Structured

Sharing a win from the Wellow team this month that we are proud of. 4 of the creatives we produced landed in their top 30, and one hit #1 in the account over a 7-day window. What made it noteworthy is that these were going up against ads Wellow already had working. Good ads, with real spend behind them. Ours held their own and then some. Our roots are in creative strategy, and that depth is what shapes how we produce creative for our clients. We're not just making ads, we're making a lot of strong ones, fast, and running a real loop behind them: insight, production, results, iteration. The volume and the speed matter, but only because they let us learn quicker and put those learnings back into the next round. Wellow is just one of the brands where it's showing up in the numbers. If creative production is on your radar, we would love to show you more of our work!

If you've ever had to choose an agency partner, you know how hard it is. It's a long, tedious, high-stakes decision, and you're mostly making it on promises. Everyone pitches the same flexibility, the same potential lift, the same partnership. You don't actually know what you're getting until you're months in and it's expensive to change your mind. Instead of pitches, we prefer show and tell: Meet Rebecca Hageman, Senior Brand Marketing Manager at Dr. Whitney Bowe Beauty, (we've worked with the brand for over four years!) In a recent NPS survey, here's what she wrote: "Structured is by far my favorite agency I work with… the team (especially Ross) goes above and beyond, and I truly know that we all have the same end goal. I feel it to be a true partnership and couldn't ask for more, and would not ask for less. Ross is an absolute asset, and by far one of the best partners I have worked with." Four years means a lot of campaigns, a lot of chances to drift. We've spent every one of them showing up the same way - the same people, the same standard, the same stake in her results as if they were ours. We measure ourselves on two things: the experience a client and their team have working with us, and the results we drive. Four years is what it looks like when we deliver on both.

Reorienting Structured around NPS (the Net Promoter philosophy) has been a fundamental shift in our growth and frankly, in our clients' growth too. It wasn't easy or fun in the beginning. But it's probably the single most important thing we've done as an organization. Running NPS this way cuts against the grain of how agencies typically operate - and against everything people have come to expect from working with one. Everybody's got an agency horror story. People come to us braced for that, because it's what they've lived. So we ask, constantly, whether our clients are genuinely thrilled - with the partnership and the results we're driving. We hold ourselves to two questions: How does the client experience working with us? And are we delivering the meaningful outcomes that actually fuel their bottom line? It's super rewarding when the answer to those two questions are consistently yes.

“We didn’t need to hire a CRM manager.” That’s not a throwaway line. That’s a $150k+ decision. One of our clients said this after working with us and it perfectly captures what good retention should actually do. We stepped in after an internal restructure left their CRM role unfilled. Instead of scrambling to hire, they partnered with us to rebuild retention the right way: • Automations that cover the entire customer journey • Campaigns tied directly to business goals - not vanity metrics • Clear ownership and execution that freed up their internal team • Proactive strategy, on-time delivery, and high standards - every time The outcome? Retention became a growth lever, not an operational burden. Their team got capacity back. And the business didn’t miss a beat - without replacing the role. This is what mature ecommerce brands are really looking for: Not “more emails.” Not “better flows.” But confidence that a critical revenue channel is handled at the highest level.

The best product launch emails don't feel like product launch emails. They feel like being invited into a world. Here's the structure that keeps working for aspirational brands: Start with where the product comes from. Not the brand story - the actual origin. The geography, the tradition, the moment in history that made it exist. Give the reader something they didn't know. That piece of information earns the relationship; it positions the brand as someone who knows things worth knowing. Then describe the experience of using it. Not the features. The sensory experience. What it tastes like, feels like, looks like. Specific enough that the reader can picture themselves there. Then close by inviting them in. Not "shop now." Not "limited time offer." The best CTAs for aspirational products frame the purchase as an experience to be had, not a transaction to complete. This structure does something most emails don't: it makes the reader want to be the kind of person who buys this product before it asks them to buy it. Origin → experience → invitation.

We were reviewing top-performing paid creative across a handful of accounts. One ad stopped the room. It wasn't the most polished. It wasn't the most branded. The production value was modest at best. What it had was a hook that was impossible to close. A person doing something physically stressful - timer counting, tension building, the outcome genuinely unclear - with a simple mechanic: every second counts toward a bigger discount. By the time the resolution hit, the viewer had already committed nearly a minute to the video without realizing it. No product feature explained. No benefit listed. Just a curiosity loop held open long enough to earn the conversion message at the end. The insight that came out of the conversation: this only works because the hook was specific and real. Manufactured stakes don't hold attention. The viewer might know it's staged - but the emotional response doesn't care. The ads that get watched to the end aren't the ones that open by announcing the product. They're the ones that open with something the viewer needs to resolve.

Most brands approach creative testing backwards. They come up with a new concept. They build the ad. They wait to see if it works. That's not a testing strategy. That's guessing with production costs attached. Here's how we actually think about it. Start with the data. What's your best-performing creative right now? Not your favorite - your best. The one that scales, hits KPIs, and hasn't fatigued. Study it. What's in it? What's the format? What's the hook? What's the pain point it leads with? Now make three changes. Not one, not five - three. Change the hook, the visual format, and one piece of messaging. Three changes means you're genuinely testing a new variation, not just a cosmetic refresh. But you're still grounded in what's proven to work. Run it. Let the algorithm spend on it. Watch what happens. If it works, you have a new winner to iterate from. If it doesn't, you've learned something specific - which of those three changes might have been the problem. This is how you build a creative library that compounds over time instead of starting from scratch every month. The brands winning on paid aren't more creative. They're more systematic.

Happy Monday! We're here to share how a food and beverage brand went from 𝗦𝗧𝗔𝗚𝗡𝗔𝗡𝗧 𝗧𝗢 𝗦𝗖𝗔𝗟𝗜𝗡𝗚, without changing their product, their price, or their offer. They'd been running the same four creative formats for eight months. Performance was flat. They were convinced the problem was their media buying strategy. When we looked at the account, Meta was essentially showing the same creative to the same people over and over. The algorithm had exhausted the available audience for those four formats. There was nowhere new to go. We built out a diversified creative set - twelve genuinely different formats. UGC videos with three different creator types. Static ads using different visual approaches. Before-and-after formats. Social proof formats. A "3 reasons why" text-based ad. Within six weeks, cost per acquisition dropped. Revenue from paid grew. The audience had expanded, not because the budget changed, but because the creative finally gave the algorithm new signals to work with. The VP of Marketing said later that it felt like we "unlocked" the account. Mission accomplished!

A product with multiple use cases has a simple choice in how it presents itself. It can pick one use case and speak to it clearly. Or it can show all of them and let the reader choose. Both work. The second is underrated. One of the most effective creative formats we keep seeing across health, beauty, and wellness: show the outcome at different levels of use. The entry version. The standard version. The maximum version. Side by side, visually, without heavy copy. The customer doesn't feel sold to. They feel like they're in a fitting room, picking what works for their situation. The brand isn't pushing a specific outcome — it's presenting options and letting the customer self-select into the one that fits. The conversion happens because the customer made the choice. Not because they were convinced. This works especially well for products where the "right" answer genuinely depends on the person. When there's no wrong choice — just different levels of commitment — showing all of them is almost always better than defaulting to one.

De Soi just gave us a 10/10 NPS. Their response when asked what we did that delighted them: "Passion and precision." 🙏 Grateful for the partnership and for leaders like Karimah Gottschalck!