Conde Nast

Condé Nast engaged Make Agency® to improve cut through across paid social. The challenge was scale and consistency. Multiple brands, multiple audiences, and a constant demand for high-performing creative. Performance was not the issue alone. The real challenge was understanding what actually drives engagement across each title, and how that translates into paid media success. In beauty, this became clear. Glamour Beauty Box content made up a small portion of output, yet early signals showed it was not a quality problem, but a visibility and role problem within the wider content mix. Condé Nast needed a clearer system. One that connects audience insight, creative production, and paid media into a single approach.

We used Make Sense to analyse 4,000+ posts across Glamour Beauty Box and its competitors. We broke down every post by theme, hook, language, and performance to understand what actually drives engagement. The insight was clear. This was not a content problem, but a visibility problem. When stripped back, Glamour had the strongest organic engagement in the category.

We turned this into a clear system. Content structure, caption style, posting cadence, and a defined role for organic and paid. Organic builds demand. Paid converts it. We then applied this to production. Using AI and automated workflows, we created high-volume, platform-ready assets without the need for traditional shoots.

We turned deep insight into a scalable creative and performance engine, analysing over 4,000 posts to define what drives engagement across beauty and media brands. This informed a full strategic framework connecting content, creative, and paid media, alongside an AI-led production system enabling high-volume asset creation without traditional shoot constraints.