Case Study · 07 · Erth
Account snapshot · per month
ad spend
revenue
new customers
to win a customer
01 · Challenge
Erth sells everything from functional mushroom gummies to THCA vapes. Every product line needed its own pitch, and every ad had to survive a restricted category.
Three products, three mindsets
Microdosed mushroom gummies for a calmer head, live rosin vapes for the night, and a free sample offer for first-timers. One message can’t sell all three.
Restricted on every front
Vape and hemp ads get flagged, and mushroom ads can’t promise outcomes. Every concept needed a compliant cut and an age-gated landing page.
Creative burns out fast
A shop this size eats through ads. The account needed fresh angles every month, not a couple of hero videos.
02 · Strategy
Road Trip talks like a friend who gets it: real reactions, honest questions, reviews. Loud looks like a product launch: bold color, smoke, motion. Sample Packs take the risk away: pick five, just pay shipping.
Ads shipped across static, motion, creator and AI video
Product lines, each with its own voice
Production methods behind one brief
03 · The work
Grouped by the angle each ad was built for, not by format. Tap any video for sound.
01 · Creator UGC
Real people, real reactions. Erth gummies and Road Trip, told the way friends talk.
02 · AI UGC
Reactions and POVs with no shoot needed: Road Trip trips, vapes on a plane, in a movie theater.
03 · Loud launch
Launch-grade product videos made with AI: one device, two strains, every mood a color.
04 · Iterate the winner
When a concept worked, it got new colorways: Loud Vapes ran from V3 to V6.
05 · The free offer
Sample Packs: pick any five, just pay shipping. Remove every reason not to try.
06 · Questions & reviews
Road Trip statics that start a conversation, then let customers close it.
04 · Production
Every ad shipped test-ready, with product, concept, format and landing page in its name, so performance data told us what to make next.
Creator UGC
Real people, real kitchens, real nights out. The trust layer.
AI UGC
Creator-style video without a shoot. Speed and volume for testing hooks.
AI product video
Launch-grade vape spots without a studio, built with AI video tools.
Statics
Fast to make, cheap to test, built to clear ad review.
Iteration
Winning concepts re-cut into new colorways and versions instead of starting from zero.
05 · Results
Not one-off spikes. A creative library built to scale from.
Winners got sequels: Loud Vapes ran to V6, the Road Trip question concept to V4, the gummy flatlay to V5.
Every ad shipped with an age-gated landing page, plus a compliant cut for vape concepts, so it could stay live.
More than one product?
Multi-product shops, restricted categories, creative that burns out fast. That’s the brief I like best.