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Klikka
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Mette woke up to a series of alarming messages from Shopify: ten of her products had been suspended, and the store was partially frozen.
The cause was a DMCA copyright takedown notice — a formal infringement complaint filed against her listings. On paper it looked serious: signing a counter-notice meant swearing a legal declaration under penalty of perjury, and if the complaint had real merit, Mette could be facing a genuine legal case, not just a paused store. With ads switched off and her bestsellers pulled from the site, every day of delay was lost revenue in the middle of an otherwise strong run.
But the deeper vulnerability was one that had been hiding in plain sight. Several of Klikka's product names skated close to well-known gaming IP — names evocative enough of franchises like Minecraft ("Netherworld," "Mine Park," and similar) that they created a real, exploitable opening. Whether the complaint came from a rights-holder or, far more likely, a competitor weaponizing the DMCA system to knock a rival offline, the brand had given them something to grab onto.
This was the challenge: move fast and correctly under legal pressure to get the store reinstated — and then fix the underlying brand exposure so it couldn't happen again.
Diagnosed the takedown before reacting. Rather than panicking, Advera examined the DMCA filing in detail — and found it wanting. The reference links pointed to unofficial sources, a key link was dead, and the complaint lacked the depth and specificity a legitimate notice from an actual rights-holder (like Microsoft/Mojang) would carry. The assessment: almost certainly a competitor using the takedown system as a weapon, not a real legal threat.
Guided the counter-notice, step by step. With ads paused to stay safe during review, Advera walked Mette through filing a proper counter-notice — what to check, how to complete it, and what to expect — so the response was correct and defensible rather than rushed. The products were ultimately reinstated.
Cleaned up the storefront during the freeze. While products were suspended, Advera and Mette used the downtime productively — removing dead links (the suspended "bestseller" collection was throwing 404s), reworking the homepage to feature only the products actually available, and tightening the site so customers never saw a broken or "under construction" experience.
Addressed the root cause. The episode made the brand's naming exposure undeniable. Going forward, product naming and positioning were handled with IP-safety in mind, removing the gaming-adjacent ambiguity that had made the brand a target in the first place.
Rebuilt creative momentum with UGC. Coming out of the pause, Advera leaned into a roster of UGC creators (sourced through MakeRealContent), testing multiple video angles per creator and identifying clear winners — with standout performers driving the bulk of conversions once the account was live again.
Ran a disciplined test-and-scale structure. A modest daily test budget (~1,000 DKK) ran continuously alongside a scaling campaign, with weekly performance reviews. When the testing campaign outperformed scaling, Advera pivoted budget toward the proven winners rather than forcing spend through underperforming ads.
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The real test of an agency isn't the smooth weeks — it's what happens when the store goes down.
Klikka's products were reinstated, the bad-faith takedown was seen off, and within days the account was not just recovered but climbing. In the weekend immediately following reinstatement, performance was strong enough that Advera flagged it as a clear turning point — and the numbers backed it up.
By Week 24, Klikka posted 24,000 DKK in sales on just 7,000 DKK of ad spend — a 3.39 ROAS — with net margin up nearly 100% versus the prior month. The 7-day ROAS briefly touched 3.93, and a single UGC creator's ad ("Mia") emerged as the standout driver of conversions. The following week held the line with a 3.0 ROI and net margin climbing to around 27%.
The recovery wasn't perfectly linear — one week dipped to a small net loss as a scaling test underperformed — but the response was exactly what you'd want: Advera caught it quickly, scaled down the weak campaign, relaunched the best-performing creatives, and brought email marketing back into the mix to defend margin. That's the difference between a one-off lucky week and a managed, durable account.
What could have been an existential event for a small brand — a frozen store, a legal scare, lost momentum — instead became a footnote in a profitable year, and a catalyst for fixing a real vulnerability.
The creative work
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