Brandformance with PMax
Brandformance with PMax
Brandformance with PMax
When performance meets creativity, sales grow.
L’Oréal knows how to run performance. But to go further, you need excellent creative fuel.
They were already using Google’s PMax to drive e-commerce, but they needed more than automation. Formats that worked natively with the system, combining Google AI precision with video creative that sells and supports the brand.
That’s when we stepped in - with the thing that makes it all click: pragmatic comms framework built for performance and 3A Formula®
L’Oréal knows how to run performance. But to go further, you need excellent creative fuel.
They were already using Google’s PMax to drive e-commerce, but they needed more than automation. Formats that worked natively with the system, combining Google AI precision with video creative that sells and supports the brand.
That’s when we stepped in - with the thing that makes it all click: pragmatic comms framework built for performance and 3A Formula®
L’Oréal knows how to run performance.
But to go further, you need excellent creative fuel.
They were already using Google’s PMax to drive e-commerce, but they needed more than automation. Formats that worked natively with the system, combining Google AI precision with video creative that sells and supports the brand.
That’s when we stepped in - with the thing that makes it all click: pragmatic comms framework built for performance and 3A Formula®
Because beautiful isn’t enough.
Because beautiful isn’t enough.
Because beautiful isn’t enough.
Want similar numbers for your business?
We are just a click away.
Want similar numbers for your business?
We are just a click away.
Want similar numbers for your business?
We are just a click away.
ROAS
ROAS
ROAS
+11%
+11%
+11%
Conversion rate
Conversion rate
Conversion rate
+33%
+33%
+33%
+7%
+7%
+7%
Conversion value
Conversion value
Conversion value
PROJECT STORY
One idea. Five brands.
Total brandformance.
One idea. Five brands. Total brandformance.
One idea. Five brands.
Total brandformance.
The challenge? Five brands. Five styles. Five target groups.
Garnier. L’Oréal Paris. Maybelline. Mixa. NYX.
Each needed performance assets that worked for their audiences and product groups: with consistency, clarity, and conversion in mind. And because we believe performance and brand shouldn’t live apart, we embraced brandformance: communication designed to convert, but built on each brand’s unique equity.
We started with a deceptively simple truth: Some people search with a goal. Others just want to explore. So we built a creative platform that spoke to both. “When you’re searching for 🖤” became the unifying idea:
– Looking for something specific? “Yes, we have it.”
– Browsing for inspiration? Here’s what might work for you.
A flexible brandformance framework that matched messages to real user mindsets. Across brands. Across funnels. Across formats. Exactly what PMax and YouTube need to work their magic.
The challenge? Five brands. Five styles. Five target groups.
Garnier. L’Oréal Paris. Maybelline. Mixa. NYX.
Each needed performance assets that worked for their audiences and product groups: with consistency, clarity, and conversion in mind. And because we believe performance and brand shouldn’t live apart, we embraced brandformance: communication designed to convert, but built on each brand’s unique equity.
We started with a deceptively simple truth: Some people search with a goal. Others just want to explore. So we built a creative platform that spoke to both. “When you’re searching for 🖤” became the unifying idea:
– Looking for something specific? “Yes, we have it.”
– Browsing for inspiration? Here’s what might work for you.
A flexible brandformance framework that matched messages to real user mindsets. Across brands. Across funnels. Across formats. Exactly what PMax and YouTube need to work their magic.
The challenge? Five brands. Five styles. Five target groups.
Garnier. L’Oréal Paris. Maybelline. Mixa. NYX.
Each needed performance assets that worked for their audiences and product groups: with consistency, clarity, and conversion in mind. And because we believe performance and brand shouldn’t live apart, we embraced brandformance: communication designed to convert, but built on each brand’s unique equity.
We started with a deceptively simple truth: Some people search with a goal. Others just want to explore. So we built a creative platform that spoke to both. “When you’re searching for 🖤” became the unifying idea:
– Looking for something specific? “Yes, we have it.”
– Browsing for inspiration? Here’s what might work for you.
A flexible brandformance framework that matched messages to real user mindsets. Across brands. Across funnels. Across formats. Exactly what PMax and YouTube need to work their magic.
