They then spent three years researching and developing their own solution, ultimately leading to the creation of AKT’s Deodorant Balm, disrupting a well-established, multi-billion-dollar industry. AKT needed to drive new customer acquisition and revenue in the UK, whilst also effectively launching into their first global market—the US. So, AKT’s brief to Charlie Oscar?
How do we effectively disrupt an established market through an innovative, global growth strategy?
Our big idea was to turn influencers into a powerful performance lever through a mass gifting campaign by distributing over 300 products monthly to creators across the UK and US. From Nurses and new mums, to Taylor Swift’s backup dancers and even Louie Spence! We tapped into not only the clients passion to resonate with the performing art’s industry, but their mission to showcase AKT as a highly effective deodorant for everyone. Not only does AKT have a disruptive product offering, but their deodorant brand has a compelling backstory and requires a shift in consumer behaviour, moving from aerosols to a natural formulation that’s applied by hand.
To drive accelerated growth in two markets, we moved away from unreliable click-based attribution methods and implemented COmpass, our proprietary Mixed Media Modelling (MMM) solution. Allowing us to identify the real growth drivers and deliver a bullet-proof growth roadmap. We crafted a 360-degree growth strategy, combining content-first paid media with optimised consumer journeys to enhance the strategy.
COmpass was able to measure the true business value of our marketing efforts—from paid social to influencers. This allowed us to understand what’ s really driving incremental growth, at both the speed and granularity required for fast growing businesses. So that we could continuously build a growth roadmap that leant into both the content and tactics which drive incremental growth. By balancing brand-created and influencer-created content (50/50), we fuelled Paid Media campaigns and tested over 1,500 assets on Paid Social channels to quickly identify the most resonant content. By redistributing UGC content onto paid media channels, we created a flywheel effect that enhanced our Paid Media strategy.
This allowed us to understand what’ s really driving incremental growth, at both the speed and granularity required for fast growing businesses. So that we could continuously build a growth roadmap that leant into both the content and tactics which drive incremental growth. By balancing brand-created and influencer-created content (50/50), we fuelled Paid Media campaigns and tested over 1,500 assets on Paid Social channels to quickly identify the most resonant content. By redistributing UGC content onto paid media channels, we created a flywheel effect that enhanced our Paid Media strategy.
300,000+ orders since launch at a 2.4x YoY growth rate
50% MoM growth rate in US since launch 7 months ago
+60% first-time purchasers subscribing
5,000+ customers in 3 months alone from influencers
700%+ media spend scaled in 18 months
800%+ growth in-platform sales across social
If you're ready to achieve award winning results and take your brand to the next level, then drop us a line.
