The challenge
A premium washing technology needed to earn understanding and trust in a competitive, price-sensitive market. Awareness had to become a persuasive reason to consider an upgrade within a three-month campaign.
The approach
The launch translated the technology into household benefits and a consumer story. Demonstrations and explanations made an unfamiliar feature easier to understand before asking audiences to act.
Social video, outdoor advertising and influencer partnerships established visibility and proof. Creator content helped answer practical product questions and supplied assets for paid amplification.
Retargeting moved engaged audiences toward comparisons and offers, while search captured active category demand. Creative and budget decisions were adjusted as performance data accumulated.
- 01Explain the innovation
- 02Demonstrate benefits
- 03Answer objections
- 04Activate intent
The outcome
The source reports 8.4 million unique digital users reached, a 38% year-over-year increase in category retail sales during the campaign and a 41% decline in conversion cost per result between the first and final phases. These figures are reported comparisons; no controlled incrementality study is supplied.
3 Months
Meta Ads, Google Ads, TikTok Ads, Instagram, Facebook, YouTube, Out-of-Home Billboards, Influencer Marketing, Google Analytics, Meta Business Suite
Source & measurement notes
Rewritten from the original Scale With Khaled project ↗. Figures are reported in that portfolio and have not been independently audited. Comparison periods and measurement limits are preserved where provided.
Banner: AI-generated conceptual artwork. Any original portfolio imagery shown below remains attributed to its source.