Blazing Saddles
Biking the GGB vs Riding in a CarA bike ride versus a car journey: show what makes the same bridge a different experience.
Give customers a clearer reason to choose your business
Marketing strategy and creative production for small businesses.
We’re Casey and Júlia. We help you figure out what your marketing needs to do, then help put it into practice through content, advertising, websites, and measurement. Work with us on a focused project or ongoing marketing, in English or Portuguese.
Blazing Saddles
Marie Cuisine Jardins
Estudio Corda
Live Easy SolutionsJust real people doing honest-to-God marketing. You'd be surprised how niche that is.
01 / Portfolio
Selected work in motion
Marie Cuisine Jardins
Pixel StretchFood, atmosphere, and playful editing give people a taste of the restaurant before they book.
Estudio Corda
Buy Something HandmadeShow the craft behind the finished piece, so handmade means more than a label.
Live Easy Solutions
Homebodies keep scrollingAn outdoor product film with a specific audience in mind, made for the Flotable pre-launch campaign.
Sea to Sky Explorers
Exploration as a serviceField footage and interviews explain the work of Sea to Sky Explorers in a short film.
02 / Projects & ongoing support
What we do
Start with the work you need. That might be a research project, a production shoot, a campaign, or someone to keep the marketing moving each month.
Decide what to do
Marketing Research & Strategy
We study your customers, your market, and your numbers, then hand you a plan you could act on with or without us.
Learn more →Make it worth watching
Content Strategy & Production
Content planning, filming, design, and editing. From a focused shoot to an ongoing publishing plan, we make work that shows people what your business has to offer.
Learn more →Reach the right people
Paid Advertising & Tracking
Campaign planning, creative, testing, and reporting, with setup to help you understand what happens after the click.
Learn more →A focused project
A research brief, a production shoot, a campaign launch, or a website. We agree on the deliverables, timeline, and handoff before starting. You don't need an ongoing contract to work with us.
Talk through a projectOngoing marketing
For businesses that need regular planning and production, campaign management, and reporting. We agree on the priorities and review what's working as the work develops.
Explore ongoing supportWebsites & setup, too
Business websites, landing pages, and analytics setup can be scoped as a project or alongside a campaign. We define the pages, integrations, and handoff together. Complex applications and e-commerce need a separate scope.
Discuss your website03 / Why we work this way
Work directly with the people doing the work
You'll work with Casey and Júlia, from the first conversation to the decisions behind the next round of work.
We agree on the scope, priorities, and responsibilities before work begins. You can see what's ready for review, ask questions, and understand why we're recommending a change. Reports distinguish measured results from our interpretation and flag gaps in the data.
- A defined scope and clear responsibilities
- Creative work you can review before it goes out
- Reporting that explains the next decision
What clients say
“Julia and Casey have been fantastic to work with. They are creative, yet focused on driving business. They are very flexible and can pivot quickly as needed.”
“Working with CaJu Creative was a very positive experience. From the beginning, everything felt organized, intentional, and focused on getting results, not just running ads for the sake of it.”
“CaJu was very responsive, understood the assignment, and knew exactly what we were looking for.”
“Working with CaJu has been wonderful. The filming, photos, image editing, and analysis of data and results all flowed in a very smooth and professional way.”
04 / Root to fruit
The CaJu Story
CaseyJúlia
We spent years working with big teams and big egos. We wanted something more personal and closer to the actual work, so we built CaJu. It keeps us hands-on, lets us think a problem through properly, and lets us build real relationships with the businesses we work with.
The name isn't accidental. The caju is the Brazilian fruit that grows above the cashew nut. The nut is famous worldwide. The fruit it grows from is vivid, fragrant, and full of character, and it gets overlooked because it spoils faster and doesn't ship as neatly.
That stuck with us. The most valuable part of a business usually isn't the part that's easiest to package and sell. We built CaJu to stay close to the whole of a business, not just the tidy piece. And yes, “CaJu” is also Casey and Júlia.
05 / The jargon decoder
Marketing has a language problem. Tap a word.
Terms you’ll hear from agencies, ad platforms and marketing reports, with the plain-language explanation that usually gets left out.
You’ll hear
TAM
Total addressable market
What it means
Everyone who could ever buy what you sell, added up in dollars. It’s the ceiling, not a sales forecast.
For example
For a dog groomer: every dog owner within driving distance, times what they spend on grooming in a year.
