A saturation campaign can still fail if you do not influence the behaviour of the influencers.
Identify who your target market really is. When I worked on a campaign to try to get butchers to order good quality cuts from recognised and reputable distributors, we realised that we had only to change the preference of the 'king pins' in the industry to get most of the rest to follow. This means really getting to know the influencers. Spending time with them and working out what motivates them.