Anovair · Custom Proposal

Case studies

Real results, real brands.

Each of these cases represents a different reality. The common thread: profitable, sustained growth.

Case 01 From local to international

A Spanish fashion brand selling almost exclusively domestically (98.4%). After one year with 21Nova, 35% of its revenue already comes from international markets.

Before

Domestic: €247,749
International: €3,970

After 1 year

Domestic: €926,942
International: €498,094

×5.6

International share
in 4 months

+300%

International sales
(headline figure)

Case 02 From 8% to 45% international revenue

A brand established in 2014, strong in its home market but with only 8% international revenue and stalled acquisition. In 4 months it multiplied its international share by 5.6.

+440%

International sessions

+115%

Purchases on Meta Ads

+104%

Above sessions target

+45%

Above revenue target

Case 03 LATAM e-commerce — Growth + Retention

A Latin American brand with a powerful connection to its audience, but with repeat purchase completely untapped. We combined aggressive acquisition with a retention strategy that turned one-off buyers into recurring customers.

×4.4

Online sales
(405M → 1,790M COP)

×5.3

Recurring customers
(211 → 1,122)

40%

Repeat purchase rate
(before: 29%)

×6

Year-on-year sessions

Case 04 European brand: from €45K to €1M in 3 years

A brand with very strong product-market fit but a dormant online store: only ~€45K in annual sales. We built the e-commerce operation from the ground up and scaled it steadily over three years.

×23

Online sales
(€45K → €1.06M)

+81%

Average order value
(€90 → €162)

×18

Recurring customers

×10

New customers
and ×13 orders

Before we propose

What the audit found.

We audited the full account before writing this proposal — Shopify, GA4, Meta, TikTok, Google Ads and Klaviyo. The headline is straightforward: Anovair does not have a traffic problem and does not have a creative problem. It has a conversion problem and a budget-allocation problem, and both are fixable without spending a euro more.

€1.61M

Revenue YTD

+182% vs 2025

0,57%

Conversion rate

Benchmark 1–1,6% at a €138 AOV

38,2%

Blended MER

Target below 25%

1,91%

Add-to-cart rate

Benchmark 4–6%

The four findings that shape this proposal

Conversion

With 1,97M sessions and a 0,57% conversion rate, the site is the single biggest constraint on the business. The checkout itself works — cart-to-checkout runs at 69,2%, above benchmark. The loss happens far earlier: an add-to-cart rate of 1,91% against a 4–6% benchmark, and a bounce rate that has climbed from 53,8% to 69,8% in a year. Moving the conversion rate from 0,62% to 0,80% is worth roughly €680.000 of additional annual revenue at the current traffic level. No campaign optimisation available in this account comes close to that.

Budget allocation

Google Ads returns 8,61x ROAS on 10% of the budget. TikTok returns a 0,05% conversion rate on 22%. Meta takes 68% at 2,05x. The most profitable channel receives the least money and the least profitable receives more than twice as much. This is not a criticism of either agency — it is the structural consequence of having Meta and TikTok in one house and Google in another. Nobody owns the blended number, so nobody can rebalance it.

Tracking

AddToCart, Initiate Checkout and ViewContent are not firing correctly, and there is no cookie banner or Consent Mode v2 across markets that represent more than 70% of revenue. On top of that, 15,8% of sessions land in Unassigned and carry 31% of all key events. Until this is fixed, every optimisation decision in the account rests on incomplete data — and Meta and TikTok cannot optimise towards value they cannot see.

Retention

Klaviyo is the best-run part of the account — more than 30% of revenue, a healthy campaign-to-flow split and a growing list. But 40% of the database is never contacted, five high-value flows do not exist (back-in-stock, win-back, re-engagement, price-drop, low-stock), and more than 4.000 SMS contacts have been captured without a single message ever being sent. This is margin sitting on the table with no media cost attached to it.

Read the full audit

Custom proposal

What we propose for Anovair.

Two things are not negotiable if the numbers above are going to move: one team on all three paid platforms, and someone who actually owns the website. Those form the core. Retention and creative sit alongside as separate, individually priced blocks, so you can decide each one on its own merits rather than buying a bundle you did not ask for.

