Founded in 1916 in Finland, Karhu has a rich history of innovation that has quietly shaped the sneaker and running world. From selling their original 3-stripe logo (for a few thousand euros and a couple of bottles of whiskey) to developing the first patent for air cushion technology, Karhu has been an unsung hero of athletic footwear innovation.
With a legacy deeply rooted in performance running, Karhu has evolved beyond its technical origins. The brand has evolved its story from a Finnish sporting innovator to include lifestyle sneakers that catch the eye of modern sneakerheads with their retro and contemporary designs.
Karhu sought to break through a growth plateau, looking for a strategic partner to help elevate their brand during the critical holiday season and beyond. Facing challenges of nominal YoY growth and skepticism about paid media performance, they turned to Carbon to rethink their e-commerce strategy.
.With Carbon Theory Strategy, the team bridged gaps between US and European markets, implemented best practices, and created a pathway for continued growth.
The partnership would prove to be transformative, delivering a remarkable 20% YoY growth in their first full month of management—all while navigating the complexities of Cyber Week. What started as a partnership focused on overcoming digital marketing challenges for holidays evolved into a collaborative effort to unlock the brand's full potential. Together, the team worked to implement comprehensive paid social and search strategies that went beyond traditional tactics. We weren't just running ads; we were nurturing product launches, discovering new audience segments, and crafting creative campaigns that truly spoke to Karhu's unique brand story.
More than just a service provider, we became Karhu's strategic partner—educating on balancing brand and performance marketing, and guiding budget allocation to drive meaningful growth. Copy was carefully produced to maintain their authentic voice while pushing performance forward. Our goal wasn't just to increase metrics, but to build a smarter, more intentional approach to digital marketing that would fuel Karhu's future success.
Carbon has helped the brand grow its e-commerce business, achieving 28% overall growth year over year.
- 252% YoY revenue increase
- Paid Search: Sustained 6x+ ROAS and increased purchase conversion rates by 20% YoY.
- Paid Social: Boosted purchase conversion rate by 35%, achieving a 7% YoY ROAS growth and delivered a 30% lift in incremental revenue for the year.