Black Reach Media
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Work

Work, reported honestly.

Black Reach Media is a new agency. There are no published client case studies yet, so this page shows our method rather than borrowed results.

Concept example · fictional product

Creative in circulation

Follow one ad from the first insight to the next decision.

This is how we work, shown as a concept film with a made-up product, so nothing here pretends to be a client result.

Skip to the case study standard

What we learn firstConcept example

Customer
Who buys, what they need at that moment, and what makes them hesitate.
Product
What it really does, and what it does not. An insulated bottle that keeps water cold all day.
Proof
What we can show on camera instead of claiming in a caption.
Account
Past creative, tracking quality and what has already been tried.
The terracotta bottle standing on a sunlit wooden desk.

Kesso

Still cold at 4 pm.

An insulated bottle for long days.

Concept example

In-feed · 4:5 working ratio
The terracotta bottle beside a small white cup on a desk.

Kesso

Your 4 pm water, still cold.

Concept example

Reels / Stories · 9:16

Kesso

Show the ice, not the claim.

Concept example

Variant B · Proof

Kesso

Desk, trail, commute.

Concept example

Variant C · Setting
The terracotta bottle on a blue train seat by the window.

Kesso

The 2 pm slump.

Concept example

1 · The need
Close view of the terracotta bottle lying on stone beside ice cubes.

Kesso

Double wall. No sweat.

Concept example

2 · The detail
The terracotta bottle on a dark wooden desk under a brass lamp, beside a notebook.

Kesso

One bottle, all day.

Concept example

3 · The payoff

Test planConcept example

Hypothesis
A concrete time-of-day hook will hold more of the right attention than a general benefit line.
Variable
The opening line only. Visual, offer and audience stay the same.
Placement
Vertical Reels and Stories first. In-feed read separately.
Question
Do people who stop go on to view the product and act?
Review point
After enough delivery to see a pattern, not after one good day.

Reading the signalNo figures shown

  • DeliveryDid it reach the people we intended?
  • AttentionDid it hold past the opening?
  • Qualified actionDid viewers take a step that matters to the business?
  • ContextTracking quality, spend level, timing and sample size.

Illustrative layout. Real reviews use the client's own account data.

Next creative briefConcept example

Keep the time-of-day hook. Test the proof next.

What we learned
The opening line is worth keeping as the control.
Next variable
Proof framing: show the ice and the desk, make no claim we can't show.
Decision
Iterate. No winner declared from one round.

  1. 01 Understand

    It starts with the customer and the offer.

    Before any ad exists, we learn who buys or books, what they need at the moment they decide, what the offer really does, and what we can actually show. That becomes a written brief.

    The terracotta concept bottle on a glass scanning plinth, cyan light running down into a fibre bundle.Concept film still

    What we learn firstConcept example

    Customer
    Who buys, what they need at that moment, and what makes them hesitate.
    Product
    What it really does, and what it does not. An insulated bottle that keeps water cold all day.
    Proof
    What we can show on camera instead of claiming in a caption.
    Account
    Past creative, tracking quality and what has already been tried.

  2. 02 Form a hypothesis

    One idea, stated as something we can test.

    Here, one hook for the example bottle: a concrete time of day should hold attention better than a general benefit. The opening frame has to make sense at a glance, in the feed where people will meet it.

    A glass prism on a circuit board splitting one cyan beam into three separate traces.Concept film still
    The terracotta bottle standing on a sunlit wooden desk.

    Kesso

    Still cold at 4 pm.

    An insulated bottle for long days.

    Concept example

    In-feed · 4:5 working ratio

  3. 03 Build variants

    Then honest variants, one change at a time.

    Each variant answers a different question: the opening line, the kind of proof, the setting. The idea is recomposed for 9:16 Reels and Stories with the hook and product inside the safe area, and a carousel tells a short sequence: the need, the detail, the payoff. Exact specs are checked in Ads Manager before anything ships.

    Three upright glass panels on a circuit board, each lit from below and holding an image of the bottle from a different angle.Concept film still
    • The terracotta bottle beside a small white cup on a desk.

      Kesso

      Still cold at 4 pm.

      Concept example

      A · Opening line

      Still cold at 4 pm.

    • The terracotta bottle standing in crushed ice.

      Kesso

      Show the ice, not the claim.

