About
Forest Spa Finland is a Nordic skincare brand born from Finland's ancient forests. Adaptogens, water rituals, and the resilience of the slow North translated into a quietly precise product line — drops, creams, masks, facial pouches.
The voice is unmistakably Nordic: less stress, more balance. Less noise, more calm. Resilience grows wild in the boreal — and the brand bottles that idea without overstating it.
The brief
Grow awareness across European markets, turn paid traffic into e-commerce conversion, and build email into a meaningful revenue channel — all without breaking the brand's calm, considered tone of voice.
Research & Scope
Rather than assuming the target audience, we mapped it empirically. An initial phase of structured testing across UK, DE, SE, and FI identified the exact demographic, geographic, and interest profile that converts — before scaling spend against it.
Market & Customer Research
Demographics
Testing across all four markets revealed the core buyer profile — age range, gender distribution, and lifestyle indicators that consistently predicted purchase intent over passive engagement.
Geographics
UK, DE, SE, and FI each had distinct performance patterns. Initial spend mapped where cost-per-result was lowest and average order value was highest — informing budget allocation before scaling.
Interests
The highest-converting audiences clustered around Nordic lifestyle, natural skincare, adaptogen wellness, slow living, and sustainability — confirming the brand's positioning and sharpening creative targeting.
Scope of Work
Meta Ads
Full-funnel paid social on Facebook and Instagram. Strategy, creative production, and ongoing optimisation across Feed, Stories, Reels, and product-tile placements.
Google Ads
Search, shopping, and intent-led campaigns across European markets.
Shopify Optimisation
On-site adjustments, conversion path refinements, and product page improvements to support paid traffic.
Klaviyo: Email Marketing
Full flow architecture, campaign calendar, segmentation strategy, and ongoing deliverability management.
The numbers
Klaviyo · Email Marketing
November 2025
Share of total revenue from email
November
Attributed email revenue
vs previous period
Total store revenue
vs previous period
Open rate
+105.8% vs previous
Click rate
+28.6% vs previous
Spam complaint rate
Healthy sender reputation
Where the email revenue came from
83.93%
Campaigns
16.07%
Flows
Built the full flow structure from scratch — welcome, browse, cart, post-purchase, win-back — alongside a campaign calendar tuned to the brand's slow seasonal rhythm. Deliverability score moved from Fair into Good territory (80, +6 over the previous 30 days).
Meta Ads · Slow Life campaign
Website purchases
1 of many campaigns
Cost per purchase
—
CTR
—
Frequency
Ideal recall range
Landing page view rate
LPV per link click
Link CTR
—
An 85% LPV-to-click rate is the signal that matters here — it means the creative promise and the on-site experience are aligned. Calm video, calm landing, calm conversion.
Campaign Architecture
UK · DE · SE · FI
Prospecting · Awareness & Education
Retargeting · Conversion
Awareness
Reach · New followers · Newsletter subscribers
Highlight content · Intro to FSF · Strong creative hook
Consideration
Web visits · IG engagement · NL subscribers
In-depth content · UGC · Reviews · Polls
Conversion
Purchases
Call-to-action · Promote specific products
Slow Life — the campaign
One narrative, five placements. The Slow Life campaign translated Forest Spa Finland's voice into cinematic short-form: forests, lake water, breath, light. Same line of copy across every surface — Facebook Feed, Instagram Feed, Instagram Stories, product tiles — so the brand met the audience in the same emotional register wherever they encountered it.
Creative direction, copywriting, video editing, and full Meta media buying — Studio Babka.
