Blue Sense Digital

Blue Sense Digital helps produce better financial outcomes for eCommerce businesses.

We partner directly with operators to identify and tackle their biggest growth challenges.

Our firm offers both strategic advisory and performance marketing services.

We’re trusted by the likes of:

· Conni
· Abi and Joseph
· Lash Jungle
· GlamSwag
· Part&Parcel
· Kings of Neon
· My Happy Helpers

To produce better financial outcomes, we believe that it's important to understand:

→ the economics of a successful eCommerce business
→ the acquisition model that makes the most sense for your business
→ the interplay between marketing, finance, and operations

And to be able to execute thoughtfully across both performance marketing and conversion-rate optimisation.

We primarily help businesses in the following 3 verticals:

· Consumer Packaged Goods
· Home & Living
· Hobbies & Recreation

We believe in providing education and profit-focused resources to help eCommerce businesses of all sizes to grow.

We'd encourage you to capitalise on this commitment by exploring the following channels:

https://www.youtube.com/@bluesensedigital
https://www.youtube.com/@Blues-Brothers-Podcast

And to meet directly with our co-founder, Sebastian: https://calendly.com/bluesensedigital/exploratory

We promise to honour your time.

Co-Founder & Head of Paid Media

Blues Brothers Podcast

Co Host

Scaling eCommerce Brands Through Profitable Acquisition

Blue Sense Digital helps produce better financial outcomes for eCommerce businesses.

We partner directly with operators to identify and tackle their biggest growth challenges.

Our firm offers both strategic advisory and performance marketing services.

We’re trusted by the likes of:

· Conni
· Abi and Joseph
· Lash Jungle
· GlamSwag
· Part&Parcel
· Kings of Neon
· My Happy Helpers

To produce better financial outcomes, we believe that it’s important to understand:
→ the economics of a successful eCommerce business
→ the acquisition model that makes the most sense for your business
→ the interplay between marketing, finance, and operations

And to be able to execute thoughtfully across both performance marketing and conversion-rate optimisation.

We primarily help businesses in the following 3 verticals:
· Consumer Packaged Goods
· Home & Living
· Hobbies & Recreation

We believe in providing education and profit-focused resources to help eCommerce businesses of all sizes to grow.

We’d encourage you to capitalise on this commitment by exploring the following channels:

https://www.youtube.com/@bluesensedigital
https://www.youtube.com/@Blues-Brothers-Podcast

And to meet directly with our co-founder, Sebastian: 

https://calendly.com/bluesensedigital/exploratory

We promise to honour your time.

Nathan Perdriau

Found out our Youtube videos are the training programs at two other AU agencies... 👀 

Honestly, stoked about it – if our free content is how your team learns, that’s a pretty good endorsement.

But it also says a lot about the gap in founder-led expertise at most agencies.

Our team gets the YouTube content plus all the IP that never makes it to socials, our internal SaaS, team-wide trainings, pod trainings, 1-1 trainings and the list goes on...

If you’re working at an agency but consuming our content. Reach out to us and work at the source - would love to chat.

Producing Better Financial Outcomes for 8-9 Figure Brands

In ecom, the biggest lie is: “just spend more on ads, and you’ll become more profitable.”

That only works if your operating expenses stay flat – and in real life, they almost never do.

As revenue grows, most brands add people, agencies, software and warehousing, so OpEx climbs with it.

At the same time, paid media gets less efficient the harder you push it, so extra spend ≠ extra profit.

This is one of my favourite videos that we've made this year. You can watch it in the comments below.

Most CFOs understand cash flow better than any agency ever will.

But I keep seeing one mistake.

Some CFOs still treat paid media like a cost centre, rather than a revenue driver.

I think that mindset comes from traditional advertising.
Radio and TV were hard to link to sales.
But, e-commerce is different.

For many brands, paid media drives the majority of revenue.

So, CFO's meet you halfway by basing budgets around ROAS.

