Corporate Benefits · Travel
Multinet UP needed to land in a market where nobody knew the brand yet — and to do it with the kind of presence that drives early demand, not just impressions. We built a coordinated multi-platform video campaign that turned an unknown name into a recognised player.
Industry
Corporate Benefits · Travel
Engagement
GTM Strategy · 3 mo
Services
Brand · Paid · Creative · GTM
Market
New-market entry
The Challenge
Multinet UP was entering a new market with a multi-travel brand that nobody there had heard of. The category itself was crowded: every competitor was already running campaigns, every channel was already saturated with similar messaging, and the audience was already over-served on offers.
The brief had to balance three things that usually pull against each other: build brand recognition (which takes time), generate measurable demand (which takes intent capture), and produce early-stage revenue (which requires bottom-of-funnel conversion). A typical brand-awareness campaign would have hit the first goal and missed the other two. A typical performance campaign would have hit the third and missed the first. The strategy had to do both.
The shape of the work
The thesis
Single story, platform-tuned
YouTube
Long-form video
Awareness
Google Ads
Video + search
Intent capture
Meta
Short-form social
Reach + retarget
B2B precision
Decision-makers
Four platforms each playing a specific role in the funnel — but reinforcing one unified brand narrative. The strategy was integration, not stacking.
The Approach
Partnered with a creative agency to craft a video concept that captured attention and held it. The narrative was built around relatable, engaging storytelling — not feature lists, not aspirational fluff. The goal: a brand asset that travelled well across platforms and stayed memorable beyond a single viewing.
Launched a month-long video series across YouTube, Google Ads, Facebook Ads, and LinkedIn Ads — each platform receiving creative tuned to its native format and audience behaviour. The brand identity stayed consistent across every cut. Content pillars were built so the campaign could extend beyond the launch month into ongoing programming.
Used audience insights to target specific customer segments per platform — different cuts of the same campaign reaching different decision-makers in different contexts. Performance was monitored in real time and ad placements refined throughout the month. The campaign got more efficient as it ran, not less.
Started with high-visibility brand awareness, but every awareness asset had a retargeting pixel and a downstream conversion path. The video series was released tens of times across the month for consistent exposure — frequency built recognition; targeted retargeting converted recognition into demand.
The Results
By the end of the month-long campaign, the brand was a recognised name in the new market — not a niche awareness gain, but the kind of broad-base recognition that shows up in unaided recall and in inbound mentions. Reach and engagement metrics across all four platforms hit targets that justified the spend independently; together, they compounded.
The deeper proof was downstream: the campaign generated measurable demand and contributed to early-stage revenue growth in the new market. The brand narrative built during the launch month became the foundation for every subsequent campaign — the team didn't have to start from zero again the next quarter.
60–90s sizzle reel of the launch campaign assets. The original Contra post embeds two videos: 'Filming Stage' and 'Advertisement'. Both can be re-cut here or embedded directly.
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50+
Qualified leads · 3-year traction
+200%
Website traffic, six months
+600%
Organic traffic, year one
Launch a new market
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