118 concepts. 743 variations. 55% of the account's spend, and it out-earned everything else.
Fourteen months of creative for an Australian DEET-free insect repellent brand. Revenue went 4.1x on 4.0x the spend, and in the off-season it went 3.6x on 2.8x the spend.
The creative
The DEET-free one that actually works. (36s)
Sand flies breakup. (27s)
The Mozzie Podcast. (88s)
Non-scripted UGC: the DEET-free one. (39s)
Non-scripted UGC: outdoor lifestyler. (50s)
Jeannie's origin story. AI video. (60s)
14 months with us vs the 14 months immediately before
The off-season, the cleaner read
Australian mosquito season is seasonal, so the off-season comparison strips out the tailwind and shows efficiency rather than scale.
The brand
Good Riddance is an Australian natural insect repellent brand. DEET-free, APVMA-registered, developed in Darwin and tested in Kakadu. Two hero SKUs: Tropical (citronella and lemon-scented tea tree) and Sensitive (lavender, geranium and sweet vanilla, safe for babies). Sold as a moisturiser you spread, not a spray.
The problem
The account had a working product and a working Paid Performance Specialist but a creative bottleneck. Volume was too low to keep Meta fed, concepts fatigued fast, and the brand had no way to test enough angles to find out what actually moved the number.
What we did
- 1Shipped at double the contracted volume, every month. 118 concepts and 743 variations in 14 months, roughly 10 concepts and 60 variations a month, sustained the whole engagement.
- 2Iterated on winners instead of restarting. 6.3 variations per concept on average. Every concept got hook, format and persona swaps before being called.
- 3Mixed formats on purpose. Sticky note product shots, what I ordered vs what I got, marked safe from memes, persona headlines with relatable callouts, cream transformation product hero shots, non-scripted UGC, a founder origin story and a mock podcast. Different formats catch different buyers.
- 4Let the Paid Performance Specialists vote with budget. We did not ask for spend. The share of account spend on our creative went from 0% in July 2025 to 76% by November 2025 because it out-earned the alternative.
Share of account spend on Smart Marketer creative
| Month | Share |
|---|---|
| Jul 2025 | 0% |
| Aug 2025 | 33% |
| Oct 2025 | 54% |
| Nov 2025 | 76% |
The result
Revenue grew 3.6x on 2.8x the spend in the off-season. That gap is the creative doing the work, not the budget. Good Riddance offboarded in September 2026 because they scaled far enough to take creative in-house. That is the outcome we want for every creative client.
Want numbers like these on your account?
More results
Revenue 2.7x in a year. From break-even to 12% net profit.
