Mishmash is a Portuguese design-led stationery brand focused on planners and notebooks that support organisation, creativity, and everyday rituals. It’s a very specific brand, with design, thoughtful layouts, and eco-conscious products at the centre of its branding. The brand operates primarily online and sells across multiple international markets.

Although we had been working with the brand for several years, in 2025, we had a clear objective: to scale the business efficiently and drive meaningful, sustainable growth. Oh, and also: duplicate their yearly revenue from 2024 with a higher ROAS.

The Starting Point

In 2024, performance was solid, with around 290 000€ in revenue, a ROAS of 3.62 and an average order value of €42.82. However, there was still clear room for improvement. The brand’s creatives were highly polished and professional, but lacked the authenticity of UGC, making it harder for potential customers to connect. Additionally, the website needed optimisation to better convert paid traffic, and the messaging wasn’t fully speaking to the audience through clear, intent-driven angles.

The Goals

The goals for 2025 were ambitious, but well defined:

• Duplicate year-over-year revenue

• Increase ROAS while scaling ad spend

• Maintain efficiency throughout aggressive growth

All goals were achieved.

The Strategy

To reach these goals, we implemented a multi-layered growth strategy, working closely with the brand across acquisition, creative, and conversion. On the acquisition side, we expanded into new countries and isolated performance by market in some cases, allowing us to scale what worked while maintaining efficiency. We tested new offers, structured campaigns by product to explore different angles, and launched thematic campaigns aligned with key commercial moments such as new launches, private sales, Black Friday, Back to School, and Christmas. Advantage+ campaigns were continuously tested and optimised, while a consistent UGC organic pipeline was built to support paid media with fresh, high-performing content.

Creatively, we shifted away from overly professional visuals and focused on more authentic, UGC-style formats, while maintaining the brand's image. By working more closely with content creators and highlighting real-life use cases, routines, and everyday planning moments, we significantly improved relatability and engagement.

Across the funnel, we optimised the website experience to better support paid traffic and refined messaging to align with user intent at each stage, through upsells, cross-sells, and landing pages. Continuous tracking and optimisation ensured that the budget was allocated to the highest-performing campaigns and creatives as scale increased.