The Most Impactful Creative Ever: Riddle’s Million-Dollar Ad

Welcome to the final episode of “Outliers,” where we dive deep into the most successful ads that have propelled creative ecommerce brands to the next level.

Today, we're stepping out of the spotlight of big brands like Skullcandy and Barstool Sports to explore an under-the-radar but beautifully crafted perfume brand: Riddle Oil.

Though Riddle may not be a household name, this small but sophisticated brand has achieved something remarkable in the ecommerce space …

They have a single ad that has generated close to a million dollars in sales.

In this breakdown, we'll explore how Riddle leverages a strategic ad approach to achieve such significant results … and the powerful insights this can offer your brand.

Riddle

Riddle brings a unique twist to the fragrance industry. Their scents are designed to interact with each individual’s body chemistry, making each experience unique.

From roll-on perfumes to body oils, Riddle’s products emphasize individuality while maintaining a cohesive aesthetic and brand message. This focus on high-quality, unique products has earned them a dedicated following.

From Four-Quarter Accounting to anti-fraigility this business embodies many of the traits we believe ecommerce brands should aspire towards. Still, it’s Riddle’s strategic approach to advertising that truly sets them apart.

Unlike other brands we’ve explored, Riddle has only a single Outlier, massively outperforming every other creative in their library. Here’s a breakdown of the data behind their ad account …

• Total Historic Ad Spend: $4 million
• Ad Spend on Outlier Ad: $831,000 (20% of total ad spend)
• Average Spend per Ad: $913
• Median Spend per Ad: $30.12
• High-Performance Ad Spend Threshold: $13,969 (one standard deviation above the mean)
• Hit Rate of High-Performing Ads: 10%

Riddle’s highest-performing ad accounted for 20% of the brand's total historic ad spend. Over $831,000 out of a total $4 million ad spend was poured into this single ad unit, with the brand’s overall average ad spend per campaign at just $913.

This massive variance between a single outlier ad and the brand’s typical ad spend speaks to its exceptional impact.

So, what makes this ad unique?

While the ad is relatively simple … a static image of a product with light animation … the strategy behind it is anything but basic.

Riddle has harnessed the power of Dynamic Creative Testing (DCT), which allows them to test and deliver a wide variety of creative variations within a single ad unit.

By combining static images, product shots, user-generated content (UGC), and even text overlays, Riddle crafts ads that appeal to diverse audiences and leverage different messaging angles without needing constant new ad production.

Riddle has more ads performing above average than most brands in their category, giving them a solid foundation for sustained growth.

One of the most striking statistics from Riddle’s advertising data is their hit rate. Typically, only about 3-5% of ads exceed the high-performance threshold (one standard deviation above the mean spend) in the industry. However, Riddle’s hit rate sits at a whopping 10%.

This success can be attributed to a few key factors …

Dynamic Creative Testing and Diverse Messaging

Dynamic Creative Testing (DCT): By using DCT, Riddle can test numerous variations without needing to create individual ads for each approach. This allows for diverse content that continually engages audiences.

Diverse Messaging: Riddle’s messaging ranges from emotional appeals about confidence to practical messaging around fragrance sensitivity. This variation allows the brand to connect with different emotional triggers and customer pain points, making their ads relatable to a broad audience.

Clear Value Proposition: Riddle’s brand promise—that their scents interact uniquely with each wearer—creates an emotional appeal, positioning their products as more than just fragrances.

While it’s tempting to view Riddle’s highest-performing ad as a “magic bullet,” the truth is more complex. The power of this ad doesn’t lie in a single creative but in the variety of formats contained within it.

By utilizing Dynamic Creative Testing (DCT), Riddle can test different formats, messages, and visuals simultaneously within one campaign, enabling rapid learning and performance optimization.

Each DCT unit from Riddle features a range of content, from UGC to product shots, that collectively reinforces the brand’s message.

For brands with limited resources, the Riddle approach offers a valuable lesson: it’s possible to scale without an overwhelming number of individual ads.

Scaling a Small Brand with Big Ideas

Riddle’s advertising success offers a roadmap for any brand looking to maximize impact with efficient strategies, especially smaller brands.

By using Dynamic Creative Testing (DCT), Riddle can test various ad formats and messages within a single campaign, reducing production costs and allowing for quick adaptation to audience preferences. Their approach also highlights the power of emotional and social appeals that resonate widely across audiences: confidence, self-care, and social validation.

With a clear value proposition of a “personalized fragrance experience,” Riddle differentiates itself in a crowded market, showing the importance of communicating what sets a brand apart. Additionally, Riddle’s ads diversify their messaging through social proof, problem-solving, and emotional angles to engage multiple customer motivations.

This approach allows them to scale effectively while keeping a lean creative structure.

For brands with similar goals, the Riddle model proves that with cohesive storytelling and a well-structured ad account, profitability and growth are achievable … even with a modest product lineup.

Riddle’s success underscores these essentials for growth:

• Dynamic Creative Testing for efficiency
• Emotional and social appeals to connect on a deeper level
• Clear value proposition to stand out
• Diverse messaging angles to reach varied customer needs

For those navigating a fast-paced market, Riddle’s journey exemplifies how a clear, adaptable strategy can lead to profitability and the expansion of reach.