A Creative Engine That Never Runs Dry
Forty tested variants a month replaced one-off campaign shoots.
Brand
Mint and Oak — Creative, 2025.
Challenge
Ad fatigue hit within ten days of every launch. Creative arrived in quarterly batches, so the media team spent most of the month scaling assets that had already stopped working.
What we did
We built an angle bank from reviews and comments, then set up a monthly production line of statics, UGC and short product films, each scripted for the first three seconds.
Result
Hook rate improved sharply and creative fatigue windows extended from ten days to over five weeks.
Numbers
What changed
4.6s
Avg hook ratio
40+
Variants / month
+52%
Thumb-stop rate
3.5x
Creative lifespan
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