LAKRIDS

Lakrids by Bülow had never run a single paid ad. Not one. Their marketing was email. Their sales were brick and mortar. The Shopify store existed — but it was quiet, with no traffic and no strategy behind it.

The owner had held off on advertising because she was afraid it would dilute what made Lakrids special. Premium packaging, slow-cooked product, boutique deli positioning. This wasn't a brand you could slap a "50% OFF!!!" banner on and push to cold audiences.

So we didn't.

So we didn't.

We treated the brand the way it deserved to be treated — like a luxury house, not a DTC startup. No urgency tactics. No countdown timers. Premium photography. Static ads that looked like they belonged in a magazine, not a Facebook feed.

A single "Indulge In Luxury" static hit 25.39× ROAS — converting at 43× on its best day before it was ended during a campaign switch. The Black Friday campaign hit 45.23× ROAS at its peak and was also shut down early. These are our most painful documented mistakes — proof that knowing when not to stop a campaign is as important as knowing how to start one.

November 2024 told the full story in numbers: 11.47× ROAS for an entire month. R81,000 in revenue from R7,000 in spend. Not a single lucky day — a month of consistent, compounding performance. The Core Range campaign that ran through that period hit 9.03× ROAS on its own.

The result: 120% total business growth year on year. Not just online — the whole business. An online revenue channel built from zero, now a core part of the operation.

The owner had been afraid advertising would cheapen the brand. Instead it amplified it. The same elegance, the same craftsmanship, the same quiet confidence — just in front of thousands more people.