Svensk Husman

About the client

About Svensk Husman

We Swedes love fika and have a proud culture around this phenomenon. Partly in the procedure and ritual of gathering around a coffee and something good to eat, but also in the unique pastries that have become iconic and strongly associated with Swedish culture.

Svensk Husman and their products are a tribute to Sweden's unique dishes and traditions. Their main product is socks, but they also sell other simple garments and accessories featuring Swedish fika and food classics. Svensk Husman was founded in 2018 with four designs, and since then they have grown at a brisk but controlled pace, in both range and markets.

Solution

Solution

Svensk Husman has a unique product with a strong position in its market. But continuously driving conversions at a profitable CPA has required work on, and analysis of, audiences and content alike, as well as where budget should be placed and when.

Even products that should be “easy” to sell can be a challenge, both in keeping good results alive and in scaling those results up. A campaign setup that starts out well can quickly deteriorate unless you work your way towards a good set of ad variations and an ecology of audiences, ad sets, that provides optimal ad delivery and keeps sales going.

What we have done is gradually build a varied set of ads and formats that we can easily apply to, for example, seasonal products, while learning how, and for which audiences, we should vary this content. The focus, and the path to good results, has been partly to reflect Svensk Husman's playful expression in ad design and copy, and partly to communicate the product and its value clearly.