How we helped Ember increase brand awareness in key European markets through a bespoke social media strategy

THE CHALLENGE

Positioning Ember as a premium brand in a competitive market

Ember, a leader in temperature-control smart mugs, aimed to boost brand awareness and educate consumers in key European markets while achieving measurable results. The primary challenge was to position Ember as a premium brand, clearly communicating the product’s unique value, benefits, and reasons to buy. This was particularly crucial in the highly competitive consumer electronics market, where Ember needed to differentiate itself and justify its premium pricing.

Additionally, Ember sought to enhance recognition across the UK, BENELUX, and DACH regions, ensuring that its audience understood the superior quality and innovation behind its temperature-control drinkware.  Moreover, the activations had to be tailored to various local markets, leveraging effective messaging and content formats to optimise engagement and performance.

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THE SOLUTION

Localised educational content and UGC-driven campaigns

To tackle these challenges, we created a strategy aimed at increasing brand awareness and driving brand lift during the off-season (spring and summer). This approach was designed to prepare the audience for peak-season sales, which occur at the end of the third quarter and throughout the entire fourth quarter. By doing this, we ensured that potential buyers were already familiar with the product well before key purchasing moments.

For Meta and TikTok, we adopted a localised approach, producing native advertising content tailored to each market. This included:

• Educational advertising content explaining Ember’s innovative temperature-control technology and how it enhances the drinking experience.
• Benefit-driven messaging highlighting convenience, premium quality, and product longevity.
• User-generated content (UGC) and influencer collaborations to create relatable and trustworthy endorsements.
• Localised ads in regional languages, ensuring a natural and engaging presence in each target market.

Our creative direction prioritised vertical UGC-style videos, designed to blend seamlessly into social feeds, making the content feel organic rather than overtly promotional. This not only improved engagement rates but also reduced the cost per result, making the campaigns more efficient.

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THE RESULT

Increased brand awareness and higher engagement

The strategy successfully increased Ember’s brand awareness across all key regions. Throughout the campaign, we achieved:

• A significantly lower cost per result for vertical UGC video creatives compared to static ads.
• A notable increase in click-through rates (CTR), with an overall average uplift across all regions.
• Higher engagement levels and impressions, demonstrating increased brand recall and consideration.

By building awareness early in the year and reinforcing Ember’s premium positioning, the campaign set the foundation for stronger conversion rates during the peak sales period.

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CONCLUSION

Through a strategic focus on brand awareness and localised, benefit-driven content, Ember successfully strengthened its presence in key European markets. The campaign effectively positioned Ember as a premium brand, driving increased engagement and recognition. By priming audiences ahead of the peak sales season, this performance branding strategy not only delivered immediate results but also laid the groundwork for long-term brand growth and customer retention.