Initially, we identified key drivers of effectiveness based on neuroscience insights and platform-specific best practices. Through analysis of in-market data, we validated the impact of these effectiveness drivers on performance. Subsequently, we augmented the data set with competitor videos to establish benchmarks and norms specific to each category. This entire process was completed in just three weeks. Based on the findings, we developed a customised tool called ACE Social Media, which was provided to the teams along with onboarding and training. This tool enables rapid evaluation of videos, allowing for iterative optimisation before launch.