WORK

Sweaty Betty is one of the UK’s most beloved activewear brands with one pair of power leggings sold every 60 seconds. Being a newcomer to the New Zealand market the brief was to help raise the profile of the brand and increase e-commerce sales to support strong performance in-store. 

Our response was to develop a campaign centred around their flagship product, the black 7/8 power leggings. Our thinking was that being a new brand, we have to drive consumers to trial their most popular products through a 20% promotion too good to turn down. Once they have felt the Sweaty Betty difference, we could drive repeat purchase and referral.

• We developed distinctive creative assets, leveraging the brand to develop multiple creative directions. We ran each creative and let performance determine the winner.
• Messaging was direct, focused on the promotion and product benefits to drive engagement.
• Our channel strategy was to optimise the campaigns for new customer growth, then leverage value-based remarketing to boost post-purchase life time value (LTV) with complementary products. Our channel mix included a balance between Meta and search advertising to combine to create a powerful push/pull effect.
• To support this, we also leveraged dedicated landing pages for the promotion designed to drive conversion, and a series of email campaigns to promote the offer to our existing database.

The results were significant. We drove a 126% increase in revenue after the campaign launch compared to the previous period. We increased conversion rates 162%, and we drove this without actually increasing the volume of discounting, simply reframing the offer.