But, chasing a ROAS target is an outdated model.
ROAS can be “hit” with mostly returning customers.
You get a nice dashboard, but no real growth.

If you want growth, you need your paid agency to be modelling the return of each new incremental dollar spent.

Unfortunately, most agencies have no idea where to start - or their modelling is too inaccurate to be helpful.

The solution:

→ Your agency provides forecasted spend level that maximise profit contribution
→ CFO tests the model & challenges the assumptions built in
→ You get a budget forecast that's grounded in a quantitative analysis, and qualitatively referenced against the CFO's experience

AI helps drive record $11.8 billion in BFCM sales, despite order volume falling by 1%.

Temple & Webster have lost $1B+ on their market cap is the past month...

Most AU ecom brands get humbled when they launch into the US.

Their winning ads are propped up by years of brand equity in AU, so when they hit a cold US market, ROAS falls off a cliff.

In the video below, I unpack why your winners aren’t as good as you think, how to use Q1 as a stress-test, and the 3 other levers that make or break international launches.

If you’re doing $5M+ and eyeing the US in the next year or two, this is the playbook I’d be using.

3 reasons you death spiral as a large business & how marketing should be involved:

If growth feels slow, what if the answer is simpler than you think?

I audited a brand that's destined to lose. It was because their P&L was fundamentally broken...

How you should be checking spend pacing this weekend across BFCM:

Just did the math... our average 8-figure client was up 58.8% this Black Friday year on year. 

Crazy results.

- 4 brands hit their first $1M month
- 1 brand hit their first $2M month
- 3 brands hit their first $1M day

Full podcast in comments below that breaks down all the learnings from the weekend.

95% of Black Friday purchasers were financed...

Well, not really.

~11% of all Black Friday spending was via BNPL (Klarna, etc).
~ 84% of purchases were made with a credit card.

What's concerning is:

67% of those credit-card users said they did not expect to pay the balance off within 30 days.

For reference:

Typically 4-7% of transactions are via BNPL and ~40%+ are via credit.

Black Friday always pushes credit use to it's extremes, so that's not much of a surprise. BUT, majority of that debt won’t be cleared next month.

Q4 ruins most people's Q1...

Because all your focus goes to Q4.
Then, you just accept that Q1 is a poor quarter.

This doesn't have to be the case.

We had a client this year who had their biggest revenue peak in March.
It was due to a product drop, that was hyped up in Q4.

Here's another example...

LEO LIN drops a Zodiac collection each year (e.g. Year of The Snake).

It crushes because:
→ It's relevant to the season
→ It's a limited-time drop (that won't come back for 12yrs)
→ It capitalises on driving repeat purchasing from the November cohort

But, this all requires planning.

Planning well in advance to manufacture a revenue peak.

A bad way to approach Black Friday (on the day):

The best ads right now are not selling products. They are selling the whole category. Want to see why this works so well?

Don't launch with a coupon code tomorrow without doing this:

I used to think marketing calendars were useless. Then I realised most brands are doing them wrong. Here is what they should be instead.

One launch changed their whole year. It was all in the planning. What would happen if you did the same?

Revenue dips in Q1 due to 3 key reasons...

Tok_Vibes

Built a boutique creative strategy studio serving DTC brands from performance-driven strategy to hands-on UGC content production.

Led campaigns for brands like Loop Earplugs, Neutrogena, and Ziploc, translating their brand vision into high-converting social ads.

Delivered results: achieved a 3.5x ROAS on $150K spend (20% above industry benchmark) and reduced CPA by 18% through relentless creative testing and optimization.

Extended winning ads’ lifespan by 60+ days through continuous iteration saving clients thousands in production costs and keeping performance consistent.

(Growing fast? Let’s bring your brand’s story to life through creative that sells. Portfolio case studies available on request.)

Founder of Tok-Vibes 

The Earthling Co.

