Flora Organics: +205% orders during Black Week

Starting point

Flora Organics is a small Norwegian skincare brand: oils, scrubs, soaps and accessories, positioned around sustainability, self-care and ingredient transparency.

The product and the positioning were clear. The digital side wasn't keeping up:

• The website had limitations. It lacked a consistent shopping experience, a good presentation of the products and a structure ready to grow.
• Communication had no clear direction. The website, social media and advertising didn't speak the same language or share priorities.
• The channels weren't connected. The store, content, campaigns and measurement needed to come together in one strategy.

Our approach

Instead of tackling one channel at a time, we worked on the different areas together: first the foundation (the store), then the channels that bring people to it, with measurement to decide what to adjust.

What we did

Shopify website, built from scratch

We rebuilt the store on Shopify for the Norwegian market: e-commerce structure, product pages, commercial and educational content, ingredient pages and ongoing improvements to the shopping experience.

SEO

Site architecture, on-page and technical e-commerce SEO, and product and ingredient content. The ingredient pages strengthen the brand's educational side and link each ingredient to the products that use it.

Web Analytics and conversion

Tracking of traffic, behaviour and conversions, and analysis of channels and campaigns to find what to improve. On conversion, we worked on the structure of the home page, the product pages and the path to purchase.

Social media

Instagram and Facebook with content pillars, editorial planning and educational, product and sustainability content. A calm, friendly tone and a minimalist look, with real photos of the products and their textures.

Meta Ads

Campaigns organised by audience, with prospecting kept separate from remarketing, creatives planned around the store's content and promotions, and monitoring throughout. For Black Week and Black Friday 2025, we set up two campaigns with four ad sets, split between broad audiences and remarketing.

Results

Black Week and Black Friday 2025

Compared with 1 to 22 November 2025, before the campaign: +205% orders, +80% website sessions and +800% sales. The ads delivered a 2.56x ROAS: for every krone spent, 2.56 kroner of revenue attributed to the ads. The campaign combined in-store promotions (up to 40% off, with some exceptions), social media, Meta Ads and email.

On Instagram, the campaign analysis recorded +586.3% views, +335% profile visits and +300% interactions.

The new store, Q4 2025 vs Q4 2024

*In Q4 2024 the new store wasn't selling yet. To calculate the change in orders and revenue we assumed a baseline of 1 order, so these percentages show the store's launch rather than comparable growth.

Since August 2025

Reported on 12 November 2025, covering performance since 1 August 2025: +8720% website sessions, +1400% sessions from organic search and +400% sales. Some of the sales came from AI platforms (LLMs).

Social media

• Instagram, over around 12 months: from 109 to 209 followers (+100 followers, +91.7%).
• First month vs last month of work: around +1600% reach and +293.3% profile visits.

Note: the results come from several fronts working at the same time (store, SEO, content, social media, ads and email), so we don't attribute them to a single channel.

What we learnt

• The foundation comes first. Rebuilding the store from scratch gave the project a solid starting point for everything else.
• Channels deliver more when they work together. During Black Week, the store, social media, ads and email all pointed at the same sales moment.
• Educational content serves both the brand and search. The ingredient pages help shoppers decide and give the site content to build organic visibility.