Chris Hallam

59% Lower CPA and 150% Higher ROAS YoY

Industry:

Home & Lifestyle

Services:

Creative Strategy | Meta Ads | Paid Social Optimisation

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The Challenge

Helm & Oar is a lifestyle fine art gallery, that offers a vast collection of framed art prints inspired by the natural world. With sustainability and eco-consciousness at their core, they wanted to grow paid social revenue while deepening emotional connection with audiences — particularly those seeking to bring nature back into their homes.

In a world of urban living, where people long for a touch of nature, the challenge was clear: create paid social campaigns that not only sold art, but reconnected people with the world beyond their walls — all while improving efficiency and return on ad spend.

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The Creative

The campaign centred around the Earth Day Collection, designed to rewild homes by turning walls into portals to the natural world.

Imagine stepping into your living room only to find it transformed — the carpet beneath your feet turning to warm sand, or the quiet hum of a forest filling the space. Our design approach brought that feeling to life through carousel ads featuring framed prints in aspirational, lifestyle-led settings with warm, ambient lighting.

Purpose-led copy guided the narrative — urging customers on a creative journey of reconnection with nature, highlighting how each purchase supported both personal well-being and planetary health. The tone was emotional yet grounded, blending artistic aspiration with environmental purpose.

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Our Approach

Using creative analysis tools, I identified that carousel ads were consistently high performers for Helm & Oar — particularly those showing prints within real, styled interiors. Static imagery with visible frames and natural lighting outperformed motion-based formats.

I combined these insights with social listening and cultural analysis, revealing that post-pandemic audiences were increasingly driven by values over possessions. Emotional, purpose-led storytelling was key to engagement.

Strategically, campaign was timed around Earth Day — a moment that resonated deeply with the brand’s values and audience sentiment. This activation spotlighted prints that captured the mood and message of the season, with a 25% promotional offer amplifying urgency and conversion.

Each asset was iteratively tested and refined to optimise composition, copy tone, and sequencing, ensuring that every carousel told a cohesive visual and emotional story.

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The Results

📉 59% Decrease in CPA (YoY)

📈 150% Increase in ROAS (YoY)

⚡ 113% Uplift in CTR (YoY)

The Earth Day campaign delivered record-breaking efficiency while deepening emotional connection with Helm & Oar’s audience. It proved that values-driven creative, when paired with disciplined optimisation, can deliver both resonance and results.

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Key Takeaway

By fusing creative storytelling with strategic precision, Helm & Oar’s Earth Day campaign transformed sustainability into a sales driver — proving that when brand purpose meets emotional clarity, performance follows.