Driving brand demand to 22K searches a month for a Pooky rechargeable light
The challenge
Pooky wanted more than awareness, they wanted to drive demand and discovery in tandem, in a crowded lighting market. But with Amazon dominating the clicks, we needed to outsmart, not outspend. Our mission? Find a gap the big players weren’t paying attention to - and own it.
The search first Insight - We uncovered a real, widespread problem: millions of UK renters couldn’t drill holes in their walls, leaving them in the dark, literally. They needed lighting solutions that didn’t require installation.
Pooky already had the perfect product: rechargeable lights. The problem? No one was searching for them. Demand hadn’t been created yet.
We set out to make Pooky the category leader in rechargeable lighting. Through a smart, multi-channel strategy led by search insight and powered by content, PR and social, we didn’t just meet demand. We built it from scratch.
How a small lighting retailer outranked Amazon to pos. #1 with a search-first social campaign
What we did
To launch and scale demand for Pooky’s rechargeable lights, we executed a Rise Everywhere campaign, our proprietary process that fuses social-first content and digital PR to influence both brand and category-level search demand. And we did it on a tight budget!
We started with a pain-point-first strategy: tackling a real issue millions face, renters who can’t drill holes into walls. It was the perfect setup for introducing rechargeable lighting as the solution.
Using just 13 creators from The Rise Network, and two of our very own creators, we handpicked high-performing talent with strong niche engagement to create short-form content across TikTok and Instagram Reels. The content was built for virality-leading with the “one rule in my house", we never ever ever use the "big light” trend. We optimised not just for reach and views, but discoverability across search surfaces within social platforms to appear for lighting searches, rechargeable lights and more on social search.
We amplified impact using Spark Ads to boost performance and drive direct conversions.
But it didn’t stop there. We layered in PR, securing coverage that added trust, credibility, and cultural relevance. Think style-led features, trend pieces, and “get the look” stories that made rechargeable lighting aspirational.
We had created a full-funnel campaign in just 4 weeks that didn’t just raise awareness, it actively shaped search behaviour, reduced acquisition costs, and helped Pooky own a new product category.
Driving 29% in YoY revenue from a 4-week campaign
The results
Search demand for Pooky Rechargeable lights saw a +4496% increase, which drove non-brand rankings to position 1, outranking Amazon. In 4 weeks, the campaign generated 37K clicks to the site, 22 media placements including Daily Mail, Independent, and reached 4.3 million people. Brand impressions on Google also went up 36% YoY. Pooky still holds positon 1 rankings to date
Revenue increased by 23% YoY, and Pooky selected Rise at Seven as their ongoing agency for social and PR.
Because of social SEO, the videos also ranked on social and appeared in the SERP on Google.
