How premium positioning, disciplined creative testing and launch-timed scaling grew a phone-case brand to $351,000 a year at a 5.5 ROAS, without racing to the bottom on price.
Pitaka (accesorii-pitaka.ro) is the Romanian store for the Pitaka brand, selling premium phone cases and accessories built around aramid-fiber, carbon-look designs and a magnetic MagSafe accessory ecosystem.
The product is genuinely premium: aramid-fiber cases woven for protection and feel, plus a connected ecosystem of magnetic chargers, mounts and grips. The job was to make that quality visible and valued in a market trained to shop on price.
Pitaka competes in one of the most crowded categories online, where most shoppers default to the cheapest option and marketplace giants like Temu and Trendyol flood the feed with low-price alternatives.
Standing out as a premium product against that flood is hard. The challenge was to keep growing year over year while protecting margin, communicating real quality instead of competing on a number that a premium brand can never win.
We built lifestyle creatives and videos that showcase the texture, slimness and build quality of the cases, so the premium product looks premium in-feed instead of blending into a sea of generic options.
We split campaigns by category and platform, since iPhone buyers behave differently from Samsung and Android buyers. That separation let each audience see the right product, messaging and creative angle.
We ran continuous creative testing across dozens of variations, added or removed products based on performance, and when we identified clear winners we built dedicated creatives around them to push them harder.
We leaned into the seasonality of new phone launches, such as the Samsung S26 release, and scaled aggressively to seize the demand window. That launch-timed push drove a record of around $8,900 in a single day.
Pitaka grew +49% year over year at an average ROAS of 5.5 in a fiercely competitive niche, reaching $353,000 in annual sales across 4,929 orders, up 57.48%.
Launch-timed scaling delivered a record day of around $8,900, proving how much upside sits in seasonality when the account is ready to push.
The takeaway is simple: in a price-driven category, premium positioning plus disciplined creative testing and launch-timed scaling beats racing to the bottom on price.
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