How We Turned Digital Channels Into Systems of Influence

When Hasbro launched Nerf Laser Ops Pro, the goal wasn’t just to sell a toy, it was to spark a movement. Our team crafted an influencer ecosystem across Germany and Switzerland, selecting creators based on a strategic trifecta:

• Connectors – big-reach personalities who normalized play.
• Persuaders – relatable voices mirroring the target audience.
• Specialists – credible reviewers who demystified the product’s tech.

Each played a part in an orchestrated narrative that felt natural across YouTube, Instagram, and social media extensions.

For Reckitt Benckiser, the brief was more of a challenge: Can GRP be translated into online video?

Our answer was to operationalise GRP-based planning on YouTube. Reallocating a fraction of Reckitt’s television budget to online video helped demonstrate that established broadcast metrics remain reliable in digital environments.

Across brands ranging from Finish and Calgon to Sagrotan and Durex, Brand Lift studies confirmed measurable gains in recall and consideration, while digital delivery unlocked levels of reach efficiency and cost control not achievable through linear television alone.

This was a logical extension to the existing video strategy and by reframing GRP for online ecosystems, we extended the life of legacy media planning while unlocking the precision, responsiveness and learning velocity of online platforms.

For G-Star RAW, we took the opposite direction: from online to offline.

Our concept, “Activation at the Point of Inspiration,” fused Instagram campaigns, geofencing and local insights to drive foot traffic in ten cities.

Each store received its own geofence and localized creative, built around the rhythms and personality of its city, refined with feedback from store managers themselves.

By meeting people when they were already in a “buying mood,” we turned social media into a navigation tool for real-world behavior. Sometimes, the shortest route from screen to sale is just around the corner.