Led sprint-based creative projects across UGC, AI voiceover, and statics

Sourced & vetted creators; handled outreach, contracts, and onboarding

Wrote briefs (hook, script, on-screen lines, CTA, shot list) and editor notes

Directed editing (cut orders, versioning, QA) to accelerate time-to-winner

Built a performance tracker (hook heatmap, hold/CTR notes) to guide iterations

Ran weekly reviews; shipped 1–2 iterations/week on winning angles

Organized asset library (naming, folders, reusable shot bank) for faster reuse

Aligned creative with VoC insights

Creative Strategist

Loop Earplugs

Brought on in Q4 to turbocharge Loop’s holiday ad campaigns. 

Exceeded the $18M Q4 revenue target by 33%, thanks to a viral TikTok ad strategy and data-driven optimizations.

Developed attention-grabbing video and static ads that resonated with Loop’s community

 These campaigns performed so well that our team was nominated for “Greatest Performance” at the TikTok Ad Awards 2024 (UK). 🎉

Worked closely with Loop’s marketing team to transfer knowledge and ad creatives for continued success into the new year.

Performance Creative Strategist (Q4)

Meroda Cosmetics

Managed multi-country ad strategy cordinating with agencies in NL, Germany, the UK, and across the EU to ensure a unified message and efficient use of creative assets.

Audited each market’s Meta (Facebook/Instagram) ad account and provided detailed recommendations, resulting in a consistent uplift in ad performance across all regions (estimated +15% ROAS improvement overall).

Created clear, tailored creative briefs for each agency to produce on-brand and high-performing content. Introduced a weekly reporting cadence (using Motion app analytics and Meta Ads Manager data) so the Meroda CEO had transparent insights into what ads worked best.

Built a shareable knowledge base & SOPs for the brand’s internal team, laying the groundwork for future growth and faster onboarding of new team members.

Helped with a roadmap to follow for testing creatives in different market/languages

Performance Creative Strategist

Softizing

Joined an early-stage marketing tech startup to lead 360° creative campaigns from insight to execution. I turned consumer research into bold marketing concepts that drove initial revenue for the company’s pilot product.

Founding Member - Perfomance creatives

QuickFrame

Led end-to-end digital campaigns for various beauty and health brands as a one-woman studio – including Neutrogena, JLo Beauty, and Method.

 Managed everything from creative concept to creator coordination to final edit delivery.

Focused on UGC to produce authentic videos.

Several campaigns yielded double-digit % increases in engagement and sales.

Conducted deep audience analysis for each client (surveys, comments, reviews) to tailor campaign messaging.

Producer, Creative Strategist & UGC Creator

Apple

Started my career as a contractor at Apple, ensuring flawless music metadata for Apple Music. I cross-checked song info across databases so that millions of users could discover music without a glitch.
Collaborated with engineering and curation teams to improve how content is categorized and recommended. This experience sharpened my attention to detail and taught me how small data points can shape the user experience.
(This technical foundation in data quality indirectly became a secret weapon in my marketing career – I learned how to analyze and leverage data to improve content delivery.)

Mapping QA 

• Enhancing User Experience for Apple Music
• Research and cross-reference various sources to ensure accuracy of content.
• Ensured accuracy of content in terms of its localization, translation, functionality and flow.
• Curated qualitative datasets for Siri.

Metadata Specialist

TikTok and Meta ads for DTC Brands | Creative Strategist | UGC Producer|Founder of Tok-Vibes.com

Hi, I’m Oli!  a creative strategist who helps DTC brands turn scrolls into sales. 

You’ve got a great product and a solid team ..but if your ads aren’t converting like they used to, that’s where I come in. 

I blend storytelling and data to build ads that not only grab attention but also drive growth. 


Here’s what I do best:

 I dig deep into your ad data and customer psychology to find out what truly makes your audience click. 

Then I craft fresh ad concepts (often leveraging UGC and AI content) grounded in those insights.

 The result = Campaigns that lower your CAC, boost ROAS, and scale your revenue sustainably.

