These are top-of-funnel assets designed to build brand awareness and drive clicks. “Nonna Approved”, a concept developed to promote cooking classes, came from trend analyzing. “You Can Make This” came from a simple truth: Anyone can cook. “Cook Like Carla” came from Sur La Table’s partnership with celebrity chef, Carla Hall. All performed well above category benchmarks, contributing to a 6.9% increase in total click through rates.