OVERVIEW
The Situation: A Bold DTC Brand Ready to Level Up
TUSHY is one of the most recognisable challenger brands in the US. Founded in 2015 with a mission to make bidets mainstream in America, they have built a cult following through irreverent marketing, bold branding and a product that genuinely changes the way people think about their bathroom.
But TUSHY had outgrown its own advertising.
The brand had evolved from a single hero product, the Classic 3.0, into a full premium lineup spanning non-electric attachments, heated bidet seats, luxury smart toilet seats, and accessories like bamboo toilet paper and bathroom scents. The product range had gone upmarket. The advertising had not.
The creative running on paid social was crude and one-dimensional. Shock-value visuals that grabbed attention but skewed the audience heavily male, actively undermining the premium positioning TUSHY needed as they expanded into higher price points. The brand's playful, irreverent tone was being confused with cheap and laddish. It was capping growth.
TUSHY needed a creative partner who could dramatically increase the volume and variety of concepts being tested, support a growing calendar of product launches, and shift the brand's paid social presence towards higher-value audiences.
They needed a creative engine, not just another set of ads.
The Brief: Creative Scaling for a DTC Brand Going Premium
The brief had two clear dimensions.
First, scale. TUSHY needed significantly more concepts, formats and angles flowing into the account at pace. More tests, more variety, more chances to find winners. A proper creative testing operation for a DTC brand scaling fast.
Second, repositioning. The brand's paid social presence needed to evolve from crude and male-skewing to elevated and female-inclusive, unlocking a higher-value audience of women buying for the household, without losing the playful voice that makes TUSHY distinctive.
THE CHALLENGE
Elevating a Brand Without Losing What Makes It Special
Selling bidets in America is already a creative challenge. Cultural resistance to the product runs deep, and the temptation is to lean on shock value to grab attention. TUSHY's previous advertising had done exactly that, and whilst it generated engagement, it attracted the wrong audience and positioned the brand in a way that could not support premium products.
The challenge was nuanced. We needed to elevate TUSHY's creative without sanitising it. The playful, irreverent brand voice is a genuine competitive advantage in a category where most competitors are clinical and boring. Strip that away and you lose what makes TUSHY special. But keep the crude approach and you limit your addressable market to a narrow demographic with lower lifetime value.
We had to find the sweet spot: sophisticated enough to attract female household buyers and support products at higher price points, playful enough to feel unmistakably TUSHY.
On top of that, TUSHY was navigating real external headwinds in 2025 that put pressure on budgets, making every creative decision count even more.
THE APPROACH
Our Creative OS Powering a Multi-Product Meta Paid Social Strategy
We plugged in our full Creative OS and built a creative operation that could support TUSHY's evolving needs across multiple products, audiences and moments.
The Aura Ads Creative OS
Strategy → Ideation → Creation → Testing → Iteration → Insights
A continuous feedback loop between performance data and creative output. We produce the creative, manage testing within the ad account, graduate winners to scale, and feed learnings straight back into the next round. No bottlenecks. No waiting. Just a relentless pipeline of performance creative built for DTC brands scaling on Meta.
We worked directly with the TUSHY team to develop and shoot founder-led content and brand storytelling concepts. This brought an authentic, human dimension to the ad account that one-note advertising could never deliver. In a category built on trust and education, founder-led content is a powerful format for building credibility with new audiences.
We shifted the creative away from crude, shock-value executions and towards a more sophisticated aesthetic. But we did not go corporate. TUSHY's playful tone of voice was woven through everything we produced. The goal was elevated and engaging, not safe and forgettable. This shift was essential for unlocking the higher-value female audience TUSHY needed to reach.
Volume was a core pillar of the strategy. In the first 90 days alone, we tested 223 ads across audience segments, product lines, messaging themes and seasonal moments. That velocity meant we could learn fast, find winners quickly, and give Meta the creative signals it needs to optimise effectively. Within the first 30 days, we had already identified 5 winning concepts that were graduated to scale.
TUSHY's product range was expanding fast, from the original Classic 3.0 attachment, into premium electric bidet seats and even entirely new categories. Each launch required dedicated creative to introduce the product, communicate its value and drive acquisition. We supported multiple launches with bespoke concepts and assets, ensuring every new product had the creative firepower it needed from day one.
SOLUTION
A Creative Engine Built to Perform
The result was a creative operation that could match the pace of TUSHY's ambition, producing, testing and iterating at a volume most brands never reach. Elevated enough to support a premium product range, distinct enough to feel unmistakably them. The foundations were in place. Now it was time to measure what that was worth.
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