Founded in 2020 by Josefin Landgård, MANTLE merges Scandinavian minimalism with skincare innovation. Every formula is tried and tested in the extreme Scandinavian climate and developed in MANTLE’s Northern Swedish laboratory. The result is a curated collection of award-winning clean and clinical products, elevated by innovative ingredients.
Mantle’s paid social campaigns struggled with inconsistent performance, yielding limited success due to ad fatigue, ineffective budget allocation, and a lack of insight into profitable customer segments. Their reliance on a last-click attribution model further hindered accurate performance measurement and strategic decision-making.
ReapDigital developed a multi-faceted strategy leveraging creative diversification and data-driven optimization to transform Mantle’s marketing approach.
To combat ad fatigue, ReapDigital introduced a structured creative testing framework. They experimented with diverse formats — including videos, images, and product catalogs—with variations in framing, text, and messaging. Implementing a full-funnel campaign structure optimized Mantle’s Advantage+ performance, attracting new audiences and enhancing profitability.
ReapDigital replaced Mantle’s outdated last-click attribution model with GA4’s data-driven attribution, providing a holistic view of the customer journey across multiple touchpoints. This allowed for smarter budget allocation and better ROI. Key campaign elements, such as attribution windows and prioritization of campaign objectives (e.g., "Awareness/Traffic" vs. "Purchase"), were continuously tested and refined. Additionally, by segmenting brand and non-brand campaigns in Google Ads and implementing routine adjustments to optimize bid strategies, ReapDigital maximized incremental revenue.
ReapDigital’s data-driven and creative-first approach led to remarkable growth:
Despite expansion into multiple European markets
through structured testing and smarter budget allocation
By transforming its approach to paid social, Mantle not only achieved its growth objectives but also established a strong foundation for continued success in the competitive skincare industry. With ReapDigital’s expertise, Mantle turned marketing challenges into scalable opportunities, setting the stage for future expansion and profitability.
