Knotty: Creative Strategy Case Study

Knotty Knickers is a body-positive, inclusive women’s intimates brand offering comfortable, affordable underwear with a bold and playful personality.

Starting Point: Existing Creative


 Before I joined Knotty in November 2022, the brand relied on simple organic-style UGC concepts like the example you see here. To scale ad spend and attract new customers, they needed stronger direct-response creative.

I was brought on to develop high-converting video concepts and introduced new formats such as podcast ads, street interviews, and narrative-driven UGC. These tests led to multiple viral ads and improved spend efficiency, allowing Knotty to scale.

Below are some of my top-performing concepts and their metrics.

Example of Existing Creative.

Viral Podcast Concepts

Podcast-Style UGC
In 2023, as podcast-style ads were rapidly emerging across social platforms, we saw an opportunity to tap into the trend early. I developed, filmed, and directed a series of podcast-style ads crafted to be scroll-stopping and entertaining, using provocative, conversation-starting language that aligned with Knotty’s bold, alternative brand voice.

  • Impressions: 1M+
    Ad Spend: $13K
    Thumbstop Rate: 34.54%
    Hold Rate: 28.02%
    CTR: 1%

  • Impressions: 500K
    Ad Spend: $10K+
    Thumbstop Rate: 35.63%
    Hold Rate: 40.36%
    CTR: 1.45%

  • Impressions: 3M+
    Ad Spend: 50K+
    Thumbstop Rate: 43.71%
    Hold Rate: 30.12%
    CTR: 1.30%

For these campaigns, I filmed directly inside the Knotty warehouse to create a behind-the-scenes experience that brought viewers closer to the brand. Featuring high-energy talent that aligned with Knotty’s youthful audience, this format was especially effective for offer-focused ads and and quickly became one of our top performers. Its success allowed Knotty to scale the concept internationally, testing it in multiple countries and languages; including a German version that I directed.

Warehouse Creative Format

  • Impressions: 1.5M+
    Ad Spend: 38K+
    Thumbstop Rate: 42.43%
    Hold Rate: 20.92%
    CTR: 1.46%

  • Impressions: 2M+
    Ad Spend: 63K+
    Thumbstop Rate: 25.73%
    Hold Rate: 24.51%%
    CTR: 1.48%

  • Impressions: 1M+
    Ad Spend: 17K+
    Thumbstop Rate: 42.09%
    Hold Rate: 19%
    CTR: 1.73%

These creatives were produced for Knotty’s Halloween campaign, historically the brand’s highest-performing season given its alternative audience. The campaign included a mix of classic UGC and elevated, high-production concepts, all developed through my scripting, filming, and direction.

Halloween Campaign

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  • Impressions: 3M+
    Ad Spend: 50K+
    Thumbstop Rate: 28.56%
    Hold Rate: 26.37%
    CTR: 1.20%

More Creative Formats

A selection of alternative formats we tested; from ASMR and street interviews to classic UGC styles, all of which helped diversify our creative mix and surface new top performers.

  • Impressions: 750K+
    Ad Spend: 50K+
    Thumbstop Rate: 40.62%
    Hold Rate: 34.68%
    CTR: 0.80%

  • Impressions: 3.5M+
    Ad Spend: 38K+
    Thumbstop Rate: 35.77%
    Hold Rate: 16.57%
    CTR: 1.02%

  • Impressions: 460K+
    Ad Spend: 9K+
    Thumbstop Rate: 30.29%
    Hold Rate: 13.61%
    CTR: 1%

Static Ads

I developed these intentionally unpolished, “ugly ad” formats for offer promotions. This style became a top performer and showcases my capabilities in producing both static and video creatives as part of a broader strategy.

  • Impressions: 2.1M+
    Ad Spend: 27K+
    Thumbstop Rate: 0.16%
    Hold Rate: 4.64%
    CTR: 1.08%

  • Impressions: 1.5M+
    Ad Spend: 20K+
    Thumbstop Rate: 0.86%
    Hold Rate: 3.55%
    CTR: 1.21%

  • Impressions: 960K+
    Ad Spend: 17K+
    Thumbstop Rate: 0.28%
    Hold Rate: 5.24%
    CTR: 1.37%

  • Impressions: 570K+
    Ad Spend: 8.9K+
    Thumbstop Rate: 0.10%
    Hold Rate: 4.39%
    CTR: 1.31%

View Other Work

UGC VIDEOS
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PHOTOGRAPHY