Fraggell

I lead Fraggell, a performance creative agency that helps DTC brands scale through high-performing ad creatives. 

My role is driving strategy, guiding the creative process, and working directly with 7- and 8-figure brands to produce ads that lower CPA and fuel growth on Meta and TikTok.

Co-Founder & CEO

Creative OS

Helping build the fastest and most streamlined way of creating static ads for the DTC industry.

Co-Founder

The Social Chain AG

Videographer

Helping DTC Brands Scale with High-Performance Ad Creative

I help DTC brands stop wasting ad spend and start scaling profitably with creative that actually converts.

I’ve worked with hundreds of health, wellness, and CPG brands across the UK and USA, helping them see:
✅ 60% decrease in CPA
✅ 30% increase in CTR
✅ Millions in extra revenue—without extra effort.

Some of the incredible brands I’ve partnered with:
👉 ALOHA
👉 CHOMPS
👉 Solawave
👉 Govee

When creative underperforms, scaling feels impossible—and I get it. That’s why I built a full-scale performance creative agency that uses real-time data to guide what ads your brand needs to drive real results.

We turned customer complaints into a winning ad for The Black Stuff soap.

The research method behind it changed how we build every creative.

THE RESEARCH PROCESS

Used ChatGPT's deep research tool to analyse customer behaviour around men's soap purchases.

Scrolled through The Black Stuff's Facebook community where customers share unfiltered reasons for switching.

Discovered something nobody talks about: men use the same soap brand from their teenage years while upgrading everything else in their lives.

THE PAIN POINTS WE FOUND

→ Fake, synthetic smell
→ Dry skin after use  
→ Strong fragrances causing headaches
→ Spending big on fancy soaps but staying disappointed

THE HOOK STRATEGY

"I spent $200 on fancy soaps last year and found this $9 bar from Ireland that blew them all away."

This immediately qualifies customers who relate to expensive soap disappointment while creating curiosity about the $9 solution.

THE CONVERSION ELEMENTS

Every script element backed by research:
- Unique selling points: handcrafted in Ireland using Guinness and Irish seaweed
- Benefit stacking throughout
- Visual-audio alignment: when we mention itchy skin, we show itchy skin
- UGC creators illustrating each point for believability

THE OUTCOME

$200K+ in spend because every element was researched, not assumed.

The ad worked because it spoke to real problems customers actually have, not problems we thought they had.

Most brands create ads based on what they want to say.

Winning brands create ads based on what customers need to hear.

Fraser Cottrell

Co-Founder @ Fraggell | Cut Your CPA By 30% In 60 Days With Our High-Performance Ad Creative | Leaf Shave, Aloha, Govee

AI just made 90% of creative strategists obsolete. Are you in the 10% that survives?

The uncomfortable truth: AI can generate 50 ad variations in 10 minutes. What it can't do is understand why one creative drives 3x ROAS while another burns budget.

The creative strategists thriving in 2025 aren't fighting AI. They're leveraging it to amplify their strategic thinking.

That's exactly what we'll be exploring at Motion's 2025 Creative Strategy Summit.

Real creative strategists from top DTC brands sharing:
→ How they're using AI to augment (not replace) creative workflow
→ What's actually working in performance creative right now
→ The skills you need to build to dominate 2026

Last year, 18,000 people registered. 5,000 tuned in live. 

Many performance teams block out this entire day for company-wide learning.

This isn't another "buy my course" event. Motion has built a reputation for finding the best speakers and the most actionable insights in performance creative.

My entire team will be there.

Will yours? Link to RSVP here: https://lnkd.in/eNdy7QZQ

I’ve spent 7 years perfecting our static ad process.

Our complete system uses them as weapons to slash CPA and test new angles rapidly:

RESEARCH PHASE

Start with AI-powered research using ChatGPT's deep research tool. Takes 15 minutes vs hours of manual work.

But don't stop there.

Use Reddit Answers to find real customer language. Reviews lie because they're either love or hate extremes. Reddit gives you the unfiltered truth about why people actually buy.

Study your niche with tools like Foreplay, but don't copy what you see. If everyone's running similar ads, you're all fighting for the same customers.

