.png)
From a fragmented setup and branding to +54% online growth on a double-digit million revenue & +74% more online orders.
Growth on a double-digit million online revenue
Growth in number of online orders
Measurement period
Takeoff Copenhagen
Takeoff Copenhagen is one of Denmark's most recognized destinations for exclusive and limited-edition sneakers, streetwear and collectibles. Founded in Nørrebro by passionate sneaker enthusiasts, Takeoff has built a strong foundation - with physical stores in Copenhagen and Aarhus and a loyal, culturally aware customer base across all of Denmark.
Takeoff doesn't just deal in shoes. They deal in culture, authenticity and access to what most others can't get their hands on. It's a brand with soul and a community that backs it up.
Unaware
Solution/ problem aware
Aware
Unaware
Solution/ problem aware
Aware
The challenge
When we started working with Takeoff Copenhagen, we met a business with a strong brand ambition, dedicated customers and an extremely capable team - but a performance marketing setup that didn't reflect the potential sitting in the business.
A copy/paste framework
Before partnering with Makerz, Takeoff had worked with a larger agency. The problem wasn't willingness or budget. The problem was the approach: Takeoff was treated as one of many clients within a standardized framework. Nothing was built around Takeoff's specific business, their finances, their customers or their culture - but around a generic setup the agency knew and used across clients. The result was campaigns that looked competent on the surface, but were standardized in the industry and not right for Takeoff's business.
Retail margins require a fundamentally different approach
Takeoff primarily sells retail products - sneakers and streetwear from brands like Nike, Supreme, Corteiz and New Balance. They don't produce themselves. That means product margins are significantly lower than for brands with their own production. To run a healthy business, Takeoff has to keep an extremely low CPA and NC-CPA relative to their AOV, which can stretch into thousands of kroner.
That requirement sets a clear ceiling on how much you can pay for a new customer - and it demands a marketing strategy built around exactly that math from day one.
A fragmented setup driven by the market
The technical foundation was marked by one decisive imbalance: nearly the entire budget was allocated to DPA campaigns (Dynamic Product Ads) and shopping ads. Those are formats that are effective at harvesting existing demand - but they don't create it. As a result, Takeoff's revenue was largely steered by the mood of the market and fluctuating search volume, rather than by Takeoff's own brand and active presence in the consumer's feed.
The consequence was KPIs that went up and down without their previous agency actually being in control. There was no systematic capture of cold qualitative traffic. No content funnel that took the cold user from first impression to active customer. And no clear distinction between what was creating new growth - and what was simply reactivating existing customers.
A strong brand identity that didn't carry over into paid channels
Takeoff's team is extremely creative and has a clear picture of who the brand is. Organic content was strong and authentic. But there was an imbalance: the brand's DNA disappeared the moment a budget was put behind it. The tone, aesthetic and cultural universe that made Takeoff relevant on Instagram and in the store wasn't translated into a unified communication strategy across paid channels.
Takeoff didn't lack brand. They lacked a partner who could look at the business from the outside in - and build a performance marketing setup on the same level as the brand they already had.
The solution
Before we changed a single ad, we turned Takeoff's online business and brand on its head. We started by building a concrete roadmap rooted in Takeoff's finances, brand strategy and the bottlenecks that were preventing them from scaling profitably.
A roadmap anchored in the business
We opened the partnership with a thorough analysis of Takeoff's business, target audience and existing setup. Our roadmap covered, among other things:
Brand first
Takeoff's team understood from the start that authenticity and cultural relevance aren't things you can buy with a big ad budget. They have to be built. And it takes time, patience and an unwavering belief that the attention follows once the brand is right.
The result was a complete content funnel rooted in Takeoff's brand, where "Takeoff TV" became a key part of the setup. A top-of-funnel content branch where well-known cultural voices like Rasmus Søndergaard, Anton Edwards, Hav & Kamal, Mathias Ong, Branco and several others supported the journey from cold to warm traffic. Not as classic influencer marketing that shouts products out - but as genuine cultural content that builds brand perception and creates the kind of consumers who don't just shop at Takeoff once.
From fragmented setup to full-funnel architecture
When we took over Takeoff's paid channels, we met a setup that ignored the customer journey. The majority of the budget sat in existing-audience ads and DPA, cycling around the same warm users over and over. New users weren't coming in. The existing base was being burned out.
Restructuring the entire ad setup:
Brand campaigns built for incremental reach and new followers on Instagram secured a constant stream of new faces who met Takeoff with the right first touchpoint - relevant, authentic and brand-building, not product-driven.
Conversion campaigns in the middle and bottom of the funnel were split by awareness stage and audience temperature. Cold audiences saw community-driven and identity-anchored content. Warm audiences got product-focused creatives with clear CTAs.
DPA campaigns were kept, but deprioritized to what they're best at: reactivating people who already know the products and the brand. Not as the primary growth engine.
An incremental reach layer with the right content strategy made sure we were constantly bringing new customers into the system - not just optimizing on the existing base.
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 ensuring an omni-channel experience, rather than optimizing on the first transaction alone.
Takeoff Copenhagen
Strategy
Paid Social
Brand & performance strategi
Meta Ads
Growth Manager | Head of Google Ads
Google Ads
Meta Ads
Growth Manager & Head of E-mail marketing
E-mail marketing & Retention
Meta Ads
Senior Creative
Art direction
Media production
Influencer Specialist & Content
Content
AI
We'll review your current marketing setup and show you exactly what's holding you back from profitable scaling. No strings attached.
Get a free performance audit →Brand & performance strategi
Meta Ads
Strategy
Paid Social
