A direct-to-consumer growth programme built on the premise that the ad creative — not the targeting — is the main variable.
- Client
- Kite
- Industry
- Retail & Consumer
- Year
- 2025
- Services
- Performance Marketing & Digital AdvertisingSEO & Digital GrowthCreative Design Services
Overview
What this project is.
Kite is a concept personal care brand. The project models a growth programme where creative production volume, structured testing and organic search are planned as one system rather than three separate workstreams.
Challenge
The problem to solve.
Direct-to-consumer acquisition costs rise when a brand relies entirely on paid social with a thin creative library. The brief was a programme that could keep producing fresh, testable creative while building organic visibility that reduces paid dependence over time.
Insight
What we noticed.
On modern ad platforms, targeting is largely automated and creative is the remaining lever with real leverage. A brand that can produce and test more good creative has a structural advantage over one that cannot.
Strategy
The approach taken.
Build a creative production system geared to volume without losing craft — a modular template kit, a monthly production rhythm and a disciplined test framework. In parallel, build search visibility around the questions people ask before they buy, so acquisition is not permanently rented.
Creative Direction
How it looks and moves.
Clean product photography against colour fields, confident typography and a strong bias toward showing the product doing something. Every asset is designed to be legible at thumbnail scale.
Execution
What the work involved.
Creative production system and modular templates
Monthly creative testing framework
Paid social and paid search campaign structure
Product and lifestyle photography direction
Search-led content programme
Measurement and reporting setup
Deliverables
- Creative system
- Ad creative library
- Campaign structure
- Photography direction
- Content programme
- Reporting framework
What it sets out to achieve
The outcome the work is built for.
This is a concept project, so the outcomes below describe design intent rather than measured performance. We publish numbers only where a client has verified and approved them.
Creative treated as the main lever
Production volume and testing discipline are designed as the core of the media programme.
Paid and organic planned together
Search visibility is built to reduce dependence on rented acquisition over time.
Legible at thumbnail scale
Every asset is composed for the size it will actually be seen at.
