BERGANS
Monthly Media Report · April 2026

April 2026
Media Review

A closer look at the signals, shifts and creative direction shaping April.

Brand & performance
Creative evolution
Localization
Market maturity
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02 · Media Ecosystem

Two layers, two jobs.

Performance marketing captures intent. Brand and demand creation builds the future market. Each layer reads with different KPIs.

Performance Marketing

Capture intent. Maximise return.

Direct response across Meta and Google, optimised against ROAS, conversion value and gross profit.

Meta PerformanceGoogle Performance
Brand & Demand Creation

Build reach. Shape demand.

Upper-funnel storytelling on Meta Brand, Google Brand, Snapchat and TikTok. Read with reach, frequency, CPM and creative quality.

Meta BrandGoogle BrandSnapchatTikTok
01
Awareness
02
Consideration
03
Conversion
03 · Channel

Meta.

April 2026 vs April 2025. Performance and brand are read on different KPIs and presented separately.

Market · April 2026 vs April 2025
Spend
+18%
~208k NOK
2025: ~176k NOK
ROAS
−44%
~1 147%
2025: ~2 050%
Purchases
−40 to −45%
~1 150
2025: ~2 000
Conversion Value
−30 to −35%
~2.4M NOK
2025: ~3.6M NOK
Executive read · NO

"Traffic delivery remained broadly stable, while conversion efficiency declined compared with April 2025."

Funnel observation
  • Landing Page ViewsSimilar / slightly higher
  • Add to CartLower
  • PurchasesClearly lower
Context
  • Outlet messaging was not communicated in the ads during April.
  • Focus shifted toward full-price / new arrivals.
  • Historically, outlet has been a key conversion and ROAS driver.
  • Bergans has a broad retailer network; the same products are often sold by retailers at 0–25% lower prices.
  • Outlet was reintroduced on April 30.
  • The conversion decline coincided with the removal of outlet messaging and increased focus on full-price communication.
Outlet vs Full-price communication

April's lower conversion efficiency coincided with a shift away from outlet communication and toward full-price / new arrivals messaging.

Outlet

Clear offer, strong signal

  • Clear offer.
  • Stronger direct purchase reason.
  • Historically important for conversion and ROAS.
  • Often prioritized by the algorithm when it generates stronger performance signals.
Full-price / New Arrivals

Premium positioning, longer runway

  • Supports premium positioning.
  • Drives interest and traffic.
  • Requires stronger product understanding.
  • More exposed to price comparison against retailers.
05 · Brand & Demand

The brand layer.

Visibility, creative direction and long-term demand creation across upper-funnel channels and markets.

01 · Channel

Meta Brand

Awareness & broad visibility across mature and growth markets.

Meta Brand focused on scalable visibility and broad upper-funnel reach across mature and growth markets.

13.0M
Meta Brand impressions
4.7M
reported reach
Source: Meta Ads · NO, SE, DE
02 · Channel

Google Brand

Search, display and video visibility across key European markets.

Google Brand supported visibility across search, display and video environments while expanding market exposure.

7.0M
Google Brand impressions
122k
clicks
Source: Google Ads · DE, NO, SE
03 · Channel

Snapchat

Awareness, engagement and creator-style exposure.

Snapchat operated as an awareness and engagement layer, with strongest response around new arrivals messaging and creator-style formats.

85.6k
paid impressions
47.1k
paid reach
3.82%
CTR
Source: Snapchat Ads
04 · Channel

TikTok

Creative exploration and future growth layer.

TikTok remains an early-stage exploration layer where platform-native video and hybrid catalog formats represent the next strategic direction.

Early-stage
testing
Status: exploration

The brand ecosystem operates as a long-term layer — building visibility, demand and creative resonance that compounds beneath performance.

06 · Brand & Demand · Channel

Snapchat.

Snapchat continued to support awareness and exposure-focused communication during April. Creative variation and video engagement remain important focus areas moving forward.

Role of channel

Snapchat primarily supported awareness, exposure and traffic engagement during April — a creative testing surface, not a sales-efficiency channel.

