How We Turned Digital Channels Into Systems of Influence
Online media isn’t just about where you show up, it’s about when, why, and for whom. At The Cookie Labs, we turn algorithms into allies and platforms into storytelling stages.
From YouTube influencer strategy to TV-to-digital transitions and hyperlocal activations, our campaigns prove one thing: True digital fluency isn’t about presence… it’s about precision.
In short
We plan digital media around people, not platforms: an influencer ecosystem for Hasbro's Nerf Laser Ops Pro, GRP-based YouTube planning for Reckitt and geofenced Instagram activation for G-Star RAW in ten cities.
- Clients
- Hasbro, Reckitt, G-Star RAW
- Services
- Influencer strategy, media planning, geofencing
- Formats
- YouTube, Instagram, online video
“We don’t buy attention. We build systems that earn it.”
Influencing the Influencers
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.
The result
Multiple “Trending Video of the Day” badges on YouTube.
100% organic buzz before paid media even began.
A seamless transition from influencer content to retail and media follow-up campaigns.
HeyMoritz! in action for NERF Laser Ops = 1.1M Views
Project facts
- Client
- Hasbro
- Where
- Germany and Switzerland
- We delivered
- An influencer ecosystem across YouTube, Instagram and social media
- Result
- Multiple “Trending Video of the Day” badges on YouTube and 100% organic buzz before paid media began
Influence isn’t luck. It’s applied psychology.
TV 2.0
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.
Higher reach
Digital video allowed us to reach people television alone no longer consistently reaches, without increasing overall media spend.
Lower CPM
By moving part of the TV budget to YouTube, we achieved comparable reach at a lower cost per contact.
Improved Brand Recall
Independent Brand Lift studies showed that viewers remembered the ads better after digital exposure.
Project facts
- Client
- Reckitt
- Brands
- Finish, Calgon, Sagrotan, Durex
- We delivered
- GRP-based planning on YouTube
- Result
- Brand Lift studies confirmed gains in recall and consideration, at a lower cost per contact
At the Point of Inspiration
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.
The outcome:
At least +10% in-store visits during working hours.
Complementary boosts in online engagement and webshop exploration.
A campaign that aligned Audience, Message, Placement, and Mindset at the exact right moment.
Project facts
- Client
- G-Star RAW
- Where
- Ten cities
- We delivered
- Instagram campaigns with a geofence and localised creative for each store
- Result
- At least +10% in-store visits during working hours
Where Strategy Meets Attention
Ready to Make Media Work Harder?
Across these campaigns our method stays consistent:
- Read the data, feel the audience.
- Adapt the format, don’t fight the medium.
- Connect content, context and goals.
Instead of just setting up campaigns, we engineered digital ecosystems that learn, react and amplify, creating results that travel further than impressions ever could.
Whether it’s a toy launch, FMCG or a high-street label, we help brands navigate the digital landscape with intuition and intelligence. Let’s design your next wave of connection.
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Questions we often hear
Can TV planning work on YouTube?
Yes. For Reckitt we operationalised GRP-based planning on YouTube. Brand Lift studies confirmed measurable gains in recall and consideration, with comparable reach at a lower cost per contact.
How did geofencing bring people into G-Star RAW stores?
Each store in ten cities got its own geofence and localised creative on Instagram. The campaign delivered at least 10% more in-store visits during working hours.
How was the Nerf influencer campaign built?
Around three kinds of creators: connectors with big reach, persuaders who mirror the target audience and specialists who explain the tech. Together they created organic buzz before paid media began.
Start your mission with us
The Cookie Labs GmbH
Stahlgruberring 3
81829 Munich
Germany
