Home appliancesProduct launchEgypt

A coffee machine
that sold out in three weeks.

As Marketing Director at Brandita, I led the launch of the One Life coffee machine: a three-wave campaign of user-generated content, influencers and mass distribution that turned a new name into a sell-out.

My role
Marketing Director, Brandita
Market
Egypt
Channels
Facebook · Instagram · TikTok
Period
Dec 2024 – Mar 2025
Millions
of EGP in revenue within two weeks of launch
4,000+
units, two containers, sold out in three weeks
9.5M
total reach across three waves
01

The challenge

A new coffee machine from a growing home-appliance brand, launching into a category where buyers trust names they already know.

The brief: create curiosity, turn it into purchases in stores and online, and make One Life a name people remember.

02

The strategy

Three waves, each with one job, aimed at tech-savvy, middle-income buyers aged 25 to 45.

Wave 1 · Discovery
Five scripted UGC videos that made people ask about "the new coffee machine".
Wave 2 · Reviews
Five UGC videos of real users reviewing and recommending it, to turn interest into sales.
Wave 3 · Recall
Memes and comics about One Life, so the name stuck as the household coffee machine.
03

The execution

Distribution was built in: the first two waves ran across 90+ Facebook partner pages, with mid and micro-influencers on Instagram and TikTok. The budget was split 40/30/30 across influencers and UGC, paid ads and content production.

25 creatives
Across the three waves; the best single creative reached 510K views.
A viral moment
One TikTok creator video went viral and landed on the Explore page.
Retail push
Sold through Carrefour, HyperOne, Center Shahin and Amara online.
Sell-out
An extra container had to be imported straight away.
04

The results

The campaign reached 9.5M people, drew 1.84M video views and 19.6K+ engagements.

In business terms: millions of EGP in revenue within two weeks of launch, and two full containers, 4,000+ units, sold out in three weeks.

05

What I'd do next

Build the owned audience earlier. With a sell-out this fast, a waiting list and a post-purchase community would have carried demand into the next shipment and the next product.

* Sales and revenue values in this case study have been encoded to protect the privacy and confidentiality of the client's or company's information.

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