Rabbit R1
HashMatrix leveraged X Ads to amplify the launch of Rabbit R1 during CES, building strong brand awareness and driving large-scale exposure. Through precise audience targeting, phased budget scaling, and continuous creative optimization, the campaign achieved over 40 million impressions and successfully positioned Rabbit R1 within the global tech conversation.
Rabbit R1 Ads Case
Turning a Product Launch into a Global Conversation
Introduction
Rabbit R1 is a pocket-sized AI assistant device designed to simplify app interactions through natural language.
The campaign was launched around CES, one of the most competitive and high-attention tech events globally.
The goal was to:
Maximize brand visibility during launch
Reach high-intent tech audiences
Drive pre-sale interest and engagement
Challenge
The campaign faced several key challenges:
High competition during CES with rising CPM costs
Difficulty standing out among numerous AI and hardware launches
Need to quickly build awareness for a new category product
Balancing brand exposure with conversion-driven goals
Strategy
1. Event-Based Targeting (CES Focus)
Focused on audiences around CES:
Location-based targeting near Las Vegas Convention Center
Timing aligned with pre-event → during event → post-event
Captured peak attention windows
2. Multi-Layer Audience Segmentation
Three-tier audience strategy:
Core Audience
→ High-intent users (AI hardware, early adopters)
Potential Audience
→ Lookalikes + tech media followers (TechCrunch, The Verge, etc.)
Discovery Audience
→ Broad consumer electronics audience for scale
3. Phased Campaign Execution
Phase 1: Testing
Test creatives, audiences, and messaging
Phase 2: Scaling
Increase budget on top-performing segments
Phase 3: Exploding
Aggressively scale high-performing campaigns during peak attention
4. Full-Funnel Ad Structure
Balanced different campaign goals:
Brand awareness (primary)
Website traffic
Pre-sale conversion
Engagement campaigns
5. Continuous Optimization
Ongoing A/B testing of creatives
Monitoring CTR, CPM, and frequency
Adjusting budget allocation based on performance
Execution
The campaign followed a structured rollout:
Pre-launch phase to build anticipation
Launch phase during CES for maximum exposure
Post-launch phase to sustain visibility
Creative content evolved throughout each phase
Creative Strategy
Content was designed to:
Highlight product uniqueness (AI device form factor)
Show real use cases
Leverage founder storytelling
Continuously test and optimize messaging
Results
Achieved over 40 million impressions
Reached global audiences including tech enthusiasts and investors
Successfully built strong brand awareness during CES
Positioned Rabbit R1 as a breakout AI hardware product
Generated sustained attention beyond the launch window
Conclusion
This case demonstrates how a well-structured paid ads strategy can turn a product launch into a large-scale awareness event.
By combining event-based targeting, audience segmentation, and phased scaling, HashMatrix helped Rabbit R1 achieve massive visibility and establish its position in the AI hardware market.
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