The context (2024):‍

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★ A small e-commerce brand : helping women relieve various discomforts using cold-based solutions.

➤ Mostly sold online (in France)
➤ Slowly expanding to Switzerland & Belgium.
➤ A seasonal business ; Peaks in summer (May–August), slow winters.

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(I began supporting them on the creative strategy at the end of October 2024.)

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Why weren't they scaling ?

➤ Market education : Many people didn’t even know this solution existed.
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➤ Weak creative : No structured testing or analysis process.
- (Concepts, marketing angles, and personas were tested very randomly, without clear direction).
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➤ Seasonal dips : Most revenue between May– August.
- They lacked a plan to make the most of slow periods.
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A winning creative strategy isn’t luck

➤ Here’s what we changed:
• The entire process, to better understand what we are creating and how the market reacts.

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Creative Ideation & Structuring

★ Our entire analysis starts from the ad nomenclature, where the ad naming includes multiple “variables” such as the concept, marketing angle, persona, level of awareness, etc.

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To effectively track relevant data, we organize our brief batches in a research center on Airtable.

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We then assign the following to each batch:

• A persona
• A marketing angle
• A product
• A visual concept
• A level of awareness
• The date the brief was created

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Afterwards, a naming convention is generated by the tool, which we can use in Business Manager and track in Atria.

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Production process & execution

➤ I use ClickUp to create briefs, assign them to designers/editors, and track production volume, ensuring efficiency and alignment.

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Scaling done right

➤ From €85/day to €800/day in 4 months: a controlled, profitable ramp-up.

➤ We closed February with €82,000 in revenue (vs. €13,000 in November last year ; that’s over 6x growth), achieved by scaling horizontally during off-peak periods while preparing for the upcoming peak season (May–August).

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Peak season results

We reached a record month at €158,000 in August, which is typically the strongest seasonal period for this type of product.

➤ After that peak, we brought the brand back to a stable baseline of around €100K in monthly revenue.

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‍How is the campaign structure managed?

★ For this type of account and budget, we keep things simple:

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• Testing Campaign
• Scaling Campaign

We also maintain a dedicated hypothesis log that we regularly share with the client to continuously challenge the account structure (BM).

• Testing cost-cap, then reviewing performance to determine whether it’s worth continuing
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• Running structured tests in ABO and CBO to compare outcomes

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This applies regardless of the account size, you must continuously challenge and validate your campaign structure.

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