Rippling doesn't measure brand campaigns on direct-response metrics. Instead, creative top-of-funnel ads are designed to "implant a seed" of brand awareness. Success is measured by how these campaigns increase the efficiency and conversion rate of subsequent mid- and bottom-funnel ads shown to the same audience.

At Rippling, content creation is not a standalone, organic-only activity. The core philosophy is that almost every piece of creative, from humorous videos to customer stories, is ultimately designed to be used as fuel for their paid media engine. This ensures that brand-building efforts are maximized for reach and have a measurable pathway to impact.

Manscaped's success stems from treating TV not as a sporadic, campaign-based brand play, but as an always-on performance channel. This requires the same analytical rigor, continuous testing, and focus on business outcomes as paid search or social, unlocking its full potential as a demand generator.

Before scaling paid acquisition, invest in a robust brand system. A well-defined brand DNA (art direction, voice, tone) is not a vanity project; it's the necessary infrastructure to efficiently generate the thousands of cohesive creative assets required to test and scale performance marketing campaigns successfully.

A high-cost TV ad shouldn't be a standalone bet. Instead, it should be the central play surrounded by dozens of low-cost, purposeful social media ads. This approach allows marketers to target different segments strategically (e.g., Star Trek fans vs. seniors), gather valuable qualitative data, and avoid the high-risk "pray" approach of traditional broadcasting.

Tushy's growth and brand teams collaborate to ensure ads drive performance without damaging long-term brand equity. They moved away from certain high-performing creative after asking if it created the right 'memory structure' for an increasingly premium product, prioritizing long-term perception over short-term wins.

The reason a customer "needs" your product is subjective. Instead of a one-size-fits-all ad, create multiple versions that speak to different core buyer motivations. One ad might appeal to logic and data, another to time savings, and a third to team efficiency, ensuring you resonate with a broader audience.

TV's co-viewing nature and broader reach helped Manscaped uncover a significant audience they hadn't targeted: women buying products for men. This insight led them to test and find success on traditionally female-skewing networks like Bravo and E!, expanding their market beyond initial assumptions.

Manscaped shifted its TV strategy from a branding experiment to a core growth channel. They measure its success with performance metrics like Cost Per Acquisition (CPA), applying the same rigor used for paid search and social, ensuring TV directly contributes to business goals.