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Here’s an ad that flips their biggest objection into its strongest selling point. Most brands would avoid leading with price, Beardbrand does the opposite. This ad follows a negative headliner strategy, immediately addressing the biggest objection: "$36 is a lot of money. Especially for beard oil." Instead of defending the price, they justify it by reinforcing every single USP: ✅ Size & value: They could make it smaller, but that wouldn’t be in the customer’s best interest. ✅ Fragrance & quality: They could use cheaper ingredients, but then it wouldn’t smell as good. ✅ Formula & experience: They could lower costs, but then it would feel cheap, greasy, or unsafe for skin. This is middle of funnel advertising done right. The audience already knows the brand. They’ve likely considered the product. The biggest barrier? Price. By tackling the price objection head-on and reinforcing why it’s worth paying more, this ad pushes prospects closer to conversion. It’s a masterclass in brand positioning, premium, no compromises, and built for those who value quality over cost. Would love to see more brands take this approach instead of just shouting discounts. Ready to elevate your brand with performance-driven creative? I'll leave our call link in the comments.

We helped a household brand scale to £8.5K/day in ad spend, driving £400K/month in revenue from TikTok. How? ❌ When the brand came to us… - They wanted to diversify spend and make TikTok a significant part of the marketing budget. - Struggled to achieve baseline profitability and consistent performance. - Lacked native direct-response creative, relying on repurposed Meta assets. - Poor ad account structure limited creative feedback loops and scalability. 🔨 Setting the foundations: - Identified hero SKUs to test and build a solid foundation around winning products. - Researched core creative angles & pain points for each product, focusing on high-intent audience segments. - Produced high-converting UGC creatives using top-performing concepts and creators, emphasising direct product demonstrations and testimonial-style problem-solution angles. - Integrated high-converting ads into testing to refine key product angles. - Simplified the account structure by transitioning to two campaigns per SKU, one for prospecting and one for creative testing. - Tested in single-ad ad groups to isolate creative variables and accelerate learning. 📈 Scaling past £5k/day while maintaining efficiency - Identified top-performing angles and iterated to build on momentum. - Implemented multiple scaling environments and scaled horizontally for stability. - Used cost controls and manual bidding to manage CPA and unlock further scale. 🤳🏼 Scaling TikTok shop - Activated TikTok Shop and launched Shopping Ads to scale spend and enhance stability. - Increased budgets in Shopping Ad Campaigns, making them a significant part of daily spend. - Leveraged accurate attribution to scale efficiently and optimise performance. - Expanded beyond paid ads, exploring Affiliates, the Shop Tab, and Shoppable links on organic posts. - Optimised product listings to drive organic traffic and maximise TikTok Shop revenue. 🔄 Rinse and Repeat - We focused on doubling down on best-performing ads, analysing through Motion (Creative Analytics) and iterating with different avatars - A weekly creative testing cadence launching 15+ assets (variations + net new assets) and ensured we had a consistent creative pipeline to support performance. - Start implementing our creative testing & scaling process in new SKU aiming to provide further stability + scale through key products. Results: 💰 TikTok Shop revenue hit £500K. 📉 CAC dropped 4.74% to £22.6. 📈 Conversions increased 16.5% to 148.9K. This wasn’t just about throwing more budget at TikTok. It was about structured creative iteration, optimising for scalability, and ensuring profitability at every step. If you’re struggling to make TikTok a real growth driver, let’s chat. Contact us at For You Advertising

For You Advertising spent £20M+ on TikTok ads last year. BUT, if your brand isn’t culturally relevant, you’re invisible. That was the biggest takeaway from TikTok Showtime 2025 in Manchester. TikTok isn’t just another platform, it’s where culture starts, spreads, and sells. The smartest brands aren’t asking what’s changing, they’re focusing on what stays the same. TikTok is still the most powerful engine for attention, trends, and conversions. Biggest takeaways for brands 🔹 Brand Fusion: Running ads isn’t enough. The brands winning on TikTok are the ones sparking conversation, creating demand, and building real audience relationships. 🔹 Identity Osmosis: Consumers back brands that get them. Authenticity is the expectation. If your content doesn’t integrate naturally into their world, it’s getting ignored. 🔹 Creative Catalysts: Playing it safe won’t cut it. TikTok’s best ads push boundaries, leverage AI-driven tools, and experiment with bold creative that actually stops the scroll. Tools brands should be using - Trend Digest: Stay ahead of what’s taking off - TikTok Creative Centre: Find inspiration & ad strategy tools - Symphony Assistant: AI-powered insights to boost performance A key theme across panels? TikTok isn’t just an awareness play, it’s a full-funnel machine. The brands winning are those that integrate organic content, paid strategy, and creative testing into one cohesive system. Shoutout to Liam Dean for representing For You Advertising, some seriously sharp insights on how brands should be approaching TikTok in 2025. Is TikTok on your 2025 roadmap? If you’re a brand that's serious about unlocking the channel this year, DM me to see how For You Advertising can help.

