A sparkling herbal drink, sold through the brand’s own online store. It had a large content library and ads on three networks, and none of them could say which content actually sold. Snapchat was spending more than it earned. We rebuilt all three around one testing idea.
The situation
Plenty of content, no idea which of it sold
The account ran a handful of catch-all sales campaigns that had been set up long before. Nothing was set up to compare one network with another, and the brand’s best content was buried among hundreds of clips.
What we did
One test, three networks
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Sorted the content library by angle
Every clip and photo was filed into angles: offer, visual appeal, user-generated, talkative, calm, movement, testimonial and more. Creative became something we could test, not just post.
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Ran the same four angles everywhere
Meta, Snapchat and TikTok each got the same four sales angles as separate ad sets, so an angle’s result on one network could be compared with the others.
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Added a cheap awareness layer
Profile-visit and awareness campaigns on every network, at a fraction of the sales budget, built the audiences that the retargeting campaigns then sold to.
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Rotated creative in numbered batches
Offers and user-generated clips ran in numbered sets, so every set could be read on its own and winners stayed easy to spot.
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Reported across all three in one place
A single report showed every network, campaign, angle, age group and weekday side by side.
The test design
Results
Snapchat went from losing money to leading
Snapchat, before and after
Return on ad spend by network
Orders by network
What made the difference
Testing audiences is easy; testing ideas is harder. Running the same creative angles on every network turned three separate accounts into one experiment, and the answer was clear within weeks.
