Giving Australia the true Premium ActiveWear Touch x DOVENA

Client: DOVENA Industry: Women’s Activewear Year: 2024

DOVENA is an Australian activewear brand focused on crafting modern comfort pieces that inspire seamless movement. While their products offered a blend of style, performance, and functionality, their brand identity, digital presence, and market positioning needed an upgrade to compete effectively in the saturated activewear industry.

To reposition DOVENA as a premium activewear brand with a strong identity, digital presence, and customer engagement strategy, driving increased visibility, brand recognition, and customer loyalty.

Despite a high-quality product range, DOVENA faced several brand challenges:

Lack of Distinct Brand Identity – The brand’s visual and messaging elements lacked a unique personality that set them apart from competitors.

Minimal Online Presence – The website was not optimized for SEO, leading to low search visibility and limited organic traffic.

Weak Brand Experience – The shopping journey did not fully communicate the brand's premium feel or emotional connection to customers.

Underdeveloped Content Strategy – The absence of strategic storytelling limited DOVENA’s ability to connect with its target audience.

Ineffective Digital Marketing & Social Presence – The brand was not leveraging its full potential in social media, influencer marketing, or performance-driven digital campaigns.

Brand Blinks implemented a multi-phase brand transformation plan, focusing on brand identity, website optimization, content strategy, and digital marketing to position DOVENA as a premium activewear brand.

Conducted an in-depth brand audit to evaluate strengths, weaknesses, and gaps in market positioning.

Defined a refined brand identity system, incorporating: A sophisticated yet modern color palette reflecting movement and energy. Refined typography and visual elements to communicate elegance and performance. A consistent brand voice and messaging centered around empowerment, movement, and Australian lifestyle.

Developed a new brand story and tagline to create an emotional connection with customers.

Created a cohesive brand identity that aligns with premium activewear standards.

Strengthened brand recall and emotional connection with customers.

Technical SEO Fixes: Optimized site speed, mobile responsiveness, and structured data for better search engine rankings.

On-Page SEO: Integrated high-impact keywords like "premium activewear Australia," "sculpting leggings," and "moisture-wicking workout wear."

Content Optimization: Enhanced product descriptions, meta tags, and category pages with SEO-friendly, conversion-driven copy.

User Experience Overhaul: Improved navigation, product filtering, and checkout experience to reduce cart abandonment.

75% increase in organic traffic in 6 months

Improved Google rankings for 40+ industry-relevant keywords

30% increase in time spent on product pages

Developed a content roadmap with a mix of: Educational blogs (e.g., “How to Choose the Right Activewear for Your Body Type”). Brand storytelling content focused on DOVENA’s values and product craftsmanship. SEO-optimized articles around fitness, wellness, and performance wear.

Designed high-quality visual content, including product photos, lifestyle imagery, and video campaigns.

Created compelling social media narratives showcasing real customer experiences.

5X increase in blog engagement and shares

3X growth in inbound traffic from organic content

Increased average session duration by 40%

Instagram & TikTok Growth: Created engaging reels, influencer collaborations, and behind-the-scenes content to build brand hype. Used lifestyle-driven storytelling to connect with fitness enthusiasts and everyday activewear consumers.

Influencer & UGC Strategy: Partnered with Australian fitness influencers and micro-influencers to promote real-life wearability and versatility.

Email Marketing & Retargeting: Built segmented email campaigns for customer retention and promotions. Developed abandoned cart recovery sequences that increased conversions.

3X increase in social media engagement and interactions

50% increase in influencer-driven traffic and conversions

25% higher email open rates and engagement

Loyalty Program Implementation: Designed an exclusive rewards program to increase repeat purchases and brand advocacy.

Community Engagement: Launched a #DOVENAMovement campaign, encouraging customers to share fitness journeys.

Improved Customer Support Experience: Integrated AI-powered chat assistance for instant product recommendations.

30% increase in customer retention rates

Higher user-generated content increases trust and credibility

Stronger emotional connection between brand and community

Metrics After Brand Blinks Global Post 6 Months

Organic Traffic 3,000/month 5,200+/month (+75%)

Keyword Rankings (Top 10) 10 keywords 40+ keywords

Social Media Followers 4,500 13,500+ (3X growth)

Conversion Rate 2.2% 6.5% (+195%)

Influencer ROI Low engagement 50% higher conversions

Repeat Customer Rate 18% 42% (+133%)

Brand Blinks’ strategic interventions transformed DOVENA from an emerging activewear brand to a recognized industry player. By refining their brand identity, strengthening their digital presence, and creating an engaging customer experience, DOVENA now competes with established activewear brands.

Strengthened brand positioning and identity in the premium activewear segment.

Increased search visibility and organic traffic, driving more direct sales.

Boosted customer engagement and community-building efforts through digital and influencer marketing.

Built a sustainable brand loyalty ecosystem that drives long-term retention.

DOVENA is now a brand that seamlessly blends fashion, functionality, and storytelling to inspire movement. With a clear, premium positioning, a strong digital presence, and an engaged community, they are set for long-term growth in the activewear space.

So, building a business is basically dating, with more hustle, fewer date nights, and a lot more coffee and sleepless nights. But when it finally work? It’s the best thing ever.