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CASE STUDY · HEALTH & BEAUTY · E-COMMERCE

Kybun: US sales doubled

in 12 months.

A digital performance agency, paid on results — pain-point messaging and performance marketing for a Swiss orthopaedic footwear brand, grown from the US into Europe and Asia.

100%

year-over-year revenue growth (Kybun LLC, USA)

7+

countries

1x

joint venture company (Abo Schuh, 2022)

The situation

Kybun AG is a Swiss orthopaedic footwear brand built around the "rollover sole," one of the first of its kind — a springy, elastic sole designed to relieve chronic pain, from a company founded by Karl Müller, the original inventor of MBT technology. Kybun shoes are sold worldwide across Europe, the USA and Asia. The partnership with R17 began in January 2019, running performance marketing for the American market specifically — the first proving ground before the relationship grew into other regions.

The call

Lead with the pain, not the product.

Orthopaedic footwear sells on relief, not style. So the paid media leaned into pain-point/solution messaging rather than product features — the specific angle behind Kybun LLC's 100% sales growth in the US within the first year. Once that approach was proven in one market, the partnership grew with it.

The work

From one proven market to three

01

Pain-point/solution messaging on Google and Meta

Ads built around the problem Kybun solves, not just the shoe itself — the core lever behind the US subsidiary's 100% sales growth in year one.

02

Channels added to acquire and retain

Amazon and email marketing layered on top of paid social and search, splitting focus between new customer acquisition and keeping existing customers buying.

03

Performance marketing expanded into Europe and Asia

R17's remit grew from the US account to running performance marketing for Kybun's Europe and Asia regions as well.

04

A joint venture built on the relationship

In 2022, the partnership deepened further into a joint venture company, Abo Schuh.

The results

Numbers we put on a scoreboard.

  • 100%+ year-over-year revenue growth for Kybun LLC (USA)
  • 7+ countries
  • 1 joint venture company: Abo Schuh (2022)
  • Performance marketing now running across the US, Europe and Asia
Together with R17, we doubled the sales of our subsidiary in the USA, Kybun LLC, compared to the previous year. In the meantime, R17 also successfully took over performance marketing for our Europe and Asia regions. We appreciate the speed, the quality and the great know-how in the area of e-commerce & performance marketing.
Sebastian Gomoll
Head of E-Commerce · Kybun AG

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5x Digital Commerce Awards 20x Web Excellence Awards 2x Shop Usability Awards 2x African Excellence Awards 1x Clutch 100 Winner