521 CREATIVES LAUNCHED AND CPA DOWN 15%

Pure came to us having already made a deliberate decision: the traditional media-buying-heavy agency model wasn't working. Despite strong product-market fit, Meta was their third-largest acquisition channel, and it wasn’t performing as well as they knew it could.

CPA was high. Acquisition volume was too low. And creative testing lacked the structure needed to generate real, actionable learnings and compound results over time. The product was winning offline. Digital creative just wasn't converting that same demand at scale.

They needed to move quickly. With aggressive acquisition targets and a subscription model where retention health is tightly linked to acquisition quality, every creative decision needed to carry weight.

We implemented a creative-led growth model focused on improving hook strength, retention and CTR to bring CPA down.

We started with a deep-dive into Pure's customer base. Scraping reviews, mining in-account data, and using our AI-assisted research tools to identify what was actually driving purchasing decisions (and what was blocking them). From this, we identified two primary personas to anchor our creative strategy around:

• The Research-Led Realist: Educated, sceptical, looking for proof. They want to understand why Pure is better before they'll switch.
• The Worried Wellness Seeker: Emotionally driven, often triggered by a health scare or a fussy eater. They need reassurance, not a product pitch.

We also identified a key retention gap with fussy dog owners (a segment being underserved by existing messaging) and built specific creative angles to address their objections directly.

HOOK-FIRST CREATIVE STRATEGY

Early creative strength is everything, we restructured every asset to deliver its core value proposition within the first 5–8 seconds so the hook did the heavy lifting before attention is lost.

We leaned into emotional, problem-led openers: the dog that won't eat, the owner Googling ingredients at midnight, the vet visit that prompted a food switch. Real tension, real recognition.

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UGC, CHAT-STYLE AND NATIVE FORMATS

We prioritised formats that felt native to the feed. This often leant into chat-style testimonials, voiceover-led product demos, UGC from real dog owners. These weren't just aesthetically native; they mapped directly to the persona insights we'd uncovered. The Research-Led Realist needed educational content that felt credible. The Worried Wellness Seeker needed peer-to-peer reassurance, not brand broadcast.

Health-led storytelling, price and value framing, and product demonstration became our three highest-performing creative pillars, consistently driving top spend across the account.

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ALWAYS ON TESTING AND ITERATION

We ran monthly strategy reporting and bi-weekly creative iterations, ensuring the account never stagnated. Each creative cycle was informed by the last, with clear learnings feeding back into briefs. We shipped 521 individual creative assets in 6 months. This wasn't volume for volume's sake, it was a structured, compounding system designed to find winners fast and scale them hard.

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In 6 months, Pure's Meta creative engine looks fundamentally different.

Over 7-figures in spend has flowed through assets we produced, with creative-led optimisation now driving acquisition strategy.

CPA dropped by 15% reduction without pulling back on volume. For a subscription brand where every point of CPA efficiency compounds across the lifetime of a customer this is a meaningful shift.

Average CTR across top-performing assets hit 2.04% in the last 30 days, with a 6-month average of 1.24%. This is a strong signal that messaging is landing with the right people at the right moment.

Most of all, creative clarity improved across the board. Health-led and UGC formats became consistent top spenders, persona alignment tightened, and with micro-persona restrategising now underway, the foundation we've built is only going to compound further.