Case Study4 minX: 42.09 / Y: 11.88
Calibrating Paid Media for a DTC Watch Brand
A direct-to-consumer watchmaker was scaling spend but losing efficiency. We re-engineered the bid and creative feedback loop to hold ROAS at 6.4x.
BY CREATOR SEM
6.4xROAS
The Complication
A DTC watch brand had scaled paid spend 5x in a year, and watched ROAS collapse from 4.8x to 2.1x. More budget, less movement.
The Diagnosis
Creative fatigue was the silent killer. Winning ads were run past their half-life, audiences were stacked without deduplication, and bids were set once and forgotten. The account was a movement with no regulator.
The Calibration
We introduced a fatigue detection model that flagged creatives at 60% of their effective half-life, an audience deduplication layer, and a bid calibration loop adjusted against live ROAS every six hours.
The Result
- ▸ROAS: 2.1x → 6.4x
- ▸Spend: held flat
- ▸Creative half-life utilisation: 41% → 92%
Efficiency returned because the dials were finally watched.
END OF BRIEF / calibrating-paid-media-dtcNext Brief