Fair
A new way to shop, get approved, pay and have your next car delivered, all on your phone. That's Fair. We ran the performance creative that put $7M of media to work and cut Fair's cost per acquisition in half.
Fair reinvented car ownership as a subscription: no dealership, no long lease, no haggling. You shopped, got approved, paid and had your next car delivered, all from your phone, with just a driver's license and a bank account. Pay month to month, walk away any time.
Our job was growth. We created and ran the performance creative that acquired Fair's customers across Meta, and the campaigns behind the Fair x Uber partnership, turning a genuinely new idea into ads people actually stopped to watch.
Overview
The role
Creative direction and design of the performance creative that ran across Meta platforms for Fair, including the initial launch campaigns and the Fair x Uber partnership, plus brand-awareness work spanning web, out-of-home and promotional materials.
Define
A new category needs more than awareness, it needs efficient acquisition. Fair had a genuinely different offer, but explaining it in a feed is hard, and paid social punishes anything that looks like a car ad. We needed creative that could carry a new idea, hold a thumb, and keep performing as we spent against it.
The idea
Make the ad the demo. Animated, scroll-stopping stories that show the freedom of a car with no strings, built for the feed and tuned to perform.
Create
We built a system of motion-first ads designed for how people actually scroll: fast hooks, bold type, and the Fair orange doing the work in the first half-second. Vertical stories for Instagram and Reels, square units for feed, and wide cuts for placements in between, all produced as a testing engine so we could run reasons-to-believe against emotion, offer against attitude, and pour spend into whatever won.
Beyond the feed
The same voice carried an integrated brand-awareness campaign across the web, out-of-home and promotional materials, all in Fair's plainspoken, slightly cheeky tone.
Fair x Uber
Fair took over Uber's Xchange leasing portfolio to give rideshare drivers flexible access to a car, and part of the paid budget went to promoting that partnership. We made the performance creative for it too, aimed at drivers who needed a vehicle to earn. The program has since been discontinued, but for a stretch it was one of the most direct ways a driver could get on the road.
The result
Across roughly $7M in Meta spend, the animated performance creative cut Fair's cost per acquisition in half, making every dollar of media work twice as hard through the launch campaigns and the Fair x Uber partnership. Proof that the fastest way to lower a CAC is usually a better ad.
Credits
Justin Evergreen
Creative Director · Performance
Alicia Evergreen
Creative Director · Performance
Jennifer Parke
Chief Creative Officer, Fair
Fair
Client
Meta
Platforms · ~$7M spend
Fair x Uber
Rideshare partnership