Transform your posture

Forme®

Go-To-Market Strategy
Growth Strategy
Paid Media
Email & SMS Marketing
CRO
Ad Creative
E-Commerce AI

Brief

Forme, a science-driven posture correcting activewear company with patented wearable technology, approached UMBRELLA to spearhead their go-to-market strategy following a comprehensive branding overhaul. UMBRELLA was entrusted to lead 100% of Forme's acquisition and retention efforts.

Result

The collaboration between Forme and UMBRELLA yielded outstanding results, with the company experiencing a staggering 500% quarterly growth after launching their initial test campaign. UMBRELLA implemented a comprehensive 360-degree digital go-to-market strategy, surpassing Forme's seven-figure revenue goal within their first year. A data-driven approach informed creative decisions, resulting in highly converting ads. UMBRELLA successfully built a highly engaged email subscribers list of over 100,000 subscribers. Today, UMBRELLA remains as Forme’s Agency of Record.

7-figure

Revenue goal achieved in year one

46%

Improvement on Meta ROAS

54%

Attributed revenue from
Email & SMS in 2023

Approach To achieve Forme's ambitious sales objectives, UMBRELLA designed a social-first paid campaign with a robust acquisition strategy targeting high-income demographics for streamlined one-click purchases. This approach not only enabled Forme to achieve its initial sales goal within the first three months but also sustained impressive year-over-year growth.

Paid MediaUMBRELLA's paid social ads emphasized the medical benefits of Forme's product line, garnering press attention and organic support through testimonials, establishing the brand's credibility despite being a newcomer. Dynamic ads showcased best-selling products, customer testimonials, and press ads at the bottom of the sales funnel to drive conversions. Regular A/B testing and hyper-specialized creative variations allowed UMBRELLA to reach nuanced high-income audiences, gaining a rich understanding of Forme's diverse customer base and its potential.

In addition to paid social campaigns, UMBRELLA launched PPC and display ads for retargeting purposes, generating initial purchases and facilitating customer retention. A healthy and effective ecosystem of growth marketing campaigns optimized Forme's ad budget, resulting in aggressive growth while maintaining a healthy return on ad spend (ROAS).

Addressing the challenges posed by diminishing effectiveness in Meta campaigns due to multiple app privacy updates, particularly iOS 14.5, UMBRELLA implemented smart IDs powered by AI. This strategic move aimed to supercharge Forme®’s first-party data in response to cookie deprecation. Consequently, Forme® could optimize ad spend on users with the highest likelihood of making a purchase, resulting in a notable 46% improvement in ROAS.

4x

ROAs during the launch year

94%

Ad spend attributed to  new customer acquisition

46%

Improvement on Meta ROAs

Email & SMS Marketing

Furthermore, UMBRELLA not only expanded Forme's reach through targeted email campaigns on Klaviyo but also addressed relevant topics such as posture, pain relief, golf, and postpartum care alongside product offerings. This approach led to a notable 35% rise in average order value (AOV). Simultaneously, UMBRELLA's initiatives drove Forme's subscriber base from zero to six figures, with email and SMS channels now contributing over 54% of attributed revenue.

Additionally, UMBRELLA's comprehensive content strategy, encompassing dense educational product briefings and the design-forward features of Forme’s press mentions, has fueled sales across a diverse customer spectrum, boasting an average open rate of 43%. The automated flows devised by UMBRELLA have contributed to an annual seven-figure sales yield, demonstrating an impressive $32 conversion value per recipient.

Growth Strategy

In 2023, UMBRELLA leveraged AI-powered predictions to drive email and SMS list growth, resulting in a remarkable 119% increase in sign-up conversion rate on the website. Forme continues to experience exceptional year-over-year growth, with a consistent 150% increase in conversion value.