0 to 50,000 Units Sold: Orchestrating a 360° Launch for a New Beverage Brand
Client Profile: A new FMCG Brand launching a Mango Drink in Bangladesh.
Strategy: “The Hype Circle” (Influencers →→User Content →→Paid Ads).
Duration: 30 Days.
1. The Challenge (The Noise Problem)
Launching a drink in Bangladesh is tough. The market is dominated by giants like Pran and Akij. The client had a limited budget compared to TVC giants but needed “mass awareness” immediately upon launch.
2. Our Holistic Approach
We ignored the traditional “Post and Pray” method. We created a synchronized digital explosion.
- Phase 1: The Teaser (Curiosity): We released ambiguous “glitch” videos on Facebook and TikTok for 3 days with just the color orange and a sound, hinting that “Something Juicier is Coming.” This started conversations in comments.
- Phase 2: Influencer seeding (Credibility): On Launch Day, 20 micro-influencers and 3 macro-influencers posted simultaneously at 6:00 PM, creating a “News Feed Takeover.”
- Phase 3: The Challenge (Engagement): Launched a TikTok/Reels dance challenge with a catchy custom jingle.
- Phase 4: Amplification (Paid): We used the best-performing influencer videos as ads (Spark Ads) to target broad audiences, significantly lowering the Cost Per View.
3. The Commercial Results
- Brand Awareness: Reached 3 Million unique users in Bangladesh within 7 days.
- Distribution: Demand was so high that retailers in Old Dhaka and Chittagong started calling distributors for stock.
- Sales: First production batch (50,000 bottles) sold out in 3 weeks.