Turning up the volume: How to out-style your competitors on a smaller budget

Entering a category dominated by two very strong, deep-pocketed brands is no small challenge. One established beauty brand was determined to stand out, and they asked Oban to help them do it with smart, targeted strategy rather than trying to match the biggest budgets.

The task was ambitious but clear: build meaningful demand for a new hair styling tool across the UK and Europe, reach two very different audiences, and turn that interest into measurable e-commerce results – all while competing with brands whose visibility and spend can feel almost unshakeable.

Cutting through the noise

The product was strong; the challenge was ensuring it was noticed. To give the launch the best chance of success, we designed a strategy that matched channels to real-world audience behaviour rather than relying on a one-size-fits-all approach.

• Older, TV-first audiences: Linear television remains a powerful way to build credibility and reach. High-impact placements during peak programming helped the product land with a broad audience and establish presence in a competitive category.
  
  
• Younger, mobile-first audiences: YouTube provided the perfect space to engage digital natives. Short, mobile-friendly creative, carefully sequenced messaging, and interest-based targeting allowed us to reach audiences already immersed in beauty, lifestyle, and haircare content.

This dual-channel strategy ensured we reached both audiences, making every pound count while playing to the strengths of each medium.

Making every market work harder

Media behaviour varies across the UK and Europe, so we tailored the channel mix by territory. Markets with strong linear TV consumption leaned more heavily on television, while digital-first markets focused more on YouTube. Weekly performance reviews allowed us to adjust creative and targeting based on early signals and local market behaviour.

Behind the scenes, we worked closely with the client to ensure product availability, landing pages, and conversion paths were optimised to handle increased interest and capture demand efficiently.

Results that speak for themselves

Despite competing against brands with far larger budgets, the campaign delivered strong commercial and brand results:

• 127% increase in branded search demand
• 185% year-on-year growth in purchases
• 180% increase in revenue
• 53% improvement in ROAS

The campaign successfully established the product as a credible alternative in a crowded category. By combining smart planning, consumer insight, and channel expertise, it proved that challenger brands can outperform larger competitors through strategy and execution.

Want to punch above your budget?

If you’re looking to grow e-commerce performance across markets, Oban can help you plan smarter, reach the right audiences, and make your investment work harder. Get in touch to find out how.