MiamiMD Surpasses ROAS Goal with New Vertical Video

Introduction

MiamiMD, a functional skincare brand focused on anti-aging solutions, partnered with Amplify to explore how mobile-first vertical video could support performance objectives across the open web and mobile apps. With an existing library of vertical video assets developed for social platforms, MiamiMD had the opportunity to extend the value of its creative investment while focusing on measurable outcomes such as ROAS and CPA. The Vertical Video campaign successfully proved the performance potential and simplicity of repurposing existing social-first creative for a new channel.

The Challenge

MiamiMD was looking to expand its performance marketing mix and identify new sources of efficient conversion volume without significant additional creative production.

As an early Alpha tester, the brand wanted to assess:

How existing vertical assets could effectively translate to open-web and in-app placements
How Vertical Video could contribute to its core performance objectives, particularly ROAS and CPA
How the new inventory could perform alongside its established advertising activity

The Solution

MiamiMD launched a two-week, mobile-only Vertical Video test designed around its core performance objectives.

Campaign with same settings like the top performing Standard campaing
8 creative variations tested, using existing vertical video assets
Social-first creative repurposed for open-web inventory, minimizing additional production requirements
Target ROAS bidding used to optimize toward the brand’s primary performance KPI
ROAS and CPA monitored throughout the test to evaluate efficiency
Campaign extended to always-on after encouraging initial performance signals

During the initial flight, the campaign saw periods of particularly strong ROAS and CPA performance, demonstrating the potential of Vertical Video under the right conditions. Based on the results and the ease of repurposing existing creative, MiamiMD continued the campaign beyond the original two-week test.