13B2B / WHOLESALE APPAREL
Studio
Love.
A top-of-funnel ad system built to make a niche wholesale supplier visible, memorable, and measurable to dance studio owners across North America.
SEARCH / DISPLAY
META / VIDEO
TOFU
02—24
02—24
01Campaign outcomesAWARENESS → SIGNAL
Client overview
Wholesale is a longer conversation.
Studio Love supplies custom dance gear to studios across North America. The audience was precise, but the buying cycle was not immediate. Owners needed to discover the brand, understand the customization offer, and see enough relevance to return when the timing was right.
The assignment was therefore bigger than chasing last-click sales. It was to build early familiarity, gather useful behavioural signals, and create a qualified audience for future nurturing.
Increase visibility
Put Studio Love in front of active dance studio owners.
Educate prospects
Show the value of custom wholesale apparel and easy ordering.
Capture signals
Build an evidence base for remarketing and lead qualification.
02Channel architectureMULTI-CHANNEL TOFU
Search + Display
High-intent keyword coverage for owners actively researching custom dance gear, supported by visual display placements that extended frequency and recall.
YouTube
Video awareness
Short-form video introduced the product range quickly, turning existing production footage into a scalable paid-media asset.
Meta
Traffic + engagement
Vibrant creative was adapted across feeds, stories, reels, search, marketplace, and carousel placements to maximize discovery.
Creative system
Designed to move across placements.
Product-led creative kept the message direct: customizable gear, recognizable studio identity, and wholesale utility. The system balanced clean catalogue clarity with enough movement and personality to stop the scroll.
03Repurposed footageASSET → AD
Creative opportunity
The ad was already hiding inside the shoot.
Previous campaign footage had the movement, product detail, and energy required for a paid video. Recognizing that potential avoided a new production cycle. The footage was restructured into an ad with a clearer hook, tighter pacing, and a direct response objective.
Repurposed footage
New edit structure
Paid-media framing
Open on YouTube ↗
Placement proof
One idea. Many buying contexts.
The creative was checked in the environments where it would actually compete for attention. That meant planning for feed compression, story crops, carousels, search results, and the very different visual rhythm of desktop display.
04Audience intelligenceCLICK → BEHAVIOUR → LEAD
Hotjar recordings
Session behaviour confirmed whether paid traffic was relevant and showed how prospects moved through the site.
Google Analytics
Bounce rate, time on site, and landing-page activity identified the offers and pages earning meaningful attention.
Manual verification
Design-tool activity and logo uploads were cross-checked with public social signals to identify real studio owners.
Targeted impression→Site visit→Design interaction→Manual review→Qualified lead
What the numbers mean
More reach, with stronger evidence behind it.
Higher impressions and video views expanded familiarity inside a narrow B2B audience. Improved search CTR showed that the message matched active demand. Lower costs increased the amount of useful learning generated per dollar, while manual qualification connected media metrics to real business prospects.
Broader exposure among dance studio decision-makers.
More traffic and engagement without increasing waste.
Clearer behavioural data for future remarketing.
A verified audience ready for mid-funnel follow-up.
Key takeaway
Top-of-funnel is not vague when the signals are designed properly.
For a niche wholesale business, awareness is the first part of conversion. The campaign gave Studio Love wider recognition, a richer qualified audience, and a practical evidence base for the next stage of the buying journey.
Google search + display
YouTube video
Meta campaigns
Hotjar + analytics
Manual lead verification