AO2: the winning formula was already in the data.
Role: Creative Director
Disciplines: Performance Creative · Paid Social · UGC · Creative Testing
Deliverables: A rebuilt paid-social creative strategy, shipped and iterated in under two weeks
Metrics: $45K → $91.4K net revenue in 14 days · 70% net-new customers
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AO2 needed to break a performance plateau on paid social. We'd been shipping polished, high-production concepts and the numbers stayed flat. The account was telling us something we weren't listening to.
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Customers didn't want to be sold to. They wanted to see a real person using the product in their real routine, in real bathroom light. The trust was in the ordinariness, not the polish. The winning creative was already in the data, we just had to stop reinventing and read it.
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Diagnosed the performance data to find the format that was quietly outperforming: real-routine, phone-shot, creator-led.
Killed the reinvention and rebuilt the creative strategy around the routine format as the new control.
Briefed and directed a batch of modular variations, then fed top performers back into paid and read results into the next round. A loop, not a launch.
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Net revenue went from $45K to $91.4K in 14 days, and 70% of those customers were net-new. The routine concept became the account's new baseline and the template we iterated against. The lesson I carry into every account: read the signal before you try to out-create it.
“Katie has the rare instinct to know when to stop creating and start listening to the account. It paid off fast.”