Cost per purchase down 41% in one quarter.
- Paid social, Content and short-form video, Reporting and insights
- 2025
- Instagram, TikTok, YouTube
The challenge
Kilo was spending more each month to sell the same number of jars. The ads were polished studio shots that looked like ads, and people scrolled past them like ads.
Around 30 ads ran at any one time, and nobody could say which of them was doing the work.
Our approach
We rebuilt the creative from the comments up. The most common questions under Kilo's posts became the scripts: what's in it, how long a jar lasts, whether it pills under sunscreen.
We shot 60 short answers, tested each one on a small budget, and only scaled the ones that sold. The Monday report showed which, in one table.
The work
Results
41%
Lower cost per purchase
2.6×
Return on ad spend, up from 1.4×
60
Videos tested in 12 weeks
“The weekly report is one page. I read it on Monday before my coffee is cold, and I know exactly what to do with it.”