Probiotic Cleaning Brand / FMCG

Background

This project focused on launching an innovative probiotic cleaning product on the Polish market — introducing an entirely new category of home care solutions based on beneficial bacteria.
The brand combined product effectiveness with a science-driven, health-conscious approach to cleaning. Beyond innovation, its core was education: redefining the concept of cleanliness and challenging the traditional “sterile home” mindset.

Challenge

The campaign required building a category from scratch while simultaneously establishing brand credibility and driving early sales.
Key challenges included:

  • Selecting and positioning the right influencer as the face of the brand 
  • Designing a full communication strategy for a new market category 
  • Translating a complex, science-based concept into accessible messaging 
  • Building consumer trust in a previously unknown product type
  • Differentiating the brand from typical celebrity-led launches 
  • Delivering both awareness and commercial results within a short timeframe 

Strategy & Execution

We designed and executed a fully integrated, multi-channel communication strategy combining PR, influencer marketing, social media, expert-led content, and performance campaigns.
Brand & Ambassador Strategy
We identified and engaged a well-known Polish influencer as the brand ambassador, ensuring strong alignment with the target audience and credibility for a science-based product.
Media Relations & PR
We launched the brand through a robust PR strategy focused on both visibility and education.
This included securing high-quality editorial coverage across top-tier lifestyle, women’s, and business media, with particular emphasis on opinion-forming titles targeting affluent audiences.
Content & Social Media
We implemented high-frequency, content-driven social media activity across Instagram and Facebook.
Video-first formats (Reels) played a key role, delivering strong organic reach and engagement.
Expert-Led Communication
To strengthen credibility, we introduced a medical expert into the communication.
This significantly enhanced trust and supported the educational narrative around probiotic cleaning.
Influencer & Media Seeding
We distributed product packages to selected media and influencers, generating authentic reviews, organic content, and long-tail visibility.
Long-Form Storytelling
We expanded communication through podcasts and in-depth interviews, enabling deeper storytelling around both the product and the broader category.
Launch Event
We organised a launch event for media and influencers within a very short timeframe, ensuring strong attendance and immediate brand exposure.
Our scope included full event coordination as well as guest list management and invitations.
Performance Marketing
We implemented Meta campaigns to drive traffic and initial e-commerce sales, continuously optimising messaging based on audience insights and performance.

Scope of work

  • Development and execution of full communication strategy
  • Selection and management of brand ambassador
  • Press office and media relations
  • Preparation and distribution of press materials
  • Coordination of interviews and long-form content
  • Social media management (Instagram & Facebook)
  • Content creation (posts, reels, stories, blog articles)
  • Influencer and media product seeding
  • Expert collaboration and educational content development
  • Podcast outreach and participation
  • Full organisation of launch event
  • Performance marketing campaigns (Meta)
  • Monitoring and reporting across all channels

Results

(October 2025 – January 2026)
Media Relations
•    56 media publications (including 15 top-tier titles) 
•    Coverage in leading outlets: Onet, Wprost, Plejada, OHme, NaTemat 
•    Estimated total reach: 10+ million 
Brand Positioning
•    Successful positioning of the influencer as a credible ambassador 
•    High-profile interviews in key media (e.g. Wysokie Obcasy, Wprost) 
Social Media Performance
•    2+ million engagements within two months 
•    Viral organic reach (Reels up to 389,000 views) 
•    Growth from 0 to 2,500+ followers 
Influencer & Product Seeding
•    Wide distribution of product packages 
•    Strong qualitative feedback confirming product-market fit 
•    Ongoing organic content and sustained visibility 
Digital & E-commerce Performance
•    Several hundred units sold within first two months 
•    7,600 website users in the first month (primarily organic + PR driven) 
•    ROAS above 1.0 at early campaign stage 
Additional Impact
•    Launch event delivered within a short timeline 
•    First B2B inquiry from a professional cleaning company 
•    Strong credibility driven by expert collaboration 

Outcome

The campaign successfully introduced a new product category to the Polish market, combining strong media visibility, exceptional social performance, and early commercial traction.
By integrating education, expert credibility, and multi-channel storytelling, we not only built awareness but also established a strong foundation for long-term brand trust and growth.
The product is now positioned as a credible, science-backed solution with clear potential for scaling across both B2C and B2B segments.