True Fit –– Performance Creative
Performance Ad Campaigns
Paid campaigns across LinkedIn and programmatic display. Each set built around a specific retailer problem and designed to evolve based on what was performing.
ROLE
Art Direction, Campaign Design,
Creative Strategy
AUDIENCE
Retail Brand Marketers
& Merchandising Teams
CHANNELS
LinkedIn, Paid Display,
Programmatic
FORMATS
1:1, 16:9, 4:5, Display,
LinkedIn Sponsored
True Fit sells to retailers: brand marketers and merchandising leads at companies like Macy's, Boden, Nordstrom, and Carhartt. LinkedIn was the primary channel because it let us target specific contacts at tier A and B accounts directly. We also wanted to leverage our networks and connections from events.
Campaign briefs were a collaboration with sales. We led with pain points like returns, inventory, acquisition costs because they were the topics most asked about in sales calls. The creative job was to translate those conversations into something that would stand out on a LinkedIn feed.
CHAPTER 01
Test & Learn
Each campaign was an opportunity to test a visual or messaging variable. Same audience, same offer, different approach. Two patterns that came up repeatedly across the program:
TEST 1 — MESSAGE FRAMING
Hypothesis: Does a performance metric headline ("Increase Repeat Purchases 237%") outperform a benefit headline ("Perfect fits. Repeat purchases.") with a B2B retail audience?
VERSION A — METRIC FIRST
"Increase Repeat Purchases 237%" — leads with proof, for a skeptical buyer who wants numbers before they click.
Rational / Data-Driven
VERSION B — OUTCOME FIRST
"Perfect fits. Repeat purchases." — leads with the outcome, for a buyer who already believes the category and wants the clearest version of the promise.
Aspirational / Resonance
Stat-forward ads performed better with colder audiences. Benefit-forward performed better in retargeting.
That finding shaped how we sequenced creative across funnel stages.
TEST 2 — VISUAL APPROACH
Hypothesis: Do ads featuring real people with visible delight outperform text-heavy or product-focused visuals? The assumption was that B2B buyers respond to data. The results said otherwise.
VERSION A — PRODUCT/DATA VISUAL
Stacked clothing, inventory imagery, or data-forward design. Rational appeal to the professional context.
Product / Category Visual
VERSION B — HAPPY SHOPPER
A real person, smiling, in context. Showing the end-state that True Fit creates for the retailer's customer.
Emotional / Face-Forward
Ads with happy, smiling faces consistently outperformed text-heavy and product-focused formats. Even in a B2B context, showing the shopper's delight was more effective than showing the product or the data. That became a standing creative principle: lead with the human outcome, not the feature.
CHAPTER 02
Retention & Loyalty Campaign
The retention argument for True Fit: shoppers who get the right size come back. This campaign targeted retailers whose repeat purchase rates had plateaued, and offered True Fit's fit data as the mechanism to fix it. Six ads, each taking a slightly different angle on the same core promise.
CHAPTER 03
Inventory & Full-Price Selling Campaign
A different retailer problem — too much inventory, too many markdowns. This campaign targeted merchandising teams sitting on overstock, and reframed True Fit as a full-price sell-through tool, not just a fit widget. The creative leaned on product imagery (stacked clothing, folded denim) rather than lifestyle photography, matching the visual language of the audience.
CHAPTER 04
Fit Intelligence & PDP Campaign
This set targeted retailers who didn't yet know True Fit. It started with the problem: sizing is inconsistent across brands, and that inconsistency costs retailers sales. The goal was to get them nodding before making an ask.
3
Distinct campaign angles
targeting different retailer problems
16+
Ad executions across
LinkedIn and programmatic display
BRITTELL
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