DRIVING BRAND GROWTH WITH COPPER HEAD
ROAS * AVERAGE ORDER VALUE * REVENUE GROWTH * ROAS * AVERAGE ORDER VALUE * REVENUE GROWTH * ROAS * AVERAGE ORDER VALUE * REVENUE GROWTH * ROAS * AVERAGE ORDER VALUE * REVENUE GROWTH *
Uncoiling Big Wins
The Challenge
In 2023, Pocket Hose partnered with Modifly to launch Copper Bullet, expanding beyond its traditional reliance on TV and Google into a successful digital-first campaign. That launch established a new performance benchmark and positioned Copper Bullet as a category leader.
By 2025, the task was not only to launch Copper Head but to transition it into the brand’s new flagship—taking center stage in the product line while Copper Bullet remained in-market as a secondary offering. The challenge was to leverage everything learned from Copper Bullet while simultaneously evolving the strategy to capture new audiences, differentiate in a crowded category, and sustain long-term growth.
This meant advancing beyond proven tactics: translating past insights into sharper creative and messaging, evolving testing frameworks, and ensuring every element of the launch was designed for both immediate impact and enduring performance. Copper Head needed to signal the next chapter for Pocket Hose—and establish the foundation for its continued leadership in the space.
What We Did
- Launched Copper Head with data-driven creative and messaging strategies.
- Maintained brand consistency while introducing product differentiation.
- Drove strong and sustained launch performance.
- Enhanced long-term creative effectiveness and scalability.
- Increased average order value through offer innovation.
How We Did it
- Identified top-performing creative elements from the Copper Bullet campaign and strategically integrated them with new value propositions for Copper Head, informed by audience testing insights.
- Developed a step-by-step framework for producing and rapidly testing creative concepts each week, with a focus on generating actionable insights.
- Continuously refined creative strategy by testing and analyzing performance data, messaging effectiveness, and marketplace trends.
- Enhanced media relevance by aligning campaigns with seasonal trends using weather-based targeting and key holiday touchpoints.
- Proactively identified and tested emerging tools and platforms to enhance performance and uncover competitive advantages.
Creative Launch Process
Step 1
We reviewed the top-performing images from Copper Bullet and identified those from Copper Head that shared the same winning variables.
Step 2
We applied top performing headlines from Copper Bullet tailored to the Copper Head.
Step 3
We included proven creative elements including a “Free Gifts” sticker and urgency text overlay reading, “Exclusive Deal — Ending Soon!”
Through this process, we were able to maintain brand consistency and launch utilizing messaging and elements that have been proven to perform well, and combine them with the unique value propositions of the Pocket Hose Copper Head.
Creative Iteration Process
Static
GIF
Video
Scaling Beyond
As our testing process continued and more winning ads were identified, we were able to increase ad spend to top performing creative while testing budget remained consistent, allowing for growth at scale across the account.
With new levels of achievement, came the necessity to continually think outside of the box and test new creative concepts.
Our next testing phase including leaning into 3 key areas:
UGC & Whitelisting: Knowing that Richard Karn creative performs best, we took it a step further and ran ads from his own profile.
Seasonal Moments: Another insight from Copper Bullet, we leaned into seasonal moments, even when there was no specific holiday occurring.
High Production Video: Taking a page from the playbook of some of the most successful DTC brands, Pocket Hose flipped the script and developed high-production video content that pushed beyond the brand’s usual formula.
Each of these initiatives emerged as top creatives and paved the way for further creative optimization and testing.
Testing Framework
Our creative testing framework involved a dedicated test campaign to isolate learnings and ensure adequate budget for reliable optimizations.
Key metrics we look at when testing creative include:
CPC
Cost-per-click
A key indicator of user engagement and interest.
CTR
Click-through rate
Signifies how relevant and appealing the ad is with the target audience, indicating messaging resonates with them.
Once winning ads are identified, we move these to an evergreen campaign for long-term scale and pause the ads that did not perform as well in the test campaign.
We then continue the process of testing new iterations of what’s working, as well as net new concepts, to challenge the status quo and unlock new unique value propositions and messaging angles.
Outcomes
Our testing methodology began with establishing clear benchmarks across both performance and delivery metrics.
By implementing a structured, pre-defined framework for identifying top and under-performing elements, we were able to make rapid progress with confidence ensuring data-driven decision making and effective optimization.
READY TO TAKE NEXT STEP?
READY TO TAKE NEXT STEP?
READY TO TAKE NEXT STEP?
READY TO TAKE NEXT STEP?
