ZIVA USA

ZIVA is a global elite fitness brand that offers premium workout equipment for the home and commercial gym.

ZIVA is European-based and was looking to expand into the US. Since the - already established brand - was just starting up in the US, they needed a launch strategy that would create buzz in the at-home and commercial fitness markets.

My team created an omni-channel strategy for the US launch that would build public awareness. The goal was to create recognition, increase loyalty, boost DTC sales, and cultivate U.S. partnerships.

We crafted a split campaign - one that would speak to at-home fitness enthusiasts and one that would generate awareness in commercial gyms. A new USA website, SEO strategy, influencer marketing management, content marketing, and OTT advertising would be used to reach ZIVA’s two target audiences.

My team performed audience research, a market positioning strategy, and created a plan for long-term growth. We designed a new ZIVA USA website with 105 product SKUs, following corporate brand guidelines. The new site allowed consumers to purchase equipment online, sort and filter products, and choose Affirm payment options at checkout. We crafted an influencer guidelines brochure to share with potential influencers. When followed, the guidelines positioned ZIVA USA as an elite fitness brand and showed versatility in the equipment. Our team also created various forms of visual content for sharing on social media, using 3D modeling and video. We created 8 sets of OTT ad graphics that were approved by ZIVA corporate and ran with the goal of generating brand awareness. We set up email customer journeys, including abandoned carts, product recommendations, and post-purchase email campaigns. Maintaining consistency across platforms, colors, typography, and mediums ensured a cohesive brand identity.

The omni-channel campaign generated 5.7 million Google Ad impressions, 13.29 million Facebook ad impressions, and the OTT video had a 98.9% completion rate within the first 60-days. We had sales on the new DTC website and Amazon store sales increased from the previous period by 16%. ZIVA’s social media channels saw an increase as well. Facebook had a 786% increase in impressions and 314% increase in engagement and Instagram had a 1.12 million increase in reach.