How OLLY Body Won the Reels Feed (and Lowered CPMs by 12%)
The Challenge
In 2025, wellness brand OLLY launched OLLY Body—a distinct new personal care line under the OLLY umbrella featuring vitamin-infused body washes, scrubs, and serums with mood-boosting scents. While OLLY’s core supplements brand was already familiar to wellness shoppers, its personal care line was new and competing in a crowded category.
The team needed a way to attract a wider audience, increase qualified traffic to Amazon product detail pages, and boost purchase interest for the new OLLY Body line. Business-as-usual Meta creative was doing its job, but it didn’t fully reflect how people actually discover and engage with personal care content in Reels. OLLY wanted to understand whether more diversified, UGC creative grounded in emerging cultural and shopper trends could outperform its existing assets without changing targeting or blowing up the budget.
Results
+14.1%
higher CTR for the top new assets
-12.4%
lower CPM in the test cell
+9.7%
more conversions in the test cell
Alongside these gains, the test cell delivered +8.5% more link clicks to Amazon and a -8.3% lower cost per link click than the business-as-usual creative, with results read at a 95% confidence level. Together, the metrics show that diversified, Reels-native creative lowered costs, improved asset-level performance, and drove more outcomes that matter.
Launching a new product line means every impression has to work harder. Tinuiti and Meta helped us build a creative mix that connected the right messaging with the right audiences—and we saw results where it matters most: Amazon sales during our test window rose significantly. Diversified creative isn’t just an ad strategy; it’s a growth strategy.
Sarah McLaren, Head of Personal Care at OLLY
How We Did It
Turning AI insights into concrete creative territories
In partnership with Meta, Tinuiti’s Creative team was already exploring multimodal, AI-enabled insights designed to surface emerging trends across Meta’s ads platform and translate them into actionable ideas for advertisers. OLLY joined to bridge the gap between “what’s trending in Reels” and the brand’s own creative system for personal care.
The Tinuiti team used those AI insights to define new creative territories that felt native to Reels and grounded in real consumer behavior. Two standout concepts, “Seasonal Scent Graveyard” and “Shower Maxxing,” reframed dated shower products in favor of the new OLLY Body lineup, using humor and transformation to show why it was time to upgrade. These ideas gave the creative team a sharper brief and turned abstract trends into specific scripts, scenes, and hooks.
From there, we built a mix of lo-fi creator content, static and video assets that diversified people, products, and visual directions. Platform-native text and graphic overlays, strong opening hooks, and upfront branding ensured each asset was built in the language of Reels and short-form video, not simply ported over from other channels.
Designing Reels-Native creative that algorithms and humans both like
We partnered with creators to produce 9:16, mobile-first Reels video ads that were entertaining, relatable, and easy to understand. The goal was to design creative that felt more organic to the Reels environment than OLLY’s business-as-usual assets, while still meeting Meta Advantage+ placement best practices: vertical video, audio on, and safe-zone-compliant layouts that preserved key messaging and branding.
New assets embraced core Meta performance drivers, including branding within the first three seconds, clear hooks in the opening moments, simple but persuasive product reasons-to-believe, and CTAs within the first 15 seconds. By treating creative as a data signal the team built a system of diversified assets that could work with Meta’s delivery and bidding systems instead of against them.
Running a clean split test against business-As-Usual
To isolate the impact of diversified, AI-informed creative, our team structured a two-cell split test on Meta with a single objective: traffic/link clicks. Targeting was held constant across both cells: US women aged 18–44, with interest in personal care, skincare, and beauty products, over a 14-day flight from February 20–March 5, 2026.
- Control Cell (BAU creative): 11 total assets, including six BAU video ads and four BAU static ads.
- Test Cell (BAU + AI-insights-informed creative): 25 total assets, combining the same 11 BAU ads plus 10 new diversified assets (six video, four static)
The structure kept all non-creative parameters equal (budget, bid, targeting, and timing) so that performance differences could be attributed to creative diversification rather than media changes.
The Tinuiti team evaluated performance at both the campaign and asset levels, looking beyond the primary KPI of cost per link click to understand how impressions, CPM, conversions, video plays, link clicks, and CTR moved across cells and within the top-performing assets in each group.
Reading the asset-Level story, not just soft metrics
At the top-line campaign level, the test cell delivered more impressions (+13.8%), lower CPM (-12.4%), more conversions (+9.7%), more link clicks (+8.5%), and lower cost per link click (-8.3%) than BAU creative.
The most telling insight, however, came from comparing the top three new assets against the top three BAU assets. In that apples-to-apples view, the diversified, Reels-native creative achieved a +14.1% higher CTR (4.36% vs. 3.82%), demonstrating that the new concepts pushed more volume and made each impression work harder.
These findings reinforced the hypothesis that adding AI-insights-informed, Reels-native assets to business-as-usual creative improves efficiency and outcomes. Creative diversification is a performance lever, not a cosmetic change.
Outcomes
For OLLY Body, the test confirmed that adding AI-enabled, diversified Reels and static assets to business-as-usual Meta creative can improve efficiency and downstream performance. The treatment cell outperformed the BAU control on cost, volume, and asset-level engagement, showing that Reels-native diversification can strengthen a traffic program without changing targeting or objective.
For Tinuiti, the work showed that AI-informed creative territories like “Seasonal Scent Graveyard” and “Shower Maxxing,” paired with disciplined A/B testing and Reels-native production, can turn abstract platform trends into concrete systems of assets that outperform legacy creative. By isolating creative as the variable and reading results at both campaign and asset levels, the team proved that more intentional, diversified creative is a powerful lever for Meta performance.
“The instinct with diversification is to produce more. The real unlock is producing differently. By grounding ideation in what was actually resonating with audiences, we gave our creative team a sharper brief and the confidence to take bigger swings. That’s what drove the results here: not more creative, but more intentional creative.
Hudson Haines, VP, Executive Creative Director, Tinuiti
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