IDEATION PHASE  

Load everything into Claude or Poppy AI. I use Poppy because it's visual - perfect for creative work.

Import research, competitor analysis, and even your own content about ad creation. More context = better output.

Let AI spark ideas, then guide them with your expertise. AI is your creative assistant, not your creative director.

EXECUTION PHASE

For Leaf Shave, we discovered their biggest selling point wasn't shave quality - it was cost savings. Women spend $500+ yearly on disposables. One $84 Leaf razor lasts forever.

We turned this into a breakup letter to disposable razors:

"Dear plastic razors, this isn't working anymore. You cost me $500 a year, clog after two strokes, and frankly, you're just not that good in the bathroom."

Psychology beats pretty design every time.

DESIGN PHASE

Design happens last, not first. Once your psychology is dialled in, visual execution becomes simple.

We used Canva with Creative OS templates. Free tools work fine when your angle is solid.

Don't overthink the visual execution.

TESTING PHASE

Always make variations. Same ad, one thing changed.

We tested the breakup letter against a "goodbye forever" version. Treat it like science so you can tie performance back to specific changes.

What we measure:
→ CPA (cost per acquisition)
→ CTR (click-through rate)  
→ CPC (cost per click)


Most agencies charge thousands for this process. We just gave you the entire playbook for free.

static ads

Our client called their top customers and turned it into their highest converting ad.

- 40-45% hook rate
- Highest watch time in the account. 
- Highest thumbs-up rate.

Why it works:

- People watch because it gives them value beyond just being an ad
- Behind-the-scenes content always performs when it's authentic.

There's also anticipation.
Will customers complain or praise the product?

But the conversion magic happens because it's impossible to fake.

- Real customer on an actual call praising the product
- She mentions being a scientist who understands the formulation
- Talks about giving it to family members
- Shares her medical use case.

Perfect testimonial delivered in the most authentic format possible.

- One continuous shot
- Just captions and subtitles
- Zero fancy production

Raw beats polished when the psychology is dialled in.

3 static ads that prove organic authenticity beats overproduced design.

1. ABBOTT LYON - JEWELRY

Instagram story Q&A format: "Where is all your personalised jewellery from?"

Answer shows the product naturally with the brand tag.

Ran via whitelist to amplify the organic feel and sell the authenticity.

Format looks native to stories feed, so people don't immediately recognise it as an ad.

2. LOUNGE - LINGERIE

Five-star review with product image: "Bought for my girlfriend, she. Looks. Like. A. Whole. Meal. In. This. Set."

Clean product photography so people immediately know what it's about.

Review targets potential customer pool (men buying for partners) without directly saying why.

Humour makes it memorable while social proof does the selling.

3. HIGHTS - GUT HEALTH SUPPLEMENT

Headline with emojis: "I was having trouble with toilet and poop - this has helped even out my output!"

Product shown with miniature toilet props for visual storytelling.

"7 HIGH-IMPACT STRAINS + ZINC FOR YOUR GUT" explains what's inside.

Scientists' validation and "50x more effective" claim provide credibility.

Humour-driven headline makes people laugh and remember both ad and brand.

Your customers aren’t Googling anymore.

They’re “ChatGPT-ing”

“What’s the best CRM for a small business?”
 “Which marketing agency should I hire?”
 “What project management tool should I use?”

If AI doesn’t mention your brand, you don’t exist in the buyer journey.

Here’s what I found through my own testing. You might be shocked:

I ran real buyer-style prompts across ChatGPT, Claude, and Gemini to see which brands were being recommended in my category.

Every single time, three competitor names came up.

My client’s name didn’t.

That’s when I discovered Meridian.

Meridian tracks how AI platforms mention your brand across ChatGPT, Perplexity, Claude, and Gemini.

It shows you when and where you’re mentioned, what content or credibility signals are missing, and gives specific fixes to improve your chances of being recommended.

It’s like SEO, but built for how people actually search now.

Traditional SEO focuses on blue links that fewer people click every year.

AI visibility optimisation gets your brand recommended directly in the answers customers already trust.

The future of search isn’t rankings. It’s recommendations.

Most businesses have no idea this shift has already happened.

