Careless would rather have new customers
A Norwegian brand with unusually loyal customers decided to spend its marketing on the people who had never heard of it.
- 6 stores + online
- Norway
- 140+ MNOK
- Annual revenue
- 7 in 10
- Customers who buy again
Where they started
Careless began as an influencer platform and grew into one of Norway's fastest-moving e-commerce brands.
Six stores, an online shop, and a loyalty rate few brands in the country can match. Most people who buy from Careless come back.
The good problem
That loyalty made the next step harder. A large share of the marketing was reaching people who already knew Careless and would have bought anyway. The numbers looked healthy while growth stood still.
Sweden was on the plan for 2026. Before going there, they wanted to know what was actually bringing new customers in.
How we help them change
They moved the focus. Marketing would go first to the people who did not know Careless yet — even when that made the numbers on the screen look less impressive for a while.
It takes nerve to go that way when what you are already doing works.
Our part in it
- Brought the marketing into one structure, so the team was looking at the same numbers
- Rebuilt the advertising so the budget went after new customers
- Day-to-day work and testing across Meta, Google, Snapchat, email and search
5.6%10.4%
Twice the share of visitors ended up buying something.
Conversion rate, YTD 1 July 2025 compared with YTD 1 July 2026
Where they are now
Careless is ready for Sweden.
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