We've heard the statement "creative does the targeting '' thrown round. But what does that really mean? 

‍

For DTC brands developing high performing content is key to unlocking growth in 2024. We partnered with OOSC Clothing to help them do just that - as a result we’ve tripled their Paid Social purchases. 

‍

Before partnering with Prospa, OOSC struggled with broad campaigns and lacked insights into key metrics. With our creative testing framework, we analysed and optimised their creative performance, leading to a tripling of purchases and a 208% increase in revenue.

‍

DTC stores need to know what content to create, how to test it, and how to optimise around key metrics is essential for rapid growth. Creating content is only half the battle; analysing and interpreting data to optimise for goals is equally important.

‍

If you can acquire new customers through high-performing creative, you’re well-positioned to scale quickly.

‍

Why is ad creative so important for ecom?

‍

Paid Social ad creative is the first impression your brand makes, setting the tone for potential customer relationships. Engaging ad creative is crucial for First Purchase Profitability (FPP). High-performing creatives that drive purchases at first impression reduce spending per customer, lowering New Customer Acquisition Cost (nCAC) and increasing profit.

‍

What’s working in Ad Creative?

‍

Short-form content dominates; seamless in-feed ad creative is crucial for DTC brand growth. User-generated content (UGC) is still so effective for product based brands; 79% of people say it significantly influences their purchasing decisions, according to Stackla.

‍

Authentic video and benefit-focused creatives further enhance product and brand appeal. Successful content captures attention, builds trust, and establishes emotional connections.

‍

You need to get people attention, appeal to their desires and interests and then push them to an action - this is the bulletproof framework, irrespective of the type of creative that you’re running. 

‍

How did we do this with OOSC Clothing?

‍

OOSC invested in 4K high-quality clips, UGC, and static flatlay content but lacked insights into performance. They were driving traffic with no intent to buy, high sessions with low conversion rate. 

‍

Using our creative testing framework, we analysed tyhes creatives against engagement metrics - namely Thumb-Stop Ratio (TSR) and CTR. 

‍

Authentic UGC stood out as the top performer for OOSC. With our recommendations, they were able to double down on winning concepts, this drove in more intentional first time purchases and scaled new customer revenue.

‍

Steal this framework to improve the performance of your ad creative

‍

Our team uses creative analysis software to set key engagement benchmarks and test against them.

‍

We follow this process to improve performance of creatives:

‍

• Create
• Test
• Analyse
• Iterate
• Repeat

‍

Evaluate data from top and bottom performers to understand what works. Adjust hooks, content, or formats accordingly.

‍

What next?

‍

Optimising and testing ad creative is key to unlocking growth for DTC brands. If you’re struggling to acquire new customer profitability for your store, need help with your ecom strategy, or want to better test your creatives, get in touch today.

‍