Proposed plan · 6 months

Anovair × 21Nova
Growth Partnership

Initial term

6 Months

Initial term · objectives review before renewal

21Performance

Meta · TikTok · Google

Core

All three platforms under one roof, which is the only way the blended MER becomes controllable. The first quarter is already written by the audit: fix the tracking (ATC, Initiate Checkout, ViewContent, cookie banner, Consent Mode v2, UTM taxonomy) before touching anything else; run a proper incrementality read across the three platforms before moving a single euro — Google returns 8,61x on 10% of the budget and TikTok 0,05% CVR on 22%, but part of that gap is attribution rather than reality, and Google's return is volume-capped; build the retargeting layer Meta does not have, with Hot and Warm tiers fed by Klaviyo segments; and cut spend in the markets running above 40% MER — Netherlands at 52,1%, Italy at 52,3%, UK at 42,9%, Germany at 41,9% — reallocating towards Australia, Switzerland, Austria and Spain, which are already efficient.

On AMV: the fee is calculated on total managed spend, not per brand. That means launching the second line costs nothing extra in fees as long as total budget does not rise — you simply split the same €94K across two ad accounts. Splitting a budget between a premium line that should lean less on paid and a mass-market line that should lean more is exactly the problem a single blended-MER operator is built to solve.

21Conversion

eCommerce Manager

Core · option A

A dedicated eCommerce Manager owning the store: roadmap, priorities, product and merchandising decisions, and the day-to-day operational calls that currently fall between your freelancer and the two agencies. This is the block that makes the site move at all — and it is where the technical foundation gets fixed first: the ATC, Initiate Checkout and ViewContent events that are not firing, the missing cookie banner and Consent Mode v2, the UTM taxonomy behind the 15,8% of sessions sitting in Unassigned. Until that is done, nothing else in this proposal can be measured properly.

21Conversion

CRO experimentation

Core · option B

The same ownership of the site, run at a higher gear. Everything in option A is included — the roadmap, the priorities and the tracking rebuild — and on top of it a continuous experimentation programme: a structured testing cadence rather than the occasional A/B test. With around 250.000 sessions a month you have something most brands do not: enough traffic to reach statistical significance quickly, which is what makes a real testing programme worth paying for. The work targets exactly where the funnel breaks: product pages and the add-to-cart gesture (1,91% against a 4–6% benchmark), the landing experience for paid traffic, and a bounce rate that has climbed 30 points in a year.

Option A or option B, not both. One of the two has to be in the engagement — somebody needs to own the website — but they are alternatives, not additions. A sensible route is to start with option A, get the tracking and the roadmap fixed, and move up to option B once the foundation is measuring correctly: running experiments on broken events is a waste of everyone's money.

21Retention

Klaviyo · email & SMS

Recommended

Priced separately so you can take it or leave it. What we would do: fix the segmentation so the 40% of the database that never hears from you starts receiving campaigns; build the five missing flows — back-in-stock, win-back, re-engagement, price-drop and low-stock, which together monetise demand you have already paid to acquire; launch SMS properly, starting with the 4.000 contacts already captured and never used, with Shopify phone sync, checkout consent, a branded domain and SMS steps inside the flows; and connect Klaviyo to Meta as an audience source, which is also what unlocks the retargeting layer on the paid side.

The Klaviyo account is genuinely well built, so the setup work is lighter than usual and we have priced it accordingly. This block would replace the current email management rather than sit on top of it — running both would duplicate cost without adding anything.

21Creators

Content Creators Program

Optional

The one creative gap the audit does find. There is no UGC anywhere in the account — not on Meta, not on TikTok — and in fashion it is consistently the format with the best incremental ROAS. It is also the prerequisite for Spark Ads, which is the single biggest structural miss on TikTok right now: €132K invested this year on a platform running without a catalogue, without a funnel and without the one ad format it was built for.

We run the programme end to end: sourcing and vetting creators aligned with the brand across your three core markets, negotiation and briefing, shipping coordination, chasing delivery, securing usage rights, and handing the material over already edited and paid-ready. Typically 5 to 8 creators a month, adjustable by season. It is the part of creative work that is genuinely tedious to run in-house, and the reason most brands never get UGC off the ground.

Product sent to creators is your cost. Where a creator requires a fee to post, we bring you the amount for approval first and it is invoiced at cost — we never mark it up and we never commit your budget without a yes.

