I'm the Don Draper of CPG ads. I scale brands on Meta with human-written statics AI can’t match. | Ex-BRĒZ | Brands: ARMRA, Ramen Bae, Glimmr, Ultra Pouches
St Petersburg, FL
Joined August 2015
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“smoke test with statics first”
If you run Meta ads, I'm begging you:
- stop sending Meta the same signal
- smoke test with statics first
- keep feeding it new ads
- design every ad for the phone
- split your budget 70/30
- build a landing page for every offer
Here's exactly how to do each one:
1. STOP SENDING THE SAME SIGNAL (TODAY)
I see 20 to 40 new ad accounts a week (if I'm really aggressive) and most of them probably have 1 to 3 creatives that are all the same and they're really working..a dude or a girl talking about the product in the kitchen vs the bathroom (it's all the same signal)
Meta needs room to find customer types it couldn't see before. The engine you need is more creative, diverse creative and higher quality of creative.
2. SMOKE TEST WITH STATICS FIRST ($10K)
Start with an image..product on white with a white bar of bold text callout.
Same image, same image, same image..the only difference is the callout.
Whichever one gets the clicks is probably the one you make a video of, then it graduates: image → motion graphic → full video.
3. KEEP FEEDING IT NEW ADS (EVERY WEEK)
My team's bar was 10 concepts, 2 ads of each, 20 total..that was a successful week (that number might change with product drops and the season)
If nothing's working, you're going to need more anyway, and as soon as something works, it tells you what more to make.
4. DESIGN EVERY AD FOR THE PHONE (BEFORE LAUNCH)
A lot of people just make a 1x1 square or a tall ad..design for 4x5 and 9x16, and make sure the captions and the focus of the creative are seen instantly.
5. SPLIT IT 70/30 (EVERY DOLLAR)
What we strive for:
- 70% to what you have conviction in
- 30% to what you're not totally sure about
- in a rough stretch, 90/10 or even 100/0
You do need new ads..just not at the detriment of ruining the ad account.
6. BUILD A LANDING PAGE FOR EVERY OFFER (MOST TIME)
A campaign tweak is a small door, small swing..new creative is a heavier lift, but a landing page with a unique offer is the biggest lever you have.
One offer on one homepage is how you stall at $10-20K/day. Each offer gets a dedicated page with ONE action.
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Meta, Higgsfield, & Trybe unintentionally ushered in a new era of DTC marketing that I’m dubbing ~Creative Volume Psychosis~
If you're in ecom, it's important to understand how we got here, & what you should do 🧵⬇️
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Hiring a Creative Strategist or a Director of Performance Creative is a MUST to both lead internal production & manage external creative partners. You'd be surprised, but I still run into brands skimping on this. Having your CMO or Growth Lead hire random agencies & get on Trybe is NOT a viable longterm strategy. You need someone to live and breathe your creative strategy from the inside.
Then, take 1/3 of the time you would normally dump into ads and invest it into LPs & CRO. Squeeze everything out of the traffic you're already generating. Make sure new winning angles have the proper pages to back them up.
Then if you join Trybe, work with a tight group of creators who have hustle, that you intentionally train and invest in.
Then if you hire a creative agency, make sure they are filling a specific gap in your creative (high production video, static ads [that's what I do 😎], street interviews) and ensure they are bringing real strategy and insights to the table, not just doing whatever you tell them to.
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MFs using ThinkPads and think it's okay to work in public. No one wants to see that bro, stay at home.
Your competition is passing off their clients work to AI creative strategists agents just so they can make a few extra bucks.
The bar has never been lower.
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Just watch, in 1-2 business days @oasishealthapp will slightly change the wording and rip it as their own post!
God shit as always @TipOfTheBanana
The vitamin D3 added to milk is usually made from sheep's wool.
The NIH's fact sheet on vitamin D says D3 is "typically produced with irradiation of 7-dehydrocholesterol from lanolin obtained from the wool of sheep." Lanolin is the grease in wool. A cholesterol is pulled from it, converted, and hit with ultraviolet light, the same reaction that makes vitamin D in your skin in the sun.
Almost all US milk is fortified with vitamin D, usually D3, according to the NIH. Horizon organic whole milk lists vitamin D3, and so do Tropicana's calcium and vitamin D orange juice and Cheerios. Vitamin D2 is the other form, made by irradiating yeast, and it's what Silk soymilk uses. A D3 made from lichen exists for products that want to stay animal free. If milk is fortified, FDA's standard sets it at 400 IU per quart.
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An exciting way the midterms could shape CPG:
Hemp TH🌊 bevs might actually survive and get postponed again.
I never got the feeling that republicans as a whole really hated hemp, it was just a few old & decaying gheezers holding onto their power, and the rest followed. Now that they don't have a majority anymore.... it's gonna be interesting.
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So basically what I'm learning from the response is this is a common occurrence? Sheesh. You should be banned from Meta/Trybe etc if you are caught doing this, zero tolerance.
Insane creator nightmare fuel: Trybe user claims a brand she worked with AI CLONED her using her video submission and LIED to her multiple times about it when she confronted the brand owner.
She claims she is the #1 creator for the brand but has stopped working with them since she discovered this.
Trybe has already commented and I'm sure it will get handled accordingly, but legit insane that someone thinks they could get away with this.
Dropping the link below incase you want to watch ⬇️
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