Thread by @anzedetn

1/
Creative strategy is a must for every brand.

Online or offline.

This is going to be a long thread but I hope I can give you some value in how I do it.

This is my approach: 👇👇

1. Deep research.

The goal is to understand your target persona’s desires, needs, values, and problems.

Look at the competitors, amazon testimonials, Reddit comments, website, get info from your client.

2. Once you get that 360 views of your brand and your target personas.

Then you need to connect this learning with psychology triggers.

Look at life force 8 and Maslow's hierarchy of needs.

Here is the example:

You sell an electric shaver that doesn’t cut and it’s 5 times faster than an old-fashioned razor.

Lifeforce 8:
Freedom from pain. No cuts or bumps like an old-fashioned razor.

Lifeforce 8:
Comfortable living conditions. Save time

3.
Then I make various angles and connect this with my creative library that I built over the last 5 years doing FB ad creatives.

My library contains over 30 creative styles and I always find around 15 for every niche.

Some examples: 👇👇

👉UGC in various ways (Tiktok style, mashups, split screens with product focus…)
👉UGC in various ways (Tiktok style, mashups, split screens with product focus…)
👉3 reasons why
👉Unboxing
👉Explainer ads
👉Use case ads
👉Tipping point ad
👉Comparison ads

4.
Then I have 4-5 angles and 10-15 creative styles.

That is like 40-50 UNIQUE creative ideas.

I haven’t even touched the iteration phase :-)

Then I make a sequence of which ads will come first.

I make this decision based on my personal assumption that is based on the experience and also how quickly I can make these creatives.

I also try to use existing assets as there I can get quick easy wins with only editing.

Once those creatives are live.

I work in two phases:
👉Iteration phase
👉New concepts

5.
New concepts are based on creative strategy.

Iterations are based on my media buying experience working on account spending from 1K - 40K/day.

I analyze creative metrics and performance metrics

Creative metrics:

👉Hook ratio. How many people watched more than 3 seconds of the video. That means they stopped the scroll and we got their attention.
👉Then I look at the graph at the ad level where we see on which second people drop off.

👉CTRs. I got the attention but will the viewer's click?

If not. I need to know why not.

Performance metrics:

👉CPA or ROAS. These are the most important and we all know why
👉CpATC: This is the closest indicator for someone to purchase. I make creatives that lead people to go deep in the funnel and not just to get a click...

...With good creatives, your conversion rate will improve.

The conversion rate is not only related to your website.

Final thought...

Then it is all about working in this system.

Analyze, iterate & make new concepts.

With this structure, you need to find winners and scale your brand.

I hope this info helps 🙂🚀