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Top Results
+5,537% increase in organic visibility
+888% increase in referring domains
648 individual pieces of coverage secured
The Client
TALA is a UK based activewear and lifestyle brand founded in 2019 by entrepreneur Grace Beverley.
The brand designs high-performance, active-inspired clothing for women, including gym leggings, sports bras, tops and everyday athleisure pieces. TALA is known for its commitment to creating stylish, accessible activewear made with more responsible materials, including recycled and upcycled fabrics, while maintaining a focus on performance, fit and affordability.
As a high-growth, DTC fashion brand competing in a hugely competitive activewear market, TALA partnered with NOVOS to strengthen its organic visibility and to drive press coverage online. The overarching goal was to improve organic visibility whilst ensuring the brand appeared prominently and consistently when consumers were looking to purchase activewear.
The Challenges
Like many DTC brands, TALA enjoyed a surge in organic traffic and general interest during lockdown. With consumers turning to online shopping and with interest in activewear surging, the brand's visibility grew significantly. But as lockdown eased and consumers behaviour changed, momentum began to plateau.
From the end of 2022, TALA saw meaningful declines in search visibility, with core Google updates amplifying the impact. The root of the problem was clear: organic performance had become heavily reliant on branded search.
While strong brand recognition is a genuine asset, it left TALA exposed to fluctuations and limited its ability to reach consumers who weren’t already aware of the brand.
Non-brand keyword rankings were growing, but slowly. The high-intent commercial keywords that drive traffic that’s ready to purchase were struggling to break onto the first page.
TALA needed to reduce its reliance on branded search and build a more robust organic presence, whilst introducing the brand to new audiences, not just at the point of launching products but consistently through its evergreen collections.
The Objectives
Working closely with TALA, we defined four core objectives to guide the campaign:
- Increase new customer acquisition, with a particular focus on students and the 30+ demographic.
- Broaden TALA’s reach across the UK — moving beyond its core London audience to build national recognition.
- Establish TALA as a credible, go-to activewear brand within gym and fitness culture.
- Cement TALA’s position as a leading voice in the conversation around sustainably made activewear.
The Strategy
Our Digital PR strategy was built around two main goals: generating high-quality, high-authority coverage that would strengthen TALA’s backlink profile and inserting the brand into the cultural conversations its target audience was already having.
We prioritised Domain Rating and topical relevance when identifying coverage opportunities, ensuring every link earned was contributing meaningfully to TALA’s overall authority. Coverage needed to be in the right places, talking to the right people.
At the same time, we developed a content-led approach that positioned TALA not just as a product, but as a brand with a genuine point of view. That meant tapping into the cultural conversations driving fashion and fitness online, from the rise of capsule wardrobes and midsize fashion on TikTok and Instagram, to mainstream interest in fashion circularity and responsible consumption. TALA was an ideal voice in these conversations, and we built campaigns to place it there naturally.
We also worked to educate new customers on the sustainable fabrics at the heart of the TALA product, turning the brand’s values into a compelling editorial hook that resonated with journalists, editors and readers alike.
Tactics included:
- Product placement linking to both product detail pages (PDP) and category pages (PLP)
- Thought leadership and expert commentary
- Informational content targeting high-intent search queries
- Trade press coverage to build credibility within the industry
- TikTok and Instagram trend pitches, tapping into viral moments
- Real-life stories, including fitness transformation journeys
The Results
Over the course of the campaign (September 2022 – March 2026), TALA’s organic presence was transformed. What began as a brand with strong product recognition but inconsistent search visibility ended as a brand ranking on page one for the terms that matter most.
Key performance metrics:
- Organic visibility: +5,537.3% (0.0059 in September 2022 → 0.3326 in March 2026)
- Referring domains: +888.2% (534 in September 2022 → 5,277 in March 2026)
- 638 individual pieces of coverage secured across the campaign period
- Non-branded keyword rankings in positions 1–10: +14%
Page 1 rankings achieved for high-intent commercial keywords including:
- Best women’s activewear
- Good quality gym wear
- Best workout clothing
- BBL Jacket
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