Hair-care brand: beating a 10-day fatigue cycle
+62%hook rate
−29%CPA
120ads in rotation
Challenge
Creative fatigue every 10 days. The brand's best ads burned out before the next studio shoot could be booked, and CPA crept up every time a winner died.
What we did
- 40 UGC videos a month, 3 hooks each
- Weekly refresh cycle: new hooks on proven bodies every Monday
- Casting by hair type so every viewer saw someone like them
- Kill rules agreed with the media buyer before launch
“We stopped dreading the Day-10 drop-off. Every batch came with three hooks and a read on which one won, so our media buyer always had something fresh to test.”