 Over the past 5+ years, I’ve helped startups and global brands alike smash through growth plateaus:

🔹 Scaled Loop Earplugs to exceed a $18M Q4 sales goal by 33%. (Yes, we overshot the target by a mile!)

🔹 Drove 3.5X ROAS on $150K ad spend for a DTC accessory brand by reinventing their creative strategy (20% above benchmark performance)

🔹 Cut CPA by 18% for a skincare client and found new customer angles that led 5 out of 50 test ads to drive 70% of their online revenue.

I’m a founder, too...

 I launched an accessory brand with an innovative first product that I designed myself.

 I partner with you, founder-to-founder, treating your business like my own. 

If something isn’t working, I’ll tell you. 

If I spot an untapped opportunity, I’ll seize it. 

My approach in a nutshell: Test, learn, iterate. 📊 I run structured ad tests (thanks to my nerdy side that loves numbers) and then double down on the creatives that perform. 

No fluff, no ego.. just actionable insights and winning ads. 

And because I started as a content creator myself, I excel at producing ads that feel real and relatable (not like those stiff “agency” ads).

 On a personal note, I’m a bit of a nomad and nerd: I’ve lived on 3 continents, speak English & French, and once grew a fitness Instagram to 15k followers just by talking about protein pancakes. 🥞
 (Turns out, authentic content really does attract an audience...a lesson I carry into my ad strategies!). 

When I’m not optimizing campaigns, you can find me in a Reformer Pilates class and having lunch on a terrace with a friend.

Ready to scale your DTC brand with ads that convert? 

Let’s chat. 😊 

Send me a DM or book a call through my profile link, and let’s spark your next phase of growth.

Oli Cimet

You don’t need another media buyer.

You need someone who can tell you why your ad isn’t converting.

That’s the gap most brands don’t see.

→ Editors can make content.
→ Buyers can launch tests.
→ But no one owns the message.

And that’s the real bottleneck now.

Meta doesn’t need help finding the right people.
It needs the right story to show them.

A creative strategist isn’t “just another hire.”

It’s the person who knows:

→ Which pain points actually move revenue
→ How to translate reviews into messaging
→ How to brief creators so the ad lands

Media buying is math.
Strategy is psychology.

If you’re testing 100 ads and still flatlining, the problem isn’t volume.

It’s clarity.

li_at

JSESSIONID

Talks about #dtc, #ugc, #tiktokads, #paidsocial, and #creativestrategy

DTC Creative Strategist & Growth Partner Scaling 7-8 Figure Brands with Data-Driven UGC + AI Creative for FB & TikTok Ads | Founder of Tok-Vibes | Product Creator | Entrepreneur for Life

A lot of people think creative strategy means writing good hooks.

That’s just copywriting.

Real strategy means knowing what to say, why it works, and how to get it made.

You need to think in layers:

→ Research like a scientist.
→ Write like a DTC copywriter.
→ Think like a psychologist.
→ Brief like a producer.
→ Test like a growth marketer.

That’s what makes strategy high leverage.

It’s not about being creative for fun.
It’s about getting creative that sells.

One of my highest-performing ads wasn’t a video.
It was a static.

No bright colors.
No gimmicks.
Just a well-written founder letter in plain text.

Here’s why it worked:

→ High dwell time
→ Instant trust
→ No ad fatigue

People stopped to read.
They felt the story.
They converted.

Sometimes your best creative doesn’t look like an ad.

Stop writing for everyone. Start writing for one person.

Every brand says their product is for:
→ Women 25–45
→ People who care about wellness
→ Anyone with skin, hair, a gut, a brain

That’s why their ads blend into the feed.

The winners?

They go narrow:
→ Women over 45 who feel invisible in the beauty aisle
→ Men with joint pain who don’t want to try another “miracle” pill
→ New moms whose hair is thinning and confidence is tanked

When you get specific, everything sharpens:

→ Your hooks get clicks
→ Your message hits harder
→ Your results compound

Mass-market ads don’t work on platforms built for personalization.

