Kinetic Wear

The Challenge

Kinetic Wear is a UK-based sustainable activewear brand targeting health-conscious millennials. Despite strong product-market fit and excellent customer reviews, they were struggling with paid media efficiency.

Their Meta and Google campaigns were delivering diminishing returns, with ROAS falling below 2x — making customer acquisition unsustainable. The founding team had tried multiple agencies but none could crack the efficiency problem.

• ROAS had dropped from 3.5x to 1.8x over 12 months
• Customer acquisition cost (CAC) exceeded £45
• Creative fatigue was causing declining CTRs
• Attribution was unclear post-iOS 14.5 changes

The Solution

We conducted a full audit of their paid media accounts and identified three core issues: poor audience segmentation, creative that didn't communicate the sustainability message effectively, and a broken attribution model.

Our approach focused on:

• Audience restructuring: Built lookalike audiences from high-LTV customers rather than all purchasers, improving targeting quality significantly
• Creative refresh: Developed UGC-style video content highlighting the sustainability angle with real customer testimonials
• Attribution overhaul: Implemented server-side tracking and a blended ROAS model to get clearer signal on what was actually working
• Landing page optimisation: Created dedicated landing pages for each campaign theme, improving relevance scores and conversion rates

The Results

Within six months, Kinetic Wear transformed from struggling to scale to one of the fastest-growing activewear brands in the UK DTC space.

• Revenue increased 312% year-over-year
• ROAS improved from 1.8x to 4.2x
• CAC reduced from £45 to £15
• New customer acquisition up 280%

The brand has since expanded into European markets and is on track to hit £5M annual revenue in 2026.