LIDAH Drums
LIDAH Drums creates handcrafted handpans and sounds instruments in collaboration with Balinese craftsmen.
With a fast-growing global audience and high seasonality around Q4, the brand aimed to expand authentically into new European markets before Black Friday.
Services
Full Funnel Growth
Industry
B2C – Musical Instruments & Wellness
Client
LIDAH Drums
Problem Analysis - Reaching untapped markets
LIDAH wanted to broaden its audience across Europe ahead of Black Friday, but traditional discount-driven marketing conflicted with the brand’s artisanal and mindful identity.
Key challenges included:
Entering new markets without compromising authenticity
Generating a high volume of qualified leads at a sustainable CPL
Creating pre-Black Friday excitement with emotional, story-driven content
Ensuring sufficient demand for the annual Black Friday sale
Achieving ambitious targets: 5,000 leads, CPL < €1.20, ROAS ≥ 6, and 20% YoY November growth
The campaign needed more than giveaways or ads; it required a culturally aligned experience that built emotional connection before presenting an offer.
Sales funnel analysis
The Sales Team struggled with identifying the right companies at the right time
There wasn't enough capacity in the sales team to manually search for relevant signals to write outbound messages
The conversion rate from reaching out to companies to investment was performing under benchmarks.
Dectecting Demand & Hyper-personalising AI messaging
The challenge required more than just lead generation; it called for two things. Detecting companies that could be relevant prospects and improving the effectiveness of the sales outreach to convert these companies to sales leads. This is why we utilised our signal-based prospecting tactic so that we could anticipate where the next renewable energy projects would emerge, tell a story that would resonate with founders and directors, and convert that attention into pipeline value.
Solution
Together with LIDAH, we developed a European-wide awareness and acquisition engine centred around an immersive brand story — the chance to travel to Bali and craft a handpan in the jungle workshop.
The strategy combined viral mechanics, creator-driven reach, and a high-intent pre-sale funnel.
1. Viral Campaign — “Win a Trip to Bali & Build Your Own Handpan”
A Viralsweep campaign acted as the core growth catalyst.
Prize: A trip to Bali to make a custom handpan with the artisans
Distributed across Meta, TikTok, YouTube, and EU geographies
Multi-language landing pages tailored for European audiences
Incentivised sharing loops to amplify organic spread
This positioned LIDAH as more than a product — a journey, a craft, and a cultural story.
2. Influencers & UGC Creators — Social Proof at Scale
Dozens of creators across Europe showcased:
The giveaway
The Bali workshop
How the instruments sound and feel
The craftsmanship behind LIDAH
This mixture of influencer reach + relatable UGC created trust, authenticity, and native engagement.
3. Inner Circle Pre-Sale — Exclusive Black Friday Access
Immediately after the giveaway ended, all leads received a private “Inner Circle” Black Friday access window, 48 hours before the public sale.
The flow delivered:
High-intent segmentation
Anticipation building through storytelling
Early access urgency
Strong alignment with the brand’s calm, personal tone
This ensured buyers arrived primed, emotionally connected, and ready to purchase.
Example fully AI written outbound copy
Results
ResultsThe full-funnel approach delivered exceptional performance across acquisition, social growth, and revenue:
Top-line Outcomes
12,000 leads across Europe
€0.35 average CPL
4,000 new Instagram followers
1,500 YouTube followers
3,500 TikTok followers
Black Friday Performance
248% YoY revenue growth in November
ROAS 7.5 (750%) across the entire campaign
Market penetration in 4 countries
The combination of authentic storytelling, creator amplification, and smart pre-sale design gave LIDAH its strongest Black Friday in brand history.
Growth Funnel Enablement
At the core of the campaign lies a growth funnel methodology which enabled LIDAH to now learn and scale at rapid pace by building growth funnels from awareness to Referral.
Tech Stack
These tools powered the European growth engine and enabled efficient tracking, nurturing, and optimisation:
