01 CHALLENGE

For many e-commerce businesses, campaign periods are crucial for driving both growth and profitability. Ahead of August 2025, Xlash faced the same challenge as many others: ramping up efforts in paid social without compromising margins. The previous campaign period had resulted in stable sales, but with high media spend and a ROAS that had room for improvement. In addition, there was an opportunity to increase targeting of the core assortment in order to drive a higher average order value and strengthen profitability

02 APPROACH

The collaboration with pace agency started in June, and ahead of the campaign period in August, pace took a more data-driven approach to paid social. We reviewed the budget allocation between channels, worked with inflated ad budgets combined with strict cost controls to maximize both volume and ROAS. We followed set daily sales forecasts and calibrated continuously based on how each day developed. We reactivated markets that had been paused and pushed the team to create new material, while also reusing previous winning ads in the mix.

03 RESULT

Paid social delivered significantly improved results. ROAS increased, average order value went up, and gross margin strengthened thanks to a larger share of core products. By using the media budget more efficiently, Xlash together with pace was able to build a more scalable and profitable growth model through its social channels, with a clear roadmap ahead of the campaign-intensive Q4 period.

04 QUOTE

“For us, this campaign became clear proof that we can drive growth and profitability in parallel when we work more data-driven and dare to allocate the budget more intelligently. Pace is, as always, incredibly fast, and our daily contact (often several times a day) has helped both us and them make quick decisions and optimize effectively to not miss out on sales. We saw not only improved ROAS and a higher average order value, but also strong margins and low CAC. With these results behind us, we now have a blueprint for how we can take on Q4 and future campaign periods in a way that both strengthens our position and creates sustainable growth.” Mimmie Liepe, Head Of E-commerce, Xlash