300 Percent Increase in Creative Output, Driving Higher-Velocity Experimentation
300%
lift in ad production capacity
100+%
unique creative concepts developed
100+%
creative assets across multiple formats created
Picsart, a global leader in creative tools, set out to accelerate growth by expanding and sharpening its paid creative program. Eager to speed up learning cycles and diversify concepts—without sacrificing quality, Picsart teamed up with us to build a testing engine that could deliver consistently, week after week.
Scaling Creative Production Without Compromising Quality
When we first started, the creative production rate was limited to just 5 ads per week. As the client aimed to increase testing capacity, we needed to rapidly scale up to produce and test 20 unique ads every week. This expansion brought up two key challenges:
Different Channels, Sizable Success
Tracking Difficulties
With a rapid increase in ad volume, it became increasingly difficult to track performance accurately. Without a structured naming convention, analyzing the results of each creative concept was challenging. This made it hard to derive insights or iterate effectively, leading to inefficient creative testing and slower optimization cycles.
Creative Pressure
Generating a high volume of unique, high-quality creative concepts week after week proved to be taxing. Maintaining consistency while delivering innovative, strategic ideas required a systematic approach to brainstorming and production. The need for varied formats, including static images, motion graphics, user-generated content (UGC), and screen recordings, added to the complexity.
Solution: Agile Creative Framework and Strategic Optimization
To overcome these challenges, we developed a comprehensive system designed to balance scale with strategic clarity. This involved three key components:
1. Agile Creative Framework
We implemented a monthly sprint structure with weekly production cycles. Each cycle began with a structured brainstorming session designed to closely link ideation with testing insights and align creative concepts with US market best practices. This system allowed us to rapidly generate, evaluate, and iterate on creative ideas.
2. Structured Naming Convention
To ensure consistent tracking and performance analysis, we established a robust naming convention. This standardized approach made it easy to attribute results to specific concepts, enabling detailed performance breakdowns and effective iteration. By making data accessible and organized, the team could quickly identify winning themes and optimize them further.
3. Hypertesting and Analysis
We established a structured pipeline for testing creative concepts at scale. Hypertesting allowed us to evaluate new ideas quickly, while regular creative reviews helped identify patterns and refine future strategies. The structured analysis enabled us to pinpoint high-performing themes and eliminate underperforming concepts, optimizing ad spend and creative development efforts.
Results
- Creative Output: Scaled production from 5 to 20 ads per week, significantly increasing the speed and diversity of creative testing.
- Creative Variety: Developed over 100 unique creative concepts and produced more than 200 creative assets across multiple formats, including static images, motion graphics, UGC, and screen recordings.
- Improved ROAS: The strategic approach to high-volume testing and structured analysis directly contributed to better budget allocation and stronger returns on advertising spend.
Client: Picasrt
Website: https://picsart.com/
Services: Performance Creative & Creative Operations