DOUBLED YOY REVENUE

LaplandUK is a premium brand with a genuinely magical product which was lacking the right amplification it needed going into the 2025 Christmas period. There was no paid search presence, meaning high-intent seasonal demand was going entirely uncaptured. Meta campaigns were skewed toward existing audiences with limited TOF reach, and optimisation decisions were being made on in-platform data, which can overstate true channel contribution.

Creative volume was limited, and with an expanding product range and serious ambitions to break into the US market, the opportunity cost of an underperforming festive season was significant.

BUILDING THE FOUNDATIONS... FAST

One of the most important parts of this story is the timeline. We turned around the entire campaign strategy and creative framework just a couple of weeks before launch. In a category where the entire year hinges on a six-to-eight week window, that speed of execution was essential.

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INTRODUCING GOOGLE ADS FROM SCRATCH

With zero paid search history to work from, we built the Google account from the ground up. Shopping campaigns became the primary revenue engine for the Lapland online store, with Brand Search the second-strongest contributor in helping get their advent calendar off the ground.

We were capturing the demand driven by Christmas advent calendar searches while remaining competitive and cost-efficient, capitalising on the traffic being generated by paid social activity and converting it efficiently. Performance Max and Generic Search added further incremental reach across the funnel.

Across the board, Google became an essential demand capture channel that hadn't existed the year before.

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RESTRUCTURING META FOR SCALE

We consolidated Lapland’s fragmented campaign structure to give Meta's algorithm cleaner, more concentrated data to work with. Critically, we moved away from restrictive interest-based and lookalike targeting and leaned into broad targeting allowing the creative itself and the pixel data to determine who saw the ads, rather than putting a ceiling on reach before a single impression was served.

We also expanded the attribution picture by looking beyond in-platform data, ensuring investment decisions were grounded in true channel contribution rather than Meta's inflated last-touch reporting.

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CREATIVE VOLUME AND DIVERSITY

We worked closely with LaplandUK's internal creative team throughout, providing strategic direction and iterating rapidly as performance data came in. This collaboration was central to the campaign's success, with the team gaining a much deeper understanding of how Meta's Andromeda algorithm works and how to feed it effectively.

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CRACKING THE US MARKET

Lapland UK had virtually no brand presence in the US. No awareness, no PR groundwork and yet almost 100% of US revenue came directly from paid.

Off the back of this success, Lapland UK have since committed to a more serious US expansion strategy, including dedicated PR activity. This is a market that simply didn't exist for them twelve months ago.

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EXPANDING THE PRODUCT RANGE AND AOV

We advised on landing page improvements to support a higher average order value, and the expanded Christmas Eve Collection, a full suite of pyjamas, blankets, and seasonal products for children and adults which gave us stronger commercial levers to pull across both markets. The results speak for themselves: new customer AOV climbed 61% year-on-year.

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In one of the most time-pressured campaign environments in e-commerce - a brand-new Google Ads account, a compressed festive window, and a US market with zero prior brand equity - LaplandUK delivered its strongest digital performance to date.

Revenue grew 109% year-on-year while hitting efficiency targets. New customer revenue climbed 131%, a result driven by genuinely reaching new audiences at scale rather than recycling existing brand familiarity. New customer AOV increased 61%, reflecting both the expanded product range and the quality of the audiences the restructured campaigns were reaching.

Google, built from nothing, became an immediately significant revenue channel. The US, approached with near-zero brand awareness, outperformed expectations on efficiency and has since catalysed a broader market expansion strategy. And the entire thing was built, launched, and iterated on in a matter of weeks.

For a brand where the magic is the product, the numbers are pretty magical too.