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.

Nathalie Lindström

Contact Nathalie

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