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Case Study
Goodmelts

How We Turned Creative Testing Into Goodmelts’ Growth Engine — Doubling Revenue With a 25% Winning Creative Rate

Goodmelts is a home fragrance brand offering wax warmers, wax melts, scented candles and aroma diffusers — products where visual appeal, ambience and product experience play a major role in creating desire.

 

As the brand increased investment across Google and Meta, the challenge was sustaining revenue growth without creative fatigue making every incremental rupee harder to deploy.

 

For Goodmelts, creative couldn’t remain a support function for media. It needed to become a predictable source of new winners that could continuously unlock fresh pockets of scale.

Key Business Challenge

Build a creative-led performance engine where systematic experimentation could repeatedly identify winning ads — giving media teams enough high-performing creative inventory to keep scaling revenue efficiently.

Campaign

D2C – Google & Meta

Industry

Home Fragrance

Key Growth Levers

Google | Meta

Before Re-architecting, We Diagnosed
Where Creative Was the Growth Constraint

Creative Fatigue Risk

Increasing budgets behind a limited set of winners would eventually exhaust audiences and constrain further growth.

Multiple Product Stories

Warmers, melts, candles and diffusers offered different consumer hooks, creating significant room to test propositions beyond generic home-fragrance messaging.

Scaling Needed Winners

Media optimisation could extract more from existing ads, but sustained growth required a consistent pipeline of new creatives capable of absorbing spend.

From Making More Ads to
Building a Creative Testing Engine That Repeatedly Found Winners

Concept-Led Testing

Tested multiple creative concepts and messaging directions rather than relying on superficial variations of the same advertisement.

Product-Led Messaging

Built creative around key product categories and their distinct consumer propositions, creating more reasons for audiences to discover Goodmelts.

#ROI

Winner-Led Scaling

Shifted greater media investment behind creatives demonstrating stronger performance instead of distributing budgets evenly across assets.

Structured Experiments

Created a repeatable testing framework so new ads could be evaluated consistently and winners identified faster.

Media-Creative Loop

Used audience and campaign learnings from Google and Meta to continuously inform the next generation of creative tests.

We treated creative as a performance variable that could be systematically tested and scaled — building an experimentation loop between concepts, campaign data and media allocation.

Results Over the Engagement Window

Revenue
↑ 0 X
Winning Creative Rate
0 %
Bonus Win!

1 in 4 creatives became a winner. That gave Goodmelts a repeatable pipeline of ads capable of taking over as existing winners fatigued.

Our Learnings
We Don’t Just Test More Creatives

We Build Creative Systems That Keep Finding New Growth
01

Creative volume alone doesn’t create scale. The real advantage comes from increasing the percentage of experiments capable of becoming meaningful media winners.

02

Testing concepts is more valuable than endlessly testing cosmetic variations. Different propositions create larger learning jumps than small execution changes.

03

Winning creatives should inform the next test, not end the testing cycle. The strongest creative systems compound what they learn from every winner.

04

In visually driven categories, creative can become the primary constraint on media scale. A reliable winner pipeline gives performance teams significantly more room to deploy budgets productively.

For us, creative-led growth isn’t about producing more ads — it’s about building a testing system that keeps giving media new winners to scale.
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