Advertising Campaign to Introduce an Emerging UK Activewear Brand to the U.S. Market

Client: An emerging boutique UK-based luxury activewear brand (Confidential)

Industry: Fashion / Activewear

Duration: 4 months

Campaign Budget: $6,000 ($1,500/month)

Challenge: 

The client wanted to expand into the U.S. market for the first time. With no prior presence, the challenge was to adapt the brand’s messaging for American consumers, define the right audience, and run an advertising campaign that could stand out in a highly competitive market dominated by established competitors like Lululemon and Alo Yoga.

Objectives: 

To introduce the brand to the U.S. market by defining its positioning and target audience, creating high-impact content, and running a high-performing meta advertising campaign to build awareness and drive sales.

Strategy & Execution:

- Messaging & Positioning: Developed U.S.-focused brand messaging centered on empowerment, confidence, style, and sustainability. The campaign was unified with the tagline ”Wear The Change”.

- Target Audience: Focused on active women in key U.S. cities, using insight-driven segmentation that combined demographics, lifestyle behaviors, and purchase intent to reach the most relevant prospects.

- Content Creation: Produced visually engaging campaign creatives blending lifestyle storytelling with product-focused visuals to highlight premium quality and style.

- Advertising Campaign:

• Full-Funnel Meta Strategy: Structured campaigns around Awareness, Consideration, Conversions.

• A/B testing: tested multiple versions of creatives, copy, and audience targeting.

•  Retargeting Ads: Re-engaged website visitors and previously engaged users.

• Daily Optimization: Adjusted bids, budgets, and targeting to maximize ROAS within the allocated budget.

Results:

- Total Reach: 420,000+ unique U.S. users

- Impressions: 1.1M across Meta platforms

- Frequency: 2.6

- Engagement Rate: 4.2%

- CTR: 2.6%

- CPC: $0.74

- Website Visits: 12,500+ U.S. sessions from ads

- Product Page Views: 8,700

- Product Page Engagement: 69% of website visitors viewed a product.

- Conversions: 212 online purchases

- Conversion Rate: 1.7%

- Average Order Value: $108

- Revenue Generated: $22,896

- ROAS: 3.8x

- Instagram Follower Growth: +26.8%

- Engagement Lift: +38% increase on campaign creatives

Outcome:

The 4-month Meta advertising campaign successfully introduced the UK activewear brand to the U.S. market, delivering measurable growth in awareness, engagement, and sales. By aligning brand positioning, audience targeting strategy, content creation, and advertising execution, the campaign achieved a strong return on ad spend and established the foundation for the brand’s long-term expansion in the U.S.

Note: This is an example project for demonstration purposes.

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