Challenge

Eager to seize US growth opportunities, Copenhagen-based sustainable fashion brand Organic Basics actively sought support in executing a highly effective Gen Z-focused marketing strategy.

The retailer was prepared to adopt a fresh approach, ready to revamp its brand, remodel its website and reevaluate its creative direction whilst upholding its core values of authenticity, legitimacy, and the distinctive Copenhagen aesthetic.

However, it was imperative for Organic Basics to understand the market dynamics and its target audience in detail for the US launch to be successful, requiring the necessary marketing support to ensure strategic changes were targeted and measurable.

Solution

Organic Basics and Nest worked through a series of strategic and creative planning sessions to develop a playbook for capturing Gen Z attention in the highly competitive US market.

An important step involved outlining Gen Z messaging preferences, which meant keeping ad copy short and snappy, incorporating playfulness, and communicating the brand’s sustainability USPs – particularly as this is one of the top values in driving purchases amongst Gen Z. At the bottom-of-funnel, tactics around price and a free delivery option appealed to Gen Z shopping behaviour, and took into account the higher price competitiveness of the US market. 

The strategy also involved identifying key digital platforms, as well as utilising critical media intelligence to inform budgeting. 

Nest provided benchmark media platform costs, customer acquisition metrics and average order values in the US to help optimise the Organic Basics launch from the outset. 

The team also suggested creative improvements to better appeal to Gen Z, advocating the use of ad overlays to call out differentiated features, and leveraging more UGC content to meet their desire for authentic, lofi-style content. To ensure optimal spend efficiency for Organic Basics, Nest tested different ad formats across product lines, and included cross-category product promotions to manage stock levels.

This approach delivered dramatic results. Organic Basics experienced a 300% growth in advertising-driven US revenue, with US sales surging from 5% to 40% of total revenue. Spend on Meta tripped while CPMs dropped, ROAS improved 15%, and CVR improved 41%.

3x

increase in ad-driven US revenue

40%

of total revenue now from US sales

3x

increase in Meta spend

41%

higher CVR

Nest have been instrumental in orchestrating our successful rebrand Stateside. Their knowledge, expertise and support have allowed us to target Gen Z customers in the US and supercharge our growth. We look forward to scaling up further with Nest by our side

Mads Fibiger Rasmussen
Founder & CEO at Organic Basics

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