04 · Competency
Creative production
An ad works when it lands in a real pain point of the audience.
×3
CTR lift from the creative formula I put together
Method
Hypothesis → production → test → conclusion
Volume
More than a hundred creatives analysed
Outcome
Ad campaign efficiency doubled
The formula that works
FearSafetySelf-realisationRelationships
Formula · audience pain -> creative
What I own
- The full creative production cycle, from a hypothesis to a live test.
- Setting the brief for creative production and controlling the quality of the output.
What came out of it
- Analysed more than a hundred creatives to describe precisely the formula that hooks the audience.
- The resulting formula tripled CTR and doubled ad campaign efficiency.
- The method carries over to a new niche or audience: the entry point is always the same, reading the audience before production.
Repeatability
The motivations in the schema above work as a filter: a creative either hits one of the four, or it does not go to test.
The formula does not end at launch: hypothesis, production, test, conclusion repeat every time the audience or the placement changes.
Creative production starts with reading the audience, the picture comes after.
Audience analysisHypothesis and testCreative analyticsCTREngagement formula