CASE STUDY
Over a six-month AI visibility campaign, we took OWAYO from barely present in US AI assistants to appearing in a growing share of the answers their customers actually see, with up to a 90% lift on individual product entities.
OWAYO makes custom sportswear, from soccer kits to cycling jerseys. When the campaign began, they weren’t being recommended in AI assistant chat sessions or in Google’s AI Mode for audiences in the United States. Buyers asking an assistant to “design a custom soccer jersey” were being pointed elsewhere.
Across the campaign, OWAYO’s presence in AI answers grew steadily and broadly. These are the headline numbers from our tracking:
2×
Share of AI answers roughly doubled (5.1% to 11.4% of brand mentions)
4.6 → 3.0
Average position within AI answers, so they appear higher when cited
up to 90%
Per-entity visibility uplift, with a 2% global uplift across all targeted entities
The gains were broad rather than a single lucky term. We saw strong lifts across custom handball, table-tennis, floorball, field-hockey and ice-hockey jerseys, custom soccer kits, and “design your own jersey”. The improvement held across the whole product range, not just one headline keyword.
The campaign paired on-site optimization with an off-site brand alignment effort, each step measured against real model behaviour rather than assumption:
PHASE 1
We mapped the entities that matter to OWAYO’s market, 192 in total, and connected them to the right pages. That produced a working model of roughly 84,000 associations between products, terms, and the pages meant to own them.
PHASE 2
We lined the AI visibility work up against OWAYO’s organic search footprint to find where the two disagreed, spotting entities the site ranked for in traditional search but that models weren’t associating with the brand.
PHASE 3
We mined 165,762 citations across more than 12,500 domains to see which sources AI systems retrieve and trust for OWAYO’s topics, revealing exactly where the brand needed to earn a place.
PHASE 4
Across 113 Content Optimizer sessions we built a ledger of about 1,300 findings about how models perceive OWAYO, then rewrote and aligned content to correct the weak, missing, or wrong associations.
PHASE 5
On the SEO side we ran a parallel outreach campaign over six months, building the off-site brand signals that back up the on-page work so models see a consistent story wherever they look.
Every figure on this page comes from our own AI Rank tracking, which watches how often and how prominently OWAYO appears in answers from Google, ChatGPT, and other AI systems over time. We do not rely on the client’s search console data, and none is published here.
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