Give creators a one-page list of hooks that work, then let them improvise

JosephSo let's talk about the the actual ad creative strategy cuz that's I think that's kind of like, you know, content is king. Um, you you had so many creators were like making the ad like the UGC ad creative for you. Um, but I'm sure there was someone at the top, was that just you who are who was like coming up with the ad creatives?

AlexYeah, me and my business partner. We we were giving them some freedom, and uh we would uh we signed that uh if if the hook was uh like really bad uh uh, usually, we could uh we could reject the creative and tell them, "Hey, look, like this is never-" I mean, of course you like, I would say there is a balance between giving them freedom uh [laughter] to create stuff and then rejecting stuff that it's obviously just uh low effort.

AlexUh somewhere in the middle, there is uh uh once in a while you're going to find one creative uh that is a diamond, that is uh it's going to it's going to payback uh hundreds of thousands of dollars in profits.

AlexThe creative strategy, basically, it was uh all UGC. It was all people uh recording themselves, uh doing TikTok-style videos, talking about uh, "Hey, do you want to grow your profile? Uh, I found this app." Uh, sometimes, you know, with a green screen cover with like a Note app behind with like a list of things to do, uh or uh lifestyle videos where people talk about uh,

Alex"Uh I couldn't believe it was possible, but uh this this uh using hashtags helped me with growing my profile." So, these people were already TikTok creators. So, these people already had a creative spirit, and we would simply provide them with an A4 uh a A4 document telling them, "Hey, we think this is good marketing. This is our app. These are the kind of triggers, the hooks, uh that work for our type of customers.

AlexMaybe you want to check them, maybe you want to adapt them with your own style, go ahead and create." And then and then we would test stuff on uh uh uh on Facebook ads, Instagram ads especially, I mean, we would put stuff on Meta ads.