Messaging That Converts: Exclusive Value Propositions Drive Efficiency in the U.S. Market

As ME+EM, a leading British womenswear brand, expanded into the US, the team sought to better understand what resonates with American luxury consumers.

While brand recognition was strong in the UK, US audiences were unfamiliar with ME+EM’s “Intelligent Style” positioning.

Block & Tam partnered with ME+EM to define, test, and optimize creative and messaging strategies that would communicate the brand’s value and aesthetic to new markets.

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Limited awareness in the US and no baseline for audience resonance

Needed to identify which brand values, Exclusivity, Quality, or Intelligent Design, drove the strongest emotional and performance response

Establish a data-driven creative process for ongoing testing and optimization

Maintain brand integrity while diversifying creative formats and overlays

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Block & Tam executed a structured, multi-phase testing program across Paid Social; focusing first on messaging, then design elements such as logo prominence and creative composition.

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Messaging Test: Tested three value propositions, Exclusivity, Quality, and Intelligent Design across consistent image sets. Initial results showed Intelligent Design as the early leader, but by isolating product types and creative variables, Exclusivity emerged as the most efficient message for new user acquisition.

Logo Test: Evaluated the performance impact of large vs. small vs. no-logo overlays to balance branding and performance. The large logo treatment delivered the strongest efficiency and engagement for new audiences.

Creative Framework: Designed a modular testing system that ME+EM could reuse across future launches, enabling ongoing optimization without compromising brand identity

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Exclusivity messaging drove the most efficient new-customer CPA and highest overall ROAS across final test rounds

Large-logo creative treatments outperformed other variants, improving new-customer efficiency by ~9%

Created a repeatable creative testing environment that informs all current and future U.S. campaigns

US Paid Social performance now matches, and in some cases exceeds, legacy UK benchmarks

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[2cols]

Layer

Analytics & Attribution

Creative Management

Optimization Framework

Collaboration & Reporting

[split]

Tools/Platforms

Meta Ads Manager, Fospha, GA4

Adobe Suite, Meta Creative Hub, Motion

A/B Testing, Value Prop Tracking, Performance Dashboards

Shared Asset Libraries, Feedback Loops with In-House Creative Team

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Paid Social: Creative testing and campaign management across US market

Creative Studio: Ad design, messaging overlays, and value proposition development

Analytics & Testing: Incremental lift measurement and efficiency tracking

Growth Advisory: US market strategy and creative experimentation roadmap

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