RAVEG
600+ TikTok-native creatives. winning CPA down 58%
the brand
RAVEG is a DTC hair tools brand built for curly hair. the hero SKUs are the Hyperpower dryer and the XXL Diffuser. the brand lives on TikTok, the buyer is real women 30-65 who want their curls to actually work, and every ad has to feel like a friend's video, not a corporate spot.
the numbers
600+ creative variants in 90 days · -58% winning CPA · two languages (US English + Dutch)
the challenge
the category is crowded. Dyson is winning the top end. every competitor is running the same polished salon ads. to break out, Raveg needed raw, real, TikTok-native content at a pace no manual agency could match. and the content had to ship in two languages (US English and Dutch, never mixed) without losing the authentic voice or making Dutch spelling mistakes.
what we did
TikTok-native pipeline.
we sourced women 30-65 with real curly hair, shot in real bathrooms and bedrooms, no studio, no models, no perfect lighting. AI video filled in the variation volume where shoots couldn't scale. first 1-3 seconds of every ad built around a close-up face and a real reaction.
dual-language volume.
every winning hook got a native Dutch version, produced separately by native Dutch-speaking talent and reviewed for native-correct spelling and grammar. the algorithms saw both markets served by coherent brand content, with no translation artifacts.
the surprise win:
a throwaway Dutch hook ("never sleep with wet hair") went through the roof in the Netherlands. we reverse-translated it back into US English. it became the top-performing US variant for six straight weeks. the direction we learned to test in: Dutch → English, not the other way around.
what didn't work first:
using a professional translation agency for the Dutch copy. the output was grammatically perfect and read like a court document. we killed 40 variants before rebuilding the Dutch pipeline around native TikTok speakers, not translators. the algorithms can smell a translated ad from a native one.
hook-first testing.
50+ new hook variants a week. "why the Hyperpower is my favorite hair dryer." "don't sleep with wet hair." "the diffuser that actually works on curls." the data told us which hook was landing in which geo, and we scaled accordingly.
offer angles.
warehouse sale creative, 50% off drops, routine videos, before and after transformations. all in-brand, all UGC-feel, all tied to a specific test.
the result
in 90 days we tested 600+ creative variants for Raveg. winning CPA dropped 58%. ROAS hit 4.2x at $150k monthly spend across both markets. the creative team went from shipping one concept a week to landing new winners every week, in two languages, in parallel.