How to keep client campaigns fuelled with fresh creative

A campaign can have the right setup, budget and optimisation strategy and still start to lose momentum. When performance softens, it's easy to look first at targeting, bids or budget. But sometimes the issue is much simpler: the campaign needs fresh creative.

For agencies, that makes creative supply more than a production challenge. It's a campaign planning conversation. Building a steady pipeline of new assets before performance starts to decline can help clients stay competitive as audience behaviour and demand change.

Across this series, we're exploring the fundamentals that help agencies build stronger commerce campaigns. With data foundations in place and campaign execution automated, the next opportunity is keeping campaigns fuelled with enough fresh creative to sustain performance.

That's the third Commerce Performance Fundamental: Fuel with Creative.

Why creative supply belongs in the campaign plan

Creative fatigue doesn't follow a fixed timeline. Performance can soften as audiences see the same assets repeatedly, but waiting for that decline before refreshing creative can leave campaigns playing catch-up.

Instead, build creative refreshes into the campaign plan from the start. Monitor signals such as CTR, CPA, engagement and conversion volume, and use changes in performance to inform when new creative should be introduced.

For agencies, this turns creative from a reactive request into a proactive part of campaign strategy.

Three ways to build a sustainable creative pipeline

The right creative mix will depend on the client. Consider their existing creator presence, product catalogue and production resources when deciding where to focus.

1. Activate creator content with Content Suite

For clients with an active presence on TikTok, creator content can be a fast way to build a supply of native-feeling creative.

Content Suite helps surface organic content already talking about a client's brand, with up to 44x more results than a typical manual search, and lets advertisers approve content for activation as Spark Ads.

This gives agencies a way to bring existing organic momentum into paid campaigns without every asset starting with a new production brief.

2. Make more of catalog assets

For commerce clients with large product ranges, catalog assets can provide a scalable source of creative variety.

Multiple high-quality product images in vertical-friendly formats give campaigns more combinations to work with. Grouping product variants using item_group_id can also help maintain consistency across products.

It's also worth considering Carousel Collage, which turns static catalog assets into more dynamic creative and has driven 56% higher CTR and up to 18% lower CPA compared with traditional carousels.

3. Extend existing assets with Image-to-Video

For clients with strong product imagery but limited video production capacity, Image-to-Video can help turn existing assets into short-form video.

This can increase creative volume without requiring the same level of production resource for every new asset. More specific prompts – covering movement, action, seasonal context and visual effects – can also help produce more usable outputs.

Build the right creative mix for each client

There's no single creative formula that works for every account. Instead, start with what the client already has and identify where there are gaps.

• Strong creator presence? Prioritise creator content and Content Suite where available.

• Large catalogue? Focus on high-quality catalog assets and product variations.

• Limited production resource? Use Image-to-Video to extend existing static assets.

Most clients will benefit from a combination: creator content for native storytelling, catalog assets for product coverage and creative tools to increase variety when production resources are limited.

The Commerce Performance Fundamentals Playbook covers the creative setup in detail, including Content Suite, catalog asset guidance and Image-to-Video best practices.

For a more hands-on guide, share our hands-on article with clients to help them plan their creative pipeline ahead of Peak.

Next, we'll explore Fundamental 4: Optimise with Confidence – and how stronger measurement can help agencies turn campaign data into decisions they can act on.