The challenge
Northsmith & Co. sells outdoor apparel — jackets, base layers, technical gear — to a Canadian and US audience. By Q4 of 2025 they had a problem most growth-stage e-commerce brands hit: their organic content team and their paid agency were working from different briefs.
The result: ads that didn't look like the brand's organic feed, creative refreshes that took three weeks, and a CAC that had crept up 27% over six months. ROAS had drifted below 2x.
Our approach
David (CMO) brought us in to consolidate both functions. We took on:
- Pro Package for organic content
- Paid Ads Management — Advanced for Meta + Google + TikTok
- Graphic Design — Advanced (unlimited creatives) to feed paid testing
- Add-on: Dedicated Account Manager
The thesis: if the same team produces organic and paid creative against the same brand-voice playbook, every successful organic post becomes a paid creative test, and every paid winner informs the next month's organic plan.
The execution
The first month was setup-heavy. We rebuilt the creative testing matrix, set up a tagging system that mapped every asset back to a single source brief, and synced organic and paid calendars onto one Notion board.
By month two we were testing 60+ creative variants per month — up from 8 under the previous agency. The volume came from a tight system: each piece of organic content shipped with three or four paid variants attached, all sourced from the same shoot or AI generation.
Three things drove the ROAS gains:
- Velocity of testing — more variants meant faster identification of winners
- Brand consistency — paid creative finally looked like the brand, lifting click-through and reducing reported "annoying ad" feedback
- Audience-creative fit — we mapped specific creative styles to specific audiences instead of running one-size-fits-all
Results in Q1
- 3.4x ROAS average across Meta (target was 2.8x)
- CAC dropped 38% versus the previous agency's Q4 benchmark
- 60+ creative variants tested per month vs. 8 baseline
- Top-of-funnel CTR doubled as creative volume increased
- One unified team producing both organic and paid, sharing one calendar
What David said
"We tried two agencies and three freelancers before finding Skelinx. The difference is the system — they actually have one. Everything ships on time and on brand."