From Swatches to sales

After auditing Lick’s existing paid social strategy, we identified the need to restructure the funnel with a clear focus on Upper Funnel campaigns. This shift allowed for targeting new audiences at scale. Our solution involved several key initiatives:

Audience Testing Framework:
We introduced an optimized audience testing framework to identify and target new customer segments developing tailored creative for each segment.This structured approach enabled Lick to scale efficiently while reaching fresh audiences segments.

Creative Performance Optimization:
Analyzing historical organic and paid-social creative performance provided valuable insights into which types and formats resonated most with Lick’s audience. This guided the development of creative assets, ensuring they were both engaging and aligned with new customer acquisition goals.

Incrementality Testing with Attribution Models:
We established a framework using client-owned attribution models to measure the impact of each campaign on new customer acquisition. This gave us clear data on which ads and creatives were driving incremental growth.

Creative Collaboration and Enhanced Reporting:
To scale performance, we integrated closely with Lick’s creative team, establishing weekly Creative Performance Meetings to review progress. Implementing our Creator Science Framework to enhance creative reporting. This system surpassed the platform’s built-in tools, making it easier to provide detailed feedback and identify winning creatives.