Creative-first Andromeda scaling for ANIMØ Optics

The brand

ANIMØ Optics is a premium ski goggle brand built for performance in the mountains and a market that moves in waves. Demand peaks in a short seasonal window, and when it does, every e-commerce team feels the same pressure. More competitors enter the auction. CPMs climb. Creative fatigue hits faster. And on Meta, delivery becomes less about what you want to show, and more about what the Andromeda system decides to push.

That is the reality of seasonal scale. You do not get endless time to learn. You need a system that creates winners quickly, and keeps producing them.

Objective

ANIMØ did not need “more ads”. They needed a repeatable way to grow in comparison with last season, without sacrificing efficiency. The challenge was to scale revenue while keeping paid CAC under control, and to do it across markets, with Germany as the key growth focus.

Our job was to turn creative into the main performance lever. We built a creative-first framework designed for Andromeda. One that protects honest testing, turns learning into scalable decisions, and makes growth less dependent on a single winning asset.

“+53% YoY revenue, -7% paid CAC, and Germany +354% YoY revenue. Built on a creative-first Andromeda system.”

What we did

• Creative-first, designed for Andromeda delivery
  We shifted the strategy from “campaign optimization” to “creative system optimization”. We ran dedicated testing ad sets to generate reliable learning on hooks and formats. Proven winners moved into a separate scaling ad set. Budget followed evidence. This reduced random delivery and made scaling predictable in comparison with last season.
• Protecting honest tests by managing spend distribution
  Meta often concentrates spend on one asset. That can look efficient but it kills learning and speeds up fatigue. We actively managed distribution. In the case that one creative absorbed the majority of spend and performance stayed strong, we isolated it in its own ad set. That protected the test pool and increased the number of scalable winners.
• Scaling with CAC guardrails, supported by automation and Billy Grace UMM
  We made scaling decisions on two criteria: CAC and ROAS. Low CAC and positive ROAS meant scaling. Anything else meant protecting efficiency. Billy Grace UMM insights and automation rules supported consistent up and downscaling, reducing manual pressure and creating a stable optimisation rhythm.
  
• Seasonal planning by region and market
  Seasonality is a pattern, not a date. We aligned budget levels and messaging to historical demand signals, and accounted for regional differences such as cities versus winter sports regions. In Germany, we combined broad prospecting with a smarter split in Google between city demand and areas closer to the Alps. The result was accelerated growth in Germany in comparison with last season, without losing efficiency.

The impact

ANIMØ now scales with a repeatable creative-first framework. Creative is not an afterthought. It is the lever that drives delivery, learning, and growth. The team has clearer steering on CAC, and a structured pipeline that keeps performance from being dependent on one winning ad.

Measurement also matured. Billy Grace is used alongside Shopify and Google Analytics to validate performance signals and support confident scaling decisions across markets.