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, established brand. Active since 2014, they were ready for a partner who could do more than run ads, someone who could fuel the brand across every front and act as a strategic advisor for the whole business.

What we found

LULU had a strong, distinctive brand, but the growth engine underneath it was thin. Tracking was unreliable, Google was barely set up, email was underused, and there was no clear view of what was actually profitable. LULU was also bootstrapped, with no outside funding, so every krone had to work. The job wasn't just more ads, it was building a profit-first system they could scale on without risking cash flow.

Paid social: Meta and Snapchat

Before touching campaigns, we rebuilt the foundation: fixed tracking, optimized product feeds, added account security, then designed campaigns around their shop setup.

LULU is a highly visual, playful brand, so we built a testing strategy to learn what content resonated. We structured campaigns to support seasonal collections and a stable baseline that drove revenue year-round, even when a launch underperformed.

Creative testing showed what customers actually cared about with LULU, which let us sharpen messaging that lifted both engagement and conversion. In parallel with B2C growth, we used that momentum to open their B2B reseller network, creating 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 groupings let us allocate budget with precision and scale profitably. LULU's bold, creative identity carried through every asset, from PMax visuals to Search banners, which lifted click-through rates and performance across the board.

Email marketing

Email was underused, a real risk to 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 run campaigns independently

That lifted LTV and profitability, and supported aggressive growth without hurting margins.

Strategic consulting

Growth mattered, but so did staying profitable. As a bootstrapped brand with no external funding, cash-flow discipline was everything.

• Implemented Profitmetrics to track real-time profitability and set growth benchmarks

• Optimized the website setup for higher conversion rates

• Advised on raising AOV to reduce the impact of shipping on margins

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

The 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

Why it worked

We didn't just scale spend, we built the system that made scaling safe: real tracking, profit-based decisions, and retention that compounded. That let LULU grow fast and stay profitable at the same time, on their own terms and their own cash.