This case study examined how Carlheim, a Scandinavian lifestyle and fashion brand founded in 2017, improved its Meta advertising performance by implementing structured funnel strategies and product-focused campaign optimization. The brand specialized in premium clothing, handbags, watches, and accessories that combined contemporary fashion with classic craftsmanship, but struggled with high acquisition costs, low retention, and weak social media presence despite having a strong brand identity and loyal customer base. The advertising strategy focused on guiding users through a structured customer journey using dynamic ads, retargeting campaigns, and funnel-based segmentation designed to improve conversion rates while reducing CPMs.

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