Henecon.
Twelve creators, one constraint, and a launch that sold through its first production run in nine days.
A launch built on twelve creators telling the same story from twelve different rooms.
Henecon came to us three weeks before a hardware launch with a product nobody could describe in one sentence. Rather than write that sentence for them, we found the twelve creators whose audiences were already asking the question the product answers, and briefed all twelve on the question rather than the answer.
Every creator filmed in their own space with their own framing. The only fixed elements were the opening question and a three-second product moment placed after the halfway mark, which is where our retention data said an audience would still be watching.
Sold through the first production run in nine days, at a third of the projected media cost.
The campaign ran for six weeks and did the work in nine days. Organic reach carried the first fortnight without paid support, and when we did amplify we amplified two cuts rather than twelve — which is where the media saving came from. Six of the twelve creators have since worked with Henecon again without an agency in between.
