How Gousto keeps paid social creative fresh as a subscription brand

Paid social rewards the brands that keep showing up with something new. CPMs keep climbing and creative fatigue arrives quickly, which means a subscription business feels the cost in both acquisition and retention.

In this episode of Brave Talk, our creative strategy director, Isabel Villadolid, sits down with Anysia Palmer, senior paid social manager at Gousto, to look at what creative diversity means once you move beyond sheer volume. Anysia shares how Gousto builds creative around customer motivations rather than demographics, how menu-led campaigns sit alongside always-on work, and how brand and performance teams end up with one creative world instead of two.

They also cover how data can widen creative choice, when a new concept earns a test over another iteration, and how to keep the emotional pull of food intact while moving at speed.

Watch the full episode below.

PLAY VIDEO

...