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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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 🧵⬇️
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.
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.
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.
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.
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 ⬇️
My conspiracy theory about "AI ad makers" is that all the customer logos you see on their websites are just big brands that their VC's introed them with to give them a free trial.
Those brands probably messed around with it for a little because their boss told them too, realized it was just another derivative slop factory, and never used it again.
Why do I think this? I have NEVER seen a brand say "yo we have been using this AI ad maker and it's been cookin for us!"
I only see people plug great agencies or savage strategists.
I'm still so bullish on human lead advertising. These tech posers don't understand that advertising doesn't boil down to some predictable formula. It's an ever evolving pseudo science that guru's pretend to have figured out, and vets know that many times shit just clicks for no definitive rhyme or reason. Just a human with a crazy idea and gut feeling.
Growth marketers: you need to be provocative-maxxing in your static ads because the holidays are here. Here why you need to do it, and 3 tactics:
Nov, Dec, and Jan are PEAK season for ecom: BFCM, holiday shopping, EOY clearouts, and new-year-new-you. But there's a catch: tt’s also the most competitive time of year in the auction. Discounts and BOGOs only take you so far, especially in health & wellness, where you’ve got dozens of competitors.
So get provocative! Most brands are too protective of their brand or too scared to brief creators on stuff like this, which is exactly why statics are the place to do it. Here’s how:
#1 - Swearing
I’m not saying you need go total potty mouth, but a few f*cks, sh*ts, *ss’, b*tches, d*mns, can go a longggg way.
Especially when crafting aspirational messaging or going the david and goliath route, this can add some extra oomph to an otherwise boring creative. It works as both a pattern interruptor, but also something that confuses the brain: whenever people see bleeped out words, their brain works to complete it. Humans are naturally curious!
#2 - Trigger Words
Suspicious, hate, quit, crush, cancel, sad, attack, cheat, lie, scam, dump, wreck, revenge, refuse, embarrassing, cringe, awkward, lazy.
Health & wellness products solve PROBLEMS, and problems come with feelings. Pair one trigger word with one real pain your persona has: “quit” next to a habit they’re trying to break, “embarrassing” next to the thing they’d never say out loud. This is how you cook up bangers.
#3 - Graphic Imagery
I’m NOT saying nudity lol. I mean visuals that are literally impossible to scroll past: sketch-style infographics of the problem itself, or weird close-ups of the body part your product relates to (gums, scalp, skin texture) that most brands would never show.
Your image is the FIRST thing people see, so if it looks like every other polished product shot you risk blending in.
The internet is a loud place, so you need to be louder, and do things that others aren’t willing to do.
We leverage all of these on a regular basis and see incredible results with our clients.
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 ⬇️
