What we've actually seen work — and what hasn't — across beauty and lifestyle brands in South Africa.
Targeting gets your ad in front of the right person. Creative determines whether they stop, click, and buy. Here's why most brands have this backwards.
User-generated content is everywhere. But most of it is briefed for brand aesthetics, not performance. Here's what changes when you brief for paid.
A 4× ROAS sounds great. But if your product has a 40% margin and you're paying a 20% agency fee, that 4× might actually mean you're losing money. Let's do the maths.
