Weados
Ados is a leading sportswear and athletics wear brand for men. The brand was born keeping in mind the comfort and styling options for gym-goers and fitness enthusiasts. To be unique and retain its brand relevancy, Ados has actively focused on conceptualizing and designing innovative designs for its wear options.
The majorly focused audience base of Ados includes the gym-goers-male audience, the fitness enthusiasts as well as those looking for unique comfort wear options.
The brand’s marketing objectives have a major focus on establishing Ados as a leading brand for sports and fitness wear in the marketplace. Hence, they came to Verve Online Marketing, intending to improve their brand positioning, reach potential audiences, and get positive ROAS.
Challenges:
The performance marketers at VOM were highly convinced of the brand values and products of Ados. But also there were specific challenges associated with the existing marketing approaches adopted. Such included niche target audience, high cost of customer acquisition, and high competition from local/regional brands. Hence, it was important to focus on such challenges while developing performance marketing strategies.
Strategy:
Considering the industry’s nature and the challenges Ados was dealing with, the performance marketers at VOM have developed key strategic solutions including:
1
We identified that there was no/limited organic traffic on the Ados website. Hence, we worked on optimizing their webpage and ensuring better page visibility.
2
We created advertisements and campaigns solely targeted toward fitness enthusiasts. The strategic approach included sharing fitness strategies and interacting within the community.
3
Focusing on the expansion areas for the brand at the regional levels in the Indian market.
Implementation:
We identified that Ados has a potential growth opportunity in the marketplace. Hence, there was a need to implement campaigning as early as possible to ensure market reach.
- We ensured promoting Ados as a new-age fitness wear brand, that can add to the user’s style statement.
- The implementation process involves a focus on the branding needs of Ados and promoting it as an international brand for fitness wear.
- The marketing campaigning for Ados was not limited to a specific market segment or age group. For instance; it was aimed at both the new-gym goers as well as those having a perfect muscular body.
Solution
Monitor audience reactions. Adjust in near-real time.
These audiences were an ideal match for:
Results
Lift sales with a revamped approach.
1
A brand measures the success of a performance marketing campaign by evaluating the growth in its sales. Ados has experienced a net growth of 210% increase in its sales since it partnered with Verve Online Marketing.
2
A growth/increase of 89% has been recorded in the brand’s conversion rate.
3
Further, the brand’s website visibility/traffic has increased by 77%, leading to a decline in its CAC.
Lessons Learned:
We had experience working with gym and fitness wear brands, but working with Ados was a completely new experience. The founders were much more into promoting their vision and values along with their wear options so that their customers can be delivered with a lifestyle brand. Hence, it helped us to explore ways through which we can successfully integrate brand values with its product while working with a clothing/fashion brand.
Boost.
Optimize.
