GiftBox — Creative Refresh Brief

Week of 10–16 Jul 2026  ·  AdNova: snapshot

Context This Week

ROAS recovered strongly to 3.15× (from 2.66 prior week) as BOF Klaviyo EOFY spend was scaled back and efficiency recovered. The creative pool is broadly healthy but BOF Klaviyo frequency is climbing (3.73) and the Winter Essentials Klaviyo adset is burning budget at ROAS 0.85. Priority this week: refresh BOF EOFY creative before frequency hits 4.0, and brief new Winter Essentials angles to replace the underperforming Klaviyo creative.

Fatigue Read

Ad SetFreqROASCallReason
BOF | Klaviyo + ATC | EOFY 20263.733.02Refresh SoonFreq climbing — brief 2–3 BOF creative variants now, rotate in next 7 days
TOF | A+ | EOFY 20262.422.84KeepHealthy frequency, ROAS improving — keep pool as-is
TOF | A+ Audience | Clearance2.013.85ScaleTop ROAS + low freq — undersupplied. Add 1–2 new Clearance angles
BOF | PUR | WINTER ESSENTIALS | KLAVIYO1.890.85PauseROAS 0.85 — not frequency issue, it's the creative/angle. Pause + rethink
BOF | Minions Jun262.512.39ReviewBelow 2.5x threshold — brief BOF Minions refresh or consolidate
TOF | INT | Video/Image (Max Value)2.154.12Keep + BriefStrong but watch as spend scales — have 2 new video angles ready

Refresh Priorities

1

BOF EOFY Klaviyo / ATC — Frequency Refresh

Pillar: BOF Retention  ·  Urgency: High — freq 3.73, act before it hits 4.0
Pillar
BOF — Klaviyo list / ATC warm audience
Angle
Social proof + "you left it behind" urgency — pull real reviews, show popular gift categories at EOFY prices. Avoid generic "shop now" — be specific about product.
Format
2× static carousel (product showcase) + 1× short video UGC (15–20s unboxing or reaction)
Volume
3 variants minimum
Replaces
Current fatiguing BOF EOFY ads (freq 3.73)
Briefed by
18 Jul 2026
2

Winter Essentials — New Creative Angle (Replace KLAVIYO adset)

Pillar: Seasonal / Winter  ·  Urgency: High — current creative at ROAS 0.85
Pillar
Winter Gifting / Seasonal
Angle
Problem-first hook: "Still looking for the perfect winter gift?" → transition to specific product categories (hot drinks, blankets, experiences). The Klaviyo angle isn't working — try gift-occasion framing instead.
Format
2× static image (lifestyle + product flat-lay) + 1× video (gift reveal / unwrapping)
Volume
3 variants
Replaces
BOF | PUR | WINTER ESSENTIALS | KLAVIYO (ROAS 0.85 — pause this adset)
Briefed by
18 Jul 2026
3

Clearance — New TOF Angles

Pillar: Clearance / Value  ·  Urgency: Medium — high ROAS (3.85) but underserved with low freq (2.01)
Pillar
TOF — Clearance / Value-seeking
Angle
Urgency + scarcity: "Final clearance — prices this low won't last." Show specific product categories with price anchoring. Lead with the saving, not just the product.
Format
2× static image (price-led) + 1× video (product walkthrough with CTA overlay)
Volume
2–3 variants
Replaces
Additive — no pause needed, supplement current Clearance pool
Briefed by
20 Jul 2026

Pause This Week

Ad SetReason
BOF | PUR | WINTER ESSENTIALS | KLAVIYOROAS 0.85 — creative angle not resonating. Pause entire adset, brief replacement angle (Priority 2 above).
TOF | AU | LPVs | Minions Jun26 (if still live)Zero purchases last week — awareness objective is fine but confirm it's intentional and budget-appropriate.

Scale This Week

Ad SetReason
TOF | A+ Audience | ClearanceROAS 3.85, freq 2.01 — has room to absorb more budget efficiently
BOF | PUR | WINTER ESSENTIALS | ATC/VCROAS 3.18 (up from 1.97) — redirect budget freed from KLAVIYO pause here
TOF | A+ | EOFY 2026ROAS 2.84, stable freq 2.42 — scale while fresh creative goes into BOF

Production Hand-Off

PriorityFormatQtyDueGoes Into
1 — BOF EOFY Frequency Refresh2× static carousel + 1× UGC video318 JulBOF | Klaviyo + ATC | EOFY 2026
2 — Winter Essentials New Angle2× static + 1× video318 JulNew BOF adset replacing KLAVIYO pause
3 — Clearance TOF Refresh2× static + 1× video320 JulTOF | A+ Audience | Clearance (additive)

AdNova snapshot: View in AdNova ↗

Generated 17 Jul 2026  ·  Week of 10–16 Jul 2026  ·  Ecom Nation