For over twenty years Sparkles has been the creative force behind personalized products under various labels. For the German market a new star was introduced called Pretty Orange. Not a copied formula but a brand built with insight and care for maximum local relevance. Pretty Orange combines technology with a human touch. From software to cards everything happens in-house. This means speed and control but above all care. Every card becomes a small gesture with great meaning.
This is exactly where Pretty Orange excels making personal moments even more personal. With cards that touch hearts and stories that stay with you. Always with style and a commitment to sustainability. FSC certified paper made-to-order production and inspiring designs together create a brand experience that goes beyond form. This is not print this is emotion in ink.
In 2020 Pretty Orange decided to take the leap into Germany. A huge market with critical consumers and a strong preference for local brands. The timing was deliberate as the wedding segment was just recovering after the pandemic. Yet Pretty Orange started practically from scratch. No existing brand awareness no customer base. The challenge was how to build both trust and traction simultaneously.
When Pretty Orange concretized its international growth plans Yellowgrape came on board. Not to hitch a ride but to provide sharp strategy and powerful execution to steer success. Drawing on our experience with international expansion and brand development we developed an integrated growth model where localizing performance influencer marketing and attribution seamlessly come together.
From day one the collaboration focused on concrete impact. Pretty Orange brought market knowledge and ambition we brought smart approach sharp execution and creative energy. Data cultural insight and brand feeling became the building blocks for a growth strategy that went beyond conversion alone the foundation for sustainable scalable impact.
Yellowgrape’s four-step growth model is anything but linear. It is a network of layers that reinforce each other an ecosystem of growth. Each element from localizing to bidding is tailored to the German context and culture. No shortcuts or standard approaches but custom solutions based on data insight and plenty of creativity.
Trust begins with understanding. Simple translation is not enough. In Germany sending birth announcements works differently than in the Netherlands. Parents often send their cards weeks or even months after birth usually with a photo of their baby. This requires a different tone of voice timing and visuals. We rewrote everything. The editor emails copy visuals and pricing were adapted and tested for local behavior.
This paid off. German customers recognized themselves in the brand. They felt addressed understood and therefore involved. Branding did not become just an additional layer over performance but the fertile ground where everything could grow. A brand of here built with care from there.
At first campaigns from the Netherlands were directly transferred. But last-click models that worked there failed in Germany. CPAs rose and performance lagged. We reviewed everything copy visuals tone bidding strategies and applied all insights from the localizing phase.
Successfully. CPA dropped relevance rose. The funnel gained trust. The space freed up was cleverly used for upper funnel campaigns. Pinterest Meta and display became not just channels for reach but also for inspiration. The funnel came alive from dream to action.
Once the brand was established it was time to deepen. In Berlin we organized an influencer event with people who truly fit Pretty Orange content over reach. The content created was spot on authentic and scalable. Not a one-off but structurally deployed in email paid media and direct mail.
This reuse created synergy. Every channel told the same story in a different form. Influencers became brand ambassadors. And the brand became tangible visible in engagement felt in search queries measurable in conversions.
Everyone talks about growth but proving where it comes from is another matter. That is why at the end of 2023 we invested in advanced attribution. Campaigns once seen as cost centers Pinterest Meta turned out to be growth drivers. No more blind ROAS based on last-click but data-driven insights.
These insights led to budget reallocation smart shifts and above all peace of mind. Because you know what works. It made branding tangible and conversion predictably grow.
Pretty Orange has grown into a top four player in the German market. In four years the brand rose from humble beginnings to a position of significance. That growth did not come out of nowhere. Organic traffic increased by 125 percent the CLV of wedding customers grew by 12 percent thanks to personalized direct mail and the conversion rate doubled from 2.8 to 4.4 percent.
More importantly Pretty Orange is no longer an unknown player in Germany but a brand that lives inspires and grows. Influencer content increased trust and led to higher conversion across all channels. These results highlight the power of a strategy focused on relevance trust and brand feeling with smart execution as the engine of sustainable growth.
Growing in a new market takes time. No 10x ROAS in the first month. But those who keep listening localizing and investing in meaning win. First trust then the customer and ultimately the market. Pretty Orange shows how to go from zero to beloved with care and with every card a little more brand.
