BEST PRACTICES / REAL CASES & CONSUMER SIGNALS
Learn from what worked.
Build your next move.
Actions. Strategy. Reported KPIs. Lessons to test.
These are external market examples, not NUVELO engagements. Results are attributed to the published sources. “Why it worked” is NUVELO’s interpretation of the described approach, not proof of causality or a promise of similar outcomes.
CHOOSE A REAL-WORLD EXAMPLE
Nine examples.
Different routes to growth.
CONSUMER SIGNALS / SOURCE & SCOPE
Trends with numbers.
Decisions with context.
of annual wellness spending
Gen Z and millennials account for 41% of annual US wellness spending, versus 36% of the adult population, in McKinsey’s 2025 research.
A reason to explore younger consumers; this is not a keyword-volume estimate.
McKinsey: survey and methodology ↗planned to spend more on wellness
McKinsey’s Germany release reports that one in five respondents intended to increase wellness spending in 2025.
An EU-market signal from Germany, not a result for every European country or a realised sales figure.
McKinsey Germany: published findings ↗selected physical fitness as a priority
KPMG surveyed 1,544 US consumers about their top three health and wellness priorities. Physical fitness was selected by half of respondents.
Useful context for active-living propositions; not purchase intent or a forecast.
KPMG Consumer Pulse: pages 88–90 ↗Reviewed 20 October 2026. Historical survey results and campaign outcomes are different evidence types. Interpretations are starting points for local market validation.
SPORTS NUTRITION / E-COMMERCE
Myprotein
Performance Max optimisation across selected Myprotein markets; the public page does not specify the exact calendar measurement window.
The strategy
Prioritise products by commercial value rather than give the entire catalogue the same advertising treatment.
The actions
Segment products using price, category and profitability. Identify products suited to new-customer acquisition. Refresh campaign budgets and return-on-ad-spend targets daily.
The reported KPI
smec reports revenue growth of 522% in Ireland and 148% in Japan, year on year, in its case study.
smec: Myprotein case study ↗Why it worked — our interpretation
Aligning campaign structure with product economics made the commercial priorities actionable in the media account.
Provider-reported results. The public page does not supply a controlled incrementality test or prove that the changes alone caused the revenue increase.
A lesson to test in your business
Agree product-level commercial priorities and measurement before scaling paid acquisition.
Discuss your growth strategy ↗SKINCARE / CREATORS & PR
CeraVe
A North American campaign building up to the 2024 Super Bowl.
The strategy
Build a participatory story over several weeks, then connect the reveal to the brand’s dermatologist-developed positioning.
The actions
Coordinate a month-long Michael Cera storyline, 450 influencers, earned media and a Super Bowl reveal that corrected the fictional founder story.
The reported KPI
WPP reports 9 billion earned impressions before game day.
WPP / Ogilvy: Michael CeraVe, 2024 ↗Why it worked — our interpretation
The celebrity-name connection gave audiences an easy story to share; the reveal brought the attention back to a distinctive brand message.
Impressions are not unique people, sales or proven incremental revenue. This campaign is an attention example, not a health-claims template.
A lesson to test in your business
Make creator activity serve a recognisable brand idea, with an explicit route back to the proposition.
Discuss your growth strategy ↗BEAUTY / COMMUNITY & VALUE
e.l.f. Beauty
Historical company performance for FY2025, not a single-campaign experiment.
The strategy
Connect accessible pricing, community-informed innovation and culturally relevant marketing with retail and direct-to-consumer distribution.
The actions
Use community and loyalty insights to inform products and assortment. Develop launches at accessible prices and connect digital activity with retail availability.
The reported KPI
The company reported net sales of $1,313.5 million, up 28% year on year, for the year ended 31 March 2025.
e.l.f. Beauty: FY2025 results ↗FY2025 proxy: strategy and commercial model ↗Why it worked — our interpretation
A coherent value proposition can connect product relevance, discovery and availability rather than leave marketing isolated from the offer.
Company-wide results reflect multiple factors; they cannot be attributed to one creator, channel or campaign. These historical figures are not current-year performance.
A lesson to test in your business
Treat pricing, product, community and distribution as a connected commercial system.
Discuss your growth strategy ↗CONSUMER HEALTH / RETAIL MEDIA
Haleon
Separate studies in France, Canada and Australia. Results have different markets, periods and methods.
The strategy
Connect awareness, consideration and purchase activity, then evaluate the commercial effect across channels.
The actions
Combine video, display and sponsored ads. Use market-specific measurement and consolidate the findings into a repeatable implementation playbook.
The reported KPI
Amazon Ads reports 10% offline sales lift in France, April–June 2024. A separate Canadian Nielsen MMM study, April 2023–March 2024, reported 153% higher MMM ROI for full-funnel versus single-objective campaigns.
Amazon Ads: Haleon full-funnel case ↗Why it worked — our interpretation
A connected media approach can support both product discovery and purchase, while local measurement tests whether the effect reaches sales.
These are partner-published findings from different studies. Do not combine the percentages into one campaign result or treat them as a guaranteed uplift.
A lesson to test in your business
Choose the business outcome first, then match the media plan and measurement method to it.
