Online media isn’t just about where you show up, it’s about when, why, and for whom. At The Cookie Labs, we turn algorithms into allies and platforms into storytelling stages.
From YouTube influencer strategy to TV-to-digital transitions and hyperlocal activations, our campaigns prove one thing: True digital fluency isn’t about presence… it’s about precision.
Here’s how we did it for Nerf Laser Ops, Reckitt Benckiser and G-Star RAW.
Nerf Laser Ops — Influencing the Influencers
When Hasbro launched Nerf Laser Ops Pro, the goal wasn’t just to sell a toy, it was to spark a movement. Our team crafted an influencer ecosystem across Germany and Switzerland, selecting creators based on a strategic trifecta:
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Connectors – big-reach personalities who normalized play.
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Persuaders – relatable voices mirroring the target audience.
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Specialists – credible reviewers who demystified the product’s tech.
Each played a part in an orchestrated narrative that felt natural across YouTube, Instagram, and social media extensions.
The result?
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Multiple “Trending Video of the Day” badges on YouTube.
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100% organic buzz before paid media even began.
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A seamless transition from influencer content to retail and media follow-up campaigns.
From click to conversation, every impression counted because every influencer move was mapped to a stage in the marketing funnel.
Influence isn’t luck. It’s applied psychology.
Reckitt Benckiser — TV 2.0
For Reckitt Benckiser, the challenge was clear: “Can we make TV metrics work in the digital world?”
We said yes and started chasing GRP for YouTube. By shifting part of Reckitt’s TV budget to digital video, we achieved:
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Higher reach at lower CPM,
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Improved brand recall, and
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New layers of insight through click rates, watch times, and pre/post-view surveys.
Products from Calgon to Durex saw measurable lifts in recall and consideration, verified by Brand Uplift studies. This wasn’t a pivot away from television, it was an evolution.
We proved that even legacy metrics like GRP could thrive in digital ecosystems, enhancing both reach and relevance. All under the motto: We don’t replace old media. We rewire it for the present.
G-Star RAW — At the Point of Inspiration
For G-Star RAW, we took the opposite direction: from online to offline.
Our concept, “Activation at the Point of Inspiration,” fused Instagram campaigns, geofencing and local insights to drive foot traffic in ten cities.
Each store received its own geofence and localized creative, built around the rhythms and personality of its city, refined with feedback from store managers themselves.
The outcome:
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At least +10% in-store visits during working hours.
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Complementary boosts in online engagement and webshop exploration.
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A campaign that aligned Audience, Message, Placement, and Mindset at the exact right moment.
By meeting people when they were already in a “buying mood,” we turned social media into a navigation tool for real-world behavior. Sometimes, the shortest route from screen to sale is just around the corner.
Across these campaigns our method stays consistent:
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Read the data, feel the audience.
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Adapt the format, don’t fight the medium.
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Connect content, context, and goals.
Instead of just setting up campaigns, we engineered digital ecosystems that learn, react, and amplify, creating results that travel further than impressions ever could.
Whether it’s a toy launch, a heritage brand, or a high-street label, we help brands navigate the digital landscape with intuition and intelligence. Let’s design your next wave of connection.
