The document discusses using AI and paid social media for a small, challenger brand with a low budget. It tested multiple creative variations for Facebook ads over four weeks, including model gender, product color, image type, video vs static, and more. Results found that cost per landing page view reduced significantly, while video ads had higher click-through rates but static images led to lower costs per acquisition. Most annoyingly, the creative they thought was terrible performed the best.

1. AI + paid social: lessons from a
challenger brand

8. @olly

9. I love challenger brands.

17. Appeared on every Facebook feed in the UK
Several times

24. the problem
I have an average
photoshoot
Low budget We need sales to
come through fast.
Small team

27. We take the
average photoshoot
and video assets

28. Using the creative
and copy lines we
run 4 sprints over
four weeks

29. Each week multiple tests
including
1. Response to gender of
model
2. Response to colour of
product
3. Close up vs lifestyle images
4. Static vs Video
5. Copy Iterations and Themes
6. 9:16 vs 16:9 vs 1:1
7. 3s Video vs Static

33. Annoyingly Tom was kinda
right…

34. Return on Ad Spend remained
broadly the same as our
existing work.

35. However, cost per landing page
view reduced by 200%

36. Video delivered a
24% higher CTR
but static images
delivered 26%
lower CPA

37. But most annoyingly, the
creative we thought was
terrible performed the best