Leading audience segmentation and creative strategy, translating customer motivations into content planning, creative briefs and ongoing performance development.
Branding & Design
Creative Direction
Social Art Direction
Strategy & Process
Creative Strategy
Production Briefs
Creative Performance Analysis
Content & Comms
Product Storytelling
Paid Social Creative
Social Content Development
Profitable growth needed a broader customer base.
Gym King needed to attract new customers while protecting marketing efficiency. Reliance on returning customers and activity focused close to purchase was limiting growth, while rising media costs increased the pressure on performance. Audience understanding offered a way to establish where the next opportunities lay and how the brand could connect with them.
The same brand played very different roles in people’s lives.
Segmentation revealed two distinct motivations: customers buying into fitness and performance, and customers buying into the lifestyle associated with the brand. That distinction had implications for how Gym King presented its products and communicated their value. The strategy needed to accommodate both motivations across menswear and womenswear, while keeping the brand recognisable.
Those motivations became the foundation for the content strategy.
The audience work was translated into a system connecting customer motivations with communication at each stage of the purchase journey. This gave content a defined purpose: introducing the brand, building interest or helping someone choose a product. It established a shared direction while allowing the message and execution to adapt to different audiences.
Social needed to shape the content from the outset.
Gym King had relied heavily on catalogue shoots repurposed for social. The new direction brought audience motivations and platform behaviour into the brief before content was produced. Product-led imagery and social formats could then work together to express the brand, demonstrate the appeal of the clothing and support paid-social performance.
A repeatable system gave each creative brief a stronger starting point.
The content plan provided a clear basis for what to produce, whom it was intended to reach and what response it needed to encourage. Ongoing performance reviews informed subsequent briefs, helping develop the approach across audiences, categories and formats. This connected individual assets with the wider ambition of attracting customers and growing efficiently.
My involvement also covered ongoing product-led creative briefs, content planning across men’s and women’s ranges, and performance reviews to inform future production. A consistent focus was helping the team move from repurposing catalogue imagery towards content conceived for social, with brand expression and paid performance considered together.