21Creatives

Repurposing

Optional

Included here so you have a number, not because we think it is urgent. You already produce 80 to 100 new assets a month with a creative strategist, two designers and Maurice driving the engine — that is more creative volume than most brands twice your size. What repurposing adds is a second life for the material you already own: existing shoots, video and organic content reworked into new paid-ready variants, aimed at the products and markets the data says are moving. It is a genuine lever, but it is the one we would activate last.

Two of these five blocks are optional and we have said so. You already produce more creative volume in-house than most brands twice your size, so we are not going to pretend repurposing is urgent. The creators programme is a different case — it is a genuine gap rather than a duplication — but it is still yours to decide. What is not optional, if the numbers in the audit are going to move, is one team across the three paid platforms and someone who actually owns the website.

Investment

Investment structure.

Our paid media fee scales with the budget under management, so it stays proportionate as you grow. Everything else is a fixed monthly figure, priced individually. All fees exclude VAT.

To get started

Two payments at the start of the contract, so both sides begin fully committed.

One-time onboarding fee

€4.800

Two components, because in this account the set-up is not the standard one.

Standard onboarding

Initial research, unit economics by market, account restructure across Meta, TikTok and Google, and every 21Method™ deliverable

€3.600

Tracking & measurement rebuild

AddToCart, Initiate Checkout and ViewContent rebuilt; cookie banner and Consent Mode v2 across all markets; UTM taxonomy and GA4 remediation to clear the 15,8% sitting in Unassigned

€1.200

Total onboarding€4.800

Commitment advance · 6 months

€250 × 6 months

€1.500 paid up front as a mutual commitment. This €250 is deducted from the monthly fee for the whole term — it is not an extra cost, it is the same money brought forward.

Total due on signature — core scope €6.300

If 21Retention is included — Klaviyo set-up €5.000 at €2.500 €8.800

21Performance · core

Your paid media fee, by monthly budget

The fee is calculated on the total advertising budget managed across Meta, TikTok and Google in a given month. Spend less in a month and you pay less. Drag the slider to see where you sit — the figures are indicative and the final agreement is confirmed on the kick-off call.

Monthly advertising budget

€

€0 €100.000 €200.000 €300.000

Monthly advertising budget

€94.000

Paid directly to Meta, TikTok and Google

21Performance fee

€9.050

Standard rate card · excl. VAT

Fee after advance

€8.800

Less the €250/month commitment advance

At €94.000/month of advertising budget — roughly what Anovair spent in July across Meta, TikTok and Google — the 21Performance fee is €9.050/month. After the €250 monthly advance, the amount actually invoiced is €8.800/month.

All fees exclude VAT. The fee covers all three platforms and both brands — it is calculated on total managed budget, not per platform or per brand.

The blocks, priced separately

Block

Status

Set-up

Monthly

21Performance

Meta, TikTok and Google

Core

Included

€9.050

at €94K budget

21Conversion · eCommerce Manager

Roadmap, priorities and the tracking rebuild

Core · A

Included

€2.500

21Conversion · CRO experimentation

Everything in A plus a continuous testing programme

Core · B

Included

€4.000

+ €600–800 platform

21Retention

Klaviyo, email and SMS

Recommended

€5.000 €2.500

€2.200

21Creators

Content Creators Program · 5–8 creators/month

Optional

—

€1.900 €1.500

+ creator fees at cost

21Creatives

Repurposing

Optional

—

€1.900 €1.500

Leanest configuration

Paid media + eCommerce Manager

—

€0

€11.550 / month

Fullest configuration

Paid media + CRO + Retention + both creative blocks, incl. platform

—

€2.500

€18.850–19.050 / month

The two 21Conversion options are alternatives, not additions. Somebody has to own the website, so one of them is always in — but you pick A or B, never both. That is what sets the two ends of the range: €11.550/month for paid media plus an eCommerce Manager, up to €18.850–19.050/month with the CRO programme instead, plus retention and both creative blocks. The €600–800/month platform cost is the experimentation tooling licence: paid to the provider, billed at cost, and only applicable under option B. Both creative blocks are discounted from €1.900 to €1.500 alongside the core, because the same team is already inside the ad accounts. Creator fees and product sent to creators are passed through at cost, always with prior approval. Blocks can be added at any point in the term.

