📋 The Brief
Client: DTC athleisure brand | Spend: $35k/mo | Starting CPA: $45 | Target: Under $30
They had been running the same 4 video ads for 11 weeks. All frequency scores above 4.0.
🔧 Week 1: Audit & Sprint
- Identified 2 best historical ads by hook retention
- Analyzed 5 competitor ad libraries
- Developed 5 new hook angles (SCRAP framework)
- Matched 3 creators from our network
- Produced 15 modular variations in 5 days
📊 Week 2: Testing
| Hook | CPA | Thumb-Stop | Decision |
|---|---|---|---|
| “I returned my Lululemon…” | $26 | 41% | 🟢 Scale |
| “Why is no one…” | $31 | 33% | 🟡 Iterate |
| “87,000 sold…” | $38 | 22% | 🔴 Kill |
| “As a former Nike…” | $29 | 35% | 🟢 Scale |
| “Tired of leggings…” | $42 | 18% | 🔴 Kill |
🚀 Result: $45 → $28 CPA in 21 Days
You do not need better targeting. You need better creative, tested faster.