Rally the team around creative efficiency metrics rather than in-platform conversions
PrincipleBrand Strategy
Rally the team around creative efficiency metrics rather than in-platform conversions
Eucalyptus stopped trusting in-platform conversion numbers and rallied its team around creative efficiency instead: scaling spend into ads with strong hook rates, hold rates, click-through rates and top-of-funnel conversion, then triangulating with backend results to confirm that more efficient creative really produces more conversions.
Source
Tracksuit webinar "Brandformance Formula" with MagicBrief and Eucalyptus (2025)
Mikayla Hopkins (Tracksuit), George Howes (MagicBrief), Carly Griffin (Eucalyptus)
00:38:23-00:39:04 Carly Griffin
Go to the originalMore from this source
StatThe strongest brands returned more than twice the S&P 500 over 2007-2019Stat42% of finance leaders cannot measure the long-term impact of brandPrincipleBrand creates value through cheaper acquisition, more value per customer, and a moatPrincipleHarvest the 5-15% in market today and create future demand among the other 85-95%StatNike lost six points of consideration and preference in six months of performance-heavy spendingStatBrands with 60% awareness convert at 2.86x the rate of brands with 20% awarenessCaseLoop Earplugs doubled orders in a quarter by tripling creative testing volumeStatCreative decides more than half of Meta auction outcomesStatDigital performance channels take 73% of global ad spendStatFour in ten Gen Z, Millennial and Gen X consumers discover new products on social mediaCaseHexClad graduated a winning Meta insight into a Super Bowl ad, then cut it back into performanceCaseA $2,000 billboard bought for the photo, not the footfall
We wrote about this