ORTOVOX LiTRIC

Challenge

The ORTOVOX LiTRIC avalanche airbag system was launched at a retail price point 50% higher than its predecessor. The challenge was to drive awareness, educate consumers on the value of the new technology, and deliver strong sales despite the premium pricing.

Strategy:

I led a cross-channel marketing initiative that combined Google Search, Performance Max, and traditional paid media placements with earned media coverage in the same outlets. This ensured a consistent brand narrative while maximizing reach and credibility. To optimize efficiency, I reallocated budget from underperforming Google Display placements to Search and PMAX, where we saw stronger conversion behavior and a more efficient CPA.

Execution:

• Built and managed integrated campaigns across Google Search, PMAX, Meta, and traditional paid outlets.

• Secured earned media placements through an aggressive product placement campaign as well as organizing a hut trip for key editors to interact with the product manager in order to reinforce paid campaigns.

• Optimized budget allocation mid-campaign, shifting from Google Display to Meta to capture better performance.

Conclusion:

Through a carefully balanced mix of performance marketing, earned media, and agile budget optimization, the LiTRIC launch not only overcame the challenge of premium pricing but significantly outperformed expectations - beating the sales forecast by 50%. This case demonstrates how data-driven strategypaired with creative storytelling can achieve measurable business impact.