Devinos

Overview

A Denmark-based startup redistributing Spanish wine through e-commerce. They needed a stronger creative foundation across website + social + paid, and a simple Meta setup that could scale without wasting budget.

As a new company, they needed to go from “basic presence” to a performance-ready system:

• Improve tracking and understand what was working before scaling

• Build a lean Meta ads structure (broad + retargeting + DPAs)

• Create a content library for website, organic socials, and paid social

• Balance evergreen content with campaign pushes (e.g., Black Friday)

• Support conversion with landing page / product page improvements

My role

Creative Strategist + Content Creator
I led planning and creative direction, developed the content plan and concepts, produced and edited assets, and supported conversion + performance by improving landing pages and structuring their Meta ads setup.

Creative approach

Performance-first planning
Started by auditing their Shopify tracking and Meta ads setup, then built the plan from what the data and structure needed.

Lean Meta foundation
Implemented a simple system using DPAs, broad audiences, retargeting, and Advantage+ / Andromeda-style deliveryto support scaling over time.

Budget-smart creative plan
Kept the asset count focused so each creative could get enough spend to learn—avoiding “too many assets, too little budget.”

Varied content mix
Produced a mix of:

• Product-focused creatives (clear offer + bottles)

• Talking-head content (trust + expertise)

• BTS/sourcing content (how they choose wines)

• Educational “myths” content (value + retention)

• Fun scroll-stoppers (e.g., playful concepts like “85% water”)

• Campaign assets for Black Friday

Next step: lifestyle + trust layer
Planned an additional shoot day focused on lifestyle and social proof to strengthen the brand story and improve conversion over time.

Results

So far, the system is showing strong early signals and clear lift when ads run:

• Majority of assets driving around ~3% CTR

• Best-performing creatives reaching ~600% ROAS

• Sales increased by 182% from the same period last year

• Noticeable sales increase when campaigns are active

Results are still being optimized due to limited budget and the project being ongoing, with more lifestyle/trust content planned to complete the full-funnel library