Goodmellow - DTC Performance Creative
Paid Social; Organic Social
Creative Strategy | Creative Direction | Copywriting | Design | Directing | Editing
Meta; TikTok
“Provocative” Static
Jumping on the “self-censorship” trend, we used one of the key benefits of Goodmellow’s being an alternative to alcohol as a way to grab attention and reinforce the value proposition.
Results: $2.75 ROAS (top account performer)
Business Challenge
Using paid, organic, and boosted channels, the objective was to drive interest around the Micro line of Goodmellow products to clear out old inventory.
“Free Tastings” New Jersey
Coordinated with local liquor stores to promote free tastings at participating locations, driving significant increases in foot-traffic on targeted days.
“Fake Reviews”
One of a series of many, using light motion to meet key demographic groups in resonant moments/experiences.
Results: $2.47 ROAS
Unboxing UGC
Leveraged the unboxing format to reveal a new product category. A/B tested with offers and affiliate code.
Results: $2.35 ROAS
AI Experimentation
There’s a place for generative AI, as long as it’s being done tastefully and in service of a strategic point of view. Below are a handful of examples of static ads created using a combination of generative AI (via Runway) and traditional Adobe Creative Cloud tools.