Loop Earplug's €125M Growth Marketing Plays

Hi legends,

Hope things are humming along with your marketing and business! It feels like every week there’s a new AI tool promising to change the game. I’m curious, how are you weaving AI into your strategy lately? I’ve been thinking a lot about what actually drives results vs. just adding more noise.

Which brings me to this week’s breakdown: Loop Earplugs. 

Loop Earplugs scaled from €1M to €126.5M in just a few years. Their marketing playbook is a goldmine of strategies that modern DTC brands can steal.

They have positioned themselves at the top of the DTC earplug market with a smart pivot, and here’s why I think there’s a bunch we can learn from this case study:

• Loop transformed hearing protection from a boring utility product into a stylish lifestyle brand.

• Pivoting from nightlife-only to multiple use cases (sleep, focus, noise sensitivity) successfully

• Spending a massive €1.5M monthly to acquire new customers

• Building an SEO machine that drives a quarter of their revenue

• Understanding how they test and learn to improve their conversion rate

• Successfully running hyper-targeted marketing campaigns that acquire the most relevant customers for each product.

Today I’ll cover:

1. 5 Pillars of Loop’s paid media strategy

2. How do they improve their conversion rate

3. Unpack their SEO playbook to get new customers

Let’s jump in 👇

PERFORMANCE MARKETING
Five Pillars of Loop’s Paid Media Strategy

Loop’s ad strategy is a masterclass in modern performance marketing.

They approach their €1.5 million monthly ad spend across Meta, TikTok and Google with the rigour of scientific experimentation.

Their A/B testing program optimises for short-term conversion and learns about their customer avatar, which they are continually updating in the long run.

This is what makes up their paid media playbook:

1) Cross-platform investment

Spending more on advertising doesn’t equal more and outsized returns. As any seasoned performance marketer would tell you, the first challenge you need to combat is diminishing returns as you try to scale that budget.

Loop spends across platforms like Instagram, Facebook, and TikTok with intent and takes platform-specific approaches rather than a cookie-cutter approach.

They map specific objectives to each channel, for example:

• TikTok for discovery

• IG for lifestyle positioning

• Facebook for retargeting

• Google for capturing ready-to-buy customers with high intent signals.

This leverages each platform’s unique strengths, eliminating the need for excessive testing and burning ad budget.

It’s allowed them to reach more people while testing for a sustainable ROI because each platform is serving a specific purpose in the customer’s journey.

Ultimately, this creates a connected ecosystem rather than siloed campaigns.

2) Testing what works and what doesn’t

The game is about finding out what the customer will be motivated by.

They test to figure out which ad creatives + landing pages drive the best conversion rates. By focusing on use cases of their product, Loop can relate to the customer’s pain point rather than relying on brand-related messaging to a cold audience.

They do this by:

• Creating different visuals

• Crafting different messages in line with customer pain points

• Categorise visuals based on use cases like sleep, focus and/ or concerts

The measure is simple: they use real-time feedback loops (no pun intended!) by finding ads that have the best ROAS and landing pages that convert the paid traffic.

With rising ad costs, it’s important to:

• Have a clear testing framework that you can measure and review

• Look at the entire customer journey/funnel

• Just as you would focus on making ads that resonate with people, it’s critical to judge your landing page, making sure it can convert the paid traffic.
  

3) Getting Tiktok right

Loop creates different types of content for different uses of their product then follows up with targeted ads to people who show interest in a specific category, using creatives that perform organically.

4) Smart search ads

They run Google ads that highlight key selling points like their 100-day return policy or Patented Technology.

By focusing on addressing people’s main concern about buying earplugs from them or online, their ads speak directly to remove these doubts about buying their products.

Especially from people who are actively searching for hearing protection. They’re ready to buy, and you just need to convince them with the right words and visuals.

By directly addressing these concerns, Loop can convert searchers into paying customers.

They solve potential problems a customer is facing. Stick to the marketing fundamentals and do this consistently across all of their offerings.

5) Relevant follow up ads

Remarketing ads are still one of the most powerful growth levers for your digital ads strategy. Their ads are typically customised based on what you are looking at on their website.

