Approach study · Creative
Building a performance creative system from scratch.
A brand needed a coherent creative direction and a repeatable way to produce and test static and video ads, so performance did not depend on one lucky winner.
Business context
A growing brand advertising on Meta and TikTok, producing creative ad hoc. When a strong ad fatigued, results dropped and there was no pipeline of tested ideas to replace it.
The challenge
- Inconsistent visual and messaging direction
- Tests that changed many variables at once
- No record of what had been learned
Strategy
Build the creative around customer insight: pain points, desired outcomes, objections, product proof and distinct hooks. Then organise production as a concept matrix so each test isolates one idea.
Execution
- Defined messaging angles and a visual direction
- Produced a library of static and video concepts with structured variants
- Ran testing rounds and kept a shared learnings log
Measurement
Creative-level hook rate, hold rate, click-through rate, conversion rate and cost per acquisition, compared by concept family rather than individual ad.
This approach in practice
Structured creative testing was central to our work with a German dropshipping store ($500K revenue, 3.3x ROAS) and a Spanish eCommerce brand ($120K+ in sales).
Lessons
The value of a creative system is cumulative. Each documented test makes the next brief sharper and reduces dependence on any single ad.
Type
Approach study
Industry
Consumer brand
Services
Creative Strategy, Performance Marketing
Channels
Meta Ads, TikTok Ads
Related results
Next step
Let’s look at what’s holding growth back.
Tell us about your business, current channels and goals. We will review it and reply with an honest view of where we can help, or tell you if we are not the right fit.