Creative Works
Ingredients Breakdown Test
Brand: Factor
Test whether clearly showing nutritional values and ingredient details would increase trust and improve conversion.
Primarily apartment households, targeting young professionals across ~1M apartment units, a segment that historically drives stronger conversion.
- Tested a simplified, product first layout that visualized nutritional values and ingredient breakdowns directly on meals. Reduced lifestyle emphasis vs BAU and increased clarity around protein, calorie smart, and functional benefits.
• CR +53%
• CAC -35%
• CCV +36%
• ROI +90%
Insights: Making nutrition visible and easy to understand meaningfully increased trust and conversion.
Trifold Format Test
Brand: Factor
Test whether moving from a standard BAU layout to a trifold format would improve engagement and conversion by creating a more immersive, magazine style experience.
- Introduced a trifold structure to guide the story across panels, create clearer hierarchy, and give the meals more space to breathe compared to the flatter BAU layout.
• CR +38%
• CAC -9%
• CCV +12%
• ROI +33%
Insights: a format that allowed more space for messaging, while keeping the focus on product value, improved acquisition performance. Regular format refreshes are a healthy lever for sustained growth.
Product Marketing x Partnership Test
Brand: HelloFresh
Introduce the new Taste the World series and attract new customers by showcasing globally inspired meals people actually want to try.
- Worked closely with Product to select high performing recipes based on order rate, recipe scores, and acquisition data. Partnered with Creative to ensure strong visual representation of diverse cuisines and positioned the collection as a limited time experience. Partnered with Air Canada flight giveaway to increase incentive and urgency for sign ups.
• CR +22%
• CAC -18%
• ROI +5%
Insights: Carefully selecting high performing recipes with Product, pairing them with strong visuals, and adding a relevant travel incentive helped improve sign ups and customer acquisition efficiency.
