Halo Naturals shipped 312 ad variants in a week — and lifted ROAS 41%.

Halo Naturals is a DTC skincare brand that ships seasonal launches every six weeks. Going into Spring '26 the team had a target — get 4× the creative volume against last quarter — and a constraint they couldn't move: still just two people on growth.

The problem

The bottleneck wasn't the work itself — it was the round-trip. Every variant meant a brief in Notion, a hero shot in Photoshop, copy in ChatGPT, a 15-second cut in Premiere, an upload to Meta, a screenshot back to Slack for review.

On their last campaign, the team measured the time spent on each step. The actual creative-or-strategic decisions came out to 17% of the work week. The other 83% was translation between tools.

How they restructured the canvas

Halo onboarded onto Macro on a Monday. The growth lead, Maya, started by mapping the campaign as a graph — the way she'd been drawing it on a whiteboard for years.

• Campaign root: Spring Glow Routine, Mar 18 — Apr 30.
• Three creative concepts: macro-detail product, on-model lifestyle, before/after testimonial.
• Four audiences: lookalike of buyers, retargeting site visitors, high-intent search, lapsed buyers.
• Two platforms in week one: Meta (full-funnel) and Google (PMax). LinkedIn added on day five.

She dropped the brand kit (palette, type, four hero references, tone-of-voice doc) into the workspace once. Every generation downstream inherited it.

Variant explosion, but structured

By Wednesday, 12 base creatives were live in test. The first 48 hours of performance data went to Macro's variant routing — Macro started biasing the next generation toward the macro-detail concept and warmer color tones, which were converting at 2.4× the lookalike CPM of the other concepts.

By Friday, 312 final variants were running across Meta and Google. Voice-overs in two languages. Carousels in three crops. Headlines in 14 versions tested in pairs.

Results

After 30 days running on Macro:

1. ROAS lifted from 2.3× to 3.24× — a 41% improvement against the same audiences and budget.
2. Creative production time per variant dropped from 4.2 hours to 14 minutes.
3. The growth team ran 6× the A/B tests they ran the prior quarter, with the same headcount.
4. $0 spent on freelance design or copy support over the campaign.

Macro replaced two designers, our copywriter, and the agency we used for media. We just plug it in.

— Maya Singh, Halo Naturals

What's next

Halo is now running Macro across every campaign. The next experiment: hooking Macro's performance loop into their Klaviyo data, so post-purchase cohort lift can route variants for the retargeting flows.