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Spanx

Building a Repeatable Creative System That Drives Growth

The Impact at a Glance

🧠 Transformed UGC into a repeatable growth system

💸 More output. Lower cost. Higher return.
💰Consistent 3+ ROAS at scale

The Challenge

When I stepped in, SPANX’s UGC program was underperforming and lacked a clear framework for success. Creative was being produced, but not systematically leveraged. There was no structured approach to testing, iteration, or scaling. Making it difficult to drive consistent performance or improve efficiency over time. The opportunity wasn’t necessarily more content. It was unlocking more value from the content already being created.

 

The goal was to transform UGC from a fragmented effort into a scalable, performance-driven system that could support growth on Meta.

The Solution

My focus was rebuilding the UGC program into a repeatable creative engine designed for efficiency and scale.

Rather than relying on constant new production, I implemented a system centered around creative iteration and structured testing.

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Core approach:

  • Introduced a clear testing and iteration framework

  • Shifted strategy from continuous high cost net “new content” to maximizing existing assets

  • Built a pipeline for expanding single assets into multiple variations

  • Established consistent reporting to guide ongoing creative decisions

Execution model:

  • Source high-potential low cost UGC (creators + Spanx Society content)

  • Turn one strong asset into multiple ad variations. By testing hooks, angles, and use-case positioning

  • Continuously iterate based on performance signals

The Result

📈 Scaled Into a High-Performing Revenue System

With a relatively small initial investment, the restructured UGC program quickly scaled into a major revenue driver.

  • Generated significant revenue impact in a short time frame

  • Drove thousands of purchases through UGC-led creative

  • Maintained strong, consistent return on ad spend

This validated that iteration and structure — not volume — drive scale.

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💰Improved Efficiency & Lower CAC
By streamlining their ad testing framework, Ivy City’s CAC dropped from to the target $70, allowing them to scale profitably. The refined creative approach helped them maximize ad efficiency without simply increasing spend.

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🎯 From One-Off Assets to a Scalable System

The biggest shift was moving from isolated creative to a system that compounds performance over time.

  • Individual assets were expanded into multiple high-performing variations

  • Top creatives continued generating incremental revenue through iteration

  • Learnings were captured and applied across future creative​

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