Twelve months of meticulous planning culminated in the successful launch of Britex’s newest innovation – the Spot Buddy portable spot cleaner.
When Britex approached us with their vision for a new product that would bridge the gap between their professional-grade 3in1 Hire Machine and accessible Everyday Range of cleaning products, we knew we had something special on our hands. The Spot Buddy represented more than just another product launch; it was the perfect middle ground that customers had been asking for.
Building the Foundation
The Faith Agency took ownership of the entire launch ecosystem. We didn’t just create ads and call it a day – we built the complete digital foundation from the ground up. This included developing creative concepts that would resonate across social media and paid advertising channels, while simultaneously crafting the digital home for the product through dedicated landing pages and product pages on the Britex website.
Our approach was holistic. Every touchpoint needed to tell the same story and guide customers seamlessly from awareness to purchase.
The Strategic Launch
We structured the initial media plan to leverage Britex’s existing advertising budget, deploying campaigns across Google Shopping, Display, and Meta platforms. This wasn’t about reinventing the wheel – it was about smartly integrating the new product into proven channels that were already delivering results.
The numbers spoke for themselves. Within the first fortnight, we generated more than a dozen sales – impressive for any new product launch, but particularly satisfying given the competitive cleaning products market.
Adapting for Sustained Success
Here’s where things got interesting. After that initial surge of excitement and sales, we hit a familiar challenge – maintaining momentum. Rather than panic or throw more budget at the same creative, we took a strategic pause and analysed what was working and what wasn’t.
The solution was creative diversification. We developed two distinct creative approaches: problem-solution messaging that highlighted pain points and positioned the Spot Buddy as the answer, and specific use-case scenarios that helped customers visualise exactly how and where they’d use the product.
This strategic pivot worked. Sales figures consolidated into a consistent, predictable stream – exactly what you want for long-term product success.
The Numbers That Matter
Our first month performance metrics tell a compelling story:
- CPM: $0.12 (exceptionally low cost to reach target audiences)
- CPC: $2.20 (strong engagement at reasonable cost)
- CTR: 5.43% (well above industry benchmarks)
- ROAS: 2.58 (solid foundation with room for optimisation)
While that initial ROAS of 2.58 might seem modest, we’re confident it will improve as Google’s machine learning algorithms continue to understand user behaviour patterns and optimise delivery.
What Made This Work
The Britex Spot Buddy launch succeeded because we treated it as more than just a product launch. We built a complete ecosystem that supported the customer journey from first impression to final purchase.
Key factors in our success included:
- Strategic positioning that clearly defined the product’s place in the market
- Integrated approach across all digital touchpoints
- Data-driven optimisation that responded to real performance metrics
- Creative agility that adapted messaging based on market response
The Britex Spot Buddy launch demonstrates that successful product introductions require more than great products – they need strategic thinking, creative execution, and the flexibility to adapt when the market responds.
Ready to launch your next product with the same strategic approach? Get in touch with The Faith Agency to discuss how we can build your complete launch ecosystem.
