Turned creative fatigue into a 59% ROAS uplift for women’s yoga wear.
Athleisure · Women
About Akiso
Akiso is a women-first yoga and athleisure brand focused on comfort, softness and everyday movement. Unlike large sportswear brands, Akiso competes on feel — buttery fabrics, stretch that stays, and silhouettes women actually live in.
Challenge: ROAS dropping from creative fatigue
The brand was running look-alike-driven Meta campaigns with similar poses, similar studio shots and static lifestyle creatives. Performance dipped sharply as audiences got “ad blind”. The team needed new angles that spoke to comfort, stretch and real-life usability — not generic product slideshows.
Solution: Marxx creative DNA for women’s athleisure
Akiso plugged all past campaigns into Marxx. The agents broke down creative DNA across hooks, poses, fabric cues, colorways, captions and creator styles. Marxx recommended: – POV-style mirror clips – Calm morning routine hooks – Close-up “fabric stretch” moments – Light movement clips (squats, lunges, bends) – Comfort-proofing messages (“no roll-down”, “moves with you”) These were paired with audience refinements around wellness, home workouts and everyday lifestyle creators.
Outcome: ROAS climbs back while CPA drops
The new creative system cut fatigue and unlocked higher intent. The winning DNA leaned into comfort, real bodies, soft tones and stretch-tests — a massive shift from the earlier studio-only approach. The top-performing variant alone lifted ROAS by 59%, and CPA fell even with increased scale.