Breaking down how we're testing this new framework in our next podcast ep🎥

This "Us vs. Them" ad by Tallow + Ash is a great example of using social proof and authority positioning to build brand credibility. Why does it work? 1️⃣ The hook: "Most searched for brand on Google!" - Grabs attention immediately by leveraging a superlative claim. - Uses Google Trends data to make it more credible. - The shock emoji (🤯) adds emotional appeal and excitement. 2️⃣ The "Us vs. Them" comparison - Google Trends screenshot shows Tallow + Ash dominating search interest over competitors (Persil, Ariel, Smol, Ecover). - "Us" in blue vs. "Them" in red creates a visual contrast, reinforcing the superiority of their brand. - This positioning makes Tallow + Ash look like the clear market leader. 3️⃣ Social proof & authority - By using third-party data (Google Trends), they don’t just claim success, they prove it. - Comparing against household name brands like Persil and Ariel makes their rise even more impressive. - The subtle laboratory aesthetic in the background reinforces product innovation and premium positioning. 4️⃣ Emotional & psychological triggers - FOMO: "Everyone is searching for this, shouldn’t you check it out too?" - Bandwagon effect: Consumers trust popular brands, making them more likely to explore Tallow + Ash. - Competitive drive: Subtly challenges competitors and their customers to rethink their choices. This ad smartly combines data-driven proof, visual storytelling, and competitive positioning to establish brand dominance. It makes the audience think: "If so many people are searching for this brand, maybe I should be too." ❌ But what’s missing? - Add a CTA, "See why everyone’s switching to Tallow + Ash today." - Add some USP's, why are people searching for the brand? - Add urgency: “Over 1 million searches… and growing fast. Limited stock, shop now.” Thinking about testing a similar ad? Make sure your creative leads with proof and ends with a reason to act.

Most startups burn cash on ads and get nothing in return. Why? They treat Meta like a vending machine, put money in, expect conversions out. That’s not how it works anymore. The brands that win are the ones that tell stories across multiple touchpoints, but Meta is still where you start. Here’s how to approach it as a lean, hungry startup: 1️⃣ Pick the right campaign objective Meta rewards clarity and conversion is the objective that consistently delivers the best results. Even for newer accounts, we’ve seen better performance choosing Conversions early, rather than defaulting to Traffic or Awareness. 2️⃣ Start with your hero SKU Start with your best-seller or highest AOV product with a simple value prop. One SKU. One funnel. One goal. Spreading budget across 5 products = wasted CAC. 3️⃣ Keep targeting simple Meta’s algo > your guesses. Run ASC or broad with minimal exclusions. Only narrow by geo/age if truly needed. Obsessing over micro-targeting kills scale. 4️⃣ Use story-driven creative People scroll past product shots. They stop for stories. Use: • Before/afters • Founder POVs • UGC with social proof • Day-in-the-life or struggles they relate to Make it look like it belongs in feed, not a billboard. 5️⃣ Your Landing Page has to convert No amount of ad spend will fix a bad landing page. Clear CTA: make it painfully obvious. Mobile-first: 90%+ of traffic is on mobile. Fast & simple: no one waits for slow pages. 6️⃣ Be smart with your budget You don’t need to go big. $5-$10/day per ad set is plenty to test. Find a winner, scale slowly (10-20% increases every few days). 7️⃣ Retargeting is your best friend Warm traffic = low-hanging fruit. Key segments: PDP viewers Use urgency, social proof, or time-limited offers. 8️⃣ Leverage free organic content Run ads behind your best-performing organic content. D.Louise did this to scale founder-led storytelling. Paid shouldn’t feel like an ad, native always wins. 9️⃣ Watch these metrics like a hawk Every penny counts. Focus on: - Outbound CTR: 1%+ (if lower, creative needs work). - CPC: Under $1 is ideal. - ROAS: Needs to cover ad spend + margins. - aMER if running multi-channel Meta is still the best channel for new customer acquisition in 2025… and I will die on that hill.

