#1 on Amazon in UK + US
How we found out exactly what Meta's Andromeda system needs, by taking Herd Mentality to the top of the UK and US Amazon rankings in six weeks.
The brief
The brief arrived on 1 November: find winning ads that could scale an $800k budget before Christmas.
Big Potato had a breakout hit in Herd Mentality. One ad was performing exceptionally well and driving real scale. Everything else they made fell short of it, and Thanksgiving and Black Friday were three weeks away.
The challenge
The obvious move was to replicate the winner: same structure, same formula, new variations. It did not work.
Meta's system doesn't want small tweaks to the same idea. It wants true creative diversity: different formats, different concepts, different messages. Until the account had that, it had nowhere to put an $800k budget.
What we did
Every ad was briefed off one persona and one position. Here is what that meant in practice.
Shifted to niche-led concepts
Rather than iterating one winner, we built highly varied concepts against specific audience niches, each with its own hook, angle and script.
Wrote ads around real scenarios
Hosting Thanksgiving. The pre-Christmas dinner party. The family gathering that needs something to do after dinner. Concrete situations rather than generic product claims.
Filmed authentic gameplay
Real moments from the game with simplified messaging, plus deliberately un-designed "ugly ads" that showed how simple the game is to pick up.
Leaned on peer-to-peer UGC
Creators fronting the same idea in different ways, which reads as content to a viewer and as genuinely different creative to Meta.
Produced 100+ unique video ads across the six-week sprint
The flex team ran in parallel to get the volume the budget needed, in the window that was left.
The results
- $3.5mrevenue generated in the six-week sprint
- −57%CPA, down from £28 to £16
- #1in party games across UK and US Amazon, the week before Christmas
- £500kmade in a single day
- BestChristmas trading period in the company's history
Atomic Clock were, without doubt, the right agency partners for our creative scaling challenges. In just three weeks they delivered 100+ videos, each aligned to clear audience personas, that helped us test, learn and scale fast, supporting our product's rise to #1 on Amazon in the US and UK ahead of Christmas.
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9× YoY Meta Ads growth
First £2m+ D2C year. Localised ads into six markets including Japanese.
856% increase in subscribers
50% reduction in CPA through scaling over 200 unique ad creatives for their new rum subscription product.
14× blended ROAS
Over £2m in a single quarter, with Meta revenue up 125% and Google up 69% year on year.