Case studies
Real campaigns, real numbers. How AFF Lab tests and opens export markets for Latvian companies.
Why there is one case study here, not twenty
Most agency case-study pages are a wall of logos with a percentage under each one. We publish the campaigns we can describe in full: the segment, the message, the numbers, and the part that did not work. That takes a client who agrees to be named and a campaign we are willing to open up. One honest case is worth more than twenty anonymised ones, and it is a much harder thing to fake.
What is in a case study on this site
Every case follows the same structure, because those are the questions a buyer actually has:
Who the client is and what they sell. Named, with a link to their site — you can go and check that the company exists and sells what we say it sells.
Who we targeted and why. The segment, and the reasoning behind choosing it. This is where most campaigns are won or lost, long before anyone writes an email.
What we sent. The angle of the first message — not the full copy, but enough that you can judge whether it would work on you.
The numbers, defined. Delivered, replied, unsubscribed. We say what counts as a reply, because that definition is where most agency numbers quietly inflate.
What did not work. Every campaign has something. A case study without this section is marketing, not a case study.
What you will not find here
No revenue figures attributed to a campaign — a reply is not a signed contract, and pretending otherwise would mean claiming credit for the client's sales team. No anonymised "a leading manufacturer" stories, because an unverifiable claim is worth nothing. No before-and-after percentages without the sample size behind them.
If a market test is what you are after, the 22-day Sales Pilot is the format every case here started as: one country, one segment, fixed price, and a written report at the end whether the answer is yes or no.