A simple creative iteration lifted our clients TSR by 50% Small changes can have a huge impact on performance. We tested a green screen commentary over an iMessage-style conversation, and the results were game-changing: - 37.92% thumbstop ratio, a 50% increase over the ad account average -£22.7K spend in 30 days with a 2.5x ROAS - Became the leading creative in terms of performance Why did it work? ✅ "Ugly" hooks that feel native stop the scroll ✅ Iterating on a winning angle kept engagement high ✅ Testing unconventional formats unlocked new audience engagement Sometimes, the smallest creative tweaks drive the biggest performance lifts. Want to know what’s working right now in performance creative? Let’s chat.

Brands scaling from £5M to £20M are deploying structured, high-volume creative systems to find winners faster. They aren't beating you on ad spend, they’re beating you on creative volume. More creative = more data = faster scaling. It’s that simple. Most brands fail at creative because they: ❌ Test too few variations ❌ Rely on guesswork over data ❌ Don’t have a repeatable system for iteration Here’s how top-performing brands approach creative volume: 1️⃣ Maximise testing output: The more creatives you test, the faster you find what works. Winning brands produce 50-100+ new assets per month. 2️⃣ Iterate on winners: Creative success isn’t luck. It’s systematised. Every winning ad spawns 5-10 variations to refine messaging, visuals, and structure. 3️⃣ Tag & track soft metrics: CTR, thumb-stop rate, and hold rate determine what gets scaled. If you aren’t tracking these, you’re flying blind. 4️⃣ Balance net new & iterative creative Net new = testing new angles, hooks, and formats Iterative = refining what’s already working 5️⃣ Creative-performance synergy: Media buyers and creative strategists need direct feedback loops. If they’re siloed, you’re losing money. Scaling on Meta & TikTok today isn’t just about better creative. It’s about more creative, deployed strategically. Are you testing enough creatives? 👇 Want to elevate your brand with performance-driven creative? Let’s chat.

From 2.6x to 4.02x NC- ROAS, here’s how we did it… We’ve been smashing targets for our client. Working alongside Hambi Media, our very first batch of creatives took their NC - ROAS from 2.6x to 4.02x. How? - Data-driven creative: No guesswork. Our creative strategists worked directly with our media buyers, using real insights on what was already working. - Native & scroll-stopping: The ads felt organic to the platform, engaging, not salesy. - Social proof & trust signals: People trust people. We leaned heavily into real customer experiences and trust-building elements. - Simple, yet strategic: Clean visuals, clear messaging. Simplicity sells when backed by a strong strategy. - Cost-Effective & scalable: No high production. Just a pen, paper, lifestyle shots, and a voiceover = high-performing UGC without breaking the bank. Most brands overcomplicate creative. The best-performing ads are simple, strategic, and repeatable. Ready to scale your paid social? Let’s talk.

A creator-led brand that’s locking in demand before launch. That’s how you win in DTC in 2025. Sult™ is everywhere right now and they haven’t even launched a product. No finalised product. No ads. Just a growing community hooked on the journey. How? Because people crave real, unfiltered storytelling. Henry Porpora and Milly G. are running a pre-launch playbook every DTC brand should be studying, combining chaos, community, and killer storytelling to create something people WANT to be part of. Here’s why it’s working: 1️⃣ Building in public: They’ve turned their audience into co-founders, sharing everything from taste tests to brand identity pivots. The result? A customer base that’s already invested before they’ve even spent a penny. 2️⃣ Community first: When you build a brand WITH people, they show up ready to buy. That’s lower CAC, higher LTV baked in from day one. 3️⃣ Social listening as strategy: 300+ people voted on their box design. They took the feedback, tweaked it, and made their audience part of the process. That’s real-time product validation at scale. SULT is proving that if you own attention first, the demand takes care of itself. This is how you turn content into conversions and community into CLV. If you’re building in DTC, take notes.

A 3-minute creative from Liquid London is one of their top-performing ads on Meta, delivering a 63.91% thumbstop ratio (TSR) and 3.71% click-through rate (CTR). Originally a TikTok Shop concept from an affiliate that drove £100K+ in organic sales, it was repurposed for Meta, and the results speak for themselves. Why did it work? Storytelling. In the latest episode of the D2C Diaries, we break down: 1. How brands like Liquid London are winning with longer-form storytelling in ads 2. The shift from polished ads to authentic, organic-feeling content on Meta 3. How to integrate TikTok-inspired formats, pacing, and psychology into Meta ads 4. Industry news: Wild Deodorant’s £230M potential acquisition by Unilever The takeaway? Authenticity + storytelling = serious performance. Link in the comments to listen/watch now!

