Use account evidence to find a sharper creative angle
This case walkthrough follows a beauty account from diagnosis to a more specific creative direction. The process starts with attribution, looks for a useful engagement signal, and develops deeper variations around the customer the ads already resonate with.
Start by examining the purchase result
The analysis compares standard reporting with incremental attribution inside the prospecting campaign. A large difference prompts a closer look at which ads appear to support acquisition. Use that comparison to investigate the account rather than stopping at its headline purchase count.
Find a proxy that fits the business
In this case, post shares helped identify creative that resonated with particular people. The video also uses carts as an example of a possible leading indicator. A proxy needs a useful relationship with the purchase outcome; it is not automatically the same metric for every brand.
Connect the avatar to a problem and solution
Identify who the ad speaks to and which problem it addresses. A product can appeal to different people through different needs. Make that connection explicit in the creative instead of expecting a broad product message to work equally well for everyone.
Go deeper on the promising angle
The response shown is to develop more versions of the stronger ads for a specific avatar. That creates depth around an existing signal rather than another unrelated round of ideas. Evaluate the resulting purchases and acquisition costs, then use those findings in the next creative brief.
Video chapters
- 0:00 The case and reported performance change
- 0:47 Beginning the account diagnosis
- 1:52 Investigating post shares as a proxy
- 2:52 Avatars, angles, and concepts
- 4:21 Developing deeper creative variations
- 5:11 The problem-and-solution format
