Convert editorial interest (Vogue, Elle, Forbes) into consistent monthly revenue, scale paid acquisition profitably, and build retention systems that captured a sustainability-conscious audience.
What they sell
AWAN — “As We Are Now” — is a sustainable wellness-fashion brand designed for real bodies. One fabric, one fiber: 100% Tencel™ lyocell from Portugal. Featured in Vogue, Nylon, Elle, and Forbes.
The challenge
AWAN had what most brands chase for years: editorial validation. Vogue. Elle. Forbes. The press was treating the brand as a story.
The challenge wasn’t visibility — it was conversion. How do you turn that kind of attention into consistent monthly revenue, scale paid acquisition profitably enough to compound, and build retention that captures a returning audience already primed toward sustainability?
The work
Paid social (Meta)
- Creative-led testing tuned for sustainability-conscious buyers who research before they purchase
- Funnel architecture optimized for considered purchase cycles, not impulse conversion
- ROAS scaled from <1.65 to 2.80+ as spend grew — a 70%+ efficiency lift
UGC creative
- UGC concepts that played to the brand’s editorial positioning — fabric, fit, body, not generic product shots
- Real-creator content sourced to match the “real bodies” promise the brand was built on
- Hooks tested across the full funnel, not just cold acquisition
Email & lifecycle
- Lifecycle marketing built for an audience that returns when retention is earned, not pushed
- Post-purchase storytelling around fabric and provenance — not just discount cycles
- Campaign calendar aligned with editorial moments so press features fed the retention flywheel
Website CRO
- Conversion optimization on the highest-leverage pages — PDP storytelling, cart, checkout
- Press validation surfaced in-product, so editorial credibility worked as conversion proof rather than only brand halo
What changed
Monthly revenue went from ~150,000 SEK to 300,000+ SEK on average — a 2× lift sustained across the partnership. ROAS scaled from <1.65 to >2.80, a 70%+ efficiency improvement while spend grew. During the partnership, the brand was featured in Vogue, Nylon, Elle, Costume, and Forbes — and the growth engine was ready to convert that attention when it landed.