Case Study — Paid Social
Data-driven creative that rebalanced an audience.
LCCA needed to attract new students to their gaming course. Initial ad creatives performed well — but the data revealed a significant gender imbalance: applicants were predominantly male.
The first design featured a young woman. Analysis showed an unexpected pattern: ads featuring male models attracted female applicants, while ads with female models attracted male applicants.
Most teams would have kept optimising colours and copy. The real lever was who appeared in the frame.
"The best-performing creative isn't the prettiest — it's the one the data points to."
Working directly with the LCCA marketing team and campaign manager:
Motion creatives — paid social formats
This is performance creative in the proper sense: design decisions driven by evidence, not assumption. The revised creative set targeted the imbalance directly — using the cross-gender appeal pattern the data surfaced — turning a diversity problem into a repeatable creative strategy.