MY GYM WARDROBE
This steadily-growing activewear brand sources the biggest labels from across the world, offering their sell-out fitness designs in one place. They ensure customers across the UK can access their curated edits of incredible pieces, only without the customs fees.
In a move to spread their digital spend across multiple platforms and grow their presence we devised a pinterest strategy to help them target a wider dream community.
Over the past 12 months, alongside working with the brand organically, we’ve helped them develop a creative strategy on Pinterest, scaling this to a full-funnel Promoted Pin approach more recently. During this period of growth, we used moments such as Black Friday, Christmas and a ‘New year, new me’ campaign in our creative strategy – playing to the pre-planning nature of Pinners, with over 2 million impressions accrued to date as the account continues to grow.
We aimed to tap into an incremental, highly considered audience the brand wasn’t reaching through other performance platforms. We tested many different audiences, getting really granular with our targeting through the process.
Initially, we ran Consideration campaigns before transitioning to a CPM objective. We leveraged keyword targeting around the brand’s products and broader fashion terms to ensure we captured the attention of as many potential customers as possible.
With a full marketing strategy behind us, we were able to utilise the data we gathered across their alternative social platforms to help maximise our campaigns – using their up-to-date performance data to influence a strategic approach to meeting this challenge.
My Gym Wardrobe has built their presence by scaling to a full-funnel advertising strategy, aligning to trending moments and leveraging Conversion and Shopping campaign types.