Exposure
Reach, impressions and frequency
Paid Impressions
85,588
Paid Reach
47,147
Paid Frequency
1.815
Video Engagement
Completion depth across stages
Video Plays at 25%6,089
Video Plays at 50%2,937
Video Plays at 75%2,117
Traffic engagement signals
Engagement read — not performance efficiency
Clicks
3,269
Click Rate
3.82%
eCPC
NOK 2.98
eCPM
NOK 113.75
Highest Video Plays
6,089
25% completion stage
Strongest CTR
3.82%
Click-through engagement
Strongest engagement depth
2,117
75% completion stage
Creative

New arrivals messaging performed strongest on Snapchat.

Creative angles built around new product drops resonated most with the Snapchat audience.

Role

The current Snapchat setup focuses primarily on awareness and reach.

Activity is structured to support exposure and brand presence rather than lower-funnel efficiency.

Working recommendation

A mix of static and video creatives is recommended moving forward.

Pairing motion with stills helps balance attention capture and message clarity.

Working recommendation

Creative variation is important to reduce ad fatigue.

More variants in rotation create healthier testing conditions and protect awareness reach.

Early observations

Video assets generated meaningful engagement across multiple completion stages.

Engagement depth was visible at the 25%, 50% and 75% completion points.

Creative observation

Certain video variations generated notably stronger click-through rates and video engagement levels.

Outlier creatives indicate clear creative learnings to carry into the next testing cycle.

Video Length Observations

Longer video variations generally generated stronger engagement and click-through behaviour.

Observed creative durations included 6-second and 12-second variants. The data suggests that longer formats indicate stronger engagement depth — early signal, not a proven conclusion.

6s
Short attention capture
12s
Stronger observed engagement and CTR
Campaign Structure
Awareness-oriented creative testing flow
Broad
Audience setup
Engagement
Creative testing
Retargeting
Audience setup
Creative Direction
Working recommendations
More creative diversity
Broaden the creative pool to keep the audience engaged.
Mix video and static
Combine motion and stills to balance attention and clarity.
More creator-inspired communication
Lean into a creator voice rather than polished brand voice.
Softer, less polished ad feel
Editorial, less ad-like execution tends to feel more native.
More native platform storytelling
Build for Snapchat's storytelling format rather than reusing 1:1 brand assets.
Cmfrt · Inspiration
Inspiration
Cmfrt · Inspiration
UGC-inspired communication reference · creator-first storytelling
07 · Brand & Demand · Channel

TikTok.

TikTok remains in an early testing phase with strong future opportunity around creator-style video content. Future development should focus on hybrid catalog/video formats and more platform-native storytelling.

Role of channel

Early-stage testing on a video-first, creator-first platform — read this layer as future opportunity, not as a near-term performance channel.

Early observations

It is still too early for deep performance analysis.

Current activity sits in an exploration phase; read directional signals only.

Working recommendation

Video assets should be introduced as soon as possible.

TikTok is a video-first environment — static catalog alone underuses the platform.

Working recommendation

A catalog-only approach is not recommended.

Catalog without storytelling reduces the chance of native traction.

Future opportunity

A hybrid catalog + video format should be tested.

Combining a creator-style hero video with rotating product tiles is the next test direction.

Future opportunity

Creator-style storytelling is considered an important future direction.

Authentic, less ad-like content is the most promising path on TikTok.

Future format

Hybrid Catalog + Video Format

A creator-style video plays in the main area while products rotate dynamically beneath — a creator-first commerce experience built for TikTok's storytelling grammar.

Creator video
Hybrid format mock
Video plays in the main area
A creator-style hero video carries the storytelling and tone.
Products rotate beneath
Dynamic product tiles refresh under the video to anchor commerce.
Creator-first commerce
The format keeps a native creator voice while still showcasing product.
Cross-platform reusability
The same hero video can flex into Snapchat and Meta with light edits.
Creative Direction
Working recommendations
More video production
Increase video output to match a video-first surface.
UGC-inspired creative
Authentic, lo-fi feel performs more naturally than polished spots.
Less traditional advertising feel
Reduce the polished ad signal to feel more native.
Creator-first communication
Use creator voices to anchor the brand on platform.
Cross-platform content reuse
Plan productions so one shoot supports several platforms.
TikTok2 · Inspiration
Inspiration
TikTok2 · Inspiration
Hybrid commerce inspiration · creator-style format · TikTok-native storytelling
08 · Creative

Creative insights.

