Tok_Vibes

We’ve been on both sides:
Performance Creative Strategy 
and UGC production.

Brands we worked with:  Loop Earplugs, Carbinox, Meroda, Neutrogena, Subway, Ziploc, J-lo beauty, TheKiddoSpace, Method, Neptune Health and many more

Our clients' results include:

📈 Our top ad Spent $150K with 3.5X ROAS (20% above benchmark)
💰 Cut CPA by 18%
🎯 5 out of 50 ad variations drove 70% of revenue
⏱️ Extended top ads' lifetime by 60 days

Creative Strategy is what we do best, Let’s bring your brand’s vision to life!

DM me and I will send you the full portfolio/case studies

Founder of Tok-Vibes 

Loop Earplugs

Joined the Loop team in Q4 to support their $18M revenue goal, but smashed it by exceeding 33%! 🚀


TikTokAdAwardsUK24 nominated our team for Greatest Performance in the TikTok Awards ✨

Performance Creative Strategist (Q4)

Meroda Cosmetics

Managed multiple agencies across NL, Germany, UK and EU, collaborating closely with the CEO on ads strategy.
• Audited and provided guidance to optimize ad performance in brand's accounts.
• Developed clear briefs for each market/agency..
• Utilized Motion and Ads Manager to generate weekly reports.
• Implemented database and SOPs for team expansion.

Performance Creative Strategist

Softizing

Driving 360 campaigns from insight to execution.
Distilling research into compelling creative strategies that engage consumers and drive $$.

Founding Member - Perfomance creatives

Strategic UGC Campaign Management

End-to-end ideation, conceptualization, and delivery of multiple high-performing influencer campaigns for leading Beauty & Health brands including Neutrogena, J-Lo Beauty, and Ka’chava
Deep audience and consumer analysis to develop precise, targeted messaging per campaign

Tailored differentiated and breakthrough go-to-market plans customized to each brand’s unique voice

Producer, Creative Strategist & UGC Creator

Apple

Managed music metadata to ensure accuracy and consistency for content operations, recommendations, and optimal listener experiences.
Partners with acquisition, curation, engineering teams to leverage metadata for categorization, discovery and insights.

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

You’ve got the product. The team. The ads.
But your creatives aren’t hitting like it used to. That’s where I come in.

Strategy with heart. Angles with edge. Let’s build ads that stop the scroll and build your brand.

I help 7-9 figure eCommerce brands scale with high-converting creative that lowers CAC and maximizes revenue.

Where I come in:

I craft performance-driven creative that keeps brands scaling the right way
I help brands uncover fresh angles that deeply connect with customers
I turn ad data into actionable strategies that optimize conversions
Beyond client work, I also build and scale my own brand, a private-label product I launched on Amazon FBA, now expanding to Shopify and TikTok Shop.

A few fun facts:

Lived on three continents, yes..it's been a wild ride
Once grew a fitness IG to 15k just talking about protein pancakes
Currently addicted to Reformer Pilates
Mom of 1, entrepreneur for life, always chasing the next challenge

Looking to elevate your ad creative and scale profitably?

 DM me, and let’s chat.

12 Rules I Follow When Launching Meta Ads

Never test without a clear structure.

Hook rate alone isn’t enough, track hold + click too.

Don’t launch with a broken offer.

Your UGC must match the audience, not just the trend.

Test formats, not just scripts.

3 angles minimum per product.

Keep it native Meta users hate ads that feel like ads.

Don’t run 10 ads saying the same thing in different fonts.

Read every comment on a winning ad.

Use campaign naming that tells a story.

Review top 7-day performance before scaling.

Know when to pause, but never stop testing.

If your strategist/media buyer isn’t following at least half of these, your budget’s leaking.

