House of Enki

BRAND

House of Enki

As a lean, independent brand in a mature category dominated by global players and low-cost Chinese imports, Enki had a challenge on two fronts: prestige and price. With just three team members and limited budget for traditional brand-building, it couldn’t outspend rivals or undercut prices so severely. Instead, it used data-led targeting, B2B segmentation, and high-efficiency media to punch above its weight. This case shows how a challenger can disrupt without scale, find white space between extremes, and drive lasting growth by outsmarting rather than outspending.

PROBLEM

Squeezed between big-budget incumbents & low-cost Chinese rivals, as well as a lean team managing 800+ SKUs. Limited price & creative levers meant a data-led strategy to unlock growth in a stagnant category was required.

SOLUTION

•Full-funnel strategy aimed at building awareness with new retail & B2B customers, using on-site sponsored, display and audio assets, then re-targeting for maximum impact

•Focused on profitable segments using AMC insights & creative media

•B2B growth with AMC audience modifiers for Sponsored Brand & Sponsored Product campaigns, B2B brand store pages & DSP display & audio ad B2B audience targeting

•AMC high value audiences to enhance SP top-of-search campaigns for maximum impact

•Cost-efficient awareness: DSP audio ads on Amazon Music & Twitch where video assets not available to tell brand story to new shoppers

•Development–consolidation cycle approach to expand SKU reach profitably

•DSP retargeting & single-keyword ranking campaigns to drive efficiency & growth.

RESULTS

•30% YoY sales growth, 99th percentile vs peers
•+15% median sales per SKU
•+9.6% branded search; • +53.5% “Enki” search terms
•DSP audio ads: 300K listens, 100K detail page views
•+32% B2B CVR, ROI improved 14 → 16
•Exceeded annual sales goal
•DSP budget 3x growth, expanded into Ireland, Germany & EU markets