One creative winner can change the CPI vs LTV equation.
You are always one creative winner away from success. One creative winner can change the CPI vs LTV equation.
I know, I know. It’s easier said than done.
What to do then?
Kill losers after a day. You already see after a day if the creative is getting traction.
5x your creative production with AI.
IMHO, we are getting to a point where only a “few” creative concepts are working:
- Freezing families
- Save “me”
- Street interviews
- Gates
- AI videos
- UGLY ads AKA Authentic/native ads
Real gameplay doesn’t work anymore.
Statics do, but only for certain genres.
🐊 Cornelius: The Suspicious Investi-gator
True detective-like exploration of creative trends and historical influences. Delving deep into the world of creatives to uncover hidden patterns and inspirations:
𝗬𝗼𝘂 𝗱𝗼𝗻’𝘁 𝗻𝗲𝗲𝗱 𝗮𝗻 𝗮𝗴𝗲𝗻𝗰𝘆. You need a camera, a street corner, and a good question. 𝗨𝗚𝗖 𝘀𝘁𝗿𝗲𝗲𝘁 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝘀 are converting better than your $𝟱𝟬𝗞 𝗽𝗼𝗹𝗶𝘀𝗵𝗲𝗱 𝘃𝗶𝗱𝗲𝗼. Here’s why.
Street interview-style videos have proven effective in marketing because they capitalize on 𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆 and 𝘀𝗼𝗰𝗶𝗮𝗹 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 in ways traditional ads often can’t. Marketers observe that 𝘁𝗵𝗲𝘀𝗲 𝘃𝗶𝗱𝗲𝗼𝘀 𝗳𝗲𝗲𝗹 𝗻𝗮𝘁𝗶𝘃𝗲 to social platforms – viewers see ordinary people discussing a product or idea casually, which comes across as organic content rather than a hard sell! (ehm ehm, Ugly Ads, ehm ehm)
𝗪𝗵𝘆 𝗱𝗼𝗲𝘀 𝗶𝘁 𝘄𝗼𝗿𝗸? 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆 𝗮𝗻𝗱 𝗧𝗿𝘂𝘀𝘁: Real emotions and unscripted opinions help build credibility.
𝗛𝗶𝗴𝗵 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 + 𝗩𝗶𝗿𝗮𝗹 𝗣𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹: The Q&A format naturally invites the audience to play along.
𝗖𝗼𝘀𝘁-𝗘𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀: Compared to big-budget commercials, filming a street interview is relatively low-cost and quick.
𝗕𝗿𝗼𝗮𝗱 𝗔𝗽𝗽𝗲𝗮𝗹 & 𝗩𝗲𝗿𝘀𝗮𝘁𝗶𝗹𝗶𝘁𝘆: The street interview template can be adapted to almost any product or industry, from mobile games