The Challenge
Ember, the brand behind the world’s first temperature-controlled mug, needed to build brand awareness across key European markets: UK, BENELUX, and DACH. As a novel product category with premium pricing, they faced the dual challenge of educating consumers about the technology while justifying the price point.
Our Approach
We developed a social media strategy built around authentic content and regional relevance:
Educational Content
We created content that explained the temperature-control technology in accessible ways:
- Demonstrated the daily use case and value proposition
- Highlighted the “why” behind the premium pricing
- Showed the product in real lifestyle contexts
Benefit-Driven Messaging
We moved beyond technical specifications to emotional benefits:
- Emphasized convenience and quality of life improvements
- Connected to morning routines and daily rituals
- Positioned for gift-giving occasions
UGC-Style Video Content
We prioritized authentic-feeling content over polished commercials:
- Vertical video format designed for organic social integration
- User-generated content aesthetic that blends into feeds
- Influencer partnerships for credibility and reach
Regional Localization
We adapted content for each market:
- Native language advertising across UK, BENELUX, and DACH
- Regional presenters for authentic connection
- Cultural nuances reflected in scenarios and messaging
The Results
The social media strategy delivered measurable performance improvements:
- Significantly lower cost per result for vertical UGC video content versus static ads
- Notable click-through rate increases across all regions
- Higher engagement levels and impression volume
- Increased brand recall and consideration in target markets
The UGC-style video approach outperformed traditional advertising creative, validating the strategy of authentic-feeling content over polished commercials for a novel product category.