Find your person.
Speak directly to them.
Ignore the rest.

A DTC brand spent $12,347 on a product photoshoot.

They rented a studio.
Hired a photographer.
Booked polished models.
Shot 40 pieces for their new collection.

Then they A/B tested it.

→ The iPhone photos on a white wall converted at 3.2%
→ The $12K professional shots? 2.7%

That’s a 15% drop in conversion.

Why?

→ The lighting made the fabric look fake
→ The models didn’t feel relatable
→ The visuals looked like ads — so people scrolled right past


Here’s what they didn’t need:
→ A studio
→ Perfect lighting
→ A huge production budget

You can test polish without spending $12K.
Just use nano banana.

If it flops, cool, you just saved 5 figures.
If it hits, now go scale with confidence.

don’t forget the real lesson:

Your customers don’t want ad-looking content.
They want native.
They want honest.
They want to see what it actually looks like on someone like them.

This podcast changed the way people are thinking about 2026.

Karl Pillemer, a gerontologist at Cornell, spent years interviewing over 2,000 people aged 80 to 100+.

He asked them:

 “If you could live your life over, what would you do differently?”

Here are the 6 insights that kept coming up again and again:

1. Say yes to opportunity

“People regretted the things they didn’t do not the things they tried and failed at.”
🟡 They all said the real risk was holding back not putting yourself out there.

2. Worry less it’s never worth it

“The #1 thing they said they would do differently was worry less.”
🟡 They all said worrying wasted years of their lives and none of it changed the outcome.

3. If you’re torn between a kitchen remodel or travel...
“Take the trip.”
🟡 They all said no one remembers the countertops but everyone remembers the adventure.

4. Time goes faster than you think
Everything feels like it will last forever... until it doesn’t.
🟡 They all said they blinked, and life was already behind them.

5. Relationships are the only thing that really matters
People > performance. Period.
🟡 They all said connection is what gives life meaning. not money, not titles.

6. Small moments are what stay with you
“A shared meal. A walk....Those are the things you remember.”
🟡 They all said the little things became the big things.

Save this. Re-read in January.
Especially if you're building something ambitious.

Because perspective doesn’t come from books.
It comes from people who’ve lived 3 lifetimes longer than most of us.

Every founder says they want speed.
But speed without a system is chaos.

Here’s how I deliver 20+ ad concepts in 1 week without sacrificing quality:

→ I start with deep research.
→ I map out every angle + persona.
→ I brief like a maniac — every creator gets a clear role.
→ I tag raw footage so editors can build in hours, not days.
→ I use AI when it makes sense. Real humans when it matters.

That’s how we scale.

You don’t need a bigger team.
You need a faster engine.

You’ve launched. You’ve scaled. You’ve got 3–5 creatives doing 80% of the work.

But now?

You’re recycling variations that feel like they should work but don’t.
 Messaging is less clear than it was six months ago.

What happened?

Not creative fatigue.
Strategic fatigue.

Because:

Most founders don’t burn out from testing ideas.
They burn out from being the source of all of them.

Here’s what that looks like in the real world:

You’re the copywriter, the strategist.
You start reusing angles because they “kind of” worked once.
You’ve got 8 formats and no one to tell you what actually matters.

You don’t need “more content.”
You need

Hooks that actually respect market sophistication.
Angles that don't come from ChatGPT’s first 5 suggestions.

If you’re scaling a consumer brand in 2026, here’s the truth:

→ AI can help you produce.
→ Only strategy will help you convert.

Because Meta doesn’t need help finding the right people.
It needs the right message to show them.

And if that message always has to come from you...
you’ll eventually stop scaling  because you’ll run out of things to say.

You need someone to own the message.

What December 2025 just taught us about where eCommerce is headed next:

(Recap + POV from a creative strategist who tracks this closely)

1. TikTok Shop is STILL exploding
→ U.S. GMV up 136% YoY
→ Already 25% of Amazon’s daily volume
→ Most of the action? Low-AOV, impulse buys, powered by viral UGC

Lesson: If you're still running polished "brand" ads... you're missing what actually moves in-platform.

