CTR UP 27% & CPC DOWN 37%

Despite strong in-house creative chops, Kukoon’s lean team struggled to generate enough high-quality content at scale to hit ambitious targets.

In a category where shoppers normally feel before they buy, Kukoon had to earn trust online while fending off deep-pocketed competitors such as Ruggable, Benuta and IKEA. Without a constant pipeline of fresh, high-impact ads - and dedicated landing pages to match - this becomes hard to manage.

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Story-first scripting that humanises the brand

We replaced generic product showcases with concise, emotionally-anchored stories drawn from real-life home moments - muddy paws, coffee spills, renter-friendly makeovers. By tapping into relatable scenarios, Kukoon transformed from “rug seller” to “home-life problem solver”. Between January and June our creatives produced a 33% higher outbound CTR and a 17% higher thumb-stop rate (TSR) than Kukoon’s in-house creative, which lifted overall account outbound CTR by 10% and overall account TSR by 5%.

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Visual setup sequences that build instant clarity

Every creative opened with a “scene-setter” so silent scrollers grasped the value prop within at the most important part of the video for grabbing attention: the hook. This crystal-clear framing slashed cognitive load, cutting CPC to £0.57, a 20% more cost-efficient at generating outbound clicks when compared to Kukoon’s in-house creative, bringing overall account CPC down by 7%.

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Framework experimentation to find winning formulas

We systematically tested multiple hook, body, and CTA formulas across ad groups. A clear understanding of which narrative angle resonated the most and which structure consistently delivers high-performing results, informing rapid creative iteration that kept results compounding month after month.

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Smart budget allocation for maximum learning

33% of all media spend went to assets produced by us to strategically fuel TOF performance which focused on high-engagement, awareness-building formats, driving +33% higher CTR (lifting the overall account CTR by 10%), -20% lower CPC (reducing the overall CPC by 7%), and +17% stronger TSR (raising the overall TSR by 5%) compared to Kukoon’s in-house content. This has helped Kukoon efficiently scale reach and capture new audiences at a lower cost.

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Over the last six months, our creative-plus-landing-page programme unlocked measurable gains for the brand. This, coupled with Kukoon’s in-house content, formed a full-funnel conversion ecosystem that enables consistent scale for the brand. Here’s how we’ve helped Kukoon:
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• Higher engagement at scale: Our ads captured attention faster, leading to a 33% higher CTR versus Kukoon’s in-house creative.
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• More efficient acquisition: Our ads trimmed click costs by 20% when compared to Kukoon’s in-house creative and freed budget for incremental testing.
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• Strong first-impression impact: A 21% thumb-stop rate proved our story-led hooks beat carpet-swatch visuals, convincing new audiences to pause, watch and explore.

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