The Challenge: Beyond the Medical Niche
Historically a strong medical brand, Venen Engel faced the classic scale-up ceiling. To break through, they needed to expand their Total Addressable Market (TAM) without losing their core identity. The goal? Pivot from a purely medical positioning to a broader Beauty & Wellness angle, all while maintaining profitability.
The Strategy: "Scalability: Scaling your ad spend while descaling the swelling in your legs."
Divinely, the Paid Social experts behind the brand, didn't just throw more budget at Meta. They used Klar as their "Single Source of Truth" to dissect the customer journey and validate every move.
1. Creative Diversification: Medical Meets Beauty
Divinely introduced a "Modular Creative Strategy." They combined Authority-based expert ads (featuring physiotherapists) with high-impact "Beauty Ritual" messaging.
- The Angle: Translating technical features (air chambers, pressure levels) into emotional benefits (lighter legs, firmer skin).
- The Logic: They identified and separated closing and first touch ads. Why? Because some Ads were "closing" the journeys (high ROAS but low incrementality), while others were driving the "First Touches." By separating them, they ensured the Top-of-Funnel didn’t "dry out."
2. Mastering the Timelag (The 14-Day Lead)
Using Klar’s Days-to-Conversion data, Divinely discovered a 2-week timelag between the first touch and the final purchase.
- The Sales Hack: Instead of waiting for a sale to start, they began filling the funnel 14 days prior by increasing Evergreen Ad Spend.
- The Mid-Sale Shift: In the middle of long sales phases, they ensured that the sales cohorts do not dry out during sales periods to ensure they had fresh cohorts ready to convert in the final 48 hours.
3. Data-Driven Validation
Divinely makes media buying decisions in Meta but uses Klar to validate the "Incremental Impact."
- KPI Focus: They didn't just look at ROAS. They obsessed over CM3 (Contribution Margin 3), CAC, and New Customer Revenue.
In-Depth Reporting: By syncing Klar data into custom "Incrementality Sheets," they could see exactly how Meta’s performance correlated with overall brand growth.
The Results: Divine Growth
The partnership between Divinely’s strategy and Klar’s data yielded results that are, quite frankly, angelic:
- +55% Revenue Growth (Year-over-Year).
- +70% Increase in CM3 (Profit) – outperforming revenue growth by being more efficient.
- -27% Reduction in CAC (Customer Acquisition Costs).
Successful International Expansion: Replicating the "Best Performer" framework to launch Venen Engel in Spain.
The "Klar" Advantage
"We make decisions in the Ad Manager, but we validate them with Klar. In 9 out of 10 cases, Klar confirms our strategy, giving us the confidence to push the budget where it actually converts." – Kevin Kreutzberg, CEO &Founder Divinely
