Headz Up is more than a name – it’s a direction
Headz Up’s digital growth journey with Iternum Digital is only going one way – and that’s up!
Headz Up’s digital growth journey with Iternum Digital is only going one way – and that’s up!
Headz Up is Denmark’s leading specialty store for caps and headwear, founded by Mads Kragh in 2020. With a physical store in the heart of Copenhagen and one of the country’s fastest-growing webshops, Headz Up has built a strong market position – driven by an effective combination of digital marketing and prime location.
Since 2021, Iternum Digital has been part of Headz Up’s journey as a close strategic digital marketing partner. With a focus on performance, creativity, strategy, and cross-channel execution, Iternum Digital has accelerated both online and offline growth in line with rising ambitions and an increasingly competitive market.
To develop and scale Headz Up’s digital presence across multiple channels – with a focus on both profit and brand
To drive growth through SEO, Google Ads, Meta, and Pinterest with a strategy that balances performance and communication.
To build a long-term digital growth journey rooted in data, business insight, and a strong partnership.
Iternum helped with:
Awareness, ROAS, Traffic
Google Ads, Remarketing, SEO, Social Media, Strategy
Google MarTech Stack, Meta Business Manager, SEO MarTech Stack
The collaboration with Iternum Digital has been a gamechanger for our business – both online and in-store. They’ve managed to combine data, strategy, and creativity in a way that truly makes a difference. We’ve gained a partner who not only understands our brand but also our ambitions – and who constantly challenges us to take the next step. The results speak for themselves, and the potential for the business only feels greater.
When the collaboration began, Headz Up was in an early growth phase with a clear vision and ambition, but lacked a cohesive digital strategy that could scale both the online and physical business. They had built a solid foundation with their physical store, but were missing a consistent narrative in their digital marketing and communication to reach their webshop goals.
Additionally, the data optimization across various digital marketing platforms (Google, Meta, etc.) was not generating enough traffic, conversions, or revenue to meet Headz Up’s business objectives – to generate profit from digital marketing.
Mads Kragh had already worked with several digital agencies with mixed experiences and realized the industry could be unpredictable. He wasn’t just looking for another agency, but for a partnership that could elevate Headz Up to the next level – a partner who truly understood his business. It wasn’t just about clicks and campaigns or leaving optimization to Google and Meta. He needed someone who understood the brand, the market, the data, and the communication.
“I was contacted by Iternum Digital, who believed they could take on this case for me – and we scheduled a meeting. They conducted an upfront analysis of my entire setup, like most do, but Iternum Digital’s analysis was more in-depth. They covered every element and angle of digital marketing, many of which I wasn’t even aware were important – it felt right in my gut. I saw something in it.”, Mads Kragh explains.
The collaboration started with a strong focus on Google. We took responsibility for SEO – including content marketing, onsite and technical optimization – and Google Ads, where we worked with Shopping campaigns, Search Ads, Display, and remarketing.
Using a data-driven approach, we built a solid foundation with a strategy that ensured visibility for the most business-relevant searches – in terms of performance, cost, and profit. Based on in-depth analyses, we continuously optimized both campaign structure and communication to maximize return.
We also implemented, tested, and improved tracking across platforms – including the setup of Google Analytics 4 and Enhanced Conversions in Google Ads – making it possible to measure and manage performance precisely in line with ROAS goals. We also assisted with technical compliance to ensure data quality and availability.
As trust and results grew (more revenue at the right ROAS), the collaboration expanded. First, to advertising on Meta platforms – Facebook and Instagram – where we developed creative campaigns with a strong focus on impactful messaging and brand clarity.
Then we added Pinterest as a channel, continuing with the same principles we used on Google: creative execution, precise targeting, and continuous optimization – always with Headz Up’s brand and customer journey at the center.
We’ve consistently adapted and scaled the strategy in step with Headz Up’s growth. Today, we manage Headz Up’s digital marketing through a unified strategy, where SEO, Google Ads, Meta, and Pinterest work together for maximum impact. The focus has always been on coherence and momentum across all channels – with data as the foundation and the brand as the guiding star. The goal is not just growth, but a scalable and integrated effort that boosts both the online and physical store and strengthens the brand across platforms.
Today, Headz Up is stronger than ever – both digitally and physically. In Q1 2025, Headz Up’s webshop experienced a +219% increase in revenue compared to the previous year, while sales in the physical store rose by +80%. Even during the traditionally slow winter months, the store saw an average of 454 more paying customers per month. These results are no coincidence. They are the result of a long-term partnership with digital marketing consultants who understand Headz Up’s business and can optimize and combine data across channels with the right communication and strategy.
On Google, we’ve grown Headz Up’s digital advertising from cautious beginnings into a performance powerhouse over four years. In the off-season alone, click volume has increased by over 5,300%, while cost per click has been cut in half. ROAS has almost tripled, and total revenue generated through Google Ads has grown by nearly 10,000% over the four years.
Organic visibility has followed suit: in the past six months alone, SEO traffic has grown by 60%, and click-through rate by nearly 30%, with Headz Up now ranking higher in search results than ever before. SEO work has also supported Google Ads performance through strategic synergy between the two channels.
Growth on Meta platforms is also clear. From 2023 to now, ROAS has increased by +87%, while cost per purchase has dropped by more than -40%. This means Headz Up is now getting significantly more from their budget – in both volume and value.
The results speak for themselves, but the potential is far from exhausted. Together with Headz Up, we continue the journey toward new heights – expanding digital presence, strengthening brand and communication, and creating even more measurable growth.
Finally, here you can see a video case we created in collaboration with Mads and Headz Up back in January 2022, when our partnership was just over six months old.
Are you interested in seeing how we can help your business grow digitally? Send us your information, and we’ll contact you for a non-committal conversation.
How can we be of assistance
A professional digital marketing agency that provides services in optimizing digital marketing channels.
Iternum ApS
Falkoner Alle 20
2000 Frederiksberg
CVR: 36 99 01 47
