A done-for-you service for consumer brands that advertise on Facebook and Instagram.
More ads to test, without another shoot. Genuinely different by design, not random variations.
For performance marketers who need more to test, and more real difference in what they test. We build new ads from your real creator footage, each one planned around a different buyer, angle or opening.
Who it's for.
Performance marketers at consumer brands.
You test new ads on Facebook and Instagram all the time, and most of each round is one ad with small changes.
So the results rarely tell you what made the difference.
The job.
Put more genuinely different ads into every test round, without waiting on a shoot.
What good looks like:
- Every ad in a round tests a real difference: a different buyer, angle or opening.
- A result you can learn from, not a coin toss between near-copies of one ad.
What's in the way
Most variations are the same ad again.
A new caption, a new colour, a trim at the start. The round runs, and there's little to learn from it.
- Genuinely different ads usually mean a new shoot, so most rounds make do with small changes.
- Editors make the cuts they're asked for. Nobody plans what each ad should test.
- When every ad tells the same story, a result can't point to the buyer, angle or opening that made the difference.
What you get.
- More ads for every test round, without waiting on a shoot.
- Each one different on purpose: who it's for, what it opens with, what reason to buy it gives.
- Tests that compare real differences, not near-copies of one ad.
More to test, and a clear difference behind each test.
How we make it happen.
- You send us 5 to 10 of your videos.
- We cut each one into scenes and label what each scene does (the struggle, the worry, the fix, the demo, the proof, the ask) and who it speaks to.
- We read your product page to work out the different people who buy it, and why each one buys.
- We plan each new ad around a difference: a different opening, a different reason to buy, or a different buyer.
- We put each ad together from real scenes, mixing across your videos and creators.
The struggle 3s
The worry 3s
The fix 3s
The demo 6s
The proof 4s
The ask 4s
Each scene labelled by what it does, so different scenes can open different ads. Real creator footage from one pet brand · illustration.
Tap a scene to hear it.
Why it's different.
- Different by design, not random. Each ad is planned around a buyer, an angle or an opening before it's put together.
- The story changes, not just the caption: how it opens, the order of the scenes, and how it ends.
What performance marketers usually do instead: swap the captions, tweak the colours and text on one video, or wait for the next shoot.
When it fits.
- You test new Facebook and Instagram ads every week or two.
- You sell to more than one kind of buyer, and every ad speaks to the same one.
- You have creator videos, but every test round looks the same.
The proof.
Up to 60% more return on ad spend, from ads aimed at the buyer our read points to.
- Every round has more to test: up to 3× as many stories from the same footage.
- Real creators in every opening: six scenes from five different creators, any one of which can open a new ad.
Questions.
- Aren't these just variations of one ad?
- No. Each one is a different mix of scenes, with a different opening and a different buyer in mind. The faces are familiar. The story isn't.
- How many ads can we test per round?
- More than you're testing now. We plan every round around each opening, angle and buyer your footage can carry.
- Will they beat the ads we're running now?
- That's what they're built to do. Each one is aimed at a buyer and tests a real difference, so every result is one you can learn from.
- Is any of it AI-generated?
- No AI faces or voices. Every face and voice is a real person from your footage. Software, including AI, helps us find the scenes, put them in order and draft the words around them.
When it's not the right fit.
- You're not testing ads on Facebook or Instagram, or you only want one polished hero ad.
- You have no creator or customer video yet. Then the place to start is a story map of what to film.
First step · Bring your old videos back to life
Start with 5 to 10 of your videos.
The quickest place to start. Leave your work email and we'll show you how to send them. We'll give you a taste of what they can become.