
The results speak for themselves. So does our partners.
"A partner who does exactly what a partner should - providing the best advice, even when it's not what you want or expect to hear. It certainly doesn’t hurt he’s also a great guy"
Brian Schøler
Partner Uncommon Creative Studio
"Extremely professional approach and great expertise. We have always been very pleased with the close collaboration with Wavi Media and Asger."
Rasmus Gottliebsen
Co-founder LULU Copenhagen
"We have collaborated with Wavi Media for a long time and have always been very pleased with their service and partnership. They are always very hands-on and solution-oriented. "
Fie Aspöck Jonsen
Founder GoBabyGo
"We had the pleasure of working with Asger, whose professional approach, positive personality & curiosity when faced with challenges made the partnership incredible."
Britt Bennett Hansen
Model agent, Unique Models
"Asger, founder of Wavi Media, is highly competent and solution-oriented. He digs into the details and is able to both advise and execute at a high level."
Carsten Nielsen
Investor at CN Invest Holding
"Always a pleasure to work with Asger. His work speaks for itself and he really understands the business."
Frederik Boysen
Founder Profitmetrics
"It has been a pleasure working with Wavi Media. Asger is extremely talented. He knows all about SOME and is always ready to answer my questions. I Highly recommend Asger."
Louise Juhl
Jury member, Danish Digital Award
"Asger is dedicated, professional, and delivers results. He has a great overview, is a pleasure to collaborate with, and stays calm even in fast-paced situations."
Ole Martini Mortensen
Commercial Marketing Manager
"it’s not only Asger’s professional skills that make a collaboration valuable. He has a good overview & an impressive calmness, even when deadlines approach & the pace increases."
Karoline Boysen
Head of Social & Content Strategy
The results speak for themselves. So does our partners.
"A partner who does exactly what a partner should - providing the best advice, even when it's not what you want or expect to hear. It certainly doesn’t hurt he’s also a great guy"
Brian Schøler
Partner Uncommon Creative Studio
"Extremely professional approach and great expertise. We have always been very pleased with the close collaboration with Wavi Media and Asger."
Rasmus Gottliebsen
Co-founder LULU Copenhagen
"We have collaborated with Wavi Media for a long time and have always been very pleased with their service and partnership. They are always very hands-on and solution-oriented. "
Fie Aspöck Jonsen
Founder GoBabyGo
"We had the pleasure of working with Asger, whose professional approach, positive personality & curiosity when faced with challenges made the partnership incredible."
Britt Bennett Hansen
Model agent, Unique Models
"Asger, founder of Wavi Media, is highly competent and solution-oriented. He digs into the details and is able to both advise and execute at a high level."
Carsten Nielsen
Investor at CN Invest Holding
"Always a pleasure to work with Asger. His work speaks for itself and he really understands the business."
Frederik Boysen
Founder Profitmetrics
"It has been a pleasure working with Wavi Media. Asger is extremely talented. He knows all about SOME and is always ready to answer my questions. I Highly recommend Asger."
Louise Juhl
Jury member, Danish Digital Award
"Asger is dedicated, professional, and delivers results. He has a great overview, is a pleasure to collaborate with, and stays calm even in fast-paced situations."
Ole Martini Mortensen
Commercial Marketing Manager
"it’s not only Asger’s professional skills that make a collaboration valuable. He has a good overview & an impressive calmness, even when deadlines approach & the pace increases."
Karoline Boysen
Head of Social & Content Strategy
The results speak for themselves. So does our partners.
"A partner who does exactly what a partner should - providing the best advice, even when it's not what you want or expect to hear. It certainly doesn’t hurt he’s also a great guy"
Brian Schøler
Partner Uncommon Creative Studio
"Extremely professional approach and great expertise. We have always been very pleased with the close collaboration with Wavi Media and Asger."
Rasmus Gottliebsen
Co-founder LULU Copenhagen
"We have collaborated with Wavi Media for a long time and have always been very pleased with their service and partnership. They are always very hands-on and solution-oriented. "
Fie Aspöck Jonsen
Founder GoBabyGo
"We had the pleasure of working with Asger, whose professional approach, positive personality & curiosity when faced with challenges made the partnership incredible."
Britt Bennett Hansen
Model agent, Unique Models
"Asger, founder of Wavi Media, is highly competent and solution-oriented. He digs into the details and is able to both advise and execute at a high level."
Carsten Nielsen
Investor at CN Invest Holding
"Always a pleasure to work with Asger. His work speaks for itself and he really understands the business."
Frederik Boysen
Founder Profitmetrics
"It has been a pleasure working with Wavi Media. Asger is extremely talented. He knows all about SOME and is always ready to answer my questions. I Highly recommend Asger."
Louise Juhl
Jury member, Danish Digital Award
"Asger is dedicated, professional, and delivers results. He has a great overview, is a pleasure to collaborate with, and stays calm even in fast-paced situations."
Ole Martini Mortensen
Commercial Marketing Manager
"it’s not only Asger’s professional skills that make a collaboration valuable. He has a good overview & an impressive calmness, even when deadlines approach & the pace increases."
Karoline Boysen
Head of Social & Content Strategy