How Ferrara lifted ThruPlays 106% by finding the element combinations that hold attention.

Ferrara wanted to lift viewership KPIs for Laffy Taffy across Meta’s networks. The team had already identified many of its top-performing creative elements over the years; what it needed was the right combination, which tags complement each other, and when and how to use them.

Alison analyzed Laffy Taffy’s creatives element by element, alongside the category’s creatives read through the same lens, and pinpointed the optimal tags and combinations. The headline recommendations: shift the brand tenant from Family Connection to Dad Joke Energy, add voice-over on top of music and sound effects, drop the split screen, and introduce stylized fonts.

Ferrara rebuilt the Laffy Taffy creatives around the recommended combinations, a swap of creative direction and sound, not a bigger budget.

Year over year, the new creatives more than doubled ThruPlays (1.8% to 3.7%, +106%) while cost per ThruPlay fell 59% ($0.203 to $0.083). Three-second views rose 84% with cost per view down 55%, and 25% views rose 51% with cost down 46%. Upper-funnel attention improved on every measure while every cost metric fell.