Humaneight: Launching the Humaneight Fashion Brand

Humaneight is a new fashion brand entering the Swedish market with a clear ambition to grow globally. Their collections are designed to be comfortable, minimalist, and timeless  — with special attention to the sensory needs of neurodivergent individuals.

Challenge

Humaneight is a new fashion brand entering the Swedish market with a clear ambition to grow globally. Their collections are designed to be comfortable, minimalist, and timeless  — with special attention to the sensory needs of neurodivergent individuals. The main challenge was to launch a completely new brand: build its digital infrastructure from the ground up and quickly reach the right audience. The goal was to create awareness and drive online sales — targeting a growing but specific audience that values inclusive, sensory-friendly fashion.

Solution

We handled the full technical setup from scratch covering hosting, integrations, and a custom-built theme.

  • Set up ad accounts across key platforms, including Meta and TikTok
  • Implemented advanced tracking — including Meta’s Conversion API — for better attribution
  • Connected product feeds to advertising platforms for dynamic ads
  • Created Custom Conversions to track how social media ads influenced search behavior on Google

We developed a test-and-learn campaign strategy to quickly identify what drives engagement and conversions.

  • Continuously tested different creatives, placements, and messaging to find what worked
  • Evaluated performance across channels and optimized campaigns accordingly
  • After analyzing early results, we chose to pause one underperforming channel and reallocate budget, which showed significantly stronger ROI

“ Trickle just gets it. Stupidly smart, ridiculously fun, and the kind of people you'd choose to be stuck in an elevator with. Absolute dream.

Andreas Engstrand Humaneight

Results

108% Higher ROAS compared to the average for fashion startups
159% Increase in traffic, primarily driven by social media
8,818 Audience engagements during the launch phase

Key takeaways

  • 1

    Solid foundations drive scalable growth

    Building a strong technical setup from the start, including Conversion API, gave us reliable data and better performance, even in a privacy-first landscape.

  • 2

    Let the algorithms lead the way

    With a limited budget, we started broad and let the platforms identify the best-performing audiences. We then focused on nurturing those segments further down the funnel.

  • 3

    Test-and-learn is a growth engine

    By constantly testing content, messaging, and formats, we quickly identified what resonated with the audience. This allowed us to optimize fast and scale what worked best.

Project team

  • Nathalie Lindström

    Nathalie Lindström

    Marketing Manager

Nathalie Lindström

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