Scaling Paid Social Reach and Efficiency for a Leading National Kitchen Brand

The challenge

Ahead of a key selling period, a leading national kitchen brand was struggling with scale. Increased budgets were pushing CPL up, and new creative was not cutting through as effectively as expected.

The approach

We identified incrementality as the issue preventing campaigns from succeeding. Instead of pumping more money into the same bottom-of-funnel campaign, we scaled horizontally to overcome Meta's tendency to prioritise one or two ads over others. We also added an incremental top-of-funnel layer, bringing in new audiences and fresh data for the platform.