Optimizing creative assets to maximize Brand Awareness
[ comfort zone ] is a line of face and body products, treatments, and rituals created in 1996 by Dr. Davide Bollati, pharmacist and president of Davines Group, a B Corp certified since 2016. With over 25 years of experience in the spa and wellness industry, the brand combines innovation, expertise, and sustainability through high-performance vegan formulations inspired by the principles of pharmacognosy.
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Client[ comfort zone ]
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SectorBeauty
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Areas of ExpertiseContent Strategy, Marketing & Media
1. Goals
[ comfort zone ] aimed to create an awareness campaign on Meta, using a main video originally produced for other channels.
The challenge was to adapt the existing content to the platform’s specific context while following best practices to maximize impact.
We supported the brand in analyzing the original video, optimizing its length, format, and messaging to ensure it was perfectly aligned with Meta’s audience and dynamics.
The ultimate goal was to:
- Maximize the content’s ability to capture user attention
- Increase brand visibility
- Strengthen the campaign message in a competitive digital environment
2. Our Approach
The initial analysis of the main video revealed some critical issues for its use on Meta: excessive length, multiple overlapping themes, and a high cognitive load required to assimilate the message.
This analysis presented an opportunity to reinforce the brand’s two key pillars — science and nature — by simplifying the content and making it more suited to Meta’s dynamics.
Using the main video as a foundation, we created two 15-second videos, each optimized according to Meta’s best practices. To guide their production, we developed an operational document detailing all necessary cuts and edits.
The first video emphasized the scientific research behind the product formulations, while the second highlighted their natural origin and sustainability. This segmentation helped deliver clear, distinct messages, improving both usability and visual impact.
To assess performance, we conducted an A/B test to determine which content resonated most with the audience. Both videos were included in an awareness campaign optimized for maximum video views, with identical delivery time, budget, and target audience to ensure reliable, comparable results.
3. Key Wins
Thanks to this approach, we created two pieces of content optimized for awareness on Meta, perfectly aligned with the brand’s objectives.
The A/B test provided valuable insights into which message resonated most with the [comfort zone] audience, revealing a clear preference for the scientific aspect of the product. This version significantly outperformed the video focused on natural origin, achieving:
- +91% impression
- +104% reach
- -57% CPM
These results confirm how our approach, based on content analysis and optimization, can enhance campaign performance and drive more targeted, relevant communication to the audience.
