Household brand
Awareness doesn’t sell. Conversion alone doesn’t scale.
A $50,000 plan across six months for a retail launch — 40% to awareness, 60% to conversion, and a 4.2% CTR against a 2.5% benchmark.
Industry
FMCG — household products
Channel
Connected TV, YouTube, Meta Ads
The account
A global consumer products company launching a laundry capsule range into a new market, sold exclusively through one supermarket chain.
The diagnosis
A retail launch has a problem most digital plans ignore: the purchase happens in an aisle, not on a page.
Spend everything on awareness and the product is recognised but never picked up. Spend everything on conversion and you are asking people to buy something they have never heard of, from a shelf they walk past.
Fifty thousand dollars is enough to do one of those badly, or both properly — and the split has to be argued for before the money moves, not after.
The two jobs are different. The budget has to know that.
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The treatment
The budget was split by job, not by channel preference. $20,000 — 40% — to awareness on YouTube and Connected TV. $30,000 — 60% — to conversion on Facebook and Instagram.
Four awareness concepts were built for the top: “Day in Life”, “Laundry Challenge”, “Quick Benefits” and a six-second bumper, planned at 3–5 impressions per person — enough to register, not enough to irritate.
Conversion ran as a 183-day campaign with retargeting loops for engaged users and past shoppers, mixing offer-led statics with a 15-second benefit video.
Targeting went to 18–40s on parenting, sustainability and home-care interests, layered with online grocery behaviour and lookalikes from converters — and the pushes were timed to spring cleaning, back-to-school and the festive household window.
Every dollar was assigned to a job before it was assigned to a platform.
The results
- 1.8M+ projected reach across Connected TV and YouTube at 3–5 frequency
- 4.2% CTR across Meta — against a 2.5% category benchmark
- ~60 purchases a day in the conversion phase, on ~35,000 daily reach