Xplora - Case Study

How we helped a startup scale to a top Nordic IoT company in smart consumer electronics with a ROAS of 4+

Before UAWC

About the Client

When we started our work together, the client was a startup selling smartwatches for children. Since then, they grew into an established brand known for high quality and affordable prices that operates in many European markets. Their products are distributed through the Nordic region's largest electronics chain Elkjøp, as well as the most well-known online stores. The brand has co-located its customer center at Aker Brygge and serves customers throughout the Nordic region.





The client's ambitions span beyond their home market of the UK. We helped them scale to new markets.


Brand Awareness

As a product for children, the client's smartwatches had to be made trendy.


Growth in Sales

As any other business, the client wanted more sales. We helped them with that.

Xplora team's feedback on UAWC

The Challenge

As a startup, the client was no stranger to difficulties common among businesses at this stage. Their brand was not well-known, their marketing pretty much non-existent, and sales were far from what they wanted.

It was a classic case of a new player on the market. Fortunately for them, they made the right call to contact us right from the start.

We had to build their marketing from scratch, from finding the ideal audience and educating them about the product to sealing the deal by converting them into customers.

Aside from that, we also helped them expand their business to new markets.

We are about to tell you how.

The Strategy

Right from the start, we knew we had to focus on brand awareness first. Children are a surprisingly demanding audience, and it was important to make sure they wanted the smartwatch their parents bought for them.

As for the parents themselves, we needed to convince them that the product they were buying was of high quality, reliable, and had all the security features they might want.

Aside from that, we had to adapt this strategy to new markets when we started to expand.

Social media and content marketing

One of the first things we did was focus on social media strategy. Frequent and well-written posts on the client's blog attracted a sizable audience that we later converted through remarketing campaigns. Even after obtaining a good core of loyal customers, we continued promoting blog posts to attract new prospects.

This resulted in an increase in traffic on the client's website and a significant improvement in brand awareness.

Brand ambassadors program

In our continuous effort to engage more deeply with the community and showcase the value of Xplora's products, we launched a brand ambassador program. Our goal was to partner with parents, providing them with Xplora smartwatches to test with their own families.

The results were remarkable. Through their stories, posts, and reviews, our brand ambassadors helped demystify the technology for parents considering such devices for their children. They showcased the practical benefits of the Xplora smartwatches, from ensuring children's safety with GPS tracking to promoting physical activity through fun and engaging challenges.

This practice not only spread the word about our brand and its commitment to child safety and family connectivity but also built a foundation of trust with potential customers. Seeing real families use and benefit from our products helped to reinforce the reliability and necessity of the Xplora smartwatches in today's digital age.

Facebook Ads

On Facebook, we conducted a lot of different tests, and here we want to share the ones with the best outcomes:

  • Broad ad set: This helped us test the waters and attract the attention of new customers.
  • Remarketing ad set: We targeted people who have interacted with the client's brand during the last 30 days.
  • Lookalike ad set: We created a lookalike audience based on the website visitors within the last 30 days.
  • Interests ad set: We reached our target audience using relevant to parenthood and childcare interests.
  • Prospective Customers ad set: As a part of the Catalog Sales campaign, we targeted prospective customers with a separate ad set.
  • Remarketing ad set: Another ad set in our Catalog Sales campaign focused on retargeting. As an audience for it, we chose those who added productsto their shopping cart but did not finish the purchase.
  • Blog ad set: We ran a brand awareness ad set to promote the client's blog.

Here are some of the examples of creatives we used. The one detail we discovered to be important was the backgrounds - special images for catalog and collection ads perform much better compared to the regular white ones.

Xplora Facebook adsXplora Facebook Ads

Google Ads

On Google Ads, among all the experiments we had, these were the most effective ones:

  • Brand Search Campaign: We closely monitored bidding on the client's brand-related keywords to maintain a high impression share of more than 95%.
  • Non-brand search campaigns: After conducting keyword research and trying out different approaches with landing pages, we found that bringing users straight to the product pages worked best and focused our budget there.
  • Regular Shopping campaign: We created a shopping campaign from the client's product feed with a priority-based structure, focusing on products with the highest margins.
  • Search Campaign remarketing: We included remarketing audience in all search campaigns with an additional bid adjustment of 150%.
  • Youtube Shopping campaign: After trying out different targeting options, we found the most effective one to be placement targeting on selected videos and fashion channels.
  • RLSA campaign: We used bid adjustments of 300% while targeting general search terms. This allowed us to bring a lot of cheap traffic to the client's eCommerce website.


By far, our greatest results were brought by promotion campaigns. Every year, we ran:

  • A "Christmas" campaign;
  • An "Easter" campaign;
  • A "Back-to-school" campaign;
  • A "Cyber Monday" campaign;
  • A "Birthday" campaign;
  • A "Black Friday" campaign;
  • A "New Year's" campaign.
  • Special clean-out campaigns.

The Results


Xplora results in Norway


Xplora results in Sweden


Xplora results in Germany

United Kingdom

Xplora Results in the UK

The Internal Digital Marketing Department for Xplora

We recently helped Xplora set up their own digital marketing department. Our goal was not just to teach them new skills, but to help them build a strong base for innovation and growth in their digital marketing efforts.

We provided customized workshops, individual training, and practical projects. Through this, we saw Xplora's team transform into a powerful in-house digital marketing team. They now have the tools and confidence to successfully manage and grow their brand's online presence.

Xplora training of internal marketing team

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