Big Potato had already found a breakout hit with Herd Mentality.

One ad was performing exceptionally well and driving strong scale.

The problem was everything else.

No other ads were coming close to matching the performance of the original winner. Both the client and our team initially tried to replicate success by creating variations of the winning ad, using the same structure, same formula, and similar creative approach.

But this isn’t what Meta’s system rewards.

It doesn’t want small tweaks to the same idea. It wants true creative diversity: different formats, different concepts, and different messages.

To scale further, we needed to move beyond variations and start building a much broader creative ecosystem.