Rugiet
Expert-Led Content Unlocks Trust and Scalable Performance
A brand in a sensitive category needed to build trust and scale. Expert-led creator content unlocked new messaging and improved efficiency.
Services
Rugiet operates in a category where consumer trust is critical, but often difficult to establish. Products in this space can carry stigma, making it challenging to find creators who can authentically and credibly speak to the product.
To drive growth, Rugiet needed a way to connect with new audiences, overcome skepticism, and improve performance efficiency. The brand partnered with New Engen to develop a creator strategy built around credibility, education, and trust.
Immerse
We partnered closely with Rugiet to understand the brand’s positioning, category challenges, and barriers to consumer adoption.
Through this process, we identified a key constraint: traditional creator content lacked the authority needed to address consumer concerns. To break through, the brand needed voices that could both educate and build trust.
Inspire
Our analysis showed that credibility would be the primary driver of performance.
Rather than relying on traditional influencers, we identified an opportunity to work with expert creators—such as coaches and therapists—who could speak with authority, address misconceptions, and connect with audiences in a more meaningful way.
This shift created a path to not only improve engagement, but also unlock new messaging angles grounded in education and trust.
Implement
We activated an expert-led creator strategy designed to drive trust, testing, and performance at scale.
Partnered with coaches, therapists, and other credentialed voices to deliver authoritative, trust-building content.
Tapped into a network of 800+ creators to identify and test a range of expert profiles.
Delivered 10+ new creatives weekly across different hooks, value propositions, and messaging angles.
Developed creative designed to break down misconceptions and explain product benefits clearly.
Expanded top-performing creatives across Meta and TikTok to drive continued growth.
Impact
By introducing expert-led content, Rugiet was able to build trust with new audiences while improving performance efficiency.
This approach unlocked new messaging opportunities and created a scalable testing engine, enabling the brand to identify and scale high-performing creative.
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