BACKGROUND
This project was for a client in the handmade ceramics space. The goal was to recover potential customers who had viewed a product but not purchased, without using a discount that would undermine the brand's premium positioning.
I wrote a dynamic retargeting ad that uses scarcity rather than price incentive as the conversion mechanism, because the small-batch nature of the product makes limited availability a genuine and honest reason to act. The tone was kept curious rather than urgent so the ad feels like a gentle reminder rather than a chase. The result was a retargeting ad that protects brand positioning while still giving browsers a specific, credible reason to come back.
