Portfolio.
Video, ad statics, a pop-up, and email headers, all from accounts I ran. Each piece says what it is and what it was for. The full results, with the reporting slides, are in the case studies.
Video.
Two short ads, one from each account. Press play.
Deals extended through the holidays
Black Friday and Cyber Monday deals, extended: up to 35% off through the holidays. Then three proof points in five seconds: winner of 35+ awards, trusted by over 300,000 customers, and tested for durability and longevity.
There is no sound, so it works on mute.
NESTOUT case study →The foam-fill reel
Foam fills a wall cavity next to old pink fiberglass while the captions make the pitch: bad insulation lets hot and cold air in, 77 million homes have bad insulation, and flexible payment options lead to a free quote.
Reels like this carried the lead volume in the testing log. One Detroit test of a foam-fill reel generated 74 leads.
USA Insulation case study →NESTOUT.
NESTOUT sells outdoor power and gear: batteries and power banks, lights, tripods, and gear cases. These pieces cover the winter intro, the holiday and Cyber Week sales, a giveaway, and the first-purchase pop-up and welcome emails.
The strategy, the results, and the reporting slides are in the NESTOUT case study.
Winter intro
The header image for the winter 2025 intro on the DTC site, sized 1920 by 735. A gloved hand, an outdoor battery, and a clear blue sky set the season before anyone reads a word.
Flash sale, up to 40% off
Offer first. The discount is the headline, and a lantern glowing at dusk carries the season.
Cyber Week deals
Up to 35% off, the same offer the deals-extended video carries. Two outdoor batteries in the snow keep the winter setting.
Gear giveaway
A giveaway built around a bundle: a 10K battery, an air pump, and a small gear case.
First purchase offer
10% off the first purchase plus free shipping on orders over $99, over a winter photo. This is a seasonal version of the rebuilt pop-up that took email capture from 0.94% to 4.98%.
Welcome flow, version 1
A "Why NESTOUT" header over a dark photo of two people with headlamps.
Welcome flow, version 2
The same header over a hiker in a red jacket on a snowy trail. Two options for the same email.
USA Insulation.
USA Insulation is a whole-home insulation company. These statics ran as Meta lead gen ads across local markets, and each one leads with a single idea: a tax credit, an offer, summer heat, a local winter, or a cost comparison.
The offers, the copy, and the testing log behind them are in the USA Insulation case study.
Tax credit
Savings first. Long-term savings plus home comfort, with a $2,400 total savings figure that includes a $1,200 tax credit.
Black Friday special
Styled as a phone reminder note instead of an ad. The offer: a $1,200 tax credit, free labor, and one year no interest with no payments.
Summer heat
The season swap. Protect your home from summer heat and humidity in just 1 day. The testing log shows why it mattered: by May in Detroit, cold-weather copy was losing.
Detroit winter
Local and seasonal: get your Detroit home ready for winter in just 1 day. In the testing log, localized copy tended to get far more of the spend.
Savings comparison
A side-by-side of fiberglass, cellulose, and spray foam under a $2,400 savings headline. Comparison creative was a standing format in the testing log.
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