Launch campaign
Beacon Brands came to us with a new sustainable household product line and a tight launch window. They needed a campaign that would cut through the noise, drive trial, and establish the brand as a credible alternative to established market leaders.
The challenge
Launching into a mature category dominated by legacy brands required a differentiated strategy. Beacon had limited awareness and a modest budget, so every channel and creative decision had to deliver measurable impact. They also needed to communicate their sustainability credentials without sounding preachy or alienating mainstream shoppers.
Our approach
We developed a multi-channel launch campaign with a clear narrative: "Better everyday, without compromise." Creative emphasised product efficacy first, with sustainability woven into the story rather than leading it. We combined paid social, influencer partnerships, in-store activations, and PR to maximise reach and credibility.
- Launch strategy and messaging platform
- Creative concept and asset production (video, static, OOH)
- Paid media planning and execution
- Influencer programme and in-store activation support
Results
The campaign exceeded targets across the board. Beacon achieved 2.3x their projected trial rate in the first quarter, and the campaign creative was recognised as a benchmark within the category. The campaign framework has since been adapted for two additional product launches.