Escape the bottom-funnel trap. Learn the exact framework Meta's largest creative partner uses to drive scalable, incremental growth for D2C brands.
The 'more creative' approach is failing most D2C brands. This playbook reveals the Three Pillars Framework that drives consistent, scalable growth.
Media buying is now 70% creative decisions. The brands winning on Meta, TikTok, and AppLovin aren't just making more ads—they're building systematic creative portfolios engineered for incremental growth.
The most dangerous problem in performance marketing isn't poor creative—it's successful bottom-funnel creative that masks declining incrementality.
Here's a scenario playing out at hundreds of D2C brands right now: Your team launches a new offer-focused static ad. It hits your CPA targets. You scale spend. The platform reports great ROAS. Everyone celebrates.
But something doesn't add up. Despite 'record' paid performance, overall revenue growth has flatlined. Customer acquisition costs keep rising quarter over quarter. And when you run a holdout test, the lift numbers tell a troubling story.
If you put an offer static ad and a full-funnel video designed for cold prospects into the same campaign optimized for one-day click, we know exactly where the spend goes—it all goes to the bottom-funnel ad. Every time.
Platform algorithms are optimized for efficiency, not incrementality. They naturally gravitate toward users closest to purchase:
While we monetize on a pay-for-performance basis, the real value we create is telling clients: 'Your creative needs a strategy.' Most teams are optimizing tactics without understanding their strategic foundation is broken.
— Philip Buerger, Co-Founder & President, TubeScience
Escaping the bottom-funnel trap requires addressing three interconnected pillars. Most brands optimize only one while ignoring the other two.
Strategic creative development—the hardest for companies to execute well. Build balanced portfolios across all funnel stages with diversification across audiences, USPs, and formats.
Proper account structure prevents bottom-funnel creative from cannibalizing spend. Media is 70% creative choices today, not just targeting.
Moving beyond last-click attribution. Incrementality testing is essential. Without proper measurement, all strategic changes fail to show true impact.
Nobody else thinks both strategically AND holistically about how creative, media, and measurement must work together. This integration separates sustainable growth from short-term gains.
A diversified creative portfolio isn't about making more ads—it's about strategic coverage across audiences, funnel stages, and creative concepts.
TubeScience operates on weekly creative sprints, producing 8,000+ videos per month across clients. This velocity enables rapid testing and optimization while maintaining strategic direction.
The Three Pillars Framework has driven measurable results for leading D2C brands across healthcare, financial services, subscription, apparel, and more.
Men's Personal Care
"The data-driven approach delivers unmatched scale. Having behavioral scientists and PhDs on set makes the pay-for-performance model work."
— Josh Friedman, CEO
Activewear / Subscription
"TubeScience expanded our reach to 16 new audiences across 7 countries while improving efficiency."
— Aubrie Richey, VP Performance Marketing
Beauty / Hair Accessories
"The combination of creative diversification and proper measurement transformed our growth trajectory."
— Partnership with Northbeam
Evaluate your current creative strategy against the Three Pillars Framework. Each unchecked box represents a growth opportunity.
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Our team will analyze your current creative portfolio, identify gaps against the Three Pillars Framework, and provide actionable recommendations—at no cost.
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