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The Challenges
- Evergreen was Structurally Undersupported
Brand awareness was strong, but fewer than 30 active evergreen ads were running per month, leaving little creative fuel to sustain sales outside promo periods.
- Revenue Dependent on Promo Windows
Sales dropped sharply the moment promotions closed, showing the business had no reliable non-promo demand engine.
- Creative Missing Information at the Drop-Off Point
Existing assets lacked pricing and reassurance information at the exact stage shoppers were dropping off — between add-to-cart and purchase.
Key Objectives
- Build a Sustainable Evergreen Foundation
Create an evergreen creative base that doesn't rely on promo cycles to drive sales.
- Make Creative the Major Driver
Shift creative's share of evergreen purchase volume from a minority to the majority driver.
- Establish a Repeatable Framework
Validate a creative framework that is transferable across product categories and future launches.
Our Approach
1. Diagnose information gaps
2. Identify bestsellers per category to test
3. Validate winning angles
4. Reinvest and recreate the proven angles
The Results
Within 6 Months of Z21 Creative Execution
Measuring creative maturity and scaling success
- ▲ +81% Monthly Spend
- ▲ +2.8x Purchase Volume
- ▲ +57% Return on Ad Spend (ROAS)
- ▼ -36% Cost per Purchase
- ▼ -11% Cost per Add-to-Cart
- ▲ +38% Add-to-Cart
to Purchase Rate
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