Break a revenue ceiling around 100,000 SEK/month, lift paid acquisition efficiency, and unlock the customer lifetime value sitting unrealized in the existing audience.
What they sell
A Swedish accessory brand selling personalized luxury leather iPhone cases and card holders — each piece monogrammed with the customer’s name in gold or silver.
The challenge
Not Just Leather had hit a real ceiling: revenue plateaued around 100,000 SEK/month. Paid acquisition was working but inefficient. And there was an unrealized lifetime-value asset sitting in the existing audience — repeat-purchase intent for a brand that prints customers’ names on its products, but no retention system architected to capture it.
The brief: break the ceiling, lift paid efficiency, and unlock the LTV the brand could feel but couldn’t yet measure.
The work
Paid social (Meta)
- Creative-led testing rhythm — concepts and hooks tested first, spend followed what converted
- Funnel architecture rebuilt with cold, warm, and retargeting treated as distinct creative jobs
- ROAS held above 3.75 even as spend scaled past prior ceilings
UGC creative
- UGC production engine built to feed the testing cadence — not one-off shoots
- Concepts leaned into the personalization story — the moment of receiving a name-printed product
Email & lifecycle
- Klaviyo lifecycle marketing built for retention and reorder, not just abandon-cart recovery
- Post-purchase flows turned single-piece buyers into multi-item collectors
- Campaign cadence templated against Swedish consumer cycles, then exported for international expansion
Website CRO
- Conversion optimization on the highest-leverage pages — product, cart, checkout
- Top-of-funnel lift compounded with the paid acquisition gains rather than running in isolation
What changed
Monthly revenue went from ~100,000 SEK to 450,000+ SEK on average — a 4.5× lift sustained across months. ROAS scaled past 3.75 while spend grew, and LTV climbed 20–40% as the retention system caught the demand the acquisition channel was creating. Paid and retention stopped being separate budgets and started compounding as a single engine.