Swiss-Based Women’s Fitness Brand

Overcoming seasonality challenges for a Swiss-based women’s fitness brand

In this case study, we will explore the challenges and strategies faced by a Swiss-Based women’s fitness brand specializing in high-performance supplements and workout apparel.

We will focus on how seasonality affects performance marketing campaigns and share valuable takeaways for businesses with similar challenges.

Our team began working with this fitness brand in early Q4 of 2022. The challenge was to navigate seasonality and its impact on Meta marketing campaigns, particularly during the December holiday season when customers typically do not prioritize fitness and health.
  1. Budget Planning: We recognized the importance of seasonality and adjusted the budget accordingly. During the second half of December, we reduced the budget due to lower product demand, after a successful November / Early December.

  2. Promotions: To compensate for lower demand, we launched several promotions. However, they did not yield the desired results, demonstrating that promotions alone might not be sufficient to address seasonality.

  3. Product Focus: In January, when New Year’s resolutions often motivate people to prioritize fitness, we shifted our focus to a specific product – a fat burner. By analyzing historical sales data and Google Trends, we identified this as the optimal time to promote this product. We then launched new creatives to leverage this angle.
The strategy of focusing on a specific product during a high-demand period proved successful, showing the importance of understanding customer demand and planning marketing campaigns accordingly.

Key takeaways

  1. Customer Demand: The primary driver of sales is customer demand. Understand your niche’s seasonality and plan your strategy accordingly.

  2. Budget Allocation: Adjust your budget based on seasonality to maximize results. Keeping an even distribution of the budget throughout different seasons can kill performance.

  3. Promotions: While promotions can help compensate for low demand, they may not always be sufficient. Leveraging the right messages according to the season and the user behavior related to itis key.

  4. Data Analysis: Utilize historical sales data, Ahrefs, and Google Trends to identify high and low-demand periods. This information is invaluable for planning marketing campaigns and adjusting strategies.
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(2022 VS 2021: +45%)

By considering these takeaways, businesses can better plan their marketing strategies and budget allocation, ultimately overcoming the challenges of seasonality and driving successful campaigns. 

Shout out to Artur (media buyer), Ale (project manager) and our amazing lead designer Mimi who worked all together to achieve these results.

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