An emerging CPG brand entering a highly regulated, competitive category with limited digital targeting capabilities.
Build national brand awareness, drive trials, and turn consideration into measurable sales, in-store and online. Maintain strict compliance with legal constraints that ruled out many standard marketing tactics.
Things got rolling with a full competitive and category landscape analysis. This was spun into nuanced audience personas aimed at >21 lifestyle consumers. Mapping key conversion signals across platforms let us build a data-informed foundation for activation.
A 360° paid media strategy was deployed that included programmatic, paid search, podcasts, OOH, and branded content partnerships leveraging sports and lifestyle publishers. Placements adhered to compliance standards using age-gating, geo-targeting, and contextual filtering. We even synced campaign flighting with seasonality and retail inventory velocity.
Our team produced original branded content rooted in sports, music, and local culture. This was adapted into short formats in Instagram Reels, YouTube Shorts, and native placements. CTAs and QR codes drove trials directly through both retail and digital touchpoints.
Video Content
Talent Integration
Content Publishers
Retail Geo-Fencing
OOH Activations
Sweepstakes
12+ custom episodes + 50+ platform-optimized cutdowns Local athletes, musicians, and creators as campaign hosts Culture-authentic sponsorships in podcasts and pubs Programmatic and mobile media synced to retail locations Targeted placements in 8 high-indexing DMA Content-driven loyalty push tied to national promo
Impressions
Unique Reac
CTR (Avg.)
E-Comm Conversions
Podcast Sponsorship Lift
Retail Lift (Select DMAs)
120M+
38M
1.45% (2x category benchmark)
+62% MoM (vs. pre-launch)
+19% aided brand awareness
+11% YOY (via loyalty data matchback)
–Director, Performance Marketing
+ An audience-first strategy built on real behavior and intent signals
+ A cross-channel execution perfectly timed to retail realities
+ Culture-rich creative that didn’t just entertain—it inspired action
In a category where most brands tread lightly, we went in loud. Pairing precision targeting with culture-driven creative and retail intelligence yielded rapid awareness, strong performance, and a blueprint for scaling brand love under real-world restrictions.