Effective assets doesn’t just happen.
We didn’t just deliver assets. We engineered a creative system - modular, dynamic, and ready to perform inside Google AI’s ecosystem.
It started with behaviors, mapped against real campaign goals. From there, we shaped narratives, tested tones, and prototyped. Formats were crafted using our 3A Formula®: video and static assets designed to perform across PMax and YouTube, full-funnel and frictionless.
Because automation needs structure, every asset was built for seamless dynamic assembly.
What we knew.
What we did.
Effective assets doesn’t just happen.
Effective assets doesn’t just happen.
Instead of producing yet another perfectly scripted YouTube ads, we chose authenticity. A camera, natural lighting, and a real CUPRA Master - Kamil, inviting viewers inside. No glossy automotive catalog visuals. No artificial storytelling. Just a real glimpse into what it feels like to step into CUPRA STUDIO and… not feel the pressure to buy.
We knew that one ad wouldn’t be enough, different customers have different concerns.
- Can I test drive the car on my own terms?
- Will someone try to push a sale, or actually offer real advice?
- Does CUPRA really fit my lifestyle?
- Can I see how it performs on my daily routes?
- Is it even worth it, financially-wise?
That’s why we created set of tailored Video Ads, each addressing a specific need, built using our 3A Formula® to maximize creative efficiency and minimize production costs.
We didn’t just deliver assets. We engineered a creative system - modular, dynamic, and ready to perform inside Google AI’s ecosystem.
It started with behaviors, mapped against real campaign goals. From there, we shaped narratives, tested tones, and prototyped. Formats were crafted using our 3A Formula®: video and static assets designed to perform across PMax and YouTube, full-funnel and frictionless.
Because automation needs structure, every asset was built for seamless dynamic assembly.
We didn’t just deliver assets. We engineered a creative system - modular, dynamic, and ready to perform inside Google AI’s ecosystem.
It started with behaviors, mapped against real campaign goals. From there, we shaped narratives, tested tones, and prototyped. Formats were crafted using our 3A Formula®: video and static assets designed to perform across PMax and YouTube, full-funnel and frictionless.
Because automation needs structure, every asset was built for seamless dynamic assembly.
L’Oréal needed formats that would work natively with automation without losing brand integrity. That’s why every creative was designed with two user contexts in mind:
In-feed placements, where they need to blend in and feel naturally scrollable
Standard placements, where visuals must stand out from the surrounding content
We crafted assets that worked seamlessly within Google and YouTube environments, while staying true to each brand’s tone, look, and audience expectations. And that’s how we made sure the system delivered - not just in theory, but in results.
The system. At work.
The system. At work.
The system.
At work.
Minimal crew, maximum authenticity. Everything was shot in a real environment - far from overproduced aesthetics or scripted narration.
The key was honesty. Viewers needed to feel like they were having a real conversation with a CUPRA Master. And most importantly, we leveraged YouTube’s targeting capabilities to make sure each ad connected with the right audience at the right moment - delivering a personal, relevant experience.
See examples on our YouTube channel.
L’Oréal needed formats that would work natively with automation without losing brand integrity. That’s why every creative was designed with two user contexts in mind:
In-feed placements, where they need to blend in and feel naturally scrollable
Standard placements, where visuals must stand out from the surrounding content
We crafted assets that worked seamlessly within Google and YouTube environments, while staying true to each brand’s tone, look, and audience expectations. And that’s how we made sure the system delivered - not just in theory, but in results.
L’Oréal needed formats that would work natively with automation without losing brand integrity. That’s why every creative was designed with two user contexts in mind:
In-feed placements, where they need to blend in and feel naturally scrollable
Standard placements, where visuals must stand out from the surrounding content
We crafted assets that worked seamlessly within Google and YouTube environments, while staying true to each brand’s tone, look, and audience expectations. And that’s how we made sure the system delivered - not just in theory, but in results.
Did we reinvent how beauty brands show up in performance? Not really.
We just made sure performance looked a lot more like brand - and brand acted a lot more like business.
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