Carve Designs was focused primarily on paid social, especially Meta. The team wanted to reach new prospective customers and expand awareness as the brand opened its aperture to a more stylish customer.
CTV offered a way to fill the top of the funnel, build brand equity, and introduce Carve Designs to audiences the brand could retarget across other channels.
“CTV is notoriously great at driving downstream business effect, which are seen less in platform/vanity metrics and felt more in the way of lift to revenue and transaction volume over time. Our advanced model (Prescient) shows CTV driving the most efficient CAC in April, along with the strongest Halo effect on Amazon.”
Jen Wilson, VP of Marketing, Carve Designs
Carve Designs wanted a CTV spot that could do more than showcase products. The team needed a piece that could communicate what Carve truly stands for, introduce a new line, and differentiate the brand for a broader audience.
The challenge was that much of the source material came from BTS iPhone footage and shoot assets. The creative needed to feel elevated and intentional, not like repurposed social content.
“I can't believe they were able to make something so elevated from BTS iPhone footage!”
Jen Wilson, VP of Marketing, Carve Designs
Because Screenbridge had already worked with Carve Designs across multiple campaigns, the team had a strong understanding of the brand’s voice, aesthetic, and customer.
Screenbridge shaped the footage into a journey for the viewer, using the founder’s voiceover to guide the story and explain what makes Carve different. The spot paired that narration with real on-set moments: models traveling, interacting with the camera, wearing the new line, and bringing the brand world to life in a natural way.
The result was a CTV campaign that felt polished, emotional, and true to Carve, while still applying performance best practices.
Carve Designs provided BTS iPhone footage, shoot assets, loose narrative guidance, and direction on how much of each look to feature. Screenbridge reviewed the material for the small moments that made it feel real: glances to camera, natural movement, travel details, and the candid energy of being on set.
The hook used a visually rich collage of photos and moving images to quickly establish the world of the brand. Screenbridge paired that with non-generic music that created a feeling of travel and progression, then used the founder’s voiceover and on-screen pacing to guide the viewer through the story.
Screenbridge delivered a :30 spot, a :15 cutdown, and a vertical social edit, giving Carve Designs a flexible campaign toolkit built for CTV, testing, and cross-channel use. Even though the spot was brand-led, it was still built with CTV performance in mind: the brand name appeared within the first five seconds, and the viewer quickly understood what Carve is and what makes it special.
The :15 spot became the top-performing creative of the campaign. Even though the campaign was more brand-led than conversion-led, it performed beyond expectations.
Carve Designs’ CTV campaign had a $3.50 cost per site visit goal, and using its high-quality TV assets, the campaign reached 223% to goal. The campaign also delivered over 3x ROAS, with a 0.75% visit rate.
Carve’s advanced model, Prescient, showed CTV driving the most efficient CAC in April, along with the strongest halo effect on Amazon.
“Our first spot of the season was really more of a brand spot that set the vibe and tone of the brand to new customers. Not focusing on something as conversion focused out of the gates was definitely risky, but it's performed beyond expectations!”
Jen Wilson, VP of Marketing, Carve Designs