Case study
In the smart home category, ecobee faces pressure from every side: premium players like Google Nest and Amazon Ring on one end, and a wave of lower-priced competitors on the other. Winning in this environment means being both aspirational and accessible—building a brand that feels credible at the top while delivering results at the bottom of the funnel.
Together with ecobee’s marketing team, Sundae designed a two-stream creator program that balances brand and performance:
1. Influencer Marketing
We’ve built an exclusive portfolio of design, architecture, and DIY creators to bring ecobee products to life in real homes. To expand reach, we partnered with lifestyle and travel talent—including celebrities like Aimee Song—to punch above our weight during seasonal peaks and cultural moments like the US Open.
2. Installed Creator Content
In parallel, we maintain a recurring portfolio of creators with ecobee products installed in their homes. This long-term bench powers rapid production cycles and a steady flow of content for Meta, Amazon, programmatic, and organic channels. Every piece is optimized, versioned, and tested to maximize clicks, conversions, and ROAS.
Creative Content Licensing
Instead of relying solely on organic posts from prominent influencers, we negotiated content licensing agreements with influencers. This approach allowed ecobee to leverage high-quality content across multiple marketing channels, including paid social, websites, apps, email marketing, and more.
Performance Editorial Techniques
Our content studio worked closely with the influencers to optimize the licensed content for various platforms. We employed performance editorial techniques to craft compelling narratives that highlighted ecobee’s unique selling points and drove conversions effectively.
Results
200+ creators, 1000+ assets and ad units over five years.
53% reduction in CPC with creator-led ads (Meta/TT)
Content fueling brand teams, media partners, PR, and performance agencies across ecobee’s marketing ecosystem.
Creator and UGC assets became ecobee’s top-performing upper and mid-funnel performance drivers across Meta, Amazon, and programmatic
Sundae has helped fuel ecobee’s success. By supplying a steady pipeline of premium creator content and elevating influencer relationships, we enable ecobee’s brand, media, and agency partners to move faster, act smarter, and compete head-to-head with the biggest names in the smart home category.
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