The account, the five ads and the source screenshots. Reported in Motion from the client's Meta account, rolling last 365 day view, 7 day attribution.
Case 01. Real Mad Honey, consumable DTC brand
Five street interview ads carried a third of a year's spend.
€289,525
Spend on our five ads
2.73
Blended return on those five, calculated
€25.84
Cost per purchase on the highest spend ad
33.5%
Share of total account spend
Reported in Motion from the client's Meta account, rolling last 365 day view, 7 day attribution. Account totals over the same window: €863,979.71 spend and 31,809 purchases across all creative, ours and theirs.
Real Mad Honey is a consumable DTC brand, and its Meta account is what most brands of that size look like: one main account, a mix of ad formats running at once, and a reporting window that rolls forward every day rather than a fixed campaign start and end. The figures on this page are pulled from Motion, the client's connected reporting dashboard, on a rolling last 365 day view with 7 day attribution. Over that window the account as a whole spent €863,979.71 and reported €2,306,295.04 in revenue across 31,809 purchases, for a blended 2.67 return covering every ad in the account, ours and the client's own. That account total is the backdrop against which the five street interview ads below sit. It is shown for context on account size, not claimed as revenue Stradvert produced on its own.
The problem, in the client's words
Martijn's account had a distribution problem rather than a creative shortage: Meta concentrated delivery on a small number of ads, and the rest of the library struggled to pick up spend at all.
Our role
Concepts, street casting, filming and editing of the five interview ads below, delivered as upload ready cuts. The client ran the media buying and set the budgets. We did not touch the ad account, did not set the daily budget, and did not choose which ad Meta served to which audience. Our part of the job stopped at delivery of the finished files.
That separation matters for reading this case correctly. What follows is not a story about a media buying trick. It is a story about what happened once ordinary street interview creative sat inside a normal account alongside the client's other video ads, with Meta's delivery system making every call about where the budget actually went.
Our five ads in the account
| Ad | ROAS | Spend |
|---|---|---|
| RMH603 | 2.77 | €107,958 |
| RMH103 | 2.76 | €90,615 |
| RMH291 | 2.50 | €54,347 |
| RMH604 | 2.95 | €22,665 |
| RMH032M | 2.72 | €13,940 |
Spend totals €289,525, which is 33.5% of the account's €863,979.71. Multiplying each displayed spend by its displayed ROAS gives about €789,787 at a 2.73 blended return. That revenue figure is calculated by us from the creative level figures shown, not read from a single dashboard field.
Read across the five rows and the shape is consistent rather than a single outlier carrying the rest: every one of the five sits between a 2.50 and a 2.95 return, and the spend ranges from €13,940 on the smallest to €107,958 on the largest. Nothing here depends on one lucky ad. Five separate pieces of street interview creative, filmed on the same day, each cleared Meta's own delivery bar on its own terms.
What Meta did with the budget
Nobody at Real Mad Honey or Stradvert chose to push a third of a year's spend into five street interview ads. Meta's delivery system did that on its own, the same way it decides where every euro goes inside any account running more than one active ad. The client's job, as Martijn describes it below, became reacting to that allocation rather than directing it: raising the overall budget so the rest of the creative library could still get spend at all, because Meta kept concentrating delivery on the street interview ads whenever the ceiling allowed it to.
Every figure from this account, both tables and the method behind them, is set out in the full allocation report.
"Meta decides where spend goes. If it pushes spend only to the street interview, we have to raise the budget until the rest of the ads get spend at all."
"It's still running and used as a top of funnel ad. The purchases done by other ads and Google as bottom of funnel aren't measured, so the impact of this is actually much higher."
Client statements, given during the campaign and kept here as attributed historical testimony. We have not verified delivery on any date after the reporting window shown.
Martijn's second point is worth sitting with. RMH603 is used as a top of funnel ad, and the purchases it drives further down the funnel through other ads and through Google are not captured in the 2.77 return shown here. The number on this page is very likely a floor, not a ceiling, on what this one ad is actually worth to the account. We are not claiming a larger figure ourselves; we are reporting what the client told us and leaving the stated 365 day, 7 day attribution ROAS as the number we stand behind.
Highest spend ad: RMH603
2.77
ROAS
€107,958
Spend
€25.84
Cost per purchase
2.28%
Link click CTR
62.69%
Thumbstop
22.81%
Hold rate
Selected examples of other video creative in the same account
Four other video ads from the same account and the same reporting window, picked as examples rather than as the full library. Each took between €225 and €372 of spend. This is not a controlled creative test: the client set budgets and Meta decided delivery, which is the point Martijn makes above.
Selected examples, same account, same window
| Ad | ROAS | Spend |
|---|---|---|
| RMH058M | 1.18 | €371 |
| RMH762 | 1.78 | €316 |
| RMH070 | 1.74 | €312 |
| RMH625 | 1.68 | €225 |
Side by side, the gap is stark. The four other video ads range from a 1.18 to a 1.78 return and never cleared €372 of spend. The five street interview ads range from 2.50 to 2.95 and cleared over €289,000 combined. We are not saying the other creative is poorly made; we simply do not have visibility into how it was produced or briefed. What we can say is that, inside this account and this reporting window, Meta's own delivery system consistently preferred the street interview format once it was in the mix.
What to take from this if you are buying creative
This account is one data point, not a universal law about street interview ads. What it does show is that ordinary interview footage, filmed on one day and dropped into a live account next to a brand's existing video creative, can end up carrying a disproportionate share of spend once Meta's delivery system is left to decide on its own. That is the same production pattern behind every account on this page: one filming day, a batch of ad variants, and the client's own team running the media buying from there. If you are assessing whether the format could do the same inside your account, the honest answer is that we cannot promise a specific outcome for a different brand, a different budget or a different market. We can show you exactly what happened here, with the underlying screenshots, and let you judge whether the same production approach is worth testing in your own street interview ads programme.
This is one of three published accounts. See the DOT Trading account and the Pulse of Potential account. All three are produced the same way: a single filming day turned into a batch of street interview ads, handed to the client to run through their own account.
/ Questions
Real Mad Honey, questions
- What is the Real Mad Honey account and how is it reported?
- Real Mad Honey is a consumable DTC brand running paid social on Meta. The figures on this page come from Motion, a third party reporting dashboard connected to the client's Meta account, viewed on a rolling last 365 day window with 7 day attribution. The account total over that window is €863,979.71 spend, €2,306,295.04 revenue, 31,809 purchases and a 2.67 blended return across every ad in the account, ours and the client's own.
- How much of Real Mad Honey's spend went to Stradvert's ads?
- Five street interview ads produced by Stradvert took about €289,525 of the account's €863,979.71 spend, roughly a third of the account, over the same rolling 365 day window. That allocation was not chosen by us or the client. Meta's delivery system decided it.
- Did Real Mad Honey or Stradvert choose to put most of the budget behind the street interview ads?
- No. Martijn, the client, says Meta decides where spend goes, and that when it pushes spend only to the street interview ad, the budget has to be raised so the rest of the library gets spend at all. Neither side manually weighted delivery toward these five ads.
- Is the 2.73 blended return for Real Mad Honey a Meta reported figure?
- It is a figure we calculated, not one read directly from a single dashboard field. We multiplied each of the five ads' displayed spend by its displayed ROAS, summed the results to about €789,787 in revenue, then divided by the €289,525 total spend. The underlying spend and ROAS per ad are Meta reported figures shown in the screenshots on this page.
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