Fabo X Exercere

The objective

Increasing conversions for an activewear brand during Valentine's Day

In Spring 2021, Emilie Kruse and Laura Nymand launched their first collection with a clear vision: to create fashionable workout clothing that seamlessly fits into an active, everyday lifestyle. Their goal is to design products that are comfortable to wear – That's when Exercere was born.

On TikTok, @exercere has cultivated a community of over 40,000 engaged followers, regularly sharing content that blends lifestyle, influencer collaborations, workouts, and community engagement.

Partnering with their paid social agency, Fabo, Exercere has previously run successful TikTok campaigns. This one-day campaign for Valentine's Day, was launched to boost sales around the holiday. TikTok’s role in this campaign was to maximise awareness and drive traffic.

As a result, the campaign KPIs focused on impressions, CPM (cost per thousand impressions), and clicks, with their primary goal being conversions.

The solution

Combining authentic creator content with high-performing ad formats

The campaign was designed to target potential customers across Denmark, Austria, Switzerland, Germany, Finland, Sweden, the Netherlands, the United States, and Norway.

Leveraging TikTok’s popular ad format, Spark Ads, the campaign repurposed high-performing organic content to maintain an authentic, TikTok-native feel, while reaching a broader audience.

To amplify the campaign’s reach and authenticity, Exercere strategically leveraged its established network of content creators, collaborating with trusted voices who understood the brand’s values and could create engaging, relatable content that resonated with their communities.

These creators produced engaging, relevant content tailored to resonate with the target audience, increase brand awareness, and drive conversions. A mix of ad formats, including videos and carousels, was used to keep the content dynamic and appealing.

The results

Outstanding performance through strategic targetting of authentic content

The Valentine's Day campaign was a major success for the sportswear brand, generating over 2 million impressions, more than 250 direct purchases, and an impressive click-through rate (CTR) of 11.5%. In addition, the campaign delivered over 300,000 clicks and achieved a strong return on ad spend (ROAS) of 5.4.

TikTok’s ad solutions enabled Exercere to reach a more engaged audience in a way they hadn’t previously achieved on other platforms. The combination of a powerful ad platform and creative ad formats helped the brand stand out in a competitive market.

Exercere worked closely with their TikTok account manager both before and during the campaign. They noted that this collaboration was instrumental in guiding them through best practices and offering strategic advice on ad placements, budget allocation, and content development.

The strategy especially benefited from their approach of creating short, entertaining videos tailored to TikTok’s native style. This allowed the content to resonate with viewers quickly, boosting watch-through rates and driving higher engagement and clicks.

Beyond the tracked performance on TikTok, Exercere also observed a significant increase in overall sales on the backend that wasn’t directly attributed to the platform. Many customers who first discovered the brand on TikTok appeared to complete their purchases later or through other channels. This "untracked" uplift in sales highlights that TikTok not only drove awareness and engagement but also contributed meaningfully to real, measurable revenue growth for the business.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.