      Concept example

      B · Proof framing

      Show the ice, not the claim.

    • The terracotta bottle on a rock above green hills at sunrise.

      Kesso

      Desk, trail, commute.

      Concept example

      C · Setting

      Desk, trail, commute.

    Carousel sequence · 1:1 cards

    The terracotta bottle on a blue train seat by the window.

    Kesso

    The 2 pm slump.

    Concept example

    1 · The need
    Close view of the terracotta bottle lying on stone beside ice cubes.

    Kesso

    Double wall. No sweat.

    Concept example

    2 · The detail
    The terracotta bottle on a dark wooden desk under a brass lamp, beside a notebook.

    Kesso

    One bottle, all day.

    Concept example

    3 · The payoff

  4. 04 Test paid-social creative

    Every test starts with a question worth answering.

    Before launch, the plan names the hypothesis, the single variable, the placement and the review point. If we cannot say what we would learn, we do not run it yet.

    Three cables running along a rail into three matching hardware modules, each with one small status light.Concept film still

    Test planConcept example

    Hypothesis
    A concrete time-of-day hook will hold more of the right attention than a general benefit line.
    Variable
    The opening line only. Visual, offer and audience stay the same.
    Placement
    Vertical Reels and Stories first. In-feed read separately.
    Question
    Do people who stop go on to view the product and act?
    Review point
    After enough delivery to see a pattern, not after one good day.

  5. 05 Read the signal

    Then we read the evidence, carefully.

    Delivery, attention, qualified action and context are read together. What a result means depends on the objective, tracking quality, spend and sample size. One number on one good day is not proof.

    Three cyan beams converging on a round glass sensor plate, forming a soft ring pattern.Concept film still

    Reading the signalNo figures shown

    • DeliveryDid it reach the people we intended?
    • AttentionDid it hold past the opening?
    • Qualified actionDid viewers take a step that matters to the business?
    • ContextTracking quality, spend level, timing and sample size.

    Illustrative layout. Real reviews use the client's own account data.

  6. 06 Decide the next move

    The learning becomes the next brief.

    No trophy for a “winner”. The finding shapes what we make next, and the cycle runs again with a sharper question.

    A rail switch routing one cyan beam back along the floor channel toward the distant lit plinth.Concept film still

    Next creative briefConcept example

    Keep the time-of-day hook. Test the proof next.

    What we learned
    The opening line is worth keeping as the control.
    Next variable
    Proof framing: show the ice and the desk, make no claim we can't show.
    Decision
    Iterate. No winner declared from one round.

The standard

What every case study will include

A case study appears here only when a client gives written permission and the numbers can be backed up.

  1. Starting point

    The business and its offer, the account's state and the problem we were asked to solve.

  2. Inputs

    Media spend and timeframe, so results can be judged in proportion.

  3. Method

    What was tested, in which placements, and what changed between rounds.

  4. Attributed result

    What the evidence supports, how it was measured, and what else could have contributed.

  5. Permission

    The client's written approval to publish, including any figures shown.

The idea in motion

One idea, cut for three placements.

A twelve-second silent edit of the same concept: the scene, the vertical cut, the variants. It shows how pieces relate, not how any ad performed.

Concept example · fictional brand · no sound

Concept demonstration

The Kesso concept

Kesso is a fictional bottle brand we use to show how one idea moves through placements, variants and a test plan. Nothing about it is a real campaign.

The terracotta bottle standing on a sunlit wooden desk.

Kesso

Still cold at 4 pm.

An insulated bottle for long days.

Concept example

In-feed concept
The terracotta bottle standing in crushed ice.

Kesso

Show the ice, not the claim.

Concept example

Vertical variant · proof
The terracotta bottle on a rock above green hills at sunrise.

Kesso

Desk, trail, commute.

Concept example

Vertical variant · setting
Follow the concept from the startSee the test plan

Founder experience

Paul's own background is separate from agency results.

Paul Rammeloo ran Meta advertising for ecommerce businesses he owned before starting Black Reach. That experience shapes how we work, but it belongs to him and those businesses, not to Black Reach clients. More about Paul

Tell us what your Meta campaigns are doing now.

A short form, a few questions about your business, spend and goals. If it looks like a fit, the next step is a conversation, not a pitch deck.

Talk about your campaigns