WE ENJOYED THE NEW LAUNCH WITH RUBIK'S WOW CUBE
The Challenge
The brand needed to launch a new gaming console in the Premium price segment, leveraging the historic Rubik's Cube legacy.
Our agency's objective prior to the holiday season was to build a full-funnel strategy—from brand awareness and consideration down to direct sales—with a heavy focus on the underlying message: "Order Today to get before Christmas".
The Approach
- Logistics and Two-Stage Campaign:
September-October: Pre-order phase. Ad campaigns were focused exclusively on mass reach and deep audience engagement.
October-November: Core Shopping campaign featuring aggressive bidding optimization directed toward direct sales. - Testing & Scaling:
We tested over 1000 creative/audience combinations across all major channels including Google Search, Display & Video, Meta, TikTok, Reddit, and X Ads. - Analytics:
Full-funnel attribution tracking to evaluate combinations and MMM (Marketing Mix Modeling) to accurately assess each media channel's true contribution to total sales.
Explore More Creatives
Meta Ads Reach
Meta reach was built through multiple small-scale test campaigns across 100+ audience segments. The average frequency, including overlap between segments, was around 3.
Pre-Order Leads (First Month)
During the awareness phase, we successfully engaged users and generated tens of thousands of newsletter subscribers.
Weekly Brand Searches
Search volume for non-branded queries (excluding "Rubik") increased several-fold over the first five weeks of the campaign.
Stable Media Impact from Shopping Campaign
While CPA and ROAS based on last non-direct click fluctuated significantly due to external factors (Black Friday, the holiday season, etc.), using a cross-channel attribution model provided a more accurate view of media performance and enabled a steady reduction in cost per order.