02 / CASEKOO / Hero product growth
Building the Magic Stand growth path from 0 to 1.
Product marketing · 0→1 growth
United States · Amazon · DTC
Product Marketing · Awareness · DTC · Creator Marketing
Scale began by making one differentiated product easy to recognize, understand and remember.
Context
The Magic Stand project ran from September 2022 to December 2023 for the US market. It was built as a hero-product program across Amazon and DTC, supported by creator marketing, social platforms and paid media.
The product combined a protective phone case with an integrated stand. The growth task was to establish a new product idea from zero and turn its visible functional difference into a reason to choose CASEKOO.
Challenge
At the beginning, the market had limited familiarity with the Magic Stand proposition. The product needed enough visibility and repeated explanation before performance channels could capture demand at scale.
The communication also had to make an accessory feel like a meaningful product upgrade: the stand needed to be understood through real use, not only through a list of specifications.
Diagnosis
The first growth constraint was product familiarity. I separated the journey into four jobs: make the product visible, explain the integrated stand, build social proof and convert intent through Amazon and DTC.
Because the advantage was physical and visual, product demonstration, creator use and lifestyle scenarios could communicate value more efficiently than abstract brand claims.
Strategy
Build a phased 0→1 path around one hero product. Start with a simple product story, seed awareness through YouTube, Instagram and creators, amplify proven messages through Meta and Google, then direct purchase intent to Amazon and DTC.
Keep the same core proposition across channels while changing the job of each touchpoint: discovery, demonstration, validation, retargeting and conversion.
Integrated case + stand
YouTube · Instagram · Creators
Meta · Google · Amazon · DTC
Annual campaigns · Optimization
Execution
Led US-market positioning, product marketing and campaign planning for Magic Stand, coordinating creator marketing and paid media across Amazon, DTC, Meta, Google, YouTube and Instagram.
Early-stage content prioritized reach, recognizable product visuals and repeated demonstrations of the stand in daily use. Conversion-stage activity then connected search, retargeting and product pages around the same value proposition.
Campaign feedback was used to refine creator direction, message emphasis and media allocation through the annual promotion cycle.
Result
Magic Stand sold 600K+ units in 2023 and reached ¥100M+ revenue scale. During the annual product-promotion cycle, the company recorded the highest revenue level in its history.
Learning
A differentiated accessory can become a growth engine when awareness, product demonstration and conversion are designed as one sequence. The role of media changes as product familiarity grows.