The Challenge & Goal
When zenatives sought to expand their brand into the German market, they faced the challenge of entering a new and complex landscape. The brand owners have over 30 years of experience running a successful clothing factory and manufacturing for some of the world’s top athleisure brands. Still, the nuances of the German market, particularly in e-commerce, were less familiar to them.
Also, the task wasn’t easy as Germany’s fashion market is highly competitive, with numerous established brands and consumers who often prefer familiar names and tend to shop on large online marketplaces. Additionally, the country is known for a high return rate in e-commerce, with many customers frequently returning products after purchase, adding another layer of complexity to the business expansion.
Our goal was to smoothly introduce the brand to the new market and develop strategies for branding, communication, and sales to fully leverage the potential through strong product and brand positioning.
Solution
As part of our comprehensive market entry efforts, we developed brand and communication strategies to be implemented across all customer touchpoints, including the website, ads, and social media. Recognizing the saturation of the German market, we decided to look for a niche. Recognizing that German consumers prioritize trust before making a purchase, we focused on content marketing to strengthen the upper part of the sales funnel and establish brand recognition.
As a niche, we picked women who seek inner balance through physical activity. We position zenatives primarily as a yoga apparel brand while also offering collections tailored for other popular activities in Germany, such as running and hiking. Unique selling points that we have found include comfort, durability, sustainable production, and an extended range of larger sizes. Given the attributes of our products and the selected niche, we have chosen the Caregiver brand archetype to represent zenatives’ brand identity.
All decisions made during the creation and implementation of our strategies were grounded in thorough research and the expertise of our specialists.
Implementation
We began by enhancing the client’s website with updated visuals and copy tailored to our newly defined niche. We commissioned additional photos featuring models of diverse beauty types and sizes, aligning with the Central European market. Previously, the website primarily showcased models with Mediterranean features. Alongside the visual updates, we revised the messaging across the site.
Our marketing efforts focused on increasing brand recognition through Instagram and email campaigns. On Instagram, we curated content that resonated with our target audience, including subtle color palettes, product demonstrations, wellness and fitness tips, as well as posts on yoga and the latest trends in athleisure. We integrated user-generated content (UGC), offering additional value with yoga routines and popular formats like “Get Ready with Me” and product unboxings. To attract relevant followers, we hosted giveaways and engaged brand ambassadors—yoga studio instructors from various German cities. These ambassadors received promotional codes and product samples, which they showcased in their classes.
As our audience grew, we launched themed omnichannel campaigns aligned with seasonal trends, such as summer leisure, sports season preparation, and the run-wear collection for the German marathon season. Each campaign featured dedicated landing pages, email marketing initiatives, and a series of Instagram posts highlighting product USPs, all inspired by the latest trends in social media design.
On Instagram, we maintained a posting schedule of three to five weekly publications, emphasizing carousel and classic post formats. We also shared a series of stories once a week and published two to three reels each month. In our email marketing strategy, we committed to sending one newsletter per week. While our primary focus was collection launches and sales, we also introduced inspirational content showcasing how our products align with various trends. Additionally, we offered value-added gifts to our subscribers, such as free guides on healthy living and themed Spotify playlists.
Results
Our Instagram content achieved significant visibility, reaching up to 149,000 views. UGC once again proved highly effective, particularly for retail brands looking to engage their audience.
We organized successful giveaways through the client’s social media channels, reaching over 41,000 unique accounts and driving participation from 147 individuals. As a direct result, we gained around 100 new followers interested in sportswear each time.
In addition, we secured valuable partnerships with yoga studio teachers, boosting sales and strengthening our connection with our target market.
By leveraging a combination of content marketing, social media ads, and Google ads, we delivered a remarkable 2,900% (!) YoY growth compared to the results achieved by the client’s previous agency.
Conclusion
The content and brand marketing project was a success, with zenatives achieving significant growth. Through a well-executed strategy, the brand saw a remarkable 2,900% YoY increase in growth, enhanced visibility, and improved customer engagement.
