A Launch Worth Unboxing
How ORIJEN launched a new product line and drove a 126% spike in search demand
4.2M organic views
versus a forecast of 1.1M
5x CPM efficiency
at $14.70 versus a $70 industry benchmark
+126% increase
in Google search interest for ORIJEN month on month at launch
About Company
ORIJEN is a premium pet food brand known for biologically appropriate nutrition, making high-protein dog and cat food from fresh and raw whole prey ingredients.
Company size
Enterprise
Industry
Consumer Goods & FMCG
Brainlabs featured services
Influencer Marketing
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Speak to a BrainlabberThe challenge
ORIJEN needed to launch FRESHPREY, their first-ever fresh food product line, to an audience that had never seen it before.
The brief was straightforward but easy to get wrong: create an unboxing moment that felt genuinely authentic rather than staged. Each creator would receive a branded cooler and open it on camera to reveal the new product line, making the reveal itself the centrepiece of the content.
Key friction points:
- A brand new product line with no existing awareness to build on
- A format (unboxing) that can easily feel forced or promotional if not executed carefully
- Needing to drive both awareness and measurable search demand from a standing start
Our approach
1. Leading with one hero creator before scaling
Rather than activate the full creator roster simultaneously, we built a consolidated launch model that started with a single hero creator to establish the narrative first. This kept the message unified and gave the campaign a clear anchor point before scaling out to the wider roster, ensuring consistency across all content rather than a fragmented multi-creator launch.
2. Letting the reveal do the work
By making the unboxing moment the centrepiece rather than a backdrop to product messaging, the content felt native to the creators' channels rather than like an ad. The unified message across all creators meant the campaign built cumulative momentum rather than competing with itself.
Rather than activate the full creator roster simultaneously, we built a consolidated launch model that started with a single hero creator to establish the narrative first. This kept the message unified and gave the campaign a clear anchor point before scaling out to the wider roster, ensuring consistency across all content rather than a fragmented multi-creator launch.
2. Letting the reveal do the work
By making the unboxing moment the centrepiece rather than a backdrop to product messaging, the content felt native to the creators' channels rather than like an ad. The unified message across all creators meant the campaign built cumulative momentum rather than competing with itself.
The results
The campaign delivered 3.8x above expected organic views and drove a measurable spike in brand search demand in the same month FRESHPREY launched.
The campaign delivered:
The campaign delivered:
- 4.2M organic views, nearly four times the 1.1M forecast
- $14.70 CPM, five times more efficient than the $70 industry benchmark
- 126% month on month increase in ORIJEN Google search interest at launch
4.2M organic views
versus a forecast of 1.1M
5x CPM efficiency
at $14.70 versus a $70 industry benchmark
+126% increase
in Google search interest for ORIJEN month on month at launch
