₺10M in 8 months, in a category that didn't exist.

Demand is created first and captured afterwards. Odor elimination was effectively not a category in Türkiye and nobody was searching for such a product, so performance marketing had no volume to capture on its own. At OdorGo the category was explained first, search volume was created alongside the campaign, and only then did the search side come into play.

The revenue was reached in eight months and is the total across e-commerce, marketplaces, retail and stand sales. The engagement began in July 2025 and closed with handover in February 2026. Because the four channels were managed in one measurement frame, which film converted on which channel could be tracked, and budget was allocated on total return rather than per channel.

The scenarios were taken from daily life so the category would not be explained in the abstract. Cat litter, a teenage boy's room and cooking fish at home showed consumers a moment from their own household. In a category that does not exist, showing where the problem is felt is a shorter route than describing what the product does. The four films were viewed more than 10 million times across digital channels.

The animation was needed to explain what the product does. Eliminating an odor molecule is not the same as masking it, and without that distinction the category itself is not understood. Category awareness started with that explanation. A product being confused with air fresheners cannot defend its price or its shelf space until it can show its mechanism.

The ranking came from volume being created alongside the campaign. People started searching for the product by name after seeing the films, and the content and site structure were already prepared to meet those searches. The brand reached the organic top 3 for every target keyword. Reversed, the demand created would have landed on competitors' or marketplaces' pages instead.

The product reached MacroCenter, Migros and Happy Center shelves. Retail followed once the category narrative found an answer on the consumer side; shelf space is a channel in its own right and also a validation of the category claim. E-commerce, marketplaces, retail and stand sales together reached ₺10M, with no single channel decisive on its own.

The site was built around conversion in partnership with İKAS. Whichever channel and page a visitor lands on, they get the convincing information and move to the purchase step, and the checkout flow was simplified on the same logic. In a new category every landing page also has to be an explanation page, because the visitor may be seeing the product for the first time.

The channels were managed in one measurement frame. Social, email, organic search and Google Ads reported to the same table, and the Trendyol and Hepsiburada storefronts sat inside that frame too. Reading channel by channel hides which film drove which sale, because in a category campaign the effect is recorded on the channel where the purchase happens, not where it was seen.

One shoot produced content for dozens of channels. Cuts from the films fed social media and digital marketing, spreading the production cost across eight months of communication rather than a single campaign. Because building a category takes long-form explanation, seeing the same scenarios return in different edits also helped the message settle.

The operation was handed to the brand's own team in February 2026. The system built keeps running with its owner, and handover was the planned final step of the engagement. In category-building work handover matters especially: narrative consistency is a multi-year job, and if the brand's own team cannot sustain it, the awareness gained benefits competitors.

The approach works when the product genuinely does something new. At OdorGo there was a concrete difference to explain: eliminating a molecule versus masking it. Without that difference no category narrative can be built and the work returns to positioning inside an existing category. The second condition is budget patience — creating demand takes longer than capturing it.

The work falls under brand strategy and marketing advisory, e-commerce, conversion optimisation and performance marketing. Creative direction and commercial production ran as the execution arm of brand strategy. The four services moved on one schedule, because a category narrative only reaches the consumer as a single message if film, site and advertising are built at the same time.