1 of 34 decoded
See every translation (34)
Money
- TAM · Total addressable market
- Everyone who could ever buy what you sell, added up in dollars. It’s the ceiling, not a sales forecast.
- CAC · Customer acquisition cost
- What it costs you, on average, to win one new customer. Add up what you spent on marketing, then divide by the new customers it brought in.
- LTV · Lifetime value
- How much a typical customer spends with you over the whole time they stick around, not just on the first visit.
- ROAS · Return on ad spend
- For every dollar you put into ads, how many dollars in sales came back.
- MER · Marketing efficiency ratio
- All your sales divided by all your marketing spend. It skips the fight over which ad gets the credit and asks whether the marketing as a whole is paying off.
- AOV · Average order value
- What a customer spends, on average, each time they buy.
- Payback period
- How long it takes a new customer to earn back what you spent to get them.
Customers
- ICP · Ideal customer profile
- A specific description of the customer you want more of: who they are, what they need, and why they pick you over the others.
- Retention
- How many of your customers keep coming back instead of drifting away.
- Churn
- The customers you lose over a stretch of time. The flip side of retention.
- Cohort
- A group of customers who started with you around the same time, followed together so you can see how they behave.
- Flywheel
- A setup where each happy customer helps bring in the next one, so growth gets easier over time instead of starting from zero every month.
Ads
- Full-funnel
- Marketing for every stage, from people who’ve never heard of you to people ready to buy today.
- Retargeting
- Showing ads to people who already visited your website or interacted with you, so you stay on their mind.
- Lookalike audience
- Asking Meta or Google to find new people who resemble your best customers.
- Broad targeting
- Letting the ad platform decide who sees your ad instead of picking ages and interests by hand. The ad itself has to attract the right people.
- Creative fatigue
- When people have seen your ad so many times that they stop noticing it, and results drop.
- Hook rate
- The share of people who keep watching your video past the first three seconds instead of scrolling by.
- UGC · User-generated content
- Photos and videos made by customers instead of by you. In ads, it often means paying creators to film something that looks like a customer shot it on their phone.
- Whitelisting · Also called partnership ads
- Running ads through a creator’s account, so people see the creator’s name and face instead of your brand’s.
Tracking
- Attribution
- Deciding which ad, post or email gets the credit for a sale.
- Incrementality
- The sales you got because of your marketing, the ones that wouldn’t have happened without it.
- The pixel
- A snippet of code on your website that tells Meta or Google what people did after they clicked your ad.
- CAPI · Conversions API
- Sending your sales data to Meta directly from your website or booking system, so ad blockers and privacy settings don’t hide it.
- First-party data
- Customer information you collect yourself, with permission: emails, phone numbers, purchase history.
- Conversion rate
- Of everyone who showed up, the share who did what you wanted: bought, booked or called.
- Engagement
- Likes, comments, shares and saves. A sign people noticed you, not proof they’ll buy.
Brand & search
- Positioning
- The spot you hold in a customer’s mind compared with the other options, and the reason they’d choose you.
- Brand equity
- The trust and recognition your name has built up. It lets you charge more, or spend less, to win a customer.
- Share of voice
- How much of the conversation in your market is about you, compared with your competitors.
- Omnichannel
- Showing up wherever your customers already are, and feeling like the same business everywhere.
- Dark social
- Sharing that happens in private texts and group chats, where your analytics can’t see it.
- GEO · Generative engine optimization
- Making your business show up when people ask ChatGPT, Google’s AI answers or other AI tools for a recommendation.
- Zero-click search
- When people get what they need right on the Google results page and never visit your website.
We explain what we measured, what it suggests, and what we still don't know.
Frequently asked questions
What does CaJu Creative do?
We're a marketing strategy and creative studio. We help businesses decide what their marketing needs to do and carry it out through research, content, advertising, websites, and measurement. You can hire us for a focused project or ongoing support.
Who does CaJu work with?
Small businesses and sole proprietors of all shapes and sizes that want clearer direction, stronger creative, and reporting that tells them things they didn't already know. We've worked with bike-rental shops, real estate teams, a macramé studio, a French restaurant, and product startups, among others.
Do you work in English and Portuguese?
Yes. Everything we do runs in English and Brazilian Portuguese. We're based in San Francisco and São Paulo.
How do I start?
Book a free growth call, or send a message on WhatsApp. We'll talk through your situation and tell you the next best move, whether that's working with us or not.
Let's find the growth plan that fits your business.
No pressure, no obligation. Just an honest conversation about what's working, what isn't, and what to do next.