Pencil And: Kitsch

Key results

  • Achieved ROAS of 2.4 to 2.6, beating target of 2.0
  • Over 6 weeks, 15 creatives across 34 ads for 5 products
  • Test spend $50-100k vs. baseline $100-500k range


KITSCH is proud to be recognized as a self-financed, female-owned global accessory brand built on positivity and pure hard work. Established in 2010, with a business plan no longer than a paragraph, Kitsch has grown from door to door sales to selling products in over 27 countries across 20,000 retail locations worldwide.


Kitsch has a world-class performance marketing team driving excellent outcomes on Facebook. But they wanted to keep innovating, and especially during COVID, they wanted to find a new way to handle the demand for high quality video FB ads across their growing product line.


They hired Pencil to crack this problem using our Machine Generated Content platform. Pencil generated the Ads for the Kitsch team, who then ran them successfully in FB Ads Manager.


Challenge & hypothesis

Our hypothesis was that by using Machine Generated Content we could scale and improve overall account performance for Kitsch by generating, testing and iterating a variety of fresh creative approaches and formats at a higher velocity than we could internally.

We proved this was an effective strategy, and we intend to continue scaling and improving it with MGC.

Between Mid-August 2020 and end September, we generated and ran 5 FB campaigns using Pencil MGC Ads. These were for Towel scrunchies, Towel Pillow Covers, Cotton Face masks, Shampoo and Conditioner bars, and Satin Sleep Pillowcases. Overall we ran 15 creative assets in 34 ads across all 5 products.


Our Facebook Ad objective was conversions. Pencil generated strong DR creative that was clearly designed to convert sales, using the 'Shop Now' CTA button. The ads were short and well-structured, communicating a clear 'ABC' - Attention, Benefit, CTA.

The Stretch target for this series of campaigns was 2X ROAS. The campaigns delivered strong results and were considered successful at unlocking new audiences and scaling our ability to invest in Facebook ads, with ROAS ranging between 2.4 and 2.6, beating our brand prospecting ROAS baseline.

Working with Pencil's MGC platform, we've learned that we can spend more time and investment on strategy and creative asset development, and no longer need to spend so much time managing the creation  of multiple versions of high quality assets.

For instance, if we just input a few words into the Pencil brief, and drop in some high quality visual assets, then Pencil will do the hard work for us and convert these into multiple high quality performance Ads. Given the cost is low and the turnaround time is fast, we can also play around more and generate a multitude of assets.

Our leadership team has been impressed by the quality and performance so far, and we've seen some positive comments on the Pencil ads from our Kitsch community.


“We were surprised by the quality of Pencil’s machine-generated creative ads. A lot of fresh variety, compelling copy, and our FB ROAS performance has been very promising so far.”

  • Carly London, Growth Consultant, Los Angeles

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