Identity & positioning
Who the brand is for, what it refuses to be, the tone it writes in and the visual language it holds across every surface. Written down, so three people can produce work that looks like one.
BRAND, CONTENT & PERFORMANCE MEDIA
Demand you can account for.
Identity and organic presence built in-house, paid acquisition governed against contribution margin, and a spend ceiling per brand that holds whether or not anyone is watching.
Creative Test CycleILLUSTRATION
Test · Learn · Scale
Illustrative view of a testing week
ConceptsBatch
In testLive
ScaledWinners
SOCIAL MEDIA
Creation and management, not just posting.
A calendar that is kept, creative produced in batches, and community management that answers in hours rather than days.
Content production
Short-form video, static creative, lifestyle and product photography, and copy — produced in batches on a schedule. Batching is what keeps a calendar alive after the first enthusiastic month.
Publishing calendar
Planned a month ahead, with room reserved for reactive posts. Every slot has an owner and a purpose: build audience, present product, or answer an objection.
Community management
Comments and direct messages answered within hours during business days. Questions that recur become content, and complaints reach the operations desk rather than dying in an inbox.
PAID MEDIA
Spend governed against margin.
Reach is not a result. We report acquisition against contribution margin after product cost, shipping and payment fees — the number that decides whether a campaign should grow or stop.
Each brand carries a daily spend ceiling. The ceiling is a rule in the system, not a reminder in someone's calendar, and it holds on a weekend as firmly as on a Tuesday.
- Structured creative testing with one variable at a time
- Audience and campaign structure reviewed weekly
- Daily spend ceilings enforced per brand
- Reporting that reconciles to the storefront, not to the ad platform alone
Acquisition vs MarginILLUSTRATION
Contribution view
Spend read against margin, not reach
SpendCapped
MarginTracked
ScaleEarned
THE DISCIPLINE
How a campaign earns more budget.
Brief against a margin target
Every campaign starts with the contribution margin it has to clear, derived from landed product cost, shipping and payment fees.
Launch a creative batch
Several concepts enter together so the comparison is fair and the learning is not spread over weeks.
Read at the storefront, not the platform
Platform-reported conversions are a signal, not the truth. The decision is made against orders and margin recorded on our side.
Scale only what clears the target
Budget moves to what is working and away from what is not, on a schedule, with the ceiling still in force.
Retire and document
Exhausted creative is retired deliberately and what it taught is written into the next brief.
Launching into a new market?
Tell us the category and the geography. We will outline the content plan, the media structure and the margin the campaign has to clear.
Discuss a launch →