Scaling Magic Tree Superfoods with Meta Creative

Magic Tree Superfoods had reached £4,617.75 per month at a 1.90x return and had stopped finding new audiences due to an outdated 'phase-testing' strategy that an agency was using. This included using detailed targeting , on the account level including audience exclusions , and lack of creative diversity testing 10-15 hooks on the same body only. This caused intenal competition, forcing meta to bid for the same customers , making CPM's skyrocket. Leigh's growth was stagnant and most of the ads were being pushed to retargeting.

I took a deep dive into the newest information about best practice on meta, and found that since Andromeda had been introduced the way businesses should adverised has changed - the creative itself was the targeting. I rebuilt the Meta account around a single testing ecosystem, replacing phase testing and custom-audience dependence with a creative-led approach and made creative diversity and viral formats madatory. I used audience research from reviews, forums, and Meta data to identify customer desires and objections, then developed deliberate creative variety across formats and audience angles.

The “YOUR CHILD” angle became the core campaign. In a rolling 30-day period, the account reached £105,983.30 at a 5.09x return- which opened new doors to scaling. We have now split that audience into 4 different segments , and recently introduced a higher ticket offer for this product which has since increased the AOV, plus we have expanded from the UK to the US.

Creative strategy and testing direction

Audience and objection research

Creative angle development

Meta account testing structure