Oli Cimet

Meta & TikTok Ads Creative Strategist & Brand Builder | Entrepreneur | Scaling 7-9 Figure Brands with High-Impact Ads | Growth Partner to Loop Earplugs, Neutrogena & More

The Part of My Job I Hate the Most

The most frustrating part of being a creative strategist is dealing with creators who think they’re Angelina Jolie even before our first collab.

Here’s the situation: we agree on deliverables and rates, everything’s crystal clear.

 Then, once the contract hits their inbox, suddenly they want to nitpick the wording or up their price. 

We’re already offering a $500 collab 2 talking to camera 30sec videos and now you want to haggle over a few words?


I’ve given opportunities to creators with zero track record who ended up crushing it. 

And I’ve worked with creators who demanded sky-high rates and delivered nothing but two purchases and a whole lot of headache. 


To all the creators out there: professionalism and a positive attitude will get you recurring, paid opportunities. 

Nitpicking and unnecessary drama, That’s a one-way ticket to never working together again.

Fellow strategists, I know you feel me on this.

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

Most Brands Are Overcomplicating Meta Ads

Here’s what I’ve seen working across 6- and 7-figure brands:

The ones winning? They’re not reinventing the wheel.
They’re getting the basics right:

✅ One product per ad
✅ One clear problem or benefit
✅ Messaging that sounds like a human, not a brand deck
✅ Creative that looks native, not overproduced

If your ads are trying to say 10 things at once or look like a Cannes submission...
you’re losing the scroll.

Simple scales. Simple converts.

Refine your offer, tighten your message, and stop trying to be clever.
Just be clear.

Please stop putting your logo at the top of your assets.

It’s a waste.

If your static leads with a logo at the top instead of a reason to care,
you just burned the most valuable real estate.

Top 50% of your ad = scroll-stopping zone.
Not a flex zone.

Put the pain, the hook, the reason to read up top.
Then earn the right to show your brand.

Want performance?
Start with relevance.
Not your logo.

I'm not a copywriter, but my client spent $2M+ on ads and these 11 scriptwriting laws separate winners from losers.

Law 1: Hook in 3 seconds or die
Your first line determines if someone scrolls or stops. 

Law 2: Problem before solution
Always agitate the pain before presenting your product. People buy to solve problems, not because features are cool.

Law 3: One big idea per script
Don't try to sell everything. Pick one benefit, one outcome, one transformation. Confused minds don't convert.

Law 4: Social proof trumps features
"Sarah lost 15 pounds using this" performs better than "Our formula contains X ingredient." Results > ingredients.


Law 5: Speak their language, not yours
Use words your customers actually use. If they say "belly fat," don't say "abdominal adipose tissue."

Law 6: Create urgency without being sleazy
"Limited time" is played out. Try "This batch sells out fast" or "We can only make 100 per month."


Law 7: Address the obvious objections
"Yes, it's more expensive than drugstore brands, but here's why..." Don't pretend objections don't exist.


Law 8: End with crystal clear next steps
"Click the link below and order now" beats "Learn more about our amazing product journey."


Law 9: Pattern interrupt beats pretty
Weird works. "I brush my teeth with coconut oil and here's why" stops the scroll better than perfect grammar.


Law 10: Emotion first, logic second
Make them feel something, then justify it with facts. "Finally feel confident in photos" then explain the science.

Law 11: Test the opposite of everything
If your niche uses long scripts, test short ones. If everyone's serious, be funny. Contrarian often wins.

The scripts that work aren't the prettiest. 

They're the ones who understand human psychology and the reality of scrolling through feeds.

Which law surprised you most?

How to Spot a Weak Creative Testing Strategy

If your ad account looks like this:

5 ads testing the same angle

UGC but all the same format

Performance plateauing for weeks

You don’t have a creative problem.
You have a variety problem.

Good testing looks like this:

1 product, 4 formats

3 emotional angles

Clear naming structure

This is what lets you learn fast not just “throw things at the wall.”

If you're scaling on Meta, strategy > volume.

Follow me for how to actually build test frameworks that convert.

