Be Lenka | Case Study New rules of the game
Listen to the audio version in English
What is Be Lenka?
Be Lenka is a globally recognized barefoot footwear brand with Slovak roots. The company has built a strong reputation for premium quality, ergonomic design, and innovative technology. With a well-established presence in international markets, Be Lenka continues to expand while staying committed to providing people with comfortable and healthy walking solutions.
When numbers speak for success
53 %
increase compared to the planned ROAS
+ 65 %
revenue during Black Friday campaign (YoY)
+ 69 %
in total transactions campaign (YoY)
20 +
countries worldwide
Black Friday is no longer just a one-day event. In 2024, we teamed up with Be Lenka to rewrite the rules and transform the traditional sales day into a month-long shopping marathon. Our strategic escalation, data-driven communication, and FOMO-inducing tactics helped us maintain continuous customer engagement and achieve record-breaking sales.
The Client's Goal
After last year’s successful Black Friday campaign, Be Lenka aimed even higher this year. The goals were ambitious – to achieve the brand’s highest-ever monthly revenue, increase year-over-year (YoY) sales by 25%, attract 25% more new customers, and maintain profitability with a 10x return on ad spend (ROAS).
Core Areas of Cooperation
Our Collaboration
A Strategy That Won Gold
Our partnership with Be Lenka is a testament to how the right blend of high-quality products, strategic thinking, and data-driven marketing can drive extraordinary results. Last year, we helped Be Lenka expand into four new international markets, increasing revenue by 33% and attracting new customers who had never considered barefoot shoes before.
This success didn’t go unnoticed—our 2023 Black Friday campaign secured the prestigious Golden Digital PIE award. But we weren’t done yet. In 2024, we set out to raise the bar even higher.
Redefining the Black Friday Playbook
Traditional Black Friday campaigns revolve around a single day of heavy discounts. But we rewrote the playbook by launching Be Lenka’s Black Friday marathon on October 31st—a full month ahead of the official date.
And the impact was immediate. On the very first day, we achieved the same revenue levels as on Black Friday itself, a month later.
But an early start was just the first step in our bigger strategic plan.
The Power of Escalation
A strong start wasn’t enough—we needed to keep the excitement building. In the first phase, we rolled out early discounts, drawing in eager shoppers who didn’t want to wait for the big day. Then, in the second phase, we intentionally dialed things back, creating suspense and fueling anticipation.
By the time Black Friday hit, we unleashed full-scale FOMO, using countdowns and high-impact promotions to push sales to record highs. But while most brands would have wrapped things up here, we knew better.
Instead of hitting the brakes after Black Friday, we kept our foot on the gas—extending the campaign through Cyber Monday. This final play added an extra 23% revenue boost in just three days, proving that the biggest wins come to those who know how to keep the momentum going.
Expanding Across 20+ Countries in 15 Languages
We successfully launched campaigns in 20+ countries worldwide, ensuring precise targeting, localized creatives, and performance optimization tailored to each market.
On Google Ads, we deployed 600 ad sets, 3,000 banners, and over 6,100 optimized ad copies. Meanwhile, on Meta Ads and Dotidot, we ran 360 ad sets, 2,200 banners, 62 videos, and 1,200 ads.
Managing a campaign of this scale required a meticulous approach to localization and optimization, ensuring maximum impact in every market.
Results That Speak for Themselves
- 65 % (YoY) revenue growth during the Black Friday campaign
- 69% (YoY) increase in total transactions
- 43% (YoY) growth in new customers during the Black Friday campaign
- 53% increase compared to the planned ROAS, even at peak campaign intensity
Final Takeaway: The Long Game Wins
We didn’t just break records—we rewrote the rules of Black Friday marketing. By launching early, escalating strategically, and extending sales momentum through Cyber Monday, we turned a one-day sales event into the most profitable sales month in Be Lenka’s history. Because in marketing, it’s not about sprinting—it’s about endurance.
How does Be Lenka evaluate our cooperation?
With the ui42 team, we have created a great collaboration that has helped our marketing move forward. We maintain know-how within the team while not limiting ourselves thanks to the expertise of the ui42 team. We see it as a key decision that, in addition to the internal team, we also supplement our capacities with an agency.
