The challenge

Create distinct, credible product stories for a familiar accessories category across markets with different consumer concerns.

The objective

Grow global awareness and search demand by making protection performance immediate, demonstrable, and locally relevant.

Creator strategy

Use head creators for high-impact durability tests, mid-tier creators for lived-in reviews, and long-tail creators for high-volume scenario content.

Execution

Five-meter drops and car-crush tests drove spectacle, while localized content addressed subway scratches in Japan, UV exposure in Australia, and delivery drops in the United States.