LIFESTYLE BRAND // Q4 2023–Q4 2024
KOVA — Lifestyle Brand Repositioning Case Study
Repositioning a stagnant lifestyle brand and driving 3.4X revenue growth in 12 months through single-minded positioning and full-stack marketing execution.
// 01 — THE BRIEF
// THE CHALLENGE
WHERE THEY WERE
KOVA had been selling lifestyle products for 5 years with flat growth. The brand had no clear positioning — trying to be everything to everyone. Their ads looked like every other lifestyle brand. Forgettable by design.
// THE APPROACH
HOW WE THOUGHT ABOUT IT
Single-minded positioning. We found the one thing KOVA could own — modern minimalism for intentional living — and built everything around it. One clear idea expressed at every touchpoint.
// 02 — WHAT WE DELIVERED
THE FULL STACK
01//
BRAND REPOSITIONING
- Competitive audit: 40 lifestyle brands analyzed
- Single-minded positioning development
- New tagline and messaging hierarchy
- Visual identity evolution
- Brand architecture for product extensions
02//
PAID MEDIA
- Meta full account restructure and creative refresh
- Google Shopping with feed optimization
- Pinterest Ads for lifestyle audience
- Retargeting: 7, 14, 30-day windows
- ROAS: 5X minimum target, achieved 5.8X avg
03//
ORGANIC CONTENT
- 12-month content strategy
- Instagram: 16 posts/month, curated grid
- Pinterest: 20 pins/week for SEO and referral
- Email: weekly newsletter to 45K subscribers
- Brand partnership content calendar
04//
SEO
- Lifestyle keyword strategy: 80 primary terms
- Blog: intentional living content hub
- Technical SEO complete overhaul
- Internal linking architecture
- Organic traffic +190% in 6 months
05//
EMAIL & RETENTION
- Complete Klaviyo flow rebuild: 10 flows
- Segmentation by product category and LTV
- Loyalty programme email strategy
- VIP customer early access system
- Email contributes 34% of total revenue
06//
ANALYTICS
- Customer LTV model built
- Cohort retention analysis
- Multi-touch attribution setup
- Blended ROAS tracking all channels
- Monthly board-level reporting
// 03 — HOW IT HAPPENED
THE TIMELINE
Q4 2023
REPOSITIONING
Brand audit complete. New positioning locked. Visual identity refreshed. All channels paused for restructure.
Q1 2024
RELAUNCH
New brand live. Meta and Google relaunched. Email redesigned. First month: revenue +40%.
Q2 2024
GROWTH
SEO content driving organic traffic. Email at 34% revenue contribution. ROAS averaging 5.8X.
Q3–Q4 2024
3.4X REVENUE
3.4X revenue growth. 92% retention. CAC down 44%. Brand recognized in category.
// 04 — THE OUTCOMES
THE RESULTS
3.4X
REVENUE GROWTH
year on year
5.8X
AVG ROAS
across all paid
-44%
CAC REDUCTION
12 months
190%
ORGANIC TRAFFIC
from SEO
34%
EMAIL REVENUE
contribution
// 05 — CLIENT VOICE
"
We'd tried three repositioning attempts before SCHORE. This was the first one that actually stuck. Revenue reflected it within 60 days.
SARA M.
CEO, KOVA
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