Amara

Paid social and e-mail for an organic baby food brand in the US, across four months of creative testing.

Scope: Paid social, e-mail
Period: 2025

(01) Context

Amara makes organic food for babies and toddlers, out of Los Angeles, drying fruit and vegetables under pressure instead of heat. I worked the account through Wingz Media, with the agency team and the brand's own.

The file names carry media vocabulary: new angle, winner, slide one, slide three. Read in that order, the folder becomes a testing loop, with angles going in and winners coming out named.

Three pieces are marked winner, and two of those are the same message, run again seventeen days later in a different palette. What repeats elsewhere is deliberate as well: one variable moves and everything else holds. The cast changes, or the palette does.

(02) Scope

Paid social in square, across four months of testing
Angle tests with the cast or the palette as the single variable
Three winning creatives, one of them run twice
A second product line, launched in July
E-mail across retail partners, calendar dates, and repurchase

(03) Angles

Nine angles, one execution each. The product is the same in all of them; what changes is the way in, from the season to the morning routine to the flavour range.

(04) The same angle, twice

Two tests where everything holds except one variable. In the first the layout is fixed and the cast changes. In the second the diagram is fixed and the palette does.

The layout holds, the cast changes

The diagram holds, the palette changes

(05) What won

Three creatives came back marked winner. Two of them are the same message: it ran on 2 May, then again on 19 May in a different palette.

(06) Fruit Bites

A second product line in July, and the only green in the account.

(07) E-mail

Nine sends on three jobs: the retail partners the brand sells through, the dates on the calendar, and the repurchase. Every one of them leaves a product block for the sending platform to fill at dispatch.

Retail partners