Growth in revenue
Growth in orders
Growth in spend
Scanovus
Scanovus is a Danish direct-to-consumer company with one clear purpose: to remove the everyday tasks you don't want to do - and give you your time back.
The company's flagship product, The Automatic Iron, is built on a simple realization: there are more important things than standing with an iron. In 8-12 minutes, it does the work for you, so you don't have to spend your own time and energy on it.
Scanovus operates exclusively online and today sells in both the EU and the US. With a growing presence on social media and a clear mission to challenge old habits, the company is working toward becoming the market leader in automated garment care - and, in time, a bigger part of the modern everyday.
Unaware
Solution/ problem aware
Aware
Unaware
Solution/ problem aware
Aware
The challenge
When we started working with Scanovus, we didn't just meet a product - we met an idea: to stop spending time on things that don't matter. Together with founder William Friis, who combines strong drive with sharp creative instinct, the foundation was clear.
But growth had hit a plateau. It was no longer possible to scale spend without CAC climbing along with it.
The performance plateau
Scanovus had been running paid ads on Meta for about three years. There was content. There was budget. There were results - but they were flat. Every time they tried to increase spend, CAC went up in step. They were stuck at a classic performance ceiling: a setup that worked at a certain scale, but wasn't built to grow further.
The product was good, and the existing ad content was professional enough to stand out from other similar products in the market. But there was a critical gap in the way the brand, the ad strategy and the skepticism around the product were tied together.
One step too many for the consumer
A large portion of the ads led straight to the "All Products" page - not the product page. That meant the consumer, already curious enough to click, was suddenly faced with another decision before they even reached the product.
And when the user finally did reach the product page, the experience wasn't yet built to convert. The page was static, lacked value-creating USPs, and the Add to Cart button sat too far down - especially on mobile, which was the primary traffic channel.
Low market sophistication - high skepticism
The Automatic Iron sits in an interesting position: the category is still new, and market sophistication is low. That means we're not fighting against decades of identical claims from competitors.
In return, a different challenge appears:
👉 The consumer is skeptical - not of the need, but of the solution.
"Does this actually work? Or is it just another product that sounds better than it is?"
That skepticism shouldn't be ignored - it has to be met head-on.
But the existing page didn't do that. There was clearly missing social proof. There were missing signals showing an active, trustworthy brand. And most importantly: there was missing content that showed, at eye level, just how simple and effective the product actually is.
A content funnel that didn't follow the customer all the way
Scanovus had content that performed in ads - but not a unified system that took the customer from first impression to repeat purchase.
Content was especially missing for the early stages:
The consumers who haven't yet recognized the problem. The ones who still accept ironing as a part of everyday life - because they've never considered that it could actually be removed.
👉 That's where the biggest opportunity sits:
Not just selling a solution - but changing the way people see their everyday life.
The solution
An optimized product page that converts
The most direct effort was turning the website into a conversion- and user-friendly one. In close collaboration with William Friis, who owns Scanovus, we rebuilt the product page from the ground up based on data from the ads:
A content funnel that converts cold traffic
Scanovus had content that was professional enough to build credibility. But it didn't hit broadly enough - and it didn't meet the consumer who didn't yet know they had a problem.
We built a structured content funnel covering every awareness stage:
The viral effect and the organic engine
During 2025, together with William, we found a format that took off. Scanovus went from a small organic footprint to +150,000 new followers worldwide - with an engagement rate rarely seen in e-commerce brands.
That wasn't a coincidence. It was the result of a format that hit exactly the intersection of entertainment and relevance - and that perfectly supported the structure of the content funnel on our paid channels. The organic momentum that Scanovus has been particularly good at was turned into a structural advantage in the paid advertising.
Engagement as the scaling key
As the partnership picked up speed and we scaled into new markets in the EU, we discovered one common denominator across all the best-converting ads at every awareness stage: engagement. Likes, comments and shares - not as vanity metrics, but as a shortcut to cheaper prices in the Meta auctions.
We collected the best-performing ads from every step of our content funnel and created a dedicated "Engagement on Post" campaign for each market. We copied the ad IDs from the best ads and hosted them simultaneously in the engagement campaign and the sales campaigns.
The effect was significant: ads with hundreds of likes, comments and shares stacked up front are heavily favored by the algorithm. CPM and CPC dropped noticeably in our verticals - despite increased spend. We scaled budgets aggressively and lowered CAC at the same time. We used the same strategy to launch in the US.
In parallel with the Meta setup, we worked on Google, email and e-commerce as integrated parts of the same strategy - focused on maximizing lifetime value per customer and creating a coherent brand experience across channels, rather than optimizing on the first transaction in isolation.
Scanovus
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