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LOST iN

Case study

Scaling a curated travel guide brand from indie shelves to global D2C success with Messold

3.5X ROAS

with minimal paid media

8,400+ units/yea

sold globally in 2025

Doubled

checkout completion rate

Expanded

into bundles & travel merch

The story

LOST iN is immersive city experiences

LOST iN isn’t just another travel guide publisher—it’s a curator of immersive city experiences for those who love to explore the streets less traveled. Launched in 2019, the brand sold beautifully designed printed city guides in select indie bookstores across Europe and the US.
By 2020, global travel had changed—and so had the way customers discovered and bought products. With retail channels limited and e-commerce underdeveloped, LOST iN needed to transition from a niche, offline-first model into a global, direct-to-consumer (D2C) brand without losing its artistic and editorial identity.

Foot Locker Middle East case study

The goal

LOST iN partnered with Messold to:

  • Transform their brochure-style website nto a high-converting storefront.
  • Leverage content & SEO to attract organic, high-intent traffic.
  • Build email flows to nurture and re-engage customers.
  • Increase AOV by introducing bundles and new merch.
  • Launch strategic paid campaigns for guide releases and seasonal sales.
  • Tighten the conversion funnel from add-to-cart to completed purchase.

Case study quote

“Messold didn’t push us to become something we weren’t. They helped us grow smarter—not louder. Our guides still speak softly, but now they’re heard everywhere.”

— The LOST iN Team

The challenge

  • Offline-heavy distribution meant limited margins and no direct relationship with customers.
  • Weak e-commerce setup with poor checkout UX and low mobile performance.
  • No email marketing to re-engage customers or announce new guides.
  • Low conversion rates at each stage of the funnel.
  • Small average order value with most buyers purchasing only one guidebook.

The Solution

Messold designed a content-led, conversion-optimised growth strategy:

1. Website rebuild for conversions

  • Redesigned the site with a focus on mobile performance, clear product presentation, and faster checkout.

2. SEO & blog content strategy

  • Launched a blog targeting “what to do in ___ city” keywords to attract organic searchers aligned with LOST iN’s travel ethos.

3. Email automation & loyalty flows

  • Implemented welcome sequences, abandoned cart emails, new guide alerts, and seasonal newsletters.

4. AOV growth through bundling & merch

  • Added multi-guide bundles and complementary travel merchandise, encouraging 2–3 guide purchases per order.

5. Light paid media for key moments

  • Ran targeted Facebook/Instagram campaigns for new guide drops, holiday promotions, and peak travel seasons.

6. Ongoing CRO

  • Monthly funnel reviews to improve ATC, checkout completion, and upsell rates.

Audience targeting and Advantage+ placements visuals
Why it worked

Messold respected LOST iN’s quiet, design-first brand identity while implementing data-backed digital infrastructure. By focusing on content marketing, retention, and funnel efficiency, growth was steady and sustainable—without relying heavily on ad spend.

Foot Locker Middle East results overview
The results

From 2019 to 2025, LOST iN saw consistent, sustainable growth:

  • Sales growth: From ~$48K/year to ~$170K/year.
  • ROAS improvement: From 1.0× to 3.5×, despite minimal paid media.
  • Conversion rate increases: ATC → checkout rose from 50% to 68%, checkout → purchase rose from 35% to 57%.
  • Unit sales: Expanded to over 8,400 units/year in 2025.
  • Product offering: Introduced bundles and merch, increasing order value and customer lifetime value.

Products used

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