Hylo Athletics, a sustainable performance running brand, was ready to scale beyond early adopters but faced fierce competition from more established brands like Nike, HOKA, and On. Despite having a strong product and loyal customer base, paid media performance had plateaued. Creative fatigue and a lack of differentiation were limiting paid social efficiency.
Hylo partnered with Taikun Digital to revamp its creative strategy and build a scalable testing engine designed to drive both performance and brand growth.
We began with deep audience research to identify Hylo’s core segment: performance and sustainability-minded runners aged 25-45.
From there, each new concept was built on a clear hypothesis, allowing us to systematically test what truly resonated.
Using Foreplay boards for inspiration and Taikun’s Creative Tracker for structured testing, we built and tested 8 new creative briefs per month across static, motion, carousel, and UGC formats.
Naming conventions and file structures were fully streamlined for Meta to ensure clean reporting and scalable iteration.
Each brief produced 2-5 variations across 1:1 and 9:16 ratios to capture diverse creative learnings.
We implemented iterative testing loops to isolate winning elements. Results consistently showed that simple, product-led creatives with comfort claims and clear proof points performed best.
✅ Comfort + Proof = Conversion Powerhouse
✅ UGC and motion variants boosted CTR by double digits
✅ Simplified storytelling outperformed aspirational ads
Testing and iteration built a repeatable creative engine.
The brand is now positioned as a challenger in performance running: the most comfortable, sustainable daily trainer, loved by runners everywhere.
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