The Challenge
Vivee Home came to us with unsustainable ecommerce performance - their ROAS was stuck in negative territory despite their beautiful, sustainability-focused home decor having strong product-market fit with conscious consumers.
What Everyone Else Was Doing Wrong
Like most direct-to-consumer home decor brands, they were running video-heavy campaigns across all placements and following the conventional wisdom of 'video content performs best.' The 'gurus' told them to 'focus on video storytelling to showcase your products,' but that was completely wrong for their specific audience and brand positioning.
The Methodology: Strategic Thinking Over Tactics
Instead of throwing more money at broad video campaigns, I focused on the fundamentals:
Product ↔️ Market Fit validation for their art-driven, sustainable home decor
Ad ↔️ Target Audience Fit optimization across different placements
Systematic testing to identify the counterintuitive creative formats that actually converted their conscious consumer audience
OuiGrowth’s Approach
Our process was methodical:
Week 1-2: Comprehensive audit and placement-specific performance analysis
Week 3-4: Systematic testing across 400+ ad variations to identify patterns
Month 2: Creative optimization focusing on best-performing copy and visual combinations
Month 3: Scale successful carousel campaigns on Instagram Reels placement
The Results: 4.5x ROAS With the Right Ad Format
The results spoke for themselves:
ROAS: Improved from negative to 4.5x (representing a complete turnaround)
Profitability: Achieved profitability for the first time in company history
Key Discovery: Carousel ads on Instagram Reels outperformed video content by significant margins
Timeline: Achieved sustainable profitability in 30 days
The counterintuitive insight that carousels outperformed video on Instagram Reels became the foundation for Vivee Home's first profitable advertising strategy, allowing these passionate female founders to finally scale their mission of bringing sustainable, art-driven joy into homes worldwide.
Ready to Turn Your Ad Spend Into Profit?
Stop throwing money at campaigns that aren't working. Like Vivee Home, you might be one strategic insight away from transforming negative ROAS into 4.5x returns.