• If you come across sleep products, you’ll see content about solving sleep problems.

• If you browsed concert protection, you’ll see content about preserving sound quality while protecting your hearing.

Personalisation is a huge conversion driver in 2025. It feels helpful rather than pushy, improving how many people respond and buy.

It’s a great trust-building activity, and the brand’s way of showing that you understand their specific need. The creative served should always reflect this.

CONVERSION RATE OPTIMISATION
Built for Experience, Crafted Conversion Machine

Loop’s website is a carefully crafted conversion machine.

They prioritize easy product discovery and personalized recommendations at the core of that machine, leveraging three key tactics:

• Their "Help Me Choose" quiz simplifies product selection.

• Dedicated landing pages based on situational keywords.

• Post-purchase surveys used to get deeper insights.

This approach not only improves user experience but also removes decision paralysis.

Quiz:  They promote their quiz via their paid social ads (namely via Meta ads). The traffic gets sent to their quiz landing page so they can figure out what product would be suited to their needs.

The quiz recommends products and educates new buyers at the same time, based on their individual needs!

Landing page: Each landing page and product page is tailored for situational keywords like “earplugs for DIY”. Typically, brands send all traffic to a generic homepage, which has a much lower conversion rate because it’s trying to appeal to all customer avatars.

Post-purchase insight: On top of that, Loop's post-purchase surveys allow them to better meet customer needs, improving satisfaction and driving both new and repeat purchases. A high-leverage feedback loop. These surveys segment first-time and returning customers, asking questions tailored to each group (e.g., “What do you intend to use your earplugs for?”, "How did you hear about us?" for new buyers, "What made you buy again?" for repeat customers)

CONTENT MARKETING
Loop Earplugs’ SEO & Blog Playbook for Acquiring New Customers

Keyword targeting and content mapping

Loop focuses on high-intent, long-tail keywords like “best earplugs for concerts” and “earplugs for noise-sensitive individuals,” ensuring their content matches what potential customers are searching for.

They focus on understanding the customer buying cycle and targeting relevant keywords, which has led to significant increases in website sessions and revenue.

Value driven blog content

Their blog covers a wide range of topics like sleep tips, clubbing advice, phonophobia, and neurodiversity (ADHD, autism)-addressing specific user needs and pain points. This pins them as an authority and trusted resource, driving organic traffic and building relationships with new visitors.

It’s almost like running a separate organic funnel for each use case.

Each article integrates clear calls-to-action and promotional elements, guiding readers from education to purchase.

With this SEO and content playbook, Loop were able to achieve over 340% YoY organic traffic growth and increased organic revenue to nearly 29% of total sales, cementing their leadership in the ear protection market!

FINAL TAKE
WRAP-UP

In a world of increasingly expensive customer acquisition and fickle brand loyalty, Loop's approach offers a blueprint for sustainable growth.

Three key things to think about in your strategy that you can gain from asap:

• Make each platform work differently - TikTok grabs attention, Insta shows lifestyle, Facebook reconnects with people who dropped off, and Google captures ready buyers.

• Skip the generic homepage trap - use a product quiz and targeted landing pages that match exactly what people searched for.

• Don't stay in one lane - Loop exploded to €126.5M by expanding from nightlife to multiple problems (sleep, focus, sensitivity), turning basic earplugs into something people actually want to be seen wearing.

• SEO is still very important. It pays to think about content that will attract customers based on intent through multiple distribution channels like search engines or AI chats like Chatgpt, Perplexity, Claude, etc.

If you enjoyed this edition, here’s what you can do next:

• After spending the past year working behind the scenes with some epic brands, I finally have more capacity to take on a couple of new consulting clients. In short, I workshop with brands to build a system around their paid ads, landing pages and funnels to get new customers or clients. It’s a super-tailored approach rather than an agency offering. If interested, check it out.

• Share this newsletter or reply with thoughts/questions

• Reply with your thoughts or questions about this case study - always keen to hear your stance on this, and if anything resonated.

Hope you found this breakdown useful, and thanks for reading.

Talk Soon!
Dev 🤙

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