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The best-selling category was the wrong one to advertise.

Retailer · Meta · Creative classification by product category · 12 months

Case studies · done with EPYC · Meta Optimizer

+21%close rate vs account averageCreative classification by product category · 12 months

What we found

The highest-revenue category was the obvious thing to make more ads about. It also had no margin and no differentiation: every retailer carries the same brands. The retailer's own-label range, the one thing only it can sell, closed 21% above the account average. The brief flipped: less creative for the commodity category, more for the one with a moat.

Raw platform performance would have sent the creative budget the wrong way.

Method

  1. 01

    We classified every creative in the account by the product category it featured, alongside the standard tags: production style, hook, format.

  2. 02

    We scored closers, engagers, and underperformers against the account average using purchase-weighted metrics.

  3. 03

    We generated the creative brief from the scored set: what to make more of, what to stop.

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