Roborock

From challenger brand to market leader

Sector

Consumer Electronics

capabilities

Cross-Border

Full-Funnel

Performance Marketing

Roborock entered the US and European markets as a challenger, facing established brands with deeper reach and recognition. To compete, we built a cross-border growth strategy combining local research, integrated media, market-specific creative and unified performance tracking.

Map the local reasons people buy

We moved beyond interest-based audience targeting by analysing household context, purchase mindset and market triggers. This revealed different priorities: German consumers valued engineering, energy efficiency and warranties, while US consumers prioritised convenience, app integration and reviews.

Run brand and performance as one system

The media strategy combined brand and performance objectives across Meta, Google, YouTube, TikTok and programmatic advertising, helping Roborock build awareness while reaching consumers closer to purchase and supporting conversion throughout the customer journey.

Localise the creative, not just the language

Rather than translating one global campaign, we developed localised creative for each major market, adapting the messaging, product benefits and visual approach to reflect local consumer needs and expectations.

Optimise every market from one dashboard

We brought performance data from every paid channel into a unified dashboard, allowing the team to compare acquisition costs, ROAS and incrementality across markets in near real time and quickly shift budgets towards the markets and channels delivering the strongest results.

RESULTS

3X

return on ad spend during the 2023 sales season

Top 3

robot vacuum brand in the US by end 2023

#1

robot vacuum brand in Germany by end 2023
From challenger brand to market leader

Roborock

The cross-border marketing playbook behind Roborock's US and EU expansion
Top 1 robot vacuum in Germany
Top 3 robot vacuum in the US
3x Return on Ad Spend (ROAS) during the 2023 sales season
Map the local reasons people buy
We moved beyond interest-based audience targeting by analysing household context, purchase mindset and market triggers. This revealed different priorities: German consumers valued engineering, energy efficiency and warranties, while US consumers prioritised convenience, app integration and reviews.
Run brand and performance as one system
Let’s Get To Work
case studies

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The global growth strategy for DJI, built on structure to support localised and audience segmented campaigns while maintaining brand integrity.

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When 80% of the market is controlled by incumbent platforms, new challenger brands need to get creative. We built a strategy based on new VR-enabled experiences, partnerships, and KOLs to break YesAuto into the competitive automotive industry in the UK and Germany

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For Chinese brands looking to expand abroad, a key challenge is always in introducing its brand philosophy. We built a social strategy for Hainan Airlines to communicate its CSR commitments through emotive storytelling and live engagement.

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