aim’n
aim’n, one of the Nordics’ fastest-growing women’s activewear brands, partnered with Est Populo to turn Paid Social into a scalable acquisition engine. By elevating creative diversity, leaning into UGC and native content, and aligning campaigns with trend-driven product drops, Aim’n achieved consistent year-over-year growth while rapidly expanding their new customer base.
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+54%
YoY growth in new-customer revenue
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+33%
YoY uplift in GP3 from marketing
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+44%
YoY growth in marketing-attributed revenue
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+167%
ncROAS (via platform)
During our 2.5 years of collaboration across both paid search and paid social, Est Populo has been an engaged and solution-oriented team. We were looking for a partner who could work closely with our team and offer a more in-house-like approach – something reflected in their availability, flexibility, and willingness to adapt to our internal processes. We also chose them for their clear focus on ensuring that the brand and creative expression remain central, as well as their ambition to act as an extension of our marketing team rather than an external agency. Despite large parts of the collaboration being conducted remotely, the work ran smoothly and provided us with valuable insights and support during an important phase of our growth journey.
CMO
Sanna Westerberg
Overview
aim’n, a fast-growing women’s activewear brand, faced a period of stagnating year-over-year sales and increasing pressure on margins due to accumulated overstock. While performance marketing remained a key revenue driver, the brand needed a more strategic approach to reignite growth, improve profitability, and efficiently sell through surplus inventory. Est Populo partnered with Aim’n to develop a strategy focused on margin-first decision making, creative diversification, and targeted campaigns designed to clear overstock while maintaining healthy growth across core products.
Our approach
Est Populo developed a Paid Social strategy tailored to aim’n’s business challenges, combining margin-focused thinking with creative expansion and a renewed emphasis on new customer growth:
Overstock sell-through as the starting point
We began by designing targeted campaigns to efficiently clear overstocked products, freeing up cash flow and stabilizing inventory levels without sacrificing profitability.
Margin-led always-on strategy
Once inventory pressure was reduced, we implemented an always-on structure prioritizing higher-margin products and categories, significantly increasing GM2 and improving overall paid social efficiency.
New customer acquisition through smarter communication
We shifted messaging to highlight products with strong first-time buyer performance, while introducing creative diversity aimed at reaching new audience segments and maximizing acquisition volume.
Creative strategy built on UGC and content diversification
We expanded Aim’n’s creative ecosystem by integrating UGC creators, producing native-first content, and establishing an always-on communication rhythm focused on best-selling categories and high-intent product stories.
Success factors
Margin-first media strategy
By shifting campaign structure and communication toward higher-margin products, Aim’n significantly increased GM2 while maintaining consistent sales volume – turning Paid Social into a more profitable growth channel.
Strategic inventory activation
Targeted overstock campaigns helped reduce excess inventory quickly and efficiently, improving cash flow and enabling Aim’n to rebalance product focus toward core and high-performing categories.
Creative diversity and UGC integration
A broadened creative mix – including UGC, native-first content, and category-led storytelling – kept campaigns fresh, expanded reach, and improved performance across both prospecting and retargeting.
New-customer acquisition engine
Communication was refined to highlight products and categories that historically generate strong first-time buyer conversion, helping Aim’n grow its customer base while improving acquisition efficiency.
