Fabo Agency

The objective

Scaling eCommerce Brands, and Establishing a Thought-Leadership Position

Founded in February 2021 by Frederik Wind and Christian Kjærsgaard, FABO set out to disrupt the eCommerce marketing landscape by delivering a superior level of service. Leveraging their extensive experience in strategy, paid social, search, and email marketing, the founders saw an opportunity to significantly elevate the quality of eCommerce marketing services. Their mission was to help eCommerce brands achieve rapid, sustainable growth through a full-service marketing approach.

As TikTok emerged as a powerful platform for engaging consumers, FABO recognized its potential to drive unparalleled growth for their clients. They aimed to integrate TikTok into their clients’ marketing strategies to maximize reach, conversions, and return on ad spend (ROAS) while establishing FABO as a thought leader in the space. By combining TikTok's organic and paid media opportunities, FABO sought to create campaigns that not only felt native to the platform but also drove meaningful, profitable engagement.

Their broader goal was to position TikTok as an essential channel for clients like The Sneaker Store and CAINTÈ, helping them connect with dynamic audiences while delivering impressive growth rates and solidifying FABO’s role as a leader in eCommerce marketing.

The solution

Launching Full-Funnel Campaigns and Using Organic Content to Power Paid Ads

FABO’s approach to scaling their clients’ eCommerce businesses through TikTok centered on a strategic blend of paid and organic content, designed to feel authentic and resonate with the platform’s unique user base. Recognizing that TikTok users are driven by creativity and inspiration, FABO prioritized creating ads that blended seamlessly into the organic experience, making them feel less like traditional advertisements and more like engaging content.

At the core of their strategy was the use of Spark Ads, a format that allowed FABO to amplify the reach of content originally posted organically on TikTok. This method enabled their clients to tap into the viral potential of the platform by leveraging posts that were already performing well and turning them into paid ads. The Spark Ads approach not only ensured that the ads felt native but also helped reduce costs while driving high engagement. FABO also focused heavily on TikTok’s sound-on media, which allowed lifestyle and fashion brands to convey their unique brand identity through music and audio, creating a fully immersive brand experience.

In addition, FABO took advantage of TikTok’s efficient CPMs, which offered a positive way to reach larger audiences. Their campaigns were designed to maximize the full-funnel experience, from awareness to conversion. This meant strategically placing ads throughout the customer journey, from initial discovery on TikTok’s For You Page (FYP) to final purchase, ensuring that each interaction with the brand felt natural and aligned with the consumer’s browsing experience.

FABO worked closely with TikTok’s team to stay ahead of platform updates and innovations. Regular communication with their dedicated TikTok Account Manager allowed FABO to implement the latest features and ensure their clients were leveraging the most effective ad formats. By combining influencer marketing, SEO for TikTok, and data-driven creative optimization, FABO was able to continually refine and enhance campaign performance, ensuring that their clients garnered the best possible results.

The results

Doubling Client Growth and Reaching 10x ROI

Since implementing TikTok into offering, FABO has seen a 533% growth in clients using TikTok as part of their media mix. The results have been nothing short of remarkable:

The Sneaker Store, Denmark’s largest sneaker retailer, achieved consistent ROI of 10x on their TikTok campaigns, even with limited tracking capabilities. Their year-over-year growth has been 100% for two consecutive years, positioning them to become the largest sneaker shop in Scandinavia.

CAINTÈ, another eCommerce client, experienced explosive growth, going from 2.47 million DKK in 2022 to an astonishing 32.46 million DKK in 2023—a growth rate of 1,215%. This success was largely driven by a combination of paid TikTok ads and organic content that accumulated millions of views.

These success stories demonstrate the effectiveness of TikTok as a platform for eCommerce brands looking to scale quickly. FABO’s ability to create ads that feel organic, combined with TikTok’s innovative ad formats, has enabled clients to achieve extraordinary results.