From Concept to Lasting Impression
Starting from one insight
The campaign began with a line in a comment thread: people were buying the product as a gift and apologizing for it. That is a positioning problem disguised as a customer service note, and it gave us a brief no research deck would have produced.
Eleven pieces, one idea
We cast four creators who could each tell that story from a different angle and gave all of them the same constraint: the gift has to be defended out loud. Eleven cuts came back. Nine were usable, three were excellent, and one was the campaign.
What we would change
We booked the paid amplification before we knew which cut would win, which meant spending against an average rather than against a winner. Now we hold sixty per cent of the budget for the second week. It is the single largest efficiency gain we have made in two years.
“Holding sixty per cent of the spend for week two changed our cost per acquisition more than any creative decision we made.”
