End-to-end brand build for a new Australian sun-protection company calling out the sun for what it is.
- What we did
-
- Masterbrand Positioning
- Brand Platform & Campaign Development
- Product Design and Development
- Pack and Label Design
- Production and Campaign Rollout
- Social and Digital Strategy
- Industry
-
- Therapeutic Goods
Results
- Reached 4.5 million Australians at 3.7 frequency with less than $150k in spend.
- Incredible CPM of just $1.49 — less than half the typical CPM rate.
- 27% engagement rates on TikTok vs. 9% benchmark.
Evil Ray is a sun protection company calling out the sun for what it is: an evil entity trying to kill us all.
The sunburnt country is common parlance — a piece of language that has defined Australian culture. And we sure have lived up to it. Close to 70% of us will get skin cancer due to sun exposure. Yet only 35% of us use sunscreen at all — even less when it rains.
A project two years in the making, Pembleton oversaw the creation of the Evil Ray brand from the ground up. This included everything from the packaging, the next-generation formulation, the entire manufacturing and operations process, sales channel planning, media planning and finally, the marketing itself.
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What we did
- Masterbrand Positioning
- Brand Platform & Campaign Development
- Product Design and Development
- Pack and Label Design
- Production and Campaign Rollout
- Social and Digital Strategy
Industry
- Therapeutic Goods
Details
Results
- Reached 4.5 million Australians at 3.7 frequency with less than $150k in spend.
- Incredible CPM of just $1.49 — less than half the typical CPM rate.
- 27% engagement rates on TikTok vs. 9% benchmark.
What we did
- Masterbrand Positioning
- Brand Platform & Campaign Development
- Product Design and Development
- Pack and Label Design
- Production and Campaign Rollout
- Social and Digital Strategy
Industry
- Therapeutic Goods
Evil Ray is a sun protection company calling out the sun for what it is: an evil entity trying to kill us all.
The sunburnt country is common parlance — a piece of language that has defined Australian culture. And we sure have lived up to it. Close to 70% of us will get skin cancer due to sun exposure. Yet only 35% of us use sunscreen at all — even less when it rains.
A project two years in the making, Pembleton oversaw the creation of the Evil Ray brand from the ground up. This included everything from the packaging, the next-generation formulation, the entire manufacturing and operations process, sales channel planning, media planning and finally, the marketing itself.
Results
- Reached 4.5 million Australians at 3.7 frequency with less than $150k in spend.
- Incredible CPM of just $1.49 — less than half the typical CPM rate.
- 27% engagement rates on TikTok vs. 9% benchmark.