Filter by channel and market. Tap any asset to view associated creative learning.

New ArrivalsProduct FocusBrand / LifestyleUGC-styleLocalization
Channel
Market
09 · Insights

Strategic learnings.

Strategic learnings from April across performance, brand and creative development. The month highlighted how platform evolution, creative direction and market maturity increasingly shape media efficiency and long-term growth potential.

LEARNING · 01

AI-driven media transition

Meta and Google continue moving toward increasingly AI-driven delivery systems where structure, signal quality and creative inputs play a larger role in performance outcomes. During April, campaign structures and workflows were updated to better align with these platform developments.

LEARNING · 02

Creative-first optimization

Creative assets are becoming one of the most important performance drivers across platforms. The transition toward automated placements and AI-driven delivery increases the importance of adaptable, high-quality creative built for multiple formats and placements.

LEARNING · 03

Brand vs performance role separation

Different channels play different strategic roles. Performance channels primarily focus on conversion efficiency and revenue generation, while brand-focused channels support awareness, exposure, demand creation and long-term brand positioning. Clear separation between these objectives becomes increasingly important when evaluating channel performance.

LEARNING · 04

Market maturity differences

Market maturity continues to influence both efficiency and conversion behaviour. Norway remains the strongest and most established market, while newer markets such as Germany and broader Europe show higher sensitivity to offer structure, product understanding and brand familiarity.

LEARNING · 05

Product-focused communication

The month reinforced the importance of more product-driven communication, particularly in less mature markets. Product walkthroughs, feature explanations, technical details and clearer value communication may help strengthen understanding of premium positioning over time.

LEARNING · 06

Localization learnings

Language and localization continue to play an important role across European markets. Several observations during April indicated that localized communication and local market adaptation may influence engagement and conversion behaviour.

LEARNING · 07

UGC / content direction

More creator-inspired and platform-native content represents an important future direction across TikTok, Snapchat and Meta. Content that feels more personal, authentic and less traditionally “ad-like” may help strengthen engagement, creative diversity and cross-platform scalability moving forward.

10 · Priority Actions

Next month focus.

Priority actions for the coming month based on April learnings across performance, brand and creative development.

Meta · Priority actions
ACTION · 01

Scale 9:16 creative production

Increase creative output volume using platform-native 9:16 formats designed for automated placements.

ACTION · 02

Expand creator and UGC testing

Introduce more creator-led and UGC-inspired communication across performance and brand campaigns.

ACTION · 03

Strengthen outlet visibility selectively

Maintain stronger conversion-driving offer visibility where needed without limiting full-price exposure entirely.

ACTION · 04

Launch localized DE/EU product storytelling

Test more product-focused and localized communication in less mature markets.

Google · Priority actions
ACTION · 01

Move to longer campaign cycles

Replace weekly campaign turnover with longer campaign periods and structured optimization windows.

ACTION · 02

Expand always-on campaign structure

Maintain a year-round baseline campaign alongside seasonal pushes and launches.

ACTION · 03

Increase unique video asset coverage

Expand video production across formats to strengthen creative diversity and machine-learning optimization.

ACTION · 04

Scale structured language testing

Continue testing English vs local-language communication across European markets.

Brand & Demand · Priority actions
ACTION · 01

Increase creator-led content production

Develop more platform-native creator and UGC-inspired communication.

ACTION · 02

Expand short-form video testing

Increase testing across TikTok, Snapchat and other short-form environments.

ACTION · 03

Plan content for cross-platform reuse

Structure productions so one creative shoot supports multiple channels with platform-native adaptations.

11 · Appendix

The thinking behind the report.

A strategic layer documenting the methodology, channel logic and forward view that shape how this report is written and read.

Bergans of Norway · Monthly Media Report