At Levoit, we faced a challenge with a new product launch that underperformed its first year. Initially marketed as an air purifier for bedrooms, research led us to pivot our strategy to focus on air purifiers for pets. This shift required a relaunch campaign in Q1 2024, a typically slow season for air purifiers, falling between holiday shopping and spring allergy peaks. My role involved executing a paid media strategy to support a fully integrated marketing approach, demonstrating the effectiveness of our refined targeting despite challenging seasonality.