Content production

Overview

A Denmark-based startup redistributing Spanish wine through e-commerce. They needed a stronger creative foundation across website + social + paid, and a simple Meta setup that could scale without wasting budget.

As a new company, they needed to go from “basic presence” to a performance-ready system:

• Building a lean Meta ads structure (broad + retargeting + DPAs)

• Create a content library for website, organic socials, and paid social

• Balance evergreen content with campaign pushes (e.g., Black Friday)

• Support conversion with landing page / product page improvements

My role

Creative Strategist + Content Creator
I led planning and creative direction, developed the content plan and concepts, produced and edited assets, and supported conversion + performance by giving recommendation on how to improve thier landing page and structuring their Meta ads setup.

Creative approach

Performance-first planning
Started by auditing their Webshop and Meta ads setup, then built the plan from what the data and structure needed.

Varied content mix
Produced a mix of:

• Product-focused creatives (clear offer + bottles)

• Talking-head content (trust + expertise)

• BTS/sourcing content (how they choose wines)

• Educational “myths” content (value + retention)

• Fun scroll-stoppers (e.g., playful concepts like “85% water”)

• Campaign assets for Black Friday

Results

So far, the system is showing strong early signals and clear lift when ads run:

• Majority of assets driving around ~3% CTR

• Best-performing creatives reaching ~600% ROAS on META

• Sales increased by 228% from the same period last year

• Noticeable sales increase when campaigns are active

Results are still being optimized due to limited budget and the project being ongoing, with more lifestyle/trust content planned to complete the full-funnel library