Rainy City and White Elm quickly recognized the importance of leveraging evergreen ads—high-performing ads that consistently delivered strong results over time. By creating more variations of these top performers, we sustained and even extended the level of scale our ads achieved, maintaining periods of exceptional performance throughout the marketing calendar.
We strategically mapped out the entire year, aligning key narratives such as summer launches, fall releases, Mother's Day, and back-to-school campaigns to drive demand across all seasons, ensuring a steady flow of revenue. This planning was regularly refined through collaborative brainstorming between our data teams and White Elm's broader creative team.
Armed with these insights, we were able to rapidly iterate, developing variations of top-performing ads and scaling the account with impressive efficiency.
By implementing strict kill switches on underperforming ads and maintaining a finely tuned, optimised ad account structure, the teams were able to efficiently direct ad spend towards uncovering new high-performing creatives at pace
