Lumen.
 

Lumen had a strong domestic position in premium architectural lighting and wanted to enter Sri Lanka, Bangladesh, and Nepal in a single coordinated push. The catch: the team was small, the regional media budget was tight, and there was no appetite to fragment the brand into country-specific creative.

The brief was one platform, three markets, single budget. Whatever we built had to localise without re-shooting, perform across Meta and YouTube and Google Display without re-cutting, and feed into one shared analytics view the founder could read on a Sunday morning.

We anchored the campaign on a single creative platform — 'Built to last.' — and produced a 30-second hero film plus 14 modular cutdowns from one shoot day. Voiceover swapped per market, type localised per language, but the visual through-line stayed identical.

Media planning was unusually disciplined. We ran each market through a two-week measurement phase before scaling — Meta first because the data feedback loop is fastest, YouTube once we had a confirmed CPA target, Google Display only where retargeting volume justified it.

Attribution was the unsung hero. We set up a server-side GA4 + Meta CAPI implementation that gave us the cross-platform view from week one — meaning we caught a creative fatigue signal on the Bangladesh campaign in week three and swapped the cutdowns before it ate the budget.

By the end of the campaign, conversions across the three markets were up 187% versus the planning benchmark, with the Sri Lanka campaign hitting CAC inside the ceiling target by week four.

The campaign produced enough creative inventory and learning to power the next two quarters of always-on activity in all three markets without re-shooting.