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"MagicBrief has allowed us to iterate quickly and focus on what moves the needle. In our second year of business alone, we grew over 2000%, largely due to our strength in performance marketing." — Nick Ward, Co-founder @ Moodi
Moodi began with a clear goal: to create a mental wellness supplement brand that genuinely supports women's well-being. Co-founders Kate and Nick set out to redefine women's health, focusing on creating products that feel like a daily ritual rather than the usual weight loss or anti-aging trends dominating the industry. From a refreshing Pink Lemonade Pre + Probiotic Blend to a decadent Sleep Hot Chocolate, Moodi's products offer a crave-worthy way to support holistic health.
Their journey has been nothing short of remarkable, with growth soaring over 2000% in their second year alone. The key to this explosive success? A relentless focus on creative strategy.
Marketing Challenge
As Moodi scaled, maintaining creative agility became a challenge. With rapid product launches and seasonal campaigns, they needed a marketing approach that could pivot quickly without sacrificing quality.
Before MagicBrief, their creative process was fragmented, relying heavily on manual searches for inspiration and a scattered workflow for sharing performance insights across their creative team. This need to innovate and adapt led them to MagicBrief, transforming how they source, ideate, and build ads to fuel growth.
"We look at performance marketing in two ways: hard metrics like ROAS and soft metrics like hook rate and click-through rate. MagicBrief is particularly awesome for the soft metrics side, allowing us to focus on iteration and net new concepts." — Nick Ward
Key Wins with MagicBrief
1. Targeted Creative Research
Previously, sourcing ad inspiration was a time-consuming process of scrolling through social media, hoping to stumble upon great creative references served by the algorithm or lucking out in an ad library. MagicBrief’s Inspire tool changed this by enabling Moodi to search for creative references by product, theme, or brand, allowing them to ideate with purpose.
"Before, we were just hoping the algorithm would serve you a great ad. Now, we can get really granular in searching MagicBrief to find exactly what we’re looking for ." — Kate Gatfield-Jeffries, Co-founder @ Moodi
2. Data-Driven Creative Iterations
Moodi has developed a feedback loop using MagicBrief’s metrics to power decision making in their ad creative strategy. By integrating hard metrics (like ROAS) with soft metrics (like hook and hold rates) in MagicBrief Insights, they are able to make adjustments to their creative strategy in real-time, doubling down on the elements such as top performing angles or creators that drive creative effectiveness.
This iterative process has become a cornerstone of their high-performing campaigns, and helps keep their creative aligned with market trends and audience engagement.
3. Empowering a Lean Creative Team
One of the biggest challenges for any growing brand is keeping the entire team aligned and focused, especially when it comes to creative production. "What's worked really well for us is having really clear roles and responsibilities of how you fit into the creative piece… If someone had to go and find creators and they were also doing the briefing, the editing, and then running the ads it's too much to get anywhere near the sort of volume and quality that you need."
MagicBrief has helped Moodi streamline their creative production process, cutting down communication bottlenecks and enhancing team alignment on performance to consistently turn around high-quality campaigns faster and more efficiently.
Favourite MagicBrief Features
Nick: Insights
"I'm really excited about the new rollout of Insights. I think there has historically been a big disconnect between the creative side of marketing and the media buying. Our team members have to constantly understand, did this creator work? Are we going to re-engage them? If so, how much are we willing to invest in that creator? Trying to dig into ads manager to understand that was really challenging. Where if you can have a really simple dashboard in MagicBrief you can build reports to compare those creative batches and tests."
Kate: Discover Library
"I love the discover library. It's like my wildest dreams all in one place, because you can just get insights from so many different brands, different industries and different geographies. It's fascinating for me to see not only what like people in our industry are running, but in other industries too… I love that you have the performance rating of each ad, the ad score, as a way to spot top performers… I always look for the four out of four fully green bars!”
The Future of Performance Advertising
Nick and Kate from Moodi see authenticity as the defining factor in the future of performance advertising. With AI-generated content flooding the market, Nick pointed out, "I think there's going to be a bigger proliferation of average creative. And I think that creates an opportunity for brands who do performance marketing really well to stand out."
Their focus is on cutting through the noise with storytelling that goes beyond the surface—ads that don't just grab attention but build lasting connections by resonating with the emotions and values of their audience. For Nick and Kate, this means staying true to their brand's voice and consistently delivering creative that speaks directly to the needs and experiences of their community, setting them apart in a landscape of increasingly homogenous content.
Shop the Moodi range here https://www.moodiblends.com/
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