Let's Talk

FROM CULTURAL CONNECTION TO CATEGORY LEADERSHIP.

How a Data-Led Strategy Drove Over 430 Million Views.

AS A GLOBAL LEADER, MARS PETCARE WAS FACING A FAST-EVOLVING MARKET

How to cut through saturated social feeds, justify a premium price point, fight misinformation from competitors, and connect with a new generation of “pet parents” who treat their furry friends like family.

THE GOAL WAS TO MOVE BEYOND SIMPLE AWARENESS AND BUILD GENUINE BRAND LOVE THAT TRANSLATED TO SALES.

We believe the best marketing doesn’t feel like marketing. 

Our “Performance Loop” methodology turned business challenges into cultural conversations. We used our proprietary tech, Bytesights, to unearth real, relatable insights—like the festive friction between cats and Christmas trees for Dreamies.

We then used our “Boosting Barometer” to analyze organic content in real-time, boosting only the top-performing assets with paid media. We even got a food influencer to showcase the luxury of Sheba, because why not?

THE NUMBERS ARE HUGE BUT THE IMPACT HAS BEEN BIGGER THAN ‘VANITY METRICS’ ALONE.

0
GLOBAL VIEWS
0
CLICKS TO PURCHASE OR TRAIL
0 %
AVERAGE POSITIVE SENTIMENT

SOME MORE OF OUR WORK

BEAUTY

FASHION

GAMING

LET’S WORK TOGETHER

ABOUT
SERVICES
WORK
PRIVACY POLICY

LinkedIn

Instagram

X

Youtube

TikTok

Beauty and the Beat: How We Made a Heritage Icon and a Challenger Brand the Talk of TikTok.

The beauty world is a battleground.

For a Heritage Brand (Estée Lauder): The provocation was clear: how does a luxury icon build real trust with Gen Z on TikTok without losing its high-end sparkle?


For a Challenger Brand (Erborian): The problem was even starker: in a world of “influencer fatigue,” how does a niche brand get noticed when everyone’s sick of sponsored posts?

How

The beauty world is a battleground.

For a Heritage Brand (Estée Lauder): The provocation was clear: how does a luxury icon build real trust with Gen Z on TikTok without losing its high-end sparkle?

For a Challenger Brand (Erborian): The problem was even starker: in a world of “influencer fatigue,” how does a niche brand get noticed when everyone’s sick of sponsored posts?

Results

Two different challenges, two stunning victories.

Heritage (Estée Lauder): The campaign didn’t just get views; it changed minds. It was so successful it was expanded globally. We corrected misconceptions (“The way I never knew they made deep shades”) and fostered unbreakable brand love, proving a heritage brand can learn new tricks.

Challenger (Erborian): We went viral. A single post from our nail artist delivered a jaw-dropping 19.8 million organic views. We turned sponsored content into valued entertainment (“I wish all ads were like this!”), and the internal Erborian team was “buzzing with excitement.”