Cutting acquisition cost by refreshing creative weekly
A beauty brand shooting quarterly and wondering why performance decayed every six weeks. We replaced the shoot calendar with a generation pipeline.
−41%
Cost per acquisition
420
Images in the first batch
Weekly
Creative refresh cadence
3 days
Concept to live ad
What we found
The brand ran two studio days a quarter, producing around 60 usable images. By week six of each quarter, creative fatigue had pushed CPA up by a third, and there was nothing new to rotate in.
Shooting more often wasn't viable - model booking, studio hire and retouching made each day expensive enough that quarterly was already a stretch.
The approach
Built an AI generation pipeline
Products composited from real photography into generated lifestyle scenes, art-directed to the brand's existing look.
Human retouching on every frame
Product accuracy checked and corrected by a retoucher before anything shipped to the ad account.
Structured weekly testing
Four new concepts a week in controlled tests rather than dumping variants into one ad set.
Winner scaling rules
Written thresholds for when a creative graduates to the scaling campaign and when it retires.
Seeded the winners to creators
Concepts that worked in paid were briefed to creators for UGC versions.
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What I value most is the reporting. It's one page, it's honest, and when something underperformed they say so before I have to ask.
Tell us what you're trying to grow
A 30-minute call, a look at your current numbers, and a written plan within three working days. No deck, no pressure.