OVERVIEW
Gousto wanted to move beyond their existing audience pools on Meta that had historically driven performance and build a creative system capable of reaching a more diverse audience at scale, with a family focus. We enhanced their existing persona-led creator strategy, scaled production and introduced structured creative testing to continuously refine what worked.
THE CHALLENGE
Gousto’s existing creative was largely driven by UGC from women, but the brand wanted to expand its audience by testing content aimed at parents and families, particularly women aged 30+. This meant rethinking who the creative was speaking to and finding new creators and messaging angles that could reach these audiences authentically. At the same time, the account needed a steady mix of static, motion and creator-led content to maintain testing volume and creative diversity.
THE APPROACH
To reach this new audience effectively, we took a structured approach across persona development, creator sourcing, production and testing.
We built out detailed personas for the new target segment, mapping the specific pain points parents face around meal times, such as time-saving, nutritional quality and the challenge of feeding kids well without the time to cook from scratch.
We ran a dedicated sourcing search to identify creators who authentically fit these new personas, moving away from the existing demographic that had typically driven the account, and matched them to the right briefs and angles.
We produced a broad mix of content types across the account, including statics, motion and creator-led formats, to keep testing volume high and creative diversity strong.
We ran creator-led assets through whitelisting and partnership ads, an approach we typically see drive a 20–30% uplift in conversion rate.
We fed creative assets into our structured creative testing programme, where new concepts, creators and formats were systematically validated. This let us quickly identify winning creative, understand why it performed, and feed those insights back into future production.
SOLUTION
We embedded ourselves as Gousto's performance creative partner, delivering over 100 persona-led ads every month across creator, motion and static formats. Each asset entered a structured testing framework that continuously informed future briefs, creating an ongoing cycle of production, learning and optimisation centred around Gousto's family audience.
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