By Hannes Jacobsson

Challenge: Turn an invisible brand into a market leader
Result: $25M revenue, 66% market share, 8.29× ROAS over 3+ years

The Transformation

Most brands struggle for years to claim even a fraction of their market. Ozoneair did it in record time—growing from less than 1% to owning 66% of the air purifier market, leaving global giants like Philips, Dyson, Xiaomi, and Electrolux in the dust.

This wasn’t luck. It was the result of building a systematic marketing engine that delivered profitable growth for over three years straight. The outcome? A brand that went from unknown to unavoidable, generating over $25 million in revenue while maintaining an 8.29× return on ad spend.

The Challenge: An Underdog Facing Giants

When Ozoneair came to us, they were practically invisible:

• Less than 1% market share in a category dominated by household names

• Bleeding money on advertising (ROAS as low as 0.84)

• Customer acquisition cost had ballooned to $760 per sale

• Previous top-rated agency failed—minimal results despite reputation

• No clear positioning or differentiation strategy

The product was innovative, but the brand had no voice, no presence, and no path to profitability. They needed more than a campaign—they needed a complete marketing overhaul.

The Strategy: Building a Growth Machine

We threw out the conventional playbook and engineered a conversion-focused system designed for sustained dominance.

1. Laser-Focused Positioning

We repositioned Ozoneair as the undisputed authority on clean air—not just another air purifier. Every message reinforced category leadership, not features or price comparisons.

2. The Meta Ads Machine

We transformed their Facebook and Instagram advertising into a profit engine:

• 5,000+ unique ads created—relentless creative testing to find winners

• High-velocity production—constant refresh to avoid ad fatigue

• Systematic A/B testing—every creative was a learning opportunity

• Full-funnel optimization—from ad click to checkout, refined for conversion

This wasn’t set-and-forget advertising. It was a self-improving system that got smarter with every campaign.

3. Emotional Storytelling That Sells

Instead of sterile product ads, we tapped into psychological triggers—selling peace of mind, health, and safety rather than just a device. Parents worried about their children’s breathing. Allergy sufferers seeking relief. We made the outcome irresistible.

4. Strategic Scaling

We deployed precision targeting using Meta’s advanced audiences and lookalikes, then scaled aggressively while maintaining profitability. When we found winners, we poured fuel on the fire—balancing spend and ROAS to sustain growth month after month.

First 5 months results:

• Sales jumped from 54 units (July) to 936 units (November)

• Cost per sale dropped from $430 to $87

• ROAS climbed from 0.84 to 7.25

The Breakthrough: A Campaign That Became a Cultural Phenomenon

The defining moment came with a celebrity campaign that rewrote the rules.

We partnered with a household name celebrity for a tongue-in-cheek 1980s-themed TV-shop campaign. But unlike typical celebrity endorsements that prioritize visibility, we engineered every element for conversion.

The approach:

• Strategic storytelling with authentic narrative

• Multi-channel launch—TV, radio, print, social media

• Layered retargeting funnels—sequential nurturing with content and urgency

• Long-term asset creation—repackaged content across seasons

The impact:

• Went viral nationwide, generating massive buzz

• Featured in major publications with full-page spreads

• Black Friday week: $1.7M in 7 days at 10.93× ROAS

• Became one of the most famous ad campaigns in the country’s history

Most importantly: this campaign achieved conversion rates 3× higher than typical celebrity campaigns. We turned a viral moment into a revenue machine.

Sustained Dominance: 43 Months of Consistent Returns

The real achievement wasn’t the viral campaign—it was building a system that delivered reliable growth year after year.

Over 43 consecutive months:

• Average monthly ad spend: ~$70,000

• Average ROAS: 9.21× (sustained)

• Total ads deployed: 5,000+

• Conversion rate: 3× higher than the celebrity campaign

This consistency came from disciplined creative rotation, continuous audience optimization, and treating marketing as an always-on process rather than campaign bursts.

New Product Success

The system proved repeatable. When Ozoneair launched new products:

Ozoneair Wash (fabric freshening device):

• Sold out multiple times in first two months

• $64K ad spend → $470K revenue (7.4× ROAS)

• Became fastest-growing product line

Ozoneair Clean (odor elimination):

• 6,100 units sold

• $390K ad spend → $3.8M revenue (9.85× ROAS)

The Results: Total Market Domination

Market Performance

• 66% market share captured—from virtually 0% to owning two-thirds of the entire market

• #1 brand—surpassed Philips, Dyson, Xiaomi, and Electrolux

• Cultural icon status—became synonymous with air purifiers

Financial Performance

• $25M total revenue generated

• 39,688 units sold of the flagship device

• 8.29× overall ROAS—every marketing dollar returned $8.29 in revenue

• Maintained profitability while scaling aggressively for 3+ years

Business Transformation

• Scaled team and operations to meet unprecedented demand

• Built new facilities and expanded infrastructure

• Created a marketing infrastructure that delivers predictable, scalable growth

Key Takeaways

Consistency beats one-hit wonders. Our always-on system outperformed the viral celebrity campaign by 3× in conversion rate. Sustained success comes from building processes, not chasing lucky breaks.

Outsmart, don’t outspend. We beat competitors with bigger budgets through strategic positioning, emotional storytelling, and relentless optimization—not bigger ad spends.

Systems scale, tactics don’t. By engineering a marketing machine rather than running individual campaigns, we created an asset that continues delivering results year after year.

Test everything, scale winners. 5,000+ ad variants gave us certainty about what worked. Small-scale testing revealed star performers we could then scale profitably.

Ready to Build Your Own Growth Engine?

This case proves a simple truth: sustainable dominance isn’t an accident—it’s engineered.

If your brand is ready to:

• Move beyond one-off campaigns to systematic growth

• Transform marketing from an expense into a profit center

• Build market position that takes competitors years to challenge

Let’s talk about how we can engineer your brand’s sustained success.

Hannes Media specializes in building conversion-focused marketing systems for ambitious brands. We don’t just run ads—we build engines that deliver profitable growth, month after month, year after year.