500+ ads in twelve months at +38% top-hook lift. One CD, no agency in between.

the run, applied to Aera

A brand bar that survives a weekly test cycle.

1. 01Read the accountThe existing library was campaign-built: beautiful, slow, made for launch moments. Perfumer interviews and a year of unaired footage sat unused.
2. 02Read the categoryA category full of cheap candles and $30 diffusers. The read was which arguments the category left un-owned.
3. 03Read the customerCustomer transcripts and perfumer commentary, mined for the language people actually use about scent in a home.
4. 04Make the planEight themes shipped as separate batches so the buyer could read angle against angle. Three earned the spend inside four cycles.
5. 05BuildAI refreshed the library between shoots; a quarterly shoot day covered what AI cannot fake. Every generation approved by the brand.
6. 06ScoreEvery variant survived the brand book before it reached the buyer. Cheap to kill here, expensive in the account.
7. 07Launch and learnOne early test: 30% Off beat a $50 Gift Card at equal value by 100%+ purchases. Winners rebuilt into new openers every cycle.

the client

“I never had to check in week to week. I trusted the work would be high-quality and on brand, with a lot of intention behind it.”

— Creative Director, Aera

next

See what the run would find in your account.