HUROM · Premium kitchen appliances · Full-funnel paid media & influencer strategy · 2026
How HUROM tripled ROAS while cutting CPA 70%
ROAS up and CPA down at the same time usually means something structural changed, not something tactical.
300%
ROAS growth
alongside a 70% CPA reduction
The results, up top — every number is in the strip below
300%
ROAS growth
over the programme
70%
reduction in overall CPA
education before conversion
33%
growth in MoM net profit margin
profit, not just ROAS
150M+
impressions
within the year
Editorial
playbook-led
authority content in front of paid
01 — The challenge
Selling a premium appliance that needs explaining before it sells.
HUROM sells premium slow juicers — a considered purchase where the buyer needs education before price is even relevant.
Pure bottom-funnel advertising to an unconvinced audience buys expensive clicks.
“Nobody impulse-buys a machine at this price. They read about it for weeks first, and our ads were arriving at the end of that process instead of starting it.”
So an editorial playbook was put in front of the paid media.
02 — Our approach
An editorial playbook with bloggers, influencers and creators.
Authoritative bloggers and creators produced the educational and review content that this category’s buyers actually read, and paid media was structured full-funnel around it rather than pointed straight at checkout.
ROAS grew 300%, overall CPA fell 70%, month-over-month net profit margin grew 33%, and impressions passed 150 million within the year.
03 — What we did
What the campaign actually consisted of.
The working parts behind the HUROM numbers above.
Editorial playbook
Education before conversion
Authoritative content answered the questions that gate a premium purchase.
Creative from the campaign
Blogger and creator mix
Credibility from multiple sources
Bloggers, influencers and creators each carried a different kind of authority.
Creator asset grid
Full-funnel paid
Not pointed only at checkout
Media supported the whole consideration path rather than the final click.
Reported channel mix
Margin up 33% MoM
Profit, not just ROAS
Net profit margin grew 33% month over month as CPA fell 70%.
Reported campaign metrics
The stack we ran it on
Meta Ads Manager
Paid social
TikTok Ads Manager
Paid social
Creator sourcing
Casting
Spark Ads & whitelisting
Amplification
Frame.io
Creative review
Canva
Creative
GA4
Analytics
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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