WASTE-TO-SOIL PRODUCT FOOTAGE
Creative Strategy · Competitor Intelligence · Creative Production
Using Outers’ competitor intelligence to study how the countertop composting category was actually winning on Meta, we found the newest and best-funded entrant, Mill, was running polished unboxing and tech-demo content that never surfaced the ongoing cost of ownership until well past the hook: a $192/year grounds pickup subscription layered on top of the machine, or a rental plan starting around $30/month instead of owning anything at all. Nobody in the category was making cost of ownership the argument. We built Lomi’s creative strategy around that gap: pair the waste-to-soil transformation proof that already converts with a direct, unavoidable cost comparison, one purchase you keep versus a plan that keeps billing.
Every recommendation was generated through our internal creative intelligence system. Instead of starting with assumptions, we analyzed competitor ads, market signals, and performance patterns to identify the highest-opportunity creative direction.
Countertop composters are a genuinely new category for most shoppers, which means a lot of ad spend across the space goes toward basic education, explaining what the product even does, before it can get to why one brand beats another. That leaves little room in a 15-second ad to also make a pricing argument. The challenge was condensing “this replaces months of smelly composting” and “this doesn’t come with a bill attached” into the same short window, without the ad feeling crowded or losing the simplicity that makes the product appealing in the first place.
The winning format kept the waste-to-soil transformation as the visual hook, the moment that makes the product self-explanatory in three seconds, then closed on a simple annualized cost comparison against subscription competitors instead of a generic “shop now.” That pairing outperformed either angle running alone: transformation-only ads got attention but converted at a lower rate, while cost-only static ran the risk of feeling like a spec sheet. Leading with the reveal and closing with the receipt gave viewers both the “wow” and the “why” in a single asset.
