The Situation
A US mobile accessories brand had a problem most product brands hit at some point: too many SKUs, not enough clarity on which one was the actual hero.
Sales were happening, but they were unpredictable. One week a phone case would spin up; the next week it would stall. The team kept launching new ads for new products, hoping the next one would be the breakout — but with generic creatives and no real testing structure, every product was getting the same superficial chance.
The opportunity was huge: the US mobile accessories market is enormous and conversion-friendly. The brand just needed to find the right product, the right creative angle, and a system that could scale once those two things lined up.
What We Did
We approached this as a research problem first, a scaling problem second.
- Market research and content creation. We dug into the US mobile accessories buyer — what they care about, what they compare on, what stops them from buying — and built a content brief grounded in real customer language rather than generic product specs.
- Account audit. We mapped the existing ad account, killed the campaigns wasting budget, and rebuilt the structure so testing could actually surface signal instead of noise.
- Disciplined product testing. We tested 10 different products with 20+ creatives per product — over 200 creative variations in total — so we could see which combination of product, hook, and audience produced consistent results.
- Influencer collaboration. Once a winning product surfaced, we layered in influencer creatives to amplify the proof and reach buyers who don't respond to brand-direct ads.
- Aggressive scaling. With the winner identified, we scaled the campaign with a ~$238K budget, riding the proven combination as far as it would go while continuously refreshing creative to fight fatigue.
The Results
Once the testing surfaced the right product, the right creatives, and the right audience, the campaign scaled to ~$2M+ in total sales at a ROAS above 10x.
The brand didn't get there by spending more — they got there by spending the test budget patiently enough to find the breakout combination, then committing to it once they did. That research-then-scale discipline is now their playbook for every new product launch.
