YSE Beauty, Molly Sims’ new skincare brand, approached us for design help with their 2023 Black Friday campaign. Drawing on my experience working with other e-commerce brands like Havaianas and analyzing metrics from 829 clients such as BCBG, Knesko, and Terra & Co., I recommended using product-focused imagery, making the promotion percentages more prominent in the ad, and incorporating clear CTA buttons where applicable. After A/B testing the final creatives, the ad featuring product-focused imagery and a clear CTA delivered the highest results, with 16k impressions and an impressive 11x ROAS.