"We spent $15k on agencies and got absolutely nothing."

That's what my client told me when we first talked.

He was so frustrated.

"They kept sending me reports about impressions and engagement," he said. 

"But I'm running out of money. I need people to actually buy something."

The agencies kept saying he needed to

 "build his brand first" 

and "establish thought leadership." 

Meanwhile, his bank account was getting smaller every month.

So we scrapped everything.

No more brand awareness campaigns. 

No more content pillars. 

No more "nurturing the funnel."

We dived into deep research and answered:

Who buys this thing? 
Where are they? 
What type of content are they consuming? 
What would make them buy it today?

Turns out, pretty simple answers.

Put up a pipeline of UGC, statics, and AI narrated ads, added customer reviews. Made it easy to buy.


Started getting customers in week two.

Not hundreds. 

Not some crazy success story. 

Just regular people buying his stuff.

 Enough to keep the lights on.

 Then enough to grow.


The fancy agencies weren't lying.

 Brand building matters. 

Long-term strategy matters.


But if you're three months away from closing your doors, you need customers today. 

Not in six months after your "brand awareness" kicks in.

Sometimes the best marketing is just:
 Here's what I sell. Here's why it helps. Here's how to get it.

Stop Making Ads That Look Like Ads

The fastest way to get skipped? Make an ad that looks like one.

High-gloss transitions. Stock music, polished scripts.

People scroll right past.

The ads that win? 

They feel like something your friend might’ve posted.
Messy lighting. A shaky hand. A real voice talking about a real problem.

It’s not about looking cheap, it’s about feeling familiar.

I’ve seen lo-fi content beat $10k productions over and over again.
Because trust beats polish.

If you're still forcing every ad through a brand filter and killing the vibe...
it's time to loosen up.

Make your ads feel like they belong in the feed not like they’re crashing the party.

Everything was going right and I still felt like crap.

My campaigns were working.

Clients were happy. 

My inbox wasn't on fire.


But my brain wouldn't quit:

 "You're not doing enough."

 "Everyone's ahead of you." 

"You're wasting time."


That voice doesn't care about your wins.

 It doesn't care how hard you worked today.

It gets loud when you're scrolling LinkedIn

Watching people announce their new company's benchmark.

It screams when you finally take a break and tells you that the break is why you'll never make it.

Stop feeding it. 

Look at your real story. 

Where were you a year ago? 

Six months ago? 

You've probably come further than you think.

Talk to real people. 

People who know your struggles.

They'll remind you that you're doing fine.


This feeling thrives when you're alone with it.

anyways...

You're not behind.
You're not failing.

You're just human, doing human things, at human speed.

No alternative text description for this image

There’s nothing worse than someone going quiet when things don’t go to plan.

You know the type:

They promise a deadline
Miss it
And vanish

No update
No context
Just... silence

Same with results.
You’re expecting a win
But it flops
And suddenly no one’s saying a word

Here’s the thing things not working is part of the process
But not communicating?
That’s what kills trust

A few weeks ago I launched a new batch of ads for a client
The last ones were strong
These didn’t hit

So I did what I always do:
I messaged them
Told them the truth
Showed what I learned
Offered to make up for it

Because owning it doesn’t make you look bad
Hiding does

That’s how I work
Because anything else? I wouldn’t tolerate it either

Do you want to be ego-driven or performance-driven?

Because I keep seeing teams fall into the same trap:

One script turns into a Google Doc warzone.
Five people leave comments.
Three rounds of approvals.
Minor tweaks for tone, polish, phrasing.
And guess what?

The ad still doesn’t convert.
Because the customer doesn’t care if your Head of Brand likes the headline.
They care if the message hits.

When we’re testing creative, the goal isn’t perfection.
It’s signal.
Does it stop the scroll?
Does it land?
Does it convert?

You don’t need everyone’s opinion.
You need the market’s reaction.

Ego-driven teams waste time perfecting ads no one remembers.

