Repello had a product that actually worked — the world's only scientifically proven rodent repeller. But nobody believed it. The market was burned by cheap fakes. Hannes Media built the system that turned skeptics into buyers and made Repello the dominant brand in Sweden.
Repello is the world's first scientifically validated ultrasonic rodent repeller — developed at Luleå University of Technology and tested by the Swedish University of Agricultural Sciences (SLU). The product is real. The science is real. But the market doesn't believe it.
The ultrasonic pest repeller category is flooded with cheap devices that don't work. Consumers have been burned. Every review site says "ultrasonic repellers are a scam." We had to sell a legitimate product into a market that had been trained to be skeptical — while competing against Amazon knock-offs at a fraction of the price.
People who hear scratching in their walls at 3am want a solution desperately. But they've been burned by cheap ultrasonic devices that did nothing. Repello actually works — proven by Sweden's top agricultural university. The challenge was getting people to believe it long enough to try it.
Nobody googles "piezoelement frequency technology." They google "how to get rid of rats." Every ad started with what the customer already felt — the scratching, the droppings, the fire risk, the fear for their kids. Then showed Repello as the answer. "Plugga in. Klart."
The market had been burned. So instead of ignoring it, we addressed it head on: "Skeptisk till Repello? Förstår dig." We acknowledged the doubt, then presented the SLU university study as proof. Empathy first. Evidence second. That combination converts when nothing else does.
When Swedish households see a trusted celebrity endorsing a product in a category full of scams, it removes the last barrier. Pernilla's involvement wasn't just awareness — it was trust transfer. Combined with the university research, it made Repello feel safe to buy.
Rodent problems peak in autumn and winter. We ramped ad spend from kr3K in August to kr751K in November — catching the exact moment when Swedish homeowners are desperately searching for solutions. When demand is highest, we were loudest.
"Everyone in the market was selling features. We sold the feeling of walking into your kitchen and knowing the scratching has stopped."
— Hannes, Hannes MediaMonth by month, the sales grew as the system found what resonated with Swedish homeowners.
The ultrasonic repeller market is full of broken promises and cheap knock-offs. Consumers have been burned. Hannes Media built an acquisition system that cracked the skepticism barrier — and turned a science-backed Swedish innovation into a market leader.
The ads that sold the most never led with product specs. They led with the customer's reality — the sound in the wall, the worry about their kids, the embarrassment of having a rodent problem. When you show someone you understand their problem, they trust you with the solution.
Cheap knock-offs ruined the category. Instead of pretending that didn't happen, we acknowledged it directly in the ads. "Most rodent repellers don't work. This one does." Combined with the university research and Pernilla Wahlgren's endorsement, we rebuilt trust that competitors destroyed.
We didn't spend the same every month. We scaled with the seasons — spending the most when Swedish homeowners were most desperate for a solution. The right message at the right moment converts at a fraction of the cost.
Pernilla Wahlgren built awareness and trust fast. But the always-on ad system underneath converted that attention into sales day after day, month after month. Star power gets attention. The system turns attention into revenue.
If your product works but the market is skeptical, you don't need better features — you need better messaging. Repello was competing against years of broken promises from cheap alternatives. The right approach turned skeptics into buyers.
Repello sells at kr1,000 in a category where competitors charge kr99. That 10× price difference didn't stop 10,000 people from buying — because the messaging, the scientific proof, and the celebrity trust made the premium feel justified.
If your product has demand peaks, your ad system should match. Spending the same every month wastes budget in the slow months and leaves money on the table in the peak months. Timing the spend curve to match the demand curve is what produces outsized returns.
Repello didn't exist in the market 8 months before this. No brand awareness. No customer base. No sales history. With the right system, going from nothing to the #1 position in a category is not just possible — it's repeatable.
The system that scaled Repello from 0 to 10,000+ units is available for brands ready to build real acquisition infrastructure.
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