US strategy with full-service paid media and performance creative across paid social and search.
The Challenge
The brand's US expansion was stalling. After 18 months in-market, customer acquisition costs had risen significantly year-over-year while purchase volume plateaued. The team had exhausted their existing audience pools and creative library without finding a scalable acquisition formula for US consumers.
Previous efforts relied heavily on European creative assets repurposed for the US market and a single-channel Meta strategy that was hitting diminishing returns. Monthly spend was stagnant with declining efficiency, and the brand needed to triple US unit volume within 12 months to justify continued investment in the market.
CPA had risen over the prior three quarters. At that trajectory, the US P&L would would not sustain.
The Strategic Insight
The core problem identified wasn't media efficiency alone. It was a creative-market fit gap. European messaging emphasized product specs and sound quality metrics. US buyers in this category purchase on identity and social context over technical superiority.
A creative audit across the prior year of performance data showed that the 3 top-performing ads all featured outdoor social settings with groups of people. The lowest performers were all product-focused studio shots emphasizing specs. The signal was clear but had been missed because due to over-optimizing for CTR (where spec-heavy creative performed well) rather than down-funnel purchase metrics(where lifestyle creative outperformed).
We restructured the entire creative strategy around social-context positioning for the US market while maintaining spec-led creative for retargeting audiences in consideration. We also spearheaded a video UGC campaign with US English speakers testing diverse demographics.
The Execution
We rebuilt the account architecture toward clean, funnel-based segmentation. Budget allocation shifted based on custom seasonal planning to maximize efficiency during peak demand zones.
We produced high volume creative testing across static, UGC and video formats. Each concept was tested through a structured 72-hour validation protocol. USPs and audiences were quickly validated, with winners leveraged for scale.
Measurement strategy leveraged marginal efficiency and incrementality scoring models evaluating each channel's true contribution rather than relying on last-click attribution.
Client Testimonial
"The Neon team helped inform USA creative strategy and improve budget allocation."
The Results
Performance improvements compounded as the creative library matured. By month 6, the new creative system and channel mix drove ROAS to 82% higher than baseline while scaling up. CPA dropped by 44%, and reach grew by over 1,100%.
Beyond the media metrics, the engagement established a repeatable creative production system. The platform-specific creative framework and validation protocol laid a repeatable audience framework for key personas.
Case study Summary
Neon Growth delivered a 82% higher ROAS and 44% lower CPA for Soundboks through full-funnel paid media and performance creative over the initial months of the engagement, 5x-ing US unit volume.
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