Pepper Gang started by building a strategy that would saturate the local market to drive the greatest reach. The first stage of the strategy placed emphasis on boosting brand awareness in the marketplace. This was achieved through search and display advertising, a mobile-targeted campaign and additional digital channels. The messaging included both branding and direct to sales. Pepper Gang began stage two of the strategy by limiting focus on display ads and concentrating heavily on search by eliminating keywords that did not aid conversions. This allowed Hypervibe to gain a greater return on investment, and in turn, allowed the brand to invest more in their marketing efforts.