Back-to-back years of 100% YOY growth. Here’s how we’ve driven sustained, scalable growth in 2024: 1️⃣ Creative at scale: Constant iteration and high-volume testing of both new concepts and iterative angles have been key. In 2023, we were reliant on a couple ad concepts. In 2024, a mix of UGC, before & afters, headliners, and high-prod has unlocked new audience segments we weren’t reaching before. 2️⃣ Campaign consolidation: By focusing on ASC, Manual Sales, and Testing within core campaigns, we’ve kept all learnings in one place instead of spreading them thin. This has led to stronger performance signals and better algorithmic efficiency. 3️⃣Rigorous KPI analysis: Daily, weekly, monthly, and quarterly performance tracking has given us granular insight into CAC fluctuations, bottlenecks, and opportunities. This allows us to scale aggressively while maintaining control over performance. 4️⃣Client relationship: Keeping open, honest, and frequent communication has been crucial. A strong partnership means we can move fast, align on strategy, and get what we need to hit ambitious goals. 5️⃣ Upper funnel activity for key promotions: Strategic investment in top-of-funnel brand-building around key promotional moments has led to the brand becoming the most recalled in its industry following a brand lift study. This has built strong awareness and primed audiences for conversion when it matters most. When you combine creative volume, structured campaign strategy, strong client relationships, and data-driven decision-making, growth isn’t just possible, it’s predictable. Want the same for your brand? I'm offering a FREE AUDIT to 3 established DTC brands with ambitious goals, primed and ready to scale profitably with paid social ads in 2025. Apply for your free audit via the link in the comments.

When marketing won’t let you have the day off… We’re in Cape Town. On holiday. Using a spatula as a microphone. And still talking about ads. In this episode of D2C Diaries, we break down how TikTok-style creative is taking over Meta, the secret to blending UGC with high production, storytelling tactics that boost CTR and why podcast clips make killer ads. In the second half of the ep, we answer YOUR questions: - How do you keep momentum on Meta and avoid creative fatigue? - How do you drive creative volume with a low budget? - How do you manage huge amounts of creative at scale? - What are the key things to do pre- and post-launch for a brand or product? We thought we’d unplug… turns out, marketing had other plans. Full episode linked in the comments 👇

Klaviyo just announced a B2C-first CRM, going head-to-head with Gorgias. And I’m interested to see how this plays out... Makes sense. Brands want fewer tools, more integration, and better retention plays. Customer experience isn’t just about sending emails anymore, it’s about LTV, post-purchase experience, and automation. Retention has never been more important. Acquisition costs keep rising, and brands are shifting their focus to maximising LTV. That means customer experience can’t be an afterthought, it has to be seamless, automated, and deeply personalised across every touchpoint. B2C brands don’t operate like B2B. Speed, personalisation, and automation at scale are what drive retention. Customers expect instant, seamless interactions, whether it’s support, tracking an order, or receiving personalised offers in real time. With Klaviyo stepping into support, the question is: Does this replace Gorgias, or just add another tool to the stack? Who’s testing this out?

We’ve had over 100K+ downloads of our free resources and helped hundreds of brands scale with them. From unit economics calculators to high-converting hooks, landing page guides, and Black Friday playbooks, every resource we’ve shared has been designed to help brands grow smarter and scale faster. The feedback has been insane... But this is our biggest resource yet. One of the biggest problems brands face is not knowing their true numbers. It’s the fastest way to kill your margins, waste ad spend, and stall growth. So, for months we’ve been working on something that solves this problem for good. A tool that takes the guesswork out of growth and gives you complete financial clarity. 🚀 Introducing The Growth Map, a 12-month financial roadmap built to help ecom brands scale profitably in 2025. This is the EXACT financial forecasting system we use on our clients to help brands scale profitably without second-guessing every marketing decision. Inside, you’ll get: 📊 12-Month Financial Forecast: Stop guessing. Know exactly where your brand is headed. 📅 Marketing Calendar: Plan spend, campaigns, and resources with precision. 💰 Unit Economics Breakdown: Fix margin leaks, optimise pricing, and stop scaling unprofitably. 📑 Full P&L Report: Understand your business like a CFO (without needing to be one). 🔁 LTV Models: Build a retention strategy that actually drives long-term growth. 📏 Track Actuals vs. Forecast: No more “hoping” things work, adjust in real time. DTC brands that scale know their numbers. The ones that don’t burn cash, miss targets, and get stuck in a constant cycle of reactive decision-making. The Growth Map makes it stupidly simple to take control. If you’re serious about scaling in 2025, this is non-negotiable. Want it? Check it out here: https://shorturl.at/XFHzu

Unilever’s new CEO just laid out his marketing strategy, and there’s one big takeaway: influencer-led, AI-powered, hyper-local marketing is the future. Fernando Fernandez is tearing up their playbook. ✅ Social spend jumping from 30% to 50% of total marketing budget. ✅ 20x more influencers. ✅ A machine-like approach to content creation, powered by AI. ✅ A full shift towards desirability at scale, not just selling products, but making them aspirational. This is a £100B+ CPG giant openly stating that traditional brand comms don’t work anymore. Consumers trust people, not corporations. Unilever are building full-scale content engines designed to dominate social, influencers, and AI-driven demand. This is where the market is going. Fast.

