Pact

Overview

78% increase in scaled efficiency on Meta while expanding into TV

Pact, a sustainable apparel brand, was looking to scale within and beyond Meta while maintaining efficiency across the funnel. As they considered expanding into TV, they needed a data-driven approach to de-risk their investment and ensure their creative strategy resonated with new audiences.

The Strategy

Fat Earth used Meta as a flywheel for creative testing, identifying the most effective messaging, visuals, and hooks. By running iterative tests in Meta’s measurable environment, we gathered real-time insights to optimize Pact’s TV/CTV expansion.

Unique Challenges

While highlighting the products themselves was key to driving sales, the sustainability of the brand at large was extremely important in terms of differentiating the products from competitors. Successfully finding the balance between brand and product education while also creating meaningful connections with audiences was a major area of focus.

What Worked Well

The data speaks for itself. Through post production we were able to develop an awareness ad rooted in data and designed to perform. This created a halo effect that improved CTR while driving CPM down over significantly increased spend. By strategically bridging performance marketing with broader brand-building efforts, Pact was able to launch TV spots with confidence, ensuring a smooth and cost-effective expansion into traditional media.