Performance-driven teams test fast, learn faster, and let the numbers decide what’s “good.”

So... which one are you?

Why You Struggle With Meta Ads (and How to Fix It)

I’ve worked on accounts spending $10k+/day and the same problems show up:

No testing structure

All creatives look the same

Too much gut feeling, not enough signal

Founders think they have an ad problem.

But really? It’s a creative decision-making problem.

When you structure creative testing like a system, not a gamble, everything shifts:

Lower CAC

Faster learnings

Less waste

Build a system. Or burn cash.

Want to actually understand your customers? 

Here's exactly how to do it.

Most marketers create content from their own perspective. 

They write what sounds good to them. 

They make ads that would convince them.

But you're not the one buying.

The person scrolling at 11pm with problems you've never had - they're buying.

Here's how to get inside their head:

Step 1: Create a fresh social media account
Don't use your personal one. Make a brand new Instagram and TikTok account specifically for this research.

Step 2: Become your customer
Start following accounts your ideal customer would follow. If you sell fitness products, follow fitness influencers. If you sell business software, follow entrepreneurs and productivity accounts.

Step 3: Engage like they would
Don't engage as yourself. Watch what your customer would watch. Skip what they'd skip. Linger on posts that would matter to them. The algorithm learns from this behavior.

Step 4: Let the algorithm teach you
After a few days, the platform will start serving you content your customer actually sees. Pay attention to:

Format and style to replicate
The language people use
The problems they talk about
The style of influencers they trust
How they describe solutions

Step 5: Take notes
Screenshot posts that get high engagement. Save comments that reveal pain points. Document the exact words people use to describe their problems.
This isn't just research - it's empathy in action.


When you truly understand what your customers are consuming and why, creating content that resonates becomes obvious.

Stop guessing what your audience wants.

 Go see what they're actually engaging with.
The insights you'll gain will transform how you communicate with them.

I’ve tested hundreds of hooks.
Stats. Curiosity. Story setups. Pain points.

But you know what consistently hits?

A personal trigger.
Something the customer has experienced before.

Not just “Back pain sucks”
But “The back pain that kicks in after you finally sit down at night.”

It’s that moment people recognize. That’s what gets them to stop scrolling.

💡 Here's how to find yours:

Read reviews and highlight the exact words people use to describe their pain

Ask: When does the problem show up? What are they doing when they feel it?

Build your hook around that moment

Examples:
✅ “I used to get so bloated after lunch I’d have to unbutton my jeans at my desk.”
✅ “My hair would clog the drain every time I washed it. That’s when I knew something was off.”

If your ads feel like they’re saying the same thing as everyone else...get specific.
Real specificity feels personal. 
And that’s what converts.

Let’s sharpen it together.

The pattern I see in every successful entrepreneur I work with.

There's one thing that separates the winners from the rest.

They're obsessed with patterns.

They don't just celebrate a good month and move on. They dig in:

"Why did this campaign work when the others didn't?"

"What was different about the customers who bought this week?"

"Which traffic source actually converts, not just clicks?"

They document everything. 

They study their wins like scientists.

Here's what the pattern-hunters do differently:

They track beyond surface metrics. 

Not just "we spent $1000 and made $3000." 

But which creative, which audience, which day of the week, which landing page, how long was the video? What was the hook like? etc..

 They take a strategy from e-commerce and apply it to their service business.

They're constantly learning. Not just from their own data, but from competitors, other industries, even completely unrelated businesses.

Most entrepreneurs I work with want the quick win. 

The successful ones want to understand the system behind the win.

They know that tactics are temporary. 

But patterns? Patterns compound.


If you're not documenting what's working and why, you're leaving money on the table.


What patterns have you noticed in your own business that others might be missing?

