Launching a new FMCG product range across six markets with limited brand awareness — structured tests, channel‑specific creative and disciplined measurement.
Launch a new product range across six European markets with minimal brand awareness, tight unit economics, and board‑level pressure to prove category fit before committing to full distribution. Traditional brand‑first playbooks would burn the budget before we learned anything useful.
We built a test framework before a single euro was spent: audience hypotheses, creative angles, and measurement events mapped end‑to‑end. Paid social, search and programmatic ran in parallel with shared control groups. Weekly readouts forced decisions; stale tests were killed fast.
Modular asset kits per market — same visual DNA, different cultural cues. Every creative carried a tracked call‑to‑action and a structured naming convention so learnings compounded across markets rather than sitting in silos.
GA4 + server‑side events, a central dashboard refreshed daily, and incrementality checks on the two largest markets. Reporting was boring on purpose — same shape every week so the team spent time on decisions, not formatting.
CPA down 40% vs. benchmark after month three. ROAS consistently above target in 4 of 6 markets. Qualified pipeline handed to sales. Two markets paused by data — a faster ‘no’ than the client expected, and more valuable than another quarter of warm spend.
"They killed the tests that weren't working faster than we'd have dared. That discipline is why we scaled the ones that were."
Marketing DirectorFMCG · UK