Case Studies
Over 80 Creatives for BFCM
BFCM at Scale: Newton partnered with Upscale AI to run 80+ creatives leading into BFCM.
Brand
Newton Baby
Vertical
Baby Products
Person/Role
Aaron Zagha
Chief Marketing Officer
Website
Newton Baby
How Newton ran 80+ creatives for BFCM
How Newton ran 80+ creatives for BFCM
80
+
Creatives
<$2
per visitor
ROAS
<
Exceeded Target ROAS
BFCM Creatives
AI Generated Creatives
challenge
The Intro
Newton’s growth strategy is deeply tied to education—communicating breathability, safety, and sleep benefits to new and expecting parents. But heading into Q4, the team wanted to keep pace with the number of creatives required to support multiple SKUs (crib mattresses, mini mattresses, bassinets, bedding), a complex promotional calendar, and match their Meta campaigns.
Our BFCM rollout would not have been possible without Upscale AI. They are our premiere partner for everything TV ads-related and we are impressed with the output.
Kayla Johnson
Director of Marketing
what we did
The Solution
Upscale AI partnered with Newton to build a rapid creative pipeline that produced 80+ SKU-specific variations within days using Newton’s product footage, UGC, and brand assets. As BFCM offers changed, Upscale delivered fast-turn promo swaps and refreshed messaging in under four days, ensuring continuously aligned creative for high-intent shoppers. A structured one-to-two-week testing cadence enabled the teams to pause weak performers and deploy new data-backed variations, creating a predictable, iterative creative engine.
Key Metrics
80
+
Creatives
Over 80 creatives across 10 storyboards to match each phase of BFCM
x
3
Versions
3 versions of each at to run across CTV, Youtube and Linear / Traditional TV
40
%
Lower
CPA 40% lower than before BFCM
Planning ahead was everything. By mapping the full 19-day BFCM cycle in advance and running it through the Upscale platform, we were able to generate more than 80 creatives that matched the right offer to the right moment. That creative velocity, paired with our end-to-end streaming and CTV media buying, ensured Newton always had fresh, high-performing assets aligned to each phase of the holiday surge.
Jon Swirsky
Customer Success
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