What has to happen for this to pay for itself

Lever

Move

Impact over 6 months

Conversion rate

At current traffic, no extra spend

0,62% → 0,80%

+€340.000

Blended MER

Same revenue, less budget consumed

38,2% → 30%

€96.000 freed

Total fee · 6 months, fullest configuration

€18.250 × 6, plus platform, onboarding and Klaviyo set-up

—

€121.000

These are not projections, they are arithmetic applied to numbers already in your own accounts — your traffic, your revenue, your MER. The conversion lever alone covers the entire six-month fee nearly three times over, and it is the one that needs no additional media budget at all.

What we have deliberately not put a number on: the reallocation of budget between platforms. It would be easy to take the €132K currently in TikTok, apply Google's 8,61x and present a large figure — and it would be misleading. Google's return is carried heavily by brand and high-intent search, which is volume-capped; incremental budget there does not earn the same multiple. TikTok may also be assisting conversions that close on other channels, which the current attribution cannot see. There is a real efficiency gain in that reallocation, but sizing it honestly requires an incrementality read we cannot do from the outside. That work is part of the first quarter, not a promise made in a proposal.

Term · 6 months

The initial term

Six months, then a decision on the evidence.

Long enough to rebuild the tracking, restructure three ad accounts, stand up a retargeting layer, run a conversion programme through enough tests to reach significance and absorb the AMV launch — and short enough that you are not committing to a partner you have not worked with before. At the end of the term we review objectives together and decide whether to continue.

Blocks, not a bundle

Each block stands on its own.

21Retention and 21Creatives are priced separately precisely so that you can start with the core, see how we work, and add them later — or not at all. Blocks can be added at any point in the term; removing one takes effect at the end of the month. Nothing here is designed to lock you into paying for something you are not using.

All fees exclude VAT. Advertising budget is paid by Anovair directly to the platforms and remains entirely under your control. Fees are invoiced monthly; the final scope and the blocks included are confirmed on the kick-off call and fixed in writing before we start.

Next steps

How do we get started?

The onboarding process takes an estimated three weeks and is designed to get us up and running on the strongest possible footing.

Confirmation and legal details

Confirm you want to go ahead and send us the full name and identity document of the legal representative signing the contract, along with the company's tax information.

Contract signature and opening fee payment

We will send you the services agreement. Until the contract is signed and the opening fee has been paid, we cannot kick off the onboarding.

Onboarding — 3 weeks

Once the contract is signed and the payment made, we start all integrations so we are operational as soon as possible.

Welcome Call — After signature we schedule a welcome call where we walk through the methodology, the first steps and complete a questionnaire with the key questions.

First strategic sessions — ~7 days after the Welcome Call. Three sessions: Business & Operations, eCommerce Growth & Performance and Creative Workshop. The 21Nova team prepares the initial study in parallel.

Content request — We request the preparation and delivery of the content needed to launch the advertising campaigns.

Growth Diagnostic Presentation — A full analysis of the business following our proprietary 21Method™: we assess the business across the 10 most important pillars (logistics, sourcing, internal hiring, and so on).

Initial strategy execution — While Anovair prepares the content, the 21Nova team works on the initial strategy for the campaign launch.

Estimated date for first campaigns: Second half of August / start of September.

One team for
Anovair.

Growth and Performance Partner for E-Commerce Brands

Results that speak for themselves.

Brands that trust us.

Why brands choose to grow with us.

Real results, real brands.

Multiple services, one single vision.

How do we work?

What the audit found.

What we propose for Anovair.

Proposed plan · 6 months

Anovair × 21Nova
Growth Partnership

Investment structure.

How do we get started?

Let's grow together,
Anovair.

One team forAnovair.

Growth and Performance Partner for E-Commerce Brands

Results that speak for themselves.

Brands that trust us.

Why brands choose to grow with us.

Real results, real brands.

Multiple services, one single vision.

How do we work?

What the audit found.

What we propose for Anovair.

Proposed plan · 6 months

Anovair × 21NovaGrowth Partnership

Investment structure.

How do we get started?

Let's grow together,Anovair.

One team for
Anovair.

Anovair × 21Nova
Growth Partnership

Let's grow together,
Anovair.