SUMMARY: Tasked with testing brand refresh concepts, I went up against a London-based agency—and my work delivered 5x the engagement.
CHALLENGE
Collaborate with a global, London-based creative agency to develop an A/B test exploring new messaging and visual directions for Farmer’s Fridge. The goal: evaluate whether external creative could reinvigorate engagement and brand perception across key owned channels like email and SMS.
SOLUTION
I developed creative assets for both the control and test variants, including adapting the agency’s artwork into our rich-text/image hybrid templates. Alongside that, I built a competing version using in-brand messaging, visuals, and tone that reflected our deeper understanding of customer behavior and historical performance.
OUTCOME
My creative outperformed the agency's across every metric—generating 2–5x higher engagement in both SMS and email.
REFLECTION
While the test window was limited to two months, the takeaway was unmistakable: audiences responded far more positively to messaging that stayed true to the brand’s voice. The agency’s work, though polished, felt unfamiliar and off-tone to our long-time customers. The result was validating—not just in metrics, but in leadership recognition. As the CEO put it, “It must feel pretty good to outperform a high-impact, multi-person agency as a one-man operation.”
Collaborate with a global, London-based creative agency to develop an A/B test exploring new messaging and visual directions for Farmer’s Fridge. The goal: evaluate whether external creative could reinvigorate engagement and brand perception across key owned channels like email and SMS.
SOLUTION
I developed creative assets for both the control and test variants, including adapting the agency’s artwork into our rich-text/image hybrid templates. Alongside that, I built a competing version using in-brand messaging, visuals, and tone that reflected our deeper understanding of customer behavior and historical performance.
OUTCOME
My creative outperformed the agency's across every metric—generating 2–5x higher engagement in both SMS and email.
REFLECTION
While the test window was limited to two months, the takeaway was unmistakable: audiences responded far more positively to messaging that stayed true to the brand’s voice. The agency’s work, though polished, felt unfamiliar and off-tone to our long-time customers. The result was validating—not just in metrics, but in leadership recognition. As the CEO put it, “It must feel pretty good to outperform a high-impact, multi-person agency as a one-man operation.”