Your paid campaigns are failing because you’re running them backwards Most brands launch ads, see a few conversions, and scale blindly. Then they wonder why performance stalls. But paid ads need structure. You need to be layering creative strategically across the funnel. Here’s the structure we use to scale brands efficiently: ➡️ Top of Funnel (TOF): Awareness & cold audiences - Broad demographic targeting (age, gender, location) - Excludes customer lists & past purchasers - Uses 6+ pieces of creative per ad set to test what resonates Your goal? Spark curiosity. → Use thumb-stopping visuals & messaging to pull fresh leads into your ecosystem. ➡️ Advantage+ Shopping Campaigns: Dynamic conversions - Optimises for high-intent shoppers - Requires 8+ pieces of creative, with at least £50 allocated per piece - Budgets flex depending on goals (around 0-10% of your budget toward re-marketing here to drive more personalised engagement). Your goal? Make conversions effortless. → Highlight USPs & product benefits to nudge users toward purchase. ➡️ Middle/Bottom of Funnel: Retargeting warm leads - 90-day retargeting of site visitors, social engagers & cart abandoners - Uses dynamic remarketing to show users products they’ve already viewed - Keeps creatives fresh with 6+ variations per ad set Your goal? Seal the deal. → Serve up testimonials, UGC, & urgency-driven messaging to convert hesitant buyers. Winning campaigns don’t happen by chance. Every stage needs testing. - 3–5 variations per ad set to gather initial data - Analyse CTR, ROAS, & engagement rates using Motion & Triple Whale - Double down on top-performing creatives & iterate constantly Audiences evolve. Platforms change. Trends shift. The best brands adapt & optimise every step of the way. You need to structure your ad account exactly like this. Where’s your biggest gap right now? Let’s talk. 👇

We bet everything on this agency. Now we’re scaling 9-figure brands and growing faster than ever. Five years ago, we were crammed into my uni bedroom, doing whatever it took to get this off the ground. Months of cold outreach just to land our first client (who paid us next to nothing). Eventually, we ran out of money. We had to take a $1,000 loan just to keep the agency alive. At one point, we couldn’t even afford train fare to London for client meetings. Fast forward to today. We’ve gone from being uni students in a spare bedroom to a team of 50+, and it’s now been over a year since we officially merged with Hambi Media, combining creative and performance under one roof. On Friday, we brought the whole team together in Manchester to reflect on how far we’ve come. We celebrated our biggest client wins of 2024, got the team involved in redefining our mission and values following the merger, and set our vision for 2025 and beyond. The momentum in 2025 is unreal and we’re just getting warmed up.

Here’s some supplement ads I've seen that are standing out to me right now. 🔹 Static 1: Strong category positioning with “A probiotic that’s all-in-one?” This frames the product as a solution gap in the market, making it feel like a must-have. 🔹 Static 2: The power statement (“An unfair advantage in a jar”) leans into intrigue, triggering curiosity and credibility in one line. Paired with feature-benefit mapping (muscle health, recovery, vitality), it gives multiple entry points for different buyers. 🔹 Static 3: The FOMO-driven copy (“I wish I drank this in my 30s”) creates regret aversion—a strong emotional trigger that nudges action. The half-cut bottle + ingredient breakdown acts as education-driven persuasion to build trust. 🔹 Static 4: Leads with a problem-aware hook (“A sluggish liver can zap your energy”), immediately resonating with pain points before presenting the fix. The contrast-heavy visual makes the ad pop in a cluttered feed. The common thread? ✅ Performance hooks that speak to awareness levels ✅ Optimised messaging sequencing (pain → solution → CTA) ✅ Scroll-stopping visuals designed for conversion Which one do you think would perform best in paid?

We’ve spent £50M+ on client creatives. And the hook is the most important part of your creative. Boring hooks destroy your ads. Scroll-stopping hooks → high CVR. We put together 300 of our highest-performing hooks. Hooks across: - Homeware - Jewellery - Wellness - Fashion - Beauty - Pets - Etc Want them for free? Like this post. Comment ‘HOOKS’. Make sure we're connected and I’ll send you a copy.