Before we put a single ad in the air, we reviewed Globe Studios' existing setup from top to bottom: advertising, email, webshop, brand identity and communication. It wasn't about tweaking the existing - it was about building something that actually worked.

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Market sophistication as a strategic starting point

Gender-neutral fashion sits in an interesting position on the sophistication scale. The category was new enough that you could still communicate directly about product function and brand mission - but consumers are increasingly skeptical of brands that simply use inclusion as a marketing tool without living it.

That set the frame for the entire content strategy: Globe Studios' communication couldn't feel like a statement. It had to feel like a given. Inclusion isn't the message - it's the starting point. That's the difference between a brand that talks about its values and a brand whose values are visible in everything it does.

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ICP and desired persona as the foundation

We mapped out Globe Studios' ideal customer (ICP) and the desired persona the brand wants to attract. It's not just demographic data, but an understanding of who the consumer is today, and who they want to become by buying into the brand. Ultimately, that's what makes someone buy a product from a specific brand even when plenty of similar products exist from other brands.

For Globe Studios, it was crucial to understand that their consumer doesn't primarily buy gender-neutral fashion as a political statement - they buy it because it fits their lifestyle, their aesthetic and the way they navigate the world. That nuanced picture of the customer is what separates content that converts from content that just exists.

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A full-funnel content strategy

With ICP and DP in place, together with Mia and Yazn we built a content funnel covering every awareness stage - from the consumer who has never heard of Globe Studios to the one ready to buy:

• Unaware: Brand content that introduced Globe Studios' universe and values - not as a manifesto, but as a living expression of the lifestyle and aesthetic the brand represents. Primarily larger campaign videos that felt exclusive and removed from the consumer's normal feed were used here. We optimized for incremental reach and brand awareness with the goal of generating clicks and "engaged views" on cold traffic.
• Problem aware / Solution aware: Content that addressed what the consumer is actually looking for: clothes that work for them as individuals, regardless of who they are. UGC and iPhone videos featuring both girls and guys, meeting the consumer at eye level, were used here.
• Product aware and aware: Product-focused content with clear USPs, social proof and conversion-driven CTAs. This is where catalog ads and the retargeting setup lived, designed to convert the consumer who already knew the brand.

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UGC as the communication key

Through Meta, Instagram and Klaviyo, we transformed Globe Studios' communication style with lookalike UGC content - content that looks user-generated but is produced with a clear strategic intent. This approach put the brand in the consumer's shoes and communicated Globe Studios' style and values through the consumer's eyes, on the consumer's terms rather than the brand's.

TikTok and Instagram Reels were central platforms for this format. Content that felt organic and authentic performed significantly better than polished brand content - not because the quality was lower, but because it met the consumer in the feed environment they navigate every day.

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Email as a standalone revenue channel

Email marketing also became a major part of Globe Studios' success. We built the entire Klaviyo infrastructure from the ground up: flows, segmentation, campaign design and communication strategy.

The result: +50,000 new subscribers and +30% of total revenue generated through Klaviyo. It's not just an email list. It's an active sales channel and a community that generates revenue independently of ad CPM prices.

Every email design was built with Globe Studios' brand as the starting point, so they functioned as an extension of the website and their social media - not generic templates. Tone of voice, visual style and communication were consistent with what the consumer met in the ads and on the webshop.

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New webshop and European scaling

As part of the partnership, we launched a new webshop that matched the brand's ambitions and converted on the same level. With a strong Danish base behind them, Globe Studios is now in the process of scaling into the rest of the EU.

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The result

The numbers speak for themselves. But it's worth underlining that Mia and Yazn have been extremely capable on their side of the work - and that a partnership with this caliber of growth in such a short time requires every party to have a firm grip on their areas of responsibility.

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