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High Volume Creatives Strategy and Implementation Case Study:
£288K Spent. 1.6XROAS. 713 Winning Ads. 30 Days.

How our Avatar Umbrella creative system turned high-volume ad testing into a scalable, profitable media engine — and what it means for DTC brands ready to grow past the plateau.

The Problem: Most brands plateau because they’re betting on one avatar

Every DTC brand starts the same way: find a customer, write an ad, run it until it dies. That approach works at £5K/month. It falls apart at £50K. The audience fatigues. ROAS crumbles. The media buyer reaches for the panic button.

What we’ve observed across eight years and hundreds of supplement and DTC accounts is this: the ceiling isn’t the platform — it’s the creative strategy. Specifically, it’s the refusal to think about the customer as more than one person.

The brands that scale past eight figures — Ridge, Hexclad, Gruns — don’t run one funnel to one avatar. They build an Avatar Umbrella: a system where every sub-identity of their core customer gets their own ads, pages, and follow-up sequence. That’s the playbook we’ve systematised at Performly.

The Strategy: Marketing to sub-identities at scale

Instead of targeting a broad audience with a single message, we break the core customer down into distinct sub-identities — people who share the same need but see themselves through entirely different lenses. Each identity gets its own creative treatment, authority voice, landing experience, and follow-up sequence.

This is the same framework IM8 deployed with David Beckham — each persona segment sees a message crafted specifically for how they see themselves, not just what they need.

The Hero — Doctors, nurses, teachers. People who show up for others first. Authority and service are their identity.

The Thought Leader — Podcasters, speakers, coaches. They want leverage and impact. Their personal brand is the vehicle.

The Deep Worker — Engineers, developers, writers. They want 16-hour focus blocks. Cognitive output is the metric.

The Money Person — Sales operators, traders. Their identity is tied to dollars in. ROI framing converts them.

The Athlete — Competitors at every level. Winning — or not losing — is the primal motivator.

The Aspirational — They want to become one of the above. They buy the identity before they fully inhabit it.

Each sub-identity receives a completely separate execution track. The UGC content for a hero-identity ad doesn’t look or sound like the athlete version — because the authority signals, vocabulary, and emotional triggers are entirely different. Same product. Entirely different story.

The Execution: How we produce and manage 700+ winning ads without chaos

Volume at this scale isn’t possible manually. We use Adnove to facilitate the creative throughput — launching, testing, and rotating ads at a pace that would take a traditional team weeks to manage. But the technology only works because the strategy behind it is disciplined.

Authority Page Architecture — We build distinct Facebook pages and personas mapped to each sub-identity. Each page carries its own voice, visual identity, and credibility signals — so the creative feels native to that avatar’s world, not like a brand ad.

Creative Matrix Launch — For each identity we test UGC, static, comparison, and listicle formats in parallel. 2,834 ads launched in 30 days isn’t a scatter approach — it’s a structured matrix designed to surface winners fast and kill losers before they bleed budget.

Winner Identification & Scaling — 713 of 2,834 ads reached active winner status, a 25% hit rate. Winners are scaled against identity-specific landing pages with matched messaging. We never send hero-framed traffic to a generic PDP.

Segmented Follow-Up Sequences — Buyers are tagged by the funnel they entered. A doctor gets different post-purchase emails than an athlete. Identity-matched retention increases LTV and repeat purchase rate — the real profit driver in supplement DTC.

Infinite Cold Audience Expansion — As one sub-identity fatigues, we introduce new avatars to maintain cold traffic volume. This turns the system into a compounding engine rather than a one-time campaign.

The Numbers

At £288K/month in managed spend, maintaining a blended 1.63× ROAS is the result of systematic creative production — not luck. Every pound is tracked against identity-level performance, and budget is shifted in real time based on which sub-identities are converting.

When your current ad strategy hits the ceiling

If you’re a supplement or DTC brand spending £20K–£200K/month on paid media and watching ROAS flatten despite putting out “good” creative — the problem is almost never the creative quality. It’s the creative architecture.

One avatar, one funnel, one message is a ceiling. The Avatar Umbrella is how you break through it — methodically, measurably, and at a scale your competitors aren’t operating at yet.

This is what Performly was built to deploy. Not for every brand. For the ones ready to operate at this level.

Ready to build your Avatar Umbrella? Work with Performly → helloperformly.com