Breaking Through the Noise: Zevo, Tidl, Pooph

Challenge

Breaking into markets dominated by well-established brands is no easy feat. Emerging brands like Zevo, TIDL, and Pooph faced significant hurdles, including fierce consumer loyalty to existing products and the need to stand out in highly competitive categories like OTC pain relief, bug repellents, and pet odor removal. The challenge for these market challengers was not only gaining visibility but differentiating themselves from competitors and capturing meaningful market share.

Solution

Diray Media designed an integrated Total Video approach to ensure that each brand's message reached the right audience across multiple touchpoints.

Strategic Media Placement to Maximize Impact

Understanding the need for emerging brands to stand out, we created a media strategy that went beyond traditional placements. We secured high-impact slots on linear TV and Connected TV (CTV), positioning brands like Zevo and TIDL to compete head-to-head with industry leaders during peak viewing times. By placing ads on popular networks, these brands gained visibility right alongside established competitors.

Targeted Audience Segmentation

We employed a data-driven approach to identify key audience segments that were most likely to engage with and convert to our clients' brands. For example, by tapping into overlooked market segments for Pooph, we turned untapped audiences into profitable opportunities, effectively challenging bigger competitors like Febreze.

Amplifying Presence with Digital Integration

Our strategy extended beyond traditional media, integrating digital platforms like YouTube, social media, and targeted display ads to create a consistent brand presence across channels. This multi-platform approach ensured that brands like TIDL and Zevo weren’t just seen on TV but also dominated digital spaces where their competitors were less prominent.

Adaptive Strategies for Real-Time Market Challenges

The market for emerging brands is always evolving, which is why our strategies are designed to be flexible. For example, as demand for TIDL's plant-based cryotherapy increased, we quickly pivoted, reallocating resources to meet the growing interest, ensuring that our clients stayed one step ahead of the competition.

Results

Our strategic efforts helped these market challengers not only enter but thrive in their respective categories:

ZEVO

Through targeted media mix and audience segmentation, Zevo achieved a +20% sales lift in the first week, a +10% average WoW increase throughout the campaign, and became a top 5 brand in the bug-repellent category over three years

TIDL

By showcasing TIDL’s unique plant-based cryotherapy to a diverse audience, we drove a +342% increase in overall sales, with Amazon sales up +400% in three months. Our strategy secured 115 million household impressions within the first month.

Pooph

Through audience segmentation and product expansion, Pooph achieved a +29% sales increase, generated 77,000+ unique calls and visits, and expanded to three products, challenging competitors like Febreze and growing its market share

Conclusion

Diray Media’s multi-platform strategy helped emerging brands like Zevo, TIDL, and Pooph break through the noise, gain visibility, and thrive in competitive markets. By combining mass reach with precision targeting, we enabled these challengers to disrupt their categories and carve out significant market share.

Our approach goes beyond visibility—we aim for market dominance. By identifying opportunities others miss, we turn emerging brands into industry leaders, helping them challenge the status quo and achieve sustainable growth.