Labud is a household name in the cleaning category, built on more than eight decades of trust. But in today’s digital, attention-driven world, legacy alone is no longer enough. Brands don’t just compete on product; they compete on relevance, meaning, and cultural presence. Our challenge was to reposition Labud for a new generation: expand into younger audiences, strengthen engagement, and drive sales of key products in an increasingly competitive market.

To address this, we developed a video-first digital marketing strategy designed to maximize both reach and impact across platforms. The approach combined cross-platform integration with high-frequency content distribution, ensuring the brand remained consistently present in the everyday media habits of its audience.

Rather than creating fragmented content, we built a unified video system called Labud TV with one core idea, which we adapted and distributed across Facebook, Instagram, YouTube, and TikTok. This allowed the brand to speak with a single voice, while remaining contextually relevant across platforms and generations.

The project demonstrates a broader shift in modern marketing, where video serves as the cultural interface between brand and audience. By combining strategic consistency with relevant storytelling, Labud expanded its digital reach, securing the #1 spot in sales for its top products, Čarli and Sanitar.

The impact of Labud TV was also recognized by the industry, earning finalist status at the MIXX Awards Croatia 2024, organized by IAB Croatia, in two categories: Viral and Best Social. Congrats to the team that made it happen!