Can a challenger brand be recommended by AI ahead of the market leader in its category?
Wictory, an industrial oven maker, is the second answer ChatGPT gives on the main buying question in its category, ahead of Prática, the much larger market leader. It appears ahead of Prática on Gemini as well. Over the measured window, February 2024 to August 2025, organic traffic quadrupled and peaked at 6,683 clicks and 338,757 impressions in a single month.
The situation
Wictory builds industrial ovens in a category dominated by Prática, a much larger competitor with a long head start in brand recall. On a level playing field, a challenger of that size does not outrank the leader. In organic search, the playing field is not the size of the company. It is the quality of the answer.
What we did
The highest content volume in our portfolio: fifteen blog articles a month, every month (content strategy), on top of a full technical rebuild of the site. The articles were not written to fill a calendar. Each one answers a question a buyer of industrial ovens actually types, in the format a model can quote back.
The numbers
| What we measured | Result | Window | Source |
|---|---|---|---|
| Organic clicks in the peak month | 6,683 | Aug 2025 | Google Search Console |
| Impressions in the peak month, average position 7.5 | 338,757 | Aug 2025 | Google Search Console |
| Clicks and impressions accumulated | 24,395 / 1.20M | Apr 20 – Aug 31, 2025 | Google Search Console |
| Organic traffic | 4× | 11 months | Project deck |
| Monthly impressions | 21K → 339K | Feb 2024 → Aug 2025 | Project deck, then Search Console |
| Leads per month from organic | ~300 | 2025 | Project deck |
| Position on ChatGPT, on the category's main question | 2nd, ahead of Prática | Aug 2026 check | Manual check across the models |
What happened
Organic traffic quadrupled, with monthly impressions going from 21,000 to 339,000, and the channel produced around 300 leads a month. August 2025 is the high-water mark of the engagement: 6,683 organic clicks and 338,757 impressions in a single month, at an average position of 7.5.
The result that changed how the category sees them is in the AI answers. Ask ChatGPT the main buying question in the category, without naming a brand, and Wictory comes back second, ahead of Prática. On Gemini, Wictory now appears ahead of Prática as well. A challenger brand is being recommended over the market leader, by the tools buyers ask first.
The project started in February 2024, which makes it the longest running relationship in our portfolio. That is not incidental to the result. It is the reason for it.
