From two markets to four, and a record 1,000 sales in a week
A hot brush brand selling in the Netherlands and the UK. We ran the creative strategy through a summer of weekly tests, found the winners, opened the US, and set the account up for Q4.
Ciriel
- 1ReadWinners and losers named, budgets moved on evidence.
- 2RebuildEditor workflow, naming, a fixed launch cadence.
- 3ExpandA one-day US test, then a fast pivot of spend and creative.
- 4ScaleA record week: 1,000 sales, €34 a sale, the US at 44% of spend.
Working with Eda has been a great experience. She’s proactive, reliable, easy to communicate with, and genuinely cares about the quality of the work. She takes ownership, thinks along with the business, and has become a very valuable part of our creative process. Highly recommended.
Two markets, one stalling. The Dutch account had proven winners; the UK account was spending more each week for a falling return, with a site conversion rate under one percent at its worst. Long-running ads were fatiguing and the pipeline of new concepts had dried up.
HYLN's part: the creative strategy, the briefs, the testing system and the read-outs. The founder runs the media buying and the stores.
One concept at a time, named so every result could be read. Net-new concepts on one side, iterations of proven winners on the other, launched on a fixed Tuesday and Friday cadence.
Read the winners properly. FH008 ran at a 4.6 ROAS in the UK and a €12 CPA in the Netherlands, so its budget went up; FH004 had cheap add-to-carts but few sales, and the watch-time curve showed the product arriving too early at twelve seconds, so the iteration built pain and trust before the reveal.
Fix the machine, not just the ads. A direct editor-to-strategist workflow with a three-videos-a-day target, a strict naming convention, a launch-plans document for every ad, and long-copy native ads and pre-landers for a sceptical UK buyer.
Test the market as a variable. When a UK price test showed a hard mental ceiling, a one-day US test on the same creative returned 27 sales on about €700. The Dutch winner that had failed in the UK became the US winner overnight; every asset was adapted for the US with prices off and American voiceovers.
Q4 on the front foot. A separate testing campaign so new concepts get spend, a Canadian account warmed up as backup, a creator pipeline for UGC, and a Black Friday plan briefed from mid-September.
A creative strategy is only as good as the market it is tested in. The same ad lost in the UK and won in the US the next day; the price test said why. Read the winners, fix the workflow that feeds them, and treat the market as one more variable to test.