Discuss your growth strategy ↗FMCG / CREATORS & OMNICHANNEL
Dove Men+Care
Netherlands: creator-led TikTok content and digital outdoor placements in Amsterdam and Rotterdam. Exact campaign dates are not stated on the public page.
The strategy
Keep creators central while connecting social discovery with physical-world visibility.
The actions
Combine creator content and premium in-app placements with outdoor media. Evaluate brand effects and sales using TikTok, Kantar and a Circana multi-cell geolift study.
The reported KPI
TikTok reports 3.1% sales lift in the TikTok + Out-of-Phone region, 2.1% in the TikTok-only region and 2.6% total brand sales lift.
TikTok for Business: Dove Men+Care ↗Why it worked — our interpretation
The same recognisable creative idea travelled across channels; the test structure distinguished the reported regional outcomes.
Platform-published case. Regional study results are not a universal return forecast, and brand-awareness measures are separate from sales lift.
A lesson to test in your business
Plan creator content, reach and a credible sales-measurement design together.
Discuss your growth strategy ↗POLAND / MEDICAL DEVICES, BEAUTY & LONGEVITY
ITP S.A.
A distribution-and-support model: international technology brands paired with local commercial and operational capabilities.
The model
Technology distribution with an ongoing customer relationship.
The published actions
ITP describes technology selection, financing support, training, technical service, marketing and after-sales care.
Published scale — not a growth KPI
The company reports over 80 devices and over 90 technologies in its portfolio. Website reviewed 20 October 2026; these are self-reported portfolio counts, not audited revenue, profit or ROI.
ITP S.A. · original company description ↗Why this model matters — our interpretation
Support throughout adoption can make a distribution proposition more useful than an equipment transaction alone.
No verified sales-growth or clinic-return figures were found in the reviewed company page. This is a business-model example, not a proven financial success case or an endorsement by ITP.
A lesson to test in your business
Design partner selection, customer training and after-sales support together. Agree measures such as qualified leads, sales conversion, installation time, service response and repeat business.
Discuss your distribution model ↗POLAND / BEAUTY POSITIONING
KLOO
Positioning evidence — no financial KPI
EXECUTIVE SUMMARY
KLOO frames skincare around making care less demanding and more enjoyable. Its brand story centres on having more time for what matters.
The actions
Build a clear consumer-facing proposition around simplicity and the role of the routine, rather than a long list of technical features.
Published evidence & limits
No verified sales-growth, conversion or ROI figure was found in the reviewed brand page. The observable evidence is the published positioning and customer proposition.
KLOO · original brand story ↗Why this matters — our interpretation
A concise promise can help consumers understand the offer. Whether that positioning improves conversion requires measurement; it is not established by the brand story alone.
A lesson to test
Choose a specific consumer tension, express the benefit simply and test whether customers understand it.
External published example, not a NUVELO engagement. Financial outcomes and brand positioning are different evidence types. No unsupported total-market forecast is inferred from a company or campaign result.
Apply the lesson to your business ↗POLAND / SUPPLEMENTS & ACQUISITION
Health Labs Care
Reported promotion result — scope limited
EXECUTIVE SUMMARY
Adequate describes combining creator content, paid reach and acquisition-focused analytics for the Polish supplement brand HealthLabs.
The actions
Distinguish new and returning purchasers, use customer lifetime value in conversion valuation, and improve measurement with user IDs and server-to-server communication.
Published evidence & limits
The provider reports a fortyfold Black Friday sales increase. The public one-page case does not specify the baseline, exact campaign dates or a controlled incremental test.
Adequate · original HealthLabs case PDF ↗Why this matters — our interpretation
Measurement aligned with new-customer acquisition can make campaign decisions more commercially relevant. The reported uplift cannot be attributed to a single action.
A lesson to test
Measure acquisition quality and customer value alongside immediate promotional revenue.
External published example, not a NUVELO engagement. Financial outcomes and brand positioning are different evidence types. No unsupported total-market forecast is inferred from a company or campaign result.
Apply the lesson to your business ↗USA / FMCG, DISTRIBUTION & M&A
Celsius Holdings
Company-wide reported result — includes M&A
EXECUTIVE SUMMARY
The 2025 Form 10-K shows a growth model combining portfolio acquisitions, distribution and brand investment. Group revenue reached approximately $2.515bn.
The actions
Integrate Alani Nu and Rockstar, extend distribution arrangements with Pepsi, and invest in brand, product and channel development.
Published evidence & limits
FY2025 revenue grew 85.5% versus FY2024. Alani Nu contributed approximately $1.002bn and Rockstar approximately $55.6m. These are group results, not organic growth of the Celsius brand alone.
Celsius Holdings · 2025 Form 10-K, results of operations ↗Why this matters — our interpretation
Portfolio expansion and distribution can change the scale of a business. Integration and distributor-transition costs must be evaluated alongside revenue growth.
A lesson to test
Separate acquired and organic growth, then assess integration cost, contribution and cash — not the revenue headline alone.
External published example, not a NUVELO engagement. Financial outcomes and brand positioning are different evidence types. No unsupported total-market forecast is inferred from a company or campaign result.
Apply the lesson to your business ↗