From Westend to Worldwide

Client: AKT London

Performers Ed Currie and Andy Coxon faced challenges with mainstream deodorants in London's West End, so they developed AKT’s Deodorant Balm. Collaborating with experts, they created a revolutionary solution disrupting the deodorant industry. AKT enlisted Charlie Oscar for an innovative global growth strategy.

We implemented COmpass, our proprietary Mixed Media Modelling (MMM) solution, to measure the true value of our marketing efforts and uncover growth drivers. Our two-pronged strategy created a hyper-effective marketing ecosystem: Growth and Paid Media: We leveraged content from our Influencer Programme and AKT’s founders, testing over 1,500 assets across Paid Social channels. A feedback loop between Paid Media and Influencer strategists enabled rapid iteration and scaling. Influencers: We transformed influencers into a powerful performance lever by gifting over 300 products monthly across the UK and US markets, generating hundreds of UGC assets. This content was redistributed onto paid media channels, amplifying our reach. COmpass accurately measured the ROI of influencer marketing, revealing its underestimated potential. This approach drove exceptional growth: over 300,000 orders since launch, a 2.4x YoY growth rate, and 50% month-on-month growth in the US. Our content-led strategy resulted in a 68% customer retention rate, over 4,000 influencers gifted, and 7,000 unique UGC pieces produced. From West End to worldwide impact, AKT’s journey showcases how innovative strategies can disrupt and dominate the market