When great content does not deliver sales

Not every case study ends with a sales happy ending. This one did not. It stays in the portfolio precisely because it shows how I think about testing and about the client’s money.

The client

Keyspace Store (keyspace.store), a Shopify store for mechanical keyboard enthusiasts, warehouse in Gdynia. A heavily content-driven brand with its own blog and switch sample packs.

Starting point

The team was looking for someone to create high-quality, atmospheric videos matching the brand and suitable for ad campaigns.

What I did

1. Together we defined scripts and insights for their target group.
2. The client sent selected keyboard models.
3. I took on the whole production, from filming to the final edit.
4. The result: 6 polished videos capturing the brand vibe.

Fun fact: a teaser posted on my own social media generated a few orders. Including one from my wife.

The result

The main goal, a sales increase in paid campaigns, was not achieved. There are no hard numbers to publish. The value of this case is in the takeaways.

Takeaways (the heart of this case)

Aesthetic, polished content did not translate into sales. Keyspace’s audience responds better to simple, strictly sales-driven messages: what the product is, how much it costs and why it is worth it. Specific recommendations after analysing per-video clicks:

• Go super low-cost: ads made quickly by hand beat expensive productions here.
• Quantity over quality at this stage. Test a lot.
• Mix ugly ads with ASMR material and beauty shots.
• Short forms up to 15 seconds, snappy hook, straight to the point.
• Lean harder on graphics, they are cheaper and faster to produce in volume.
• The ad’s first job is to sell. Take care of aesthetics on the website and in the packaging.

On the plus side: TikTok follower growth, plenty of generated content and a set of conclusions for the future.

Verify it yourself

Sample campaign videos at tiktok.com/@keyspacestore.