+35% Valentine's revenue.

Myikona makes personalised photo and print products and is one of the best-known brands in its category in Greece. For a business like this, Valentine's Day is one of the most important periods of the year: the personal gift is the product itself.

The goal was a clear rise in revenue for this period over the year before. For a brand with a large share already, that is the hardest kind of growth: most people who already search the category already find Myikona.

More retargeting of existing customers could not bring that much growth. Deep discounts would have brought sales, but they would have eaten into profit and worn down the image of a brand that sells emotion.

So the growth had to come from a new audience: people who had not yet thought of a personalised gift for Valentine's and needed a reason and a prompt to choose one.

We built the YouTube campaign in three tiers (Hero, Hub, Help), each with a clear role. Hero was an emotional video for a very wide audience in the weeks before Valentine's.

Hub spoke to those who watched Hero and to audiences similar to past buyers, showing products and gift ideas for their own moment.

Help answered the questions that hold a purchase back, such as whether delivery will arrive in time and how personalisation works, and led straight to designing the gift.

Each tier feeds the next: viewers of Hero become the Hub audience, and those who engaged with Hub become the Help audience. These audiences stay after Valentine's too, for the next sales periods.