OTO CBD Wellbeing

Since launching in 2019, OTO has grown to be the UK’s leading premium CBD brand, with a presence in over 400 locations including; Harrods, Selfridges and Mandarin Oriental. OTO have a successful website in the UK and are now looking to extend this to the US market but are looking for a tailored approach.

Client
OTO

Sector
FMCG
Wellness

Date
2022

Role
Creative Direction
Design & Art Direction
UX & UI

The challenge

How will we tweak what is live in the UK to appeal to their US audience?

How do we maintain consistency with the core UK master brand?

The approach

Executive Summary
Black Friday 2025 marked a turning point in giffgaff’s approach to campaign design and evaluation. By combining innovative visual creative (fresh look/feel, high-impact formats) with robust behavioral testing through CloudArmy, we pushed key business metrics to their strongest levels yet. The integrated strategy delivered a 148% uplift in ROI versus 2024, record activations, improved retention rates, and set a new standard for creative-led performance measurement.

Case Study Draft
Background & Challenge
In a market saturated by price-led offers and seasonal promotional clutter, giffgaff faced the need to differentiate its Black Friday proposition—not just through price, but through brand experience, engagement, and metric accountability. Traditional campaign tracking struggled to isolate the effect of creative versus media weight or market timing. Enter Black Friday 2025: a campaign deliberately designed to test and optimize the impact of creative look/feel using CloudArmy’s advanced behavioral testing platform.

Creative Strategy
Visual Look & Feel: The campaign introduced a new “hero creative” suite for TV, digital video, and social, a distinct color palette, branded animations, dynamic product shots, and thematic storytelling  that showcased unlimited data value bundles.

Personalization: Dynamic banners and targeted creative (email, dashboard) were tailored to tested segments, closely aligning with member profiles uncovered by CloudArmy.

CloudArmy Testing: Data-Led Creative Optimization
Methodology: Prior to launch, creative treatments were A/B/C tested via CloudArmy with real audiences. Metrics included attention, emotional response, recall, purchase intent, and perceived deal value.

Insights Generated:The most visually engaging formats (animated hero ads, personalized banners) drove highest intent and attention scores.
Behavioral data showed the new look/feel increased trust and perceived deal authenticity, countering Black Friday skepticism identified in market studies 3 

Testing helped optimize channel allocation, results favored visual-first formats, leading to a rebalance toward skippable and bumper ads.

+148% vs 2024; direct result of creative/channel optimization

SIM Activations
39,000

“Best in market creative” driven by creative synergy with value bundles 5

Higher MLV due to perceived value and creative engagement

 
 
Key Learnings & Next Steps
Creative look/feel directly impacts business outcomes: When properly tested and optimized, visuals move the dial on both engagement and trust.
CloudArmy testing produces actionable insight: Data-led optimization before launch ensures creative investment translates to sales, margin, and retained business.
Integrated channel mix (visual-first) outperforms price-only strategies: Bundled value and creative synergy are critical in crowded markets.
Quotes & Reference
“The synergy between creative excellence and rigorous behavioral testing set a new benchmark for our seasonal campaign performance. CloudArmy allowed us to validate—and then amplify—what really works for our audience.” — Senior Marketing Analyst

The outcome

The outcome was a captivating homepage with products split into three bold wellness categories, product listing pages that were easy to browse, and new product cards that showcased the richness of their ingredients.

The reflection

This was always a tricky one to balence in terms of what I desired to create vs what was possible to skin an existing Wordpress theme.

Im aestetically happy with the result, however I would have loved to explore bolder product detail pages that featured layers of depth and inmteractivity to hieghten the experience.