Slate Milk, a new startup producing delicious Lactose-Free Chocolate Milk, needed to know what creative to make for what audience from day one. In short, they needed product-market fit. With Marpipe, they were able to create and multivariate test 160 ads in just a few weeks.
The results?
They discovered seven positive outlier components, with the top performer having more than a 200% higher ROAS than all others - a Smooth Pour background image. Besides what worked great, they also learned what doesn't work - going forward they'll probably be avoiding influencer photos in their ads.
That's the product.
As for targeting, they decided to try something new and tested with a Broad audience on Facebook. The top performing ad in this audience had a CPR that was almost half the amount of their targeted audiences!
That's the fit.
For a similar use-case, see The Rotation's data byte.
