Aje Athletica Launched With Integrated HYPE Lifecycle Strategy

Rakuten Advertising

Client: Aje

In May 2021, contemporary Australian fashion brand Aje launched Aje Athletica, an activewear capsule reflecting four key pillars – fashion, wellness, performance and sustainability. Rakuten Advertising was tasked with helping Aje launch Aje Athletica with a main objective of delivering 11.2M impressions through Display, Social, YouTube, Discovery, Pinterest, Search and Shopping. 

 

 The team approached the launch with a HYPE strategy - a detailed, multi-channel strategy designed to create desirability through different lifecycle stages - Hook, Yearn, Propel, Entice. The strategy was then layered with four strategically created, custom-made Aje Athletica audience personas designed to target the ever-loyal Aje customer and also those who are generally interested in high fashion and activewear. Through this, Rakuten Advertising helped Aje Athletica deliver 89% over the impression goal, with post-launch ROAS exceeding Aje’s expectations.