Pooky wanted more than awareness, they wanted to drive demand and discovery in tandem, in a crowded lighting market. But with Amazon dominating the clicks, we needed to outsmart, not outspend. Our mission? Find a gap the big players weren’t paying attention to – and own it. The search first Insight – We uncovered a real, widespread problem: millions of UK renters couldn’t drill holes in their walls, leaving them in the dark, literally. They needed lighting solutions that didn’t require installation.