Performance Creative Bundle
(Be sure to bookmark this page to comeback later)
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Marin Istvanic — Head of Growth
What you'll take away
ROAS is just an output — the four inputs that actually drive it are CPM, CTR, AOV, and conversion rate, and you need to track all four daily to spot what changed before the client calls you
Why high CPMs aren't always the enemy: how better-targeted creative can raise CPM while also lifting CTR and CVR enough that ROAS actually improves — and how to prove that to clients
Seasonality as strategy: test 20–30 concepts per week in Q1, pull back to 5–10 in summer, and spend at breakeven in October to fill your funnel before Black Friday CPMs spike
Clean account structure that scales: one testing campaign, one scaling campaign, one sale campaign — plus why ABO beats CBO when your hit rate is high and you want to scale multiple winners simultaneously
Track net new reach and CPMR (cost per thousand accounts reached) — when net new reach drops below 20% it's a red alert that you're hammering the same audience and growth is about to stall
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Oliver Blackshaw — Founder
What you'll take away
Why bad creative is always a system problem, not a talent problem — and the exact
research framework (160–200 data points) that gives every brief a scientific foundation
Go beyond your own reviews: pull from Amazon, competitor reviews, and social listening to
find the insights your customers aren't telling you directly
How to build deep customer avatars that go beyond demographics — mapping situation,
emotional state, market sophistication, and primary friction to a specific selling strategy
The hypothesis system: how to trace every concept back to a specific belief, angle, and
format — so volume doesn't become scatter-gun and you can always audit what you tested
Adding context beats adding production value — how
briefing creators on 3–4 B-roll shots
in the right setting (airport, hospital, gym) can move CPA more than a full creative overhaul
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Olivia Larsen — Creative Strategist & UGC Specialist
What you'll take away
Why traditional UGC trust is eroding — viewers now recognize paid creators, and the shift toward brand team content gives you a format that feels like insider access rather than promotion
The scalability fix: train UGC creators to act as extensions of the brand team — speaking as the brand with deep product knowledge, not as a customer with a personal experience
How to brief creators for brand team content: match their energy, tone, and even wardrobe to the founder's top-performing assets — and why a Zoom call before shooting matters more than the script
Solo brands and small teams can now simulate a full brand team on camera — giving you credibility, product depth, and objection-handling in your ads without pulling actual employees out of their roles
The unexpected hook that dominated for 3+ months: ASMR-style props — snapping gloves, tapping boxes, ripping packaging open — and why sensory, tactile hooks drive comments that keep ads alive longer