01 CHALLENGE

When we began our collaboration with Silva and Primus, both brands faced the same challenge: how can we rapidly grow e-commerce sales across multiple markets while keeping profitability, in competition with retailers and other external partners? There was a clear need to increase direct-to-consumer sales without relying on traditional campaigns or heavy discounting, while also getting more out of the media budget.

02 APPROACH

Together with Silva and Primus’ teams, we took a holistic approach to paid advertising with a strong focus on seasonality, data, and creative execution. We implemented daily tracking against sales targets and built reporting around actual sales, creating a sharp performance focus. By aligning campaigns with the right seasonal moments, such as Vasaloppet and Mother’s Day, we were able to drive relevant traffic without depending on large discounts. We reduced our presence on Google, where competition was high, and instead doubled down on Meta, where we could scale efficiently with Cost Cap campaigns. Creatively, we increased output and broadened the expression with UGC, product guides, and influencer content, while testing value-based offers that lifted average order value without hurting margins.

03 RESULT

Since the start of the collaboration, we’ve achieved an impressive 80% YoY sales increase for both Silva and Primus, with particularly strong growth in our key markets in Northern Europe, where sales have doubled. With 85% of orders coming from new customers and results just below the set profitability target, the case is clear proof that scaling is happening sustainably. Overall, it shows that profitable growth does not need to be compromised during rapid expansion. With the right strategy, structure, and creativity, it is possible to achieve powerful growth across multiple markets simultaneously.

04 QUOTE

“It’s been fantastic and, above all, highly productive working with the pace team; clear follow-ups linked to how our content has performed on different KPIs, making it easy to learn what works and what doesn’t for our brand.” Greta Åkesson, Chief Digital Officer (interim), Primus-Silva