We added 4 elements to our creative briefs and our hit rate jumped 23%.

Now they're non-negotiable.

Here's what changed (and why it matters) 👇 1. Awareness Level

Problem Aware - "I need to sleep better"
Solution Aware - "I need a supplement for sleep"
Product Aware - "I've heard about magnesium"
Most Aware - "I'm comparing magnesium brands"

Why this matters:

Problem aware customers need education.
Most aware customers need differentiation.

Same product. Completely different creative approach.

Now: every brief has a specific awareness level.

The creative matches where the customer actually is in their journey.

Most brands kill their ads with branding.
Your Pantone palette won’t lower CAC.
Here’s why ditching the brand book scales ↓

When founders launch:
1. Brand book locked
2. Tone of voice nailed
3. Fonts + hex codes set in stone
Then they slap it on every ad.
Wake up call: customers don’t care.

A thread of AG1's top static ads 📍

Including iteration ideas. Offer carousel

Iteration > add a lifestyle photo to the carousel to vary the format

"Covering your nutritional bases" is an interesting line which they don't use in many places.

Four Heights supplements ads 📍

The 💩 is the strongest because it focuses on a core problem.

All could be improved.





This one the title is too high and product too low.

The strongest supporting copy (20…) is also easy to miss.

Ad Library Review > Create Gummies, bookmark this 📍

Textbook ad library featuring static image ads, creator content, a variety of funnels including fitness, USPs and social proof.

Read on for analysis, iteration ideas, and the saved ad board 👇 1. 50/50 ad for the win

And that cough audio hook 😅, sure to blow your head of if you're using headphones 😂

Hook > no more powder, just chew.

Static location > iterate by using a variety of locations.