From 0% to Market Domination: The Strategy Behind Sweden’s Biggest Air Purifier Brand
How We Achieved 0% To Captured 66% Market Share and Outperformed Sweden’s Top Agency
Most brands struggle for years to claim even a fraction of their market. But in this case, we took a completely unknown air purifier brand from less than 1% market share to owning 66% of the market — outperforming household names like Philips, Dyson, Xiaomi, and Electrolux.
Not only did we build the leading brand in the industry, but we also created one of the most talked-about advertising campaigns in Sweden’s history, featuring Pernilla Wahlgren.
Here’s how we made it happen.
The Challenge: Competing Against Giants With No Market Presence
Before we stepped in, this brand was practically invisible.
- Less than 1% market share
- Competing against global brands with multi-million dollar budgets
- No real positioning, no brand authority, no strategy
- They had worked with Sweden’s top-rated marketing agency, yet results were underwhelming
Most businesses would have accepted being a small player in a crowded market. But we don’t do small.
The Turning Point: A Marketing Strategy That Changed Everything
When we took over, we threw out the old playbook and engineered a completely new strategy.
Here’s what we did differently:
✅ Laser-Focused Positioning — We stopped trying to compete on price or features and instead positioned the brand as the undisputed #1 choice for clean air.
✅ Built a Conversion-Optimized Ad Machine — Every ad was designed to sell, not just look nice. We turned Facebook and Instagram into revenue machines, driving massive ROI.
✅ Aggressive Scaling with Profitability — Most brands scale without a real plan. We built a system that allowed us to increase ad spend while keeping ROAS high.
✅ Celebrity Partnerships That Actually Work — We brought in Pernilla Wahlgren, one of Sweden’s biggest names, but not just for brand awareness—for conversion-driven marketing.
✅ Engineered Demand with Emotional Triggers — We didn’t just sell air purifiers. We sold a healthier, safer home through ads that tapped into human psychology.The results? Massive brand awareness, soaring sales, and total market domination.
The Pernilla Wahlgren Effect: One of Sweden’s Most Iconic Ad Campaigns
Many brands fail at influencer and celebrity marketing because they assume visibility = sales.
But that’s not how it works.
We structured one of Sweden’s most famous ad campaigns featuring Pernilla Wahlgren, but we made sure it did more than just get attention—it drove purchases.
- The campaign went viral, creating massive social proof.
- We used multi-layered retargeting to convert viewers into buyers.
- The campaign wasn’t just a one-time splash—we turned it into a long-term asset that continued generating revenue.
Beating Global Giants Like Philips, Dyson, and Xiaomi
In Sweden Market
Most brands think they need to outspend their competitors to win. That’s not true.
We focused on outstrategizing them.
🔹 Leveraged deep audience insights to craft highly persuasive messaging 🔹 Used emotional selling and storytelling rather than boring, generic ads 🔹 Turned satisfied customers into powerful social proofThe result? We took over the market.
The Numbers: 218M SEK in Revenue & 66% Market Share
The data speaks for itself:
🔥 From 0% to 66% market share — becoming the dominant brand in the space
🔥 218.28 MILLION SEK in revenue
🔥 39,688 units sold
🔥 8.29X ROAS — turning every ad krone into 8.29 SEK in return
🔥 One of the biggest ad campaigns in Swedish history
This wasn’t just growth. This was a complete industry takeover.
What Can You Learn From This?
🚀 Most brands never scale beyond 6 or 7 figures because they don’t have a real strategy.
🚀 If you’re trying to “outspend” the competition instead of outsmarting them, you’re playing the wrong game.
🚀 You don’t need to be a global giant to dominate your market—you just need the right system.
Want These Results? Let’s Talk.
If you’re serious about taking your brand from struggling for attention to owning your industry, we need to talk.📩 DM Hannes Media now. Let’s build your 8-figure brand together.
