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AIIMS Group × 4Foldr — Paid Social Case Study
No existing demand. No brand awareness. No category. Just a brilliant idea, a lean budget, and the right strategy.
4Foldr arrived with a genuinely innovative product: a reusable, pocket-sized, foldable drink carrier that holds up to four drinks. The problem? Australians had never seen one before. There was no search demand to capture, no existing audience to retarget, and no cultural hook to leverage. We had to build all three from scratch.
Where we started vs where we ended
We didn't target everyone and hope for the best. We built four distinct audience universes, each with its own creative logic, messaging, and bid strategy. Then we let the data tell us which one owned the category.
A three-stage funnel built to create a category, not just sell a product. Each stage had its own creative brief, audience logic, and measurement framework.
Every creative had one job: show the problem being solved in a moment Australians immediately recognised. No studio. No polish. Just real moments.
Category creation doesn't happen in a launch. It happens in the iteration. Every week, we cut what didn't work and doubled what did.
Most performance campaigns fish where the fish already are. They capture intent that already exists. This one was different. We had to convince 1.8 million Australians that a product they'd never seen was something they'd always needed.
APAC Search Awards 2025 — Submission Categories
A campaign by AIIMS Group — Sydney & Dubai
Paid Social · eCommerce · Category Creation · Audience Strategy