$1B+ Activewear Brand
Optimized Media Mix Overcomes Market Competition to Drive Brand Growth
Awareness media and measurement strategy drove meaningful new customer acquisition for $1B+ Activewear Brand.
Solutions
Our client, a leading $1B+ Activewear Brand, faced a significant challenge in meeting year-end revenue goals following a month-long pause on awareness media. The pause impacted overall efficiency, unintentionally proving the necessity of awareness media within the brand’s investment strategy. We worked with the client to validate the importance of upper-funnel efforts and planned to reinstate investment in the new year.
Immerse
Leveraging our expertise in media planning, we conducted a robust analysis of media allocation best practices, comprehensive research into the brand’s business vertical, and advanced audience planning tools to assess customer behavior.
Through this process, we identified an initial 40% of total media spend to awareness efforts, adopting a dynamic, test-and-learn approach to refine the strategy over time.
Inspire
To ensure a data-driven approach, we combined first-party and third-party data insights with extensive market research to guide awareness investment. The initial strategy began with a national approach, later refined to 14 high-priority markets based on performance data. A test-and-learn methodology helped identify and optimize these key regions when early results deviated from expectations.
Implement
Our approach to market selection and media execution was rooted in data-backed decision-making. Despite macroeconomic and competitive challenges, the strategy delivered outsized growth in search interest and customer acquisition across media markets.
Key optimizations included:
Markets were chosen based on: runner population density, presence of running clubs & specialty retailers, and audience size & engagement trends.
Google organic search volume tracking to gauge brand awareness shifts
Analysis of new vs. returning traffic on the brand's website to assess media effectiveness.
Ran an MMM to collect key insights and inform ongoing strategic shifts.
Ensured agility and precision in media investments, allowing mid-flight adjustments to maximize impact.
Impact
The leading activewear brand's renewed focus on awareness and brand-building efforts had a net positive effect on both efficiency and scale. Since the strategic shift in Fiscal Q1 2023, CPA had improved -56% by Fiscal Q1 2024. By November 2024, CPA had decreased by -33% YoY.
New customer acquisition continues to rise as awareness investments evolve.