Myikona.

Myikona is a Greek company that operates under the Digital Publication Group — the largest group for personalized photo and print products in the Balkans. The brand has built its own category: a data-driven online approach that has earned international recognition, including finalist status at the Google Premier Partner Awards for Video Excellence. The project also participates in Google International Growth, with plans to enter one of the largest European markets next.

For a brand with a core business like Myikona's, Valentine's Day is one of the most important events of the commercial calendar — personalized gifts are the product category, and Valentine's is when demand naturally peaks. The brief set the bar high: +30% revenue year-over-year for the Valentine's window. A step that would be ambitious for most brands and especially hard for one that already dominates a sizeable share of the category.

Growth of that magnitude on top of an existing leading position cannot come from harder-pressing the bottom of the funnel. Retargeting existing customers will not open a new 30% of revenue; neither will aggressive discounting, which erodes margin and brand equity. The lift had to come from a new audience layer — people who had not yet considered Myikona as their Valentine's choice but could be converted to it.

We built the campaign on the Hero / Hub / Help framework — a tiered video strategy where each content layer plays a distinct role in audience development. Hero content drives mass awareness through emotionally resonant brand stories; Hub content nurtures interested viewers with deeper product and use-case storytelling; Help content addresses the specific moments of purchase intent, answering "will this arrive on time?" or "can I customize this?" for a shopper already leaning in.

The Hero tier ran against broad, emotionally matched audiences during the Valentine's buildup. The Hub tier followed, targeting users engaged with Hero content and lookalikes of past Myikona buyers. The Help tier closed the loop with specific product and offer messaging to users at the bottom of the funnel. Each tier compounded on the next: Hero views became Hub audiences, Hub engagements became Help prospects, Help clicks became purchases.

Crucially, the campaign had a dual purpose. The immediate goal was to lift Valentine's revenue 30%. The secondary, equally important goal was to build audiences — the video engagement created retargetable viewer cohorts that could be used for future sales pushes long after Valentine's had passed. Revenue now, pipeline for later.