Why Storytelling Ads Crush Even Without Fancy Visuals

Here is the data on most of our
storytelling ads that are pulling 

✅ 60%+ hook rates 
✅ 19%+ hold rates

For context: 
I consider a a 12% hold rate is considered good for UGC 

Below 10% is average 

19%+ is gold


They were just *relatable stories* told in a real, raw way

Here’s why they work:

1. They mirror real experiences

"so my sister came over the other day and when she saw the shampoo I was using looked at me like I was bathing in acid..."


2. They build tension
Good stories start with a problem, not the solution 

The right storytelling structure pulls you in before mentioning the product 
It’s *earned* attention, not forced

3. They create emotional payoff

When the story leads to transformation, it doesn’t just sell a product 
It sells a future the viewer wants for themselves

4. They feel human

Connection beats perfection 

A simple story will outperform a slick ad when it’s rooted in real emotion

Focus on creating stories that feel like they could come from a best friend over coffee

Want to see the exact structure 
and ad? 

Comment STORY below and I’ll send it to you for free!

(You must be following me so I can DM you)
--

The creator bait-and-switch that's driving me insane.

Had this happen AGAIN last week.

Me: "Hey, we'd love to work with you. What's your rate for a UGC video?"

Creator: "My rate is $300 for a video!"

Me: "Perfect, let's move forward."

Sends contract

Creator: "Oh wait, that's just for organic posting. If you want to use this in paid ads, that's an additional $500/month licensing fee."

ARE YOU KIDDING ME?

This is 2025. EVERYTHING is made for paid ads.

 Nobody is commissioning UGC content just to post organically on their own feed.


When you hire a UGC creator, the assumption is: We're making an ad.

 That's literally the entire point.

It's like hiring a photographer and then being told mid-shoot: "Oh, you actually want to USE the photos? That's extra."


 These creators act like they just discovered some brilliant business model.

Like they're the first person to think of charging for usage rights.

Meanwhile, they're negotiating themselves out of work.

Look, I get wanting to be paid fairly. But be upfront about your pricing. Don't waste everyone's time with these gotcha moments.

To any creators reading this: Just quote your real rate upfront. Include usage rights. Be professional.

You'll book more work and make more money than those trying to nickel-and-dime their way to success.

Has anyone else dealt with this lately?

 It's becoming an epidemic.

The Creative Scorecard I Use on Every Ad Launch

Here’s how I evaluate a new ad in the first 48 hours:

Hook Rate (3s Views/Impressions) → Did it stop the scroll?

Hold Rate (ThruPlays/Impressions) → Did they care enough to keep watching?

CPC → Did it earn the click affordably?

CPA → Did it sell?

Too many founders only look at CAC and ROAS.
But early signals tell you what’s worth scaling long before those show up.

Use these 4 to filter signal from noise.

You’re not losing because your product isn’t good.
You’re losing because you're moving slower than your competitors.**

I found something that changes the game for brands that need more content, faster, without sacrificing quality.

I gave it a shot during beta.

Now I’m using it to help brands scale smarter, not harder.

Want to know how?

Swipe through.

(And if you’re serious about growth, check this out too: http://www.nemovideo.com

nemo

What's happening with UGC creators lately?

We're in 2025. We're all testing creative that sometimes runs for less than 2 weeks. 

And creators are still asking about usage rights??

Acting like they're influencers.

We typically offer:

Detailed brief (we do the thinking)
Script (we do the writing)
Shot list (we do the planning)
up to $500 for 1 hour of recording

All they have to do is hit record.

But the moment someone brings up usage rights, I'm out. 

Hundreds of creators would love this opportunity.

Some get straight up rude about it. 

Acting like they have some massive engaged audience when their last post got 12 likes.

The best creators get it.

They're professional. 
They appreciate the collaboration. 
They understand we're all trying to build something together.

Those are the ones who consistently get more work.

 The ones who turn a one-off project into ongoing partnerships.

The usage rights ones? 

They're leaving SOOOOO much money on the table, it's insane.

Am I crazy here? 

What's your experience been like with creators lately?

Taplio

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