<aside> 📌

Role: Creative Strategist · Brand: Pattern Beauty (DTC haircare) · Channels: paid social · Tools: Midjourney, Runway, Canva · Result: Spec work (not a client engagement)

</aside>

Testing What Improves Conversion in Paid Social

Pattern Beauty is a haircare and body care brand founded by Tracee Ellis Ross — built specifically for people with textured hair. The brand has a strong product line, a recognizable name, and something most DTC brands spend years trying to build: a locked visual identity. Bright colors, high contrast, consistent across every ad in their library.

The Problem

Creating Ad Assets is often guess work with no data.

To find out what messaging and what visuals actually convert scrollers to buyers, you have to A/B Test the variables inside the ad.

Not one version. Multiple controlled versions.

More tests, less guessing.

Variable 1: Headline Isolation

The headline you prefer is not always the headline that converts.

So instead of debating it, isolate it.

Same image. Same layout. Only the primary headline changes.

Gain framing vs loss aversion. Functional benefit vs emotional trigger.

Let the audience tell you which resonates.

The goal was simple:

Identify whether:

• 7X More Moisture
• 2X Less Breakage
• 4X More Curl Definition