Freddy.

How “The Art of Movement” found new life across six international markets.

Context & Objective

Freddy, born in Italy in the late 1980s, built its reputation as a leading brand in dance and sportswear, known globally for its claim: “The Art of Movement.”

Over time, however, this strong identity began to fade, especially among younger audiences less familiar with the brand’s heritage.

The challenge was clear: revitalise Freddy’s positioning and reintroduce its innovative spirit to a new generation, while expanding internationally and boosting both brand awareness and conversions.

The Challenge

Freddy’s awareness was fragmented across markets: strong in Italy, but weak in countries such as the UK, USA, Spain, and Austria.

The brand had launched revolutionary new products (WR.UP jeans and NOW line) but lacked a cohesive digital system to communicate their value at scale.

Our mission was to design and execute a full-funnel digital strategy, capable of rebuilding brand equity while driving measurable commercial outcomes.

The Approach

As fractional CMO and strategic lead, I guided the team through a two-track transformation: creative and structural.

Brand & Creative Strategy

• Defined a consistent narrative around “The Art of Movement” to reconnect heritage and innovation.

• Produced a multi-format video ecosystem:

  • 1-minute TrueView video for storytelling and reach

  • 30-second remarketing edit for engagement

  • 6-second bumper ads for retention

• Adapted all creative assets to each platform: YouTube, Facebook, and Instagram.

Technical & Data Strategy

• Activated full-funnel campaigns across six markets: Italy, UK, USA, Spain, Austria, France.

• Built and A/B tested continuously multiple audience clusters.

• Created an automated workflow to update customer lists and build dynamic lookalikes daily.

• Balanced budget allocation dynamically based on performance signals from each market.

Results

Return on Ad Spend (ROAS) +77%

Average full Video View Rate 51%

Increase in New Users (avg. across all markets) +275%

The campaign achieved both brand and business impact: new audiences discovered Freddy’s legacy, and loyal customers re-engaged through consistent storytelling and targeted precision.

Impact & Learnings

Beyond performance, the project repositioned Freddy as a modern, movement-driven brand with a clear strategic direction.

Teams across regions started working with shared KPIs and data-informed decisions, enabling more sustainable marketing growth.