If you want to see how visible your brand really is inside AI search, comment MERIDIAN below and I’ll send over a free visibility report.

And yes, I’m a proud Meridian partner because AI visibility is becoming the new SEO.

#ad

A 7-figure DTC brand called the other day completely stuck.

They were cranking out UGC because it's "scalable" and now they can't break through their creative ceiling. 

When brands get trapped like this, we test everything we can think of.

- Podcast formats
- VSL concepts
- Short-form content 
- Whatever might work beyond their usual UGC approach.

This brand launched a mixed-media VSL that became their top performer in weeks.

Knocked off a UGC ad that had been their winner for over a year.

Your customers see dozens of ads daily. Many are probably UGC.

Do something even slightly different, and you cut through the nonsense immediately.

Brands that scale past their ceilings are willing to test formats that their audience isn't seeing from every competitor.

Creative analytics tools are giving brands false confidence.

Using Motion, Foreplay, AdNova, etc to find "winning ads" and copy them blindly.

These tools miss the context that actually determines if a creative will work for your brand.

These are the blind spots I see daily:

Your creative format might be killing your conversions and you don't even know it.

Do NOT just copy what works in other niches without understanding their customer psychology.

Each product category has specific psychology that converts better: 

HEALTH & WELLNESS
→ Review statics (social proof drives everything)
→ Expert UGC (credibility from professionals)  
→ VSL (education builds trust for complex products)
→ Fake podcast (authority positioning)

SKINCARE
→ Before and after images (visual proof is everything)
→ VSL (ingredient education converts sceptics)
→ Product demo video (show the texture, application)

FASHION  
→ Product statics (clean showcase of items)
→ Collage images (styling inspiration)
→ Simple outfit showcase UGC (relatability over production)

CPG
→ Taste test UGC (authentic reactions sell)
→ Food porn statics (appetite appeal)
→ Testimonial UGC (social proof for consumables)
→ Street interviews (unscripted authenticity)

I've seen brands burn thousands on testing ads that never stood a chance.

After making 50,000+ Meta ads tied to $300M in spend, I can spot why creatives flop instantly.

7 ad mistakes killing your budget:

1. THE PRETTY AD THAT DOESN'T SELL

Beautiful cinematography, zero psychology. Fashion brands spend tens of thousands on campaign shoots, then treat ad creative as an afterthought. If viewers can't identify your product in 3 seconds, you've lost them.

2. THE CORPORATE FAVOURITE  

Generic scripts that scream "hired a video guy for the day." Claims without proof kill credibility. Saying "flatters every body shape" while showing one body type destroys trust instantly.

3. THE CASTING DISCONNECT

Hiring a ripped guy to talk about hiding his "dad bod" fools nobody. Your ad converts better when the person in it looks like your customer. Cast people who actually represent your target market.

4. THE EMPTY STATIC

Lifeless design with fake celebrity quotes and lazy callouts. We got one brand 20.5 ROAS with static ads because we used proper research and authentic social proof, not dropshipper templates.

5. THE BORING FOUNDER AD

Monotone delivery while reading from a teleprompter kills engagement. Founder ads need personality and inflexion. If you don't believe your own words, why should customers?

6. THE CRINGE

Messing up viral trends makes you the laughingstock. Do trends properly or they backfire spectacularly.

7. THE VALUELESS TUTORIAL

Promising to teach something and then delivering nothing wastes everyone's time. If you offer value, actually deliver it with clear steps and context.

If you're a DTC brand spending $70k+ monthly on ads and want us to audit your creative strategy, apply at fraggellproductions.com	

We've made 50,000+ ads tied to $300M in spend. We know what works.

Masterclass

One of the WILDEST tools I’ve come across is Marpipe… 

Catalogue ads (DPAs) already crush for ecom …but Marpipe just unlocked a whole new level.

They are ALSO… giving away: 

-10k in free TV ad credits

PLUS an AI media buyer built on Claude and N8N that replaces a 200k/year media buyer and works right out of Slack. 

Comment MARPIPE and I’ll send you the link. 

Check out Marpipe here: https://lnkd.in/eFb4MqXe 

And yes, I’m a proud Marpipe Partner.

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