Draw me like one of your French girls, with Lucy.

Context:

DrawLucy had a massive growth period due to their premier on Shark Tank. They then used the Shark Tank content in their ads until performance started to suffer when they scaled. As ad spend went up, ROAS went down.

Problem:

Product market fit wasn't the question. Draw Lucy knew that they could sell their product to a small niche - Artists, and people who teach art. But, we knew that everyone in America who has ever tried to Draw could use this product, Thus, the Creatably fit.

Before Creatably - Metrics and Numbers

Ad spend: 10k per month on UGC and graphics
CPM: 20 bucks (not bad at all here)
CPC: .75
CaC: 40
ROAS: 2.07

Not bad at all, but when they try to scale…

CPM: 20 bucks (same)
CPC: 1.02
CaC: 57.54
ROAS: 1.2

The content that they were using was working in small niches, but was struggling in getting out of those niches.

Drawlucy came out for a strategy retreat where we broke down why this product WAS working in the niche, and some key elements that COULD work at broad.

• The Lucy tool was uncontested in its ability to take someone from “I cant draw” to “Holy cow I drew that?!”

The problem was that in order to demonstrate that, we needed to show before and afters without just showing the result. We needed to show the process and why it mattered.

So we made this: