Shearings Signature: Turning Campaign Fatigue into Growth
When the Shearings Signature campaign hit a performance ceiling, I was tasked with identifying the bottleneck and revitalising the return on ad spend. By replacing cluttered creative with a conversion-first design system and testing new emotional and feature-led messaging, we transformed a stagnant campaign into a primary driver of growth.
My Role
Lead Designer
Tools
Figma, Flora.AI, Runway, Jitter, Adobe
The Brand
Shearings Holidays
The Shearings Signature campaign began showing clear signs of creative fatigue, which caused performance to plateau.
With the ROAS at 1.22, the campaign was failing to hit the efficiency thresholds required for such a high-value, premium tour range. The primary goal was to diagnose this performance bottleneck and optimise the campaign’s return on investment without increasing the media spend.
The Challenge
My strategy was to move away from ads that were feeling tired by testing different ways to talk to the customer. I looked at the data to understand what was stopping people from booking and what actually motivated them to choose a premium tour.
I used a "less is more" design style, clearing away visual clutter so the quality of the holiday could shine through. I then focused on two main areas:
Hero Creative: I launched two new ads to test different angles: one focused on the specific, high-end hotel features, and the other focused on the emotional feeling of treating yourself.
Catalog Testing: I ran three experiments with our dynamic product ads (DPAs) to improve how our holiday range looked to potential travellers.
By giving the Meta algorithm a mix of these new ads and different messaging, I helped the system learn faster and show the right ads to the right people.
The Approach
The implementation of this refreshed, data-informed strategy created an immediate and dramatic impact.
Within two weeks the campaign underwent a significant recovery, with ROAS climbing from 1.22 to 6.73.
The Impact
