Proving Demand Fast: Scaling a New Air Purification Brand in the US
Proving Demand Fast: Scaling a New Air Purification Brand in the US
Proving Demand Fast: Scaling a New Air Purification Brand in the US
Driving early revenue while laying the foundation for scalable, long-term growth
Revival of a Sustainable Icon: Chilly's Growth Journey
The Brief
A newly launched home & appliances brand entered the US market with a one-of-a-kind air purification product but no revenue, no historical data, and no brand awareness. The brief was simple but ambitious: prove demand quickly, build a scalable acquisition system, and create long-term growth beyond paid ads.
Our role was to take the brand from zero to meaningful revenue in under 100 days using a performance-led growth approach that combined performance marketing, performance creatives, and SEO.
The Challenge
Breaking into the US home & appliances category is difficult even for established brands. For a new entrant, the challenge was significantly higher.
The brand was launching with:
No prior sales or customer data
A competitive landscape dominated by large, trusted players
A one-of-a-kind product that required education before conversion
The biggest risk wasn’t traffic it was wasted spend. We needed to build momentum without pushing the algorithm or the audience too hard, too early.
The Approach
We focused on building signal before scale.
Instead of optimizing immediately for purchases, we started by strengthening the middle of the funnel. Campaigns were launched with Add to Cart (ATC) and Initiate Checkout (IC) objectives, allowing platforms to learn faster while warming up high-intent users.
To expand reach efficiently, we tested and scaled multiple-segment Lookalike audiences, identifying clusters that responded best to the product’s unique value. As winners emerged, we built creative variations around proven concepts rather than chasing new ideas prematurely.
Creative messaging played a central role. Early Bird and Early Access offers helped create urgency and lowered hesitation for first-time buyers. At the same time, we introduced 2 and 3 unit bundle offers, positioning the product as a whole-home solution rather than a single device purchase driving higher average order value without increasing acquisition costs.
Alongside paid growth, we built a long-term acquisition engine through SEO. The strategy focused on high-intent, non-branded keywords where users were actively searching for solutions rather than brands. This allowed the product to be discovered organically while educating users on why this one-of-a-kind solution stood apart.
The Results
Within the first 100 days, the brand scaled from $0 to $15,000 in revenue, validating both demand and positioning in the US market.
SEO efforts compounded over time:
Organic traffic grew by ~2.5× within 6 months
Key category keywords moved from page 2–4 to top 5 rankings
Organic-led conversions increased by ~45%
Most importantly, the brand emerged with a repeatable, scalable growth system—one that balanced paid performance with organic demand capture and reduced long-term dependency on paid search.
The Brief
The Approach
The Challenge
A newly launched home & appliances brand entered the US market with a one-of-a-kind air purification product—but no revenue, no historical data, and no brand awareness. The brief was simple but ambitious: prove demand quickly, build a scalable acquisition system, and create long-term growth beyond paid ads.
Our role was to take the brand from zero to meaningful revenue in under 100 days using a performance-led growth approach that combined performance marketing, performance creatives, and SEO.
We focused on building signal before scale.
Instead of optimizing immediately for purchases, we started by strengthening the middle of the funnel. Campaigns were launched with Add to Cart (ATC) and Initiate Checkout (IC) objectives, allowing platforms to learn faster while warming up high-intent users.
To expand reach efficiently, we tested and scaled multiple-segment Lookalike audiences, identifying clusters that responded best to the product’s unique value. As winners emerged, we built creative variations around proven concepts rather than chasing new ideas prematurely.
Creative messaging played a central role. Early Bird and Early Access offers helped create urgency and lowered hesitation for first-time buyers. At the same time, we introduced 2- and 3-unit bundle offers, positioning the product as a whole-home solution rather than a single-device purchase—driving higher average order value without increasing acquisition costs.
Alongside paid growth, we built a long-term acquisition engine through SEO. The strategy focused on high-intent, non-branded keywords where users were actively searching for solutions rather than brands. This allowed the product to be discovered organically while educating users on why this one-of-a-kind solution stood apart.
Breaking into the US home & appliances category is difficult even for established brands. For a new entrant, the challenge was significantly higher.
The brand was launching with:
No prior sales or customer data
A competitive landscape dominated by large, trusted players
A one-of-a-kind product that required education before conversion
The biggest risk wasn’t traffic—it was wasted spend. We needed to build momentum without pushing the algorithm or the audience too hard, too early.
The Results
Within the first 100 days, the brand scaled from $0 to $15,000 in revenue, validating both demand and positioning in the US market.
SEO efforts compounded over time:
Organic traffic grew by ~2.5× within 6 months
Key category keywords moved from page 2–4 to top 5 rankings
Organic-led conversions increased by ~45%
Most importantly, the brand emerged with a repeatable, scalable growth system—one that balanced paid performance with organic demand capture and reduced long-term dependency on paid search.