TikTok isn’t a billboard. It's a storefront.
And every video is your sales rep.

2. DTC Brands are Winning on Amazon
→ 10% YoY GMV growth
→ Supplements, beauty, health, lifestyle are leading the charge

Lesson: Omni-channel is no longer optional.
And your best-performing Meta ads?
Can probably be adapted to Amazon if the messaging is built right.

Creative strategy now = platform-mapping.
Same product, different angle.

3. Meta CPCs are rising (again)
→ CPMs are up
→ But ROAS isn't necessarily dropping if the ads are built for intent

Lesson:
Targeting is no longer your edge.
Messaging is.
The algorithm can find the right person but only if your story makes them care.

4. Consumers are more price-sensitive (but not bargain hunters)
→ Higher conversions on value-driven hooks (e.g. “lasts 3x longer”, “no subscriptions”, “1-for-1 impact”)

Lesson: You don’t need to discount.
You need to communicate value clearly.
Your creative should sell why it's worth it, not just what it is.

Big takeaway for founders & marketers:
eCommerce isn't about spending more.
It's about messaging smarter.

→ Build creative that matches the platform
→ Test formats that don’t feel like ads
→ Lead with pain points, not product features

That’s how you stay profitable when every channel is shifting under your feet.

Recently, I collaborated with another strategist.
The goal: generate new angles for a DTC product.

She sent over 10 ideas.
All clean. All safe. All useless.

Every angle read like a prompt gone too far:
“10 creative ideas for ...”.
Lightly edited. Lightly insightful.
Deeply forgettable.

Here’s what she missed:
Strategy isn’t typing into ChatGPT.
It’s interpreting patterns.
It’s knowing what didn’t work and why.
It’s seeing the psychology your customers don’t say out loud.

That’s why founders are wasting budget on "strategists" who don’t think...
 They just prompt.

Real strategy is slow. Messy. Manual.

It means:
→ Reading 1,000+ reviews to find 2 words that spark a hook
→ Analyzing ad comments like a behavioral scientist
→ Knowing why that 2023 ad worked and why it won’t work now
→ Building angles off desire, not keywords

AI is a tool.
But thinking is the skill.

You don’t need more prompts.
You need someone who can see the gap in your messaging.

Just saying...

40+ buyers are Meta’s secret weapon.

They don’t swipe like Gen Z.
They read.
They click.
They buy.

Most brands sleep on this demo.
That’s a mistake.

Here’s what works:

→ Founder-letter statics.
→ Wellness ads with real science.
→ UGC that sounds mature not cringey.
→ Objection-handling copy with press logos for social proof.

I’ve scaled six-figure campaigns just by dialing in this age group.

They’re not flashy.
But they convert like crazy.

One of the first things I noticed on a new brand’s ads:

→ 95% of their UGC was targeting the same demo
→ Young, aesthetic women, 25–30, soft lighting, good hair, etc.

And it was working... kind of.

But the brand wasn’t scaling.

Here’s why:

Meta needs diversity to find your next pocket of spend.

Andromeda won’t just “spend more” if you keep showing the same content to the same group.

You want scale?

→ Speak to Gen X women who buy for their daughters
→ Speak to men over 40 with a pain point they’ve been ignoring
→ Speak to people who don’t care about looking cool — but care about feeling better

Same product.
New angles.
New demos.
Lower CPAs.

That’s how you unlock scale.

Not just by spending more but by giving Meta more paths to win.

If your angles feel dull, here’s why.

Too many “strategists” are just prompting ChatGPT and reformatting the results.

What comes out?

✅ The same angles
✅ The same language
✅ The same tired problems everyone else is already testing

These aren’t bad ideas.
They’re just... hollow.

They lack context, nuance, and tension.
They don’t account for platform behavior, audience insight, or concept fatigue.
And worst of all:
They’re not strategic — they’re just content.

