One creative was carrying all the spend. We produced variants in weekly batches against a fixed hook matrix and reported every result, including the ones that lost.
The problem
A Shopify skincare brand had one ad carrying almost all of its paid-social spend. As it fatigued, cost per acquisition climbed and there was nothing ready to replace it.
The approach
We agreed a hook matrix — unboxing, problem-first, testimonial, founder to camera — and produced ten variants a week for four weeks. Each batch ran against the existing ad as control, and every result was reported, including the variants that lost.
The result
Three of the forty variants beat the control, at 31% lower CPA. The losing hooks shaped the next month’s matrix.
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