Published by Sue Johns-Chapman
Published Date 22.09.2026 
scandiweb has been shortlisted for Best Integrated Campaign at the Global Search Awards 2026 for its work expanding FELCO’s D2C business to a new generation of home gardeners.
At one point during Black Friday week, FELCO’s US team considered raising shipping prices to slow down orders.
Only a few months earlier, scandiweb had started working with the Swiss manufacturer on expanding its D2C business. FELCO had spent more than 75 years building a reputation among professional users and saw significant potential in bringing its products to the much larger home gardening market.
The campaign has now earned scandiweb a place on the Global Search Awards 2026 shortlist for Best Integrated Campaign.
Reaching a new kind of customer
FELCO makes premium pruning and cutting tools known for their precision and durability. Its digital presence reflected decades of experience serving professionals who were already familiar with the products and the technical language surrounding them.
Home gardeners often arrived with different questions. They needed more help choosing the right tool and understanding how its features related to the jobs they wanted to do.
scandiweb developed the campaign around this new audience. Passionate home gardeners cared about quality and wanted greater confidence when choosing products. Aspirational hobbyists were often discovering gardening through seasonal projects and lifestyle content. The digital business had to welcome these customers while continuing to serve FELCO’s established professional audience.
This audience expansion shaped the campaign from the beginning.
Following the customer across channels
FELCO already had activity across paid media, SEO, email marketing, and analytics. scandiweb brought these areas into a coordinated D2C model built around the customer journey.
A home gardener could discover FELCO through social content and return later through search while researching a particular tool. The product page then became part of the same journey, helping that customer understand the options and make a decision with greater confidence. Email could continue the relationship following a visit or purchase.
scandiweb rebuilt paid campaigns around intent and the customer’s stage in the buying process. SEO work expanded FELCO’s reach into non-branded searches relevant to home gardeners. Changes to navigation and product presentation made discovery easier, while lifecycle email supported customers throughout their relationship with the brand. The analytics infrastructure was also rebuilt to give FELCO clearer performance visibility across markets.
Black Friday and Cyber Monday brought these elements together at scale. Search and social supported discovery, landing experiences guided product selection, and email and SMS continued communication throughout the campaign. Post-purchase flows extended the experience after checkout.
For scandiweb, integration meant designing those interactions around the same customer and the same commercial objective.
Sixteen weeks to Black Friday
The engagement began in July 2025. That gave the team 16 weeks to establish the foundations of the new model ahead of Black Friday and Cyber Monday. The rollout began with analytics, tracking and customer experience work before moving into growth and peak-season scale.
By the end of the year, FELCO had generated CHF 3.9 million in D2C revenue, approximately double the previous year. Paid media maintained a 4–5 ROAS, traffic increased 208%, and add-to-cart drop-off fell by 76.7%.
Black Friday week generated approximately CHF 400,000 in revenue, up 292.1% year over year. PPC revenue increased 828.6%, while SEO revenue rose 334.4%.
Jean-Christophe Jouve, Global Finance Director at FELCO, captured the scale of the response:
“Sales volume was so high that our US team considered increasing shipping prices to slow orders down.”
The campaign also left FELCO with a D2C model designed to support continued growth across markets.
The team behind the campaign
scandiweb has worked in eCommerce since 2003 and became an official Magento and Adobe Commerce partner in 2009. Today, the company works with eCommerce businesses on the technology that powers their stores and the growth of their digital operations.
That experience is also behind Ari, scandiweb’s recently launched AI agent for Magento. Ari has been trained on more than 500,000 real-world Magento tasks and is already running on more than 300 live stores. Merchants can describe a store change in plain language, and Ari performs the task on a staging copy for review before deployment.
Ari extends scandiweb’s work into the day-to-day operation of Magento stores, helping eCommerce teams handle routine changes more efficiently and giving developers another way to move through store maintenance work.
The FELCO campaign brought together specialists from across scandiweb around a shared commercial objective. Its selection for Best Integrated Campaign makes the Global Search Awards shortlist particularly meaningful to the team.
“FELCO trusted us with an important stage in the growth of its D2C business and gave our team the opportunity to rethink how the brand could reach a much broader audience. People across scandiweb and FELCO contributed to the campaign, and seeing it shortlisted for Best Integrated Campaign is recognition we’re very proud to share.”
Antons Sapriko, Founder and Executive Chairman, scandiweb
The campaign introduced FELCO to more home gardeners by making decades of professional expertise easier to discover and understand. It also gave the company a stronger foundation for continuing that expansion.
Seeing the FELCO campaign recognized by the Global Search Awards is a proud moment for scandiweb and for everyone who helped turn an ambitious D2C plan into a record year.
Find out more about scandiweb at scandiweb.com
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