Motorway’s paid social performance was heavily anchored in one high-performing creative concept. While initially effective, this over-reliance led to creative fatigue and diminishing returns. The team needed a more scalable strategy that introduced variety into their creative mix and unlocked sustained efficiency gains across Meta campaigns.

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To address this, Bamboo launched a structured creative diversification strategy. Working with Batch as an extension of Motorway’s creative team, Bamboo introduced a range of UGC assets. Simultaneously, Bamboo's internal creative resources expanded the variety further by developing branded content and new influencer-led formats.

Before Bamboo took over, Motorway’s Meta investment skewed heavily towards one proven format, limiting creative variation and testing opportunities. Following Bamboo’s takeover, the creative strategy was overhauled: spend was redistributed across a broader range of formats and themes, including UGC-style content, trend-driven concepts, and various storytelling approaches. Over 80% of Meta investment shifted to net-new creative assets that reflected this diversification, building a web of creative storytelling.

Comparing legacy creative performance to new creative strategy, Motorway saw:

• 275% increase in paid media investment
• 11% decrease in customer acquisition costs 
• 27% increase in conversion rate 
• 72% increase in click-through-rate
  *(non-legacy internal creatives & non legacy UGC creatives, respectively)