Background
MANTLE, a Scandinavian skincare brand, is redefining beauty with clean, clinical solutions that challenge traditional narratives and empower individuality. Mantle faced challenges in scaling its paid social efforts profitably in its primary markets (Sweden and Denmark) while expanding into new European regions, including Germany and the Netherlands. To drive growth, they partnered with ReapDigital, a leading digital marketing agency, to refine their strategy and maximize returns. The goal was to improve customer acquisition efficiency, optimize budget allocation, and drive sustainable growth.
The Challenge
Mantle’s paid social campaigns struggled with inconsistent performance, yielding limited success due to ad fatigue, ineffective budget allocation, and a lack of insight into profitable customer segments. Their reliance on a last-click attribution model further hindered accurate performance measurement and strategic decision-making.
The Solution
ReapDigital developed a multi-faceted strategy leveraging creative diversification and data-driven optimization to transform Mantle’s marketing approach.
1. Creative Diversification for Higher Engagement
To combat ad fatigue, ReapDigital introduced a structured creative testing framework. They experimented with diverse formats—including videos, images, and product catalogs—with variations in framing, text, and messaging. Implementing a full-funnel campaign structure optimized Mantle’s Advantage+ performance, attracting new audiences and enhancing profitability.
2. Data-Driven Optimization for Sustainable Growth
ReapDigital replaced Mantle’s outdated last-click attribution model with GA4’s data-driven attribution, providing a holistic view of the customer journey across multiple touchpoints. This allowed for smarter budget allocation and better ROI. Key campaign elements, such as attribution windows and prioritization of campaign objectives (e.g., "Awareness/Traffic" vs. "Purchase"), were continuously tested and refined. Additionally, by segmenting brand and non-brand campaigns in Google Ads and implementing routine adjustments to optimize bid strategies, ReapDigital maximized incremental revenue.
“We are very satisfied with the performance and results delivered by Reap. Their strategic approach, data-driven insights, & continuous optimization have significantly improved our numbers. The team is proactive, knowledgeable, and great to work with”
Moa Sandström Estmalm
Digital Growth Director
