Peak Growth | Liforme Paid Media Case Study

What we were up against

Liforme makes revolutionary yoga mats, built around its unique alignment system and GripForMe technology. Since 2008 the brand has served yogis in more than 100 countries with eco-friendly, non-toxic and biodegradable products that look after the planet while helping people of every level practise better.

The challenge here was a good problem to have. Liforme's 2024 Black Friday had been a strong step up on the year before, much of it driven by expanding their marketing and digital presence into the USA, where growth had come quickly. That success set the bar high. The expectation for 2025 was continued year-on-year growth on top of an already excellent peak, which is far harder than growing from a standing start.

We couldn't simply repeat what had worked. The plan for 2025 needed to strengthen Liforme's presence in its core UK and USA markets while opening up and testing the channel mix in the EU and the rest of the world. And it had to do all of that to an ambitious brief: a 60% revenue growth stretch target, held to a tight 16.5% Marketing Efficiency Ratio. In other words, scale hard, but scale efficiently.

How we tackled it

We started long before any spend went live, with a deep dive into consumer trends and how Liforme's own audience had historically behaved through November and Black Friday. Pulling our own account data together with wider trend reporting, we built an awareness, engagement and conversion strategy mapped across a clear timeline for the whole of November 2025.

Content did the heavy lifting, and we tailored it to each stage of that journey and each platform. Awareness activity leaned on user-generated content with an entertainment and problem-solving feel, designed to get attention. Engagement content went deeper into the brand and how the products are used, building trust and showing the quality and expertise behind them. Conversion content stripped all that back to the offers, the products and the brand itself.

The timeline depended on an early push into awareness, getting the brand, products and community in front of people well ahead of the rush. We tracked the impact through website visitors and early Black Friday sign-ups, and moved investment between channels based on acquisition costs, engagement on each platform and the quality of the email sign-ups each source was generating.

From there it was a steady shift in weight. As Black Friday week approached we blended that awareness investment into engagement content, then tilted spend and attention firmly towards conversion. At launch we moved hard into remarketing and conversion campaigns across every platform, pushing the on-site offer and best-selling products to the audiences we'd spent weeks warming up. Dynamic, data-fuelled campaign types including Advantage+, Performance Max and Demand Gen let us reach the most relevant audiences and auctions at exactly the right moment.

What we achieved

Growing on top of a record year is the real test, and Liforme cleared it. Across the November and Black Friday peak, net sales scaled by 46% year on year, adding more than £740k in net sales to the business.

•Net sales up 46% year on year across peak, with new customers up 43%
•Core markets up strongly, with USA sales up 56% and the more mature UK market up 35%
•New market testing paying off, with EU sales up 48%, SEA up 30% and the rest of the world up 47%, together contributing a further +£218k in net sales versus the 2024 peak
•An +8,063% uplift in Demand Gen impressions, driving 14.5 million impressions across peak

The new markets proving themselves matters as much as the headline figure, because it shows the growth wasn't a one-off squeeze of existing demand but a genuinely broader base to build on. Now two years into managing Liforme's peak seasonality, the relationship continues to grow, with attention already turning to how we push performance further in the years ahead.