Case Study
Supporting the launch of an entirely new wellness brand
About AWŪ
AWŪ is the new urban wellness brand developed by Groupe STROM, a leading Canadian player in the spa industry with more than 15 years of experience in the market.
Positioned as an accessible urban sanctuary, AWŪ brings together wellness, movement, and social experiences under one roof. Its offering includes thermal experiences, massage therapy treatments, movement classes, healthy food options, carefully curated events, as well as
The Challenge
Groupe STROM partnered with us to support the launch of AWŪ, a brand-new concept entering an increasingly competitive wellness market.
Objectives:
- Generate strong demand ahead of opening and accelerate sales during the pre-launch phase
- Build awareness and credibility for a completely new brand entering the market
Another important challenge was positioning AWŪ alongside the already well-established Strøm brand without diluting its identity. At the same time, we needed to drive qualified traffic and conversions across Meta and Google during the critical pre-sale phase, while validating the product-market fit of this new urban wellness concept.
The Solution
To accelerate acquisition efforts from the outset, we leveraged historical CRM data as well as pixel data from the Skyspa (former brand) and Strøm ecosystems, enabling us to build qualified audiences from day one.
We developed a full-funnel media strategy across Meta, Google Performance Max, Google Search, and Spotify, designed to support both awareness and conversion objectives throughout the pre-launch period.
To strengthen trust and credibility during the early stages of the launch, we used Meta’s Partnership feature to create collaborative ads between Strøm and AWŪ. We also selectively integrated Strøm’s branding into the creative approach while preserving AWŪ’s unique positioning and visual identity.
Our team, in collaboration with the AWŪ team, designed and optimized pre-sale campaigns focused on newsletter subscriptions, gift cards, and promotional offers, while implementing an ongoing framework for creative testing and large-scale optimization to continuously improve performance. Several promotional phases were launched to avoid fatigue and improve performance during key moments, especially throughout the final two months leading up to the opening.
The Results
We generated a significant volume of acquisition during the early phases, allowing us to drive qualified traffic, conversions, and strong momentum for the AWŪ brand ahead of its official launch.A transformed social presence — more human, more engaging, and deeply rooted in the local community.
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