ES16 grew revenue by 170% while reducing nCAC by 30%

ES16 is an established Danish cycling brand with a loyal customer base, strong products and a clear position in the market.

The business already had a solid commercial foundation, but growth had started to slow. Paid media was generating sales, but the different channels were not working closely enough together, and the full potential of the customer journey was not being realised.

There was an opportunity to create a more connected setup where acquisition, retention, content and the webshop all worked towards the same commercial goals.

ES16 had the potential to grow significantly, but scaling profitably required more than simply increasing ad spend.

New customer acquisition needed to become more efficient, while Meta Ads and Google Ads had to work more closely together across different stages of the buying journey.

At the same time, the business needed stronger content, a better-performing webshop and more value from existing customers through email marketing and retention.

The central question became:

How do you scale an established e-commerce brand while increasing revenue, growing order volume and reducing the cost of acquiring new customers?

One connected growth model across channels

We built the strategy around a clear role for each channel.

Meta Ads was used to create demand, test creative angles and reach relevant audiences with content designed around the products and the people buying them.

Google Ads captured existing purchase intent and made sure ES16 was visible when customers were actively looking for relevant products.

Email marketing was connected more closely to the customer journey, allowing ES16 to generate more value from both existing customers and previous buyers.

Lower nCAC through stronger execution

A major focus was making customer acquisition more efficient.

Rather than evaluating performance solely on short-term ROAS, we worked with the full acquisition model and continuously improved creative, campaign structure, channel mix and budget allocation.

This gave ES16 more control over its growth and reduced nCAC by 30%.

Content that made the products easier to understand

ES16 has products with several technical features and clear differences between models.

Content therefore became an active part of the performance setup.

Instead of relying primarily on traditional product communication, we developed creative angles that made the products easier to understand and helped customers see why specific solutions were relevant to them.

This strengthened both paid media and the webshop while giving the brand a clearer commercial message.

Shopify, SEO and email as the commercial foundation

For growth to remain sustainable, the setup behind the traffic also needed to improve.

Shopify, collection pages, product pages, SEO and email marketing became part of the same commercial structure.

The objective was to create a more connected customer journey where people could find the right products, understand the differences between them and return after their first purchase.

This reduced the dependency on paid acquisition alone and created a stronger foundation for continued growth.