The Problem

After a leadership change, SlickText's new Director of Content needed support building creative and messaging that would land with their audience and align with paid social campaigns already in market.

The opportunity was clear. The brand had been speaking in a flat, transactional voice. Making the tone more personable and a little quirky would set them apart in a category dominated by stiff SaaS messaging.

Hover to Play Videos

The holiday performance validated the direction. We rolled the visual and tonal approach into additional campaigns, continuing to iterate on what was driving the engagement lift.

Art Direction Phase

We tested the new tone first in holiday creative, pairing cheeky graphics with motion elements designed to break through the holiday ad clutter. CTR moved from 1.2% to nearly 5%.

The simpler, quirkier messaging reduced cost per acquisition by 28%.

Expanding Our Learnings

The comedic tone resonated with SMB buyers but did not translate to enterprise audiences. Enterprise buyers needed proof, not personality. We tested a parallel creative track that led with credibility signals, customer outcomes, and business value while keeping the brand's overall identity intact.