Have there been moments where you've seen those signals?

Yeah, absolutely.

So our poo horrors campaign, where we basically made a horror film about picking up a bag of bad dog poo, was probably the first time that we didn't just see the brand metrics move, but we also saw the performance metrics move.

And we really felt it as a business.

We were literally hitting daily acquisition highs.

I don't want to say on a regular basis, but like we had some really, really great moments where the growth was there.

And I think what made that campaign really special is that from the outset, it was probably the first time that as a growth and a brand team, we came together and we went, if this is going to work, we actually need to start in some ways having the same accountability on our brand campaigns as we do on our performance campaigns.

How did you land on that and sort of lean into it? Like, tell me a bit about the creative process.