From Low Visibility to 15× Video Views: Reframing a Functional FMCG Category on Social Media

The client was a long-established household goods brand operating in a highly functional FMCG category. With nearly two decades of market presence, the brand was well known for its reliability — but its communication style no longer reflected how modern consumers perceive everyday home routines.

The challenge was not just to refresh visuals or formats, but to change how the category itself was communicated: from purely practical to emotionally engaging. Our goal was to strengthen brand affinity by reframing household products as part of a comfortable, aesthetically pleasing home experience — and ultimately transform the brand into a lovemark.

Strategy & Campaign Objectives

Key challenges:

• Category complexity. Household goods are rarely perceived as visually appealing, making emotional storytelling in social media particularly challenging.
• Seasonal demand. Consumer interest in the category fluctuates throughout the year.
• Outdated content formats. Previous communication relied on horizontal video that was not optimized for platform-native consumption, especially on social media.

Campaign objectives:

• Increase brand awareness and recognition
• Expand the target audience and strengthen loyalty
• Make the content more distinctive and noticeable in a crowded FMCG environment
• Build a stronger emotional connection with consumers
• Shift perception from purely functional products to aesthetically appealing everyday essentials

Strategic idea

Reframe household routines as comfortable, inspiring rituals, and position household products as a natural, visually integrated part of the home rather than purely utilitarian items.

Media Campaign

The media activity was launched during two strategically important periods: April-May (with a focus on the Easter season) and September 2024. For both flights, we used YouTube Video Ad Sequencing, which allowed us to:

• Deliver different video messages to the same user in a predefined sequence
• Maintain optimal exposure frequency (2-3 impressions per week)
• Build brand awareness systematically through video storytelling

Video assets focused on three priority product categories: foil, parchment paper, and plastic wrap. During the first flight, reach was further scaled through Connected TV placements, strengthening upper-funnel performance.

Social Media Campaign

In February 2024, we relaunched the brand’s social presence on Facebook and Instagram.

Core social media idea

“A Space for Inspiration” — everyday household routines can be visually appealing, calming, and enjoyable, rather than routine-driven or purely practical.

​​How we repositioned the brand perception

• Refined visual direction. Products were presented as design-led objects, placed at the center of each frame with an emphasis on textures and details. 
• Lifestyle integration. Content was shot in real home interiors, balancing bold product colors with calm, neutral backgrounds.
• Native-first storytelling. Instead of direct promotion, we created content that felt organic and encouraged saves and shares.
• Practical relevance. Life hacks, alternative use cases, and simpler recipes added everyday value.
• Seasonal alignment. Creative themes reflectedseasonal demand, from Easter concepts in spring to summer-specific product use cases.
• Ongoing engagement. Monthly giveaways helped sustain audience loyalty.
• Influencer collaborations. Partnerships with well-known local chefs and other creators extended reach and credibility.

All social media content was fully synchronized with the overall marketing strategy and supported nationwide promotions through coordinated posts and Stories.

Results

Increased Brand Awareness

Social media performance:

• Instagram: 15× growth in video views
• Facebook: 28× growth in video views
• +203% increase in clicks to purchase pages

Media campaign performance:

• Flight 1: 

3.1M reach (36% of target audience), frequency 4.4 (+5% vs plan),

9.9M completed video views, 26K clicks

• Flight 2: 

3.5M reach (39% of target audience), frequency 5.0 (+27% vs plan),

10.7M completed video views, 30K clicks

Strengthened audience loyalty

• Instagram ER: +209%, total interactions +222%
• Facebook ER: +219%, total interactions +234%

Brand impact

• A refined and recognizable visual identity
• Content audiences actively saved and shared
• A clear emotional connection in a traditionally functional category

This case proves: even in categories where practicality usually outweighs aesthetics, a well-aligned system of visuals, content, and media can build strong emotional engagement and measurable business impact.