The challenge
Eucalyptus was not short on ambition or budget. It was short on creative that could keep pace with how fast they wanted to grow. Three brands, three very different customers, one in-house team already running hot. One creative approach could not cover all of it.
What we did
- 01Research and teardown
Every ad the portfolio had ever run, frame by frame. Not to find what looked good. To find what moved a metric. Then we read the customer's own words across reviews, Reddit and Quora until the angles stopped needing to be invented.
- 02Strategy and briefs
Each brand got its own set of angles, built from research rather than guesswork. The hook, the pacing, the objection handled, all mapped before a creator ever saw a script.
- 03Cast, shoot, edit
Dedicated creators per concept. The same review gate on every asset before it shipped. 680+ video ads in the first six months alone, and one Skin.Software project, ideated, shot and edited start to finish, that brought CAC to a third of what it should have been.
- 04Launch and learn
Every ad graded against the account it ran in. Winners briefed the next round. Losers told us what not to shoot again.
The result
CAC down 50% across every brand in the portfolio. The number that matters, because it held while spend scaled. 4,000+ ads delivered. Not a showreel. Ads that ran live, on real spend, against a CPA target.
Then Hims & Hers bought Eucalyptus for $1.6B.
Why it worked
The angle came from the customer, not the whiteboard.
Volume with a standard. Thousands of ads, one quality bar.
Every ad graded against real account data, so the next brief started from a winner.
“Exposure delivered high-quality, performance-style creative with format and pacing held to best-in-class standards. Gabe is a knowledgeable and humble business partner who takes the time to deeply understand your customer pain points.”