Strategy isn’t a prompt.

It’s a process.

A real strategist doesn’t start with GPT.
They start with:

📊 Ad comments
🛍 Purchase behavior
🧠 Buyer psychology
👀 Competitor fatigue
🧩 Platform mechanics

Then they reverse-engineer how real humans experience desire — and how to intercept that scroll at the right time with the right format.

They think in problems, personas, and proof.

Not generalities.

Want to bypass GPT mediocrity?

Build angles from inside the customer journey:

→ What’s not working with other ads in your space?
→ What are your best customers actually saying in reviews?
→ What’s one emotional wedge that isn’t already crowded?

When strategy is done right, creative feels native, specific, and sticky.
When it’s done lazily, you get AI angles that sound like everyone else’s.

GAP didn’t just run an ad!!! 
They dropped a cultural MOMENT.

And the internet felt it.

Here’s what made this winter campaign actually work and what DTC founders can learn from it:

It’s not an ad. It’s a vibe.
Everyone else is yelling “Buy our winter sweaters.”
Gap drops a full choir, no pitch, no sell.
Your brain says: music video not commercial.
So you stop. You watch.

A cappella = instant emotional anchor.
Warmth. Nostalgia. Holidays.
One comment said:

“I never look up an ad to rewatch it.”

That’s oxytocin. 

That’s creative doing its job.

The casting looks like us.
Not catalog models.
Not aspirational archetypes.
Just people who feel familiar.
One commenter nailed it:

“So nostalgic and at the same time fresh and authentic”

No CTA.
No overlays. 
No pitch.

Everyone’s wearing Gap.
But nobody says that.
The product is the context not the push.

Which makes it more persuasive.

The song is a throwback, but reimagined.
They took Miley’s The Climb, flipped it into a soulful group cover.

People felt it.

“This is the Christmas ad we needed 😭❤️”

“Got goosebumps omg so good”

“Literal chills.”

It triggered the share instinct.
Thousands of comments.
People tagging friends.
Calling out names in the choir.
Requesting the full song.
Begging for it on Spotify.

“I’ve never skipped a GAP ad once.”
“This is one of the greatest commercials I’ve ever seen on YouTube and Pinterest.”

This is what “native brand content” actually means.
→ It doesn’t sell.
→ It feels.
→ And because it feels, it scales.

Great ads don’t scream at you.
They pull you in and you decide to stay.

for context: https://lnkd.in/gFdtB79T

youtube.com

Give Your Gift

The backlash to Coca-Cola’s new Christmas ad is brutal.

And no... it’s not because it used AI.
It’s because it doesn’t feel like anything.

A holiday ad with zero heart
Sloths in the snow?
Vibes straight out of Midjourney
No soul, no story, no spark

Here’s what people are actually saying:

“What in the world was a sloth doing there in the snow?”
“This is the most soulless sh*t I’ve ever seen.”
“They saved $10M with AI. It’ll cost them $100M in sales.”
“I’ve never felt less watching a Christmas ad.”
“This has no soul, no magic nothing."

This isn't an AI issue.
It’s a strategy issue.

Because AI can’t replace:

→ Taste
→ Storytelling
→ Emotional intelligence
→ Or the gut-check of a real creative strategist

If you're using AI (as you should be), remember:

📌 AI is only as good as the mind behind it.
📌 You still need someone who can actually think.

Don’t let “soulless but efficient” be your brand’s new voice.

AI is a tool.
Creativity is a responsibility.

ad link for context 🤣 https://lnkd.in/eyiwWVtN

Thoughts?

taplio

The Battle

Nathan Perdriau

Oli Cimet

Followers

Posts

Engagements

Likes

Performance ScoreNathan Perdriau's LinkedIn Performance

Performance ScoreOli Cimet's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Nathan Perdriau

Oli Cimet

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Nathan Perdriau's LinkedIn Performance

Performance ScoreOli Cimet's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreNathan Perdriau's LinkedIn Performance