The challenge
Nikashi needed distributor and wholesale leads, not retail sales. That inverts most of the standard consumer-electronics paid social playbook — the audience is smaller, the qualification bar is higher, and a cheap lead is usually a worthless one.
At the same time the brand needed consumer-facing presence, because distributors evaluate whether a brand has pull before they take on stock.
What we did
01. A campaign built for lead quality over lead volume
Targeting, creative and form design were all set up to filter for genuine wholesale intent rather than maximising raw lead count.
02. Instagram content to build the consumer-facing signal distributors look for
A planned content approach so the brand looked active and credible to anyone doing due diligence before a stocking conversation.
03. LinkedIn content for the B2B side of the conversation
Long-form content aimed at the distribution and retail trade audience specifically.
04. Clear separation between the two audiences
Consumer and trade messaging kept distinct, so neither diluted the other.
Where it stands
A wholesale lead pipeline running alongside consumer-facing brand presence, with the two audiences addressed separately rather than through compromised messaging.
Performance figures for this engagement are being verified against Search Console, GA4 and Ads Manager before publication. We don't publish numbers we can't evidence — ask us on a call and we'll walk you through the live dashboards.