Chai Ghai: Instagram Reels Creative Behind a 12x ROAS Claim
Chai Ghai: Instagram Reels Creative Behind a 12x ROAS Claim
Services:
Ad Design & Paid Social
Industry:
DTC food and beverage (tea)
Timeline
2022
Snapshot
12x — return on ad spend reported
2 — platforms: Reels and TikTok
Product-led — creative approach
The challenge
Tea is a low-consideration purchase with high substitution. Paid social has to make a specific brand worth choosing in the two seconds before a thumb moves.
What I did
Put the product in a real moment rather than on a white background, so the ad reads as content first and an advertisement second.
The work
Reels and TikTok ad creative built around product-in-context video, native captions and offer overlays, formatted vertically for feed and story placement.
Stack: Instagram Reels, TikTok, paid social creative, vertical video
Return: 12x ROAS reported for the program
Placement: Reels and TikTok vertical formats
Creative: product-in-context rather than studio product shots
In a feed, an ad that looks like an ad has already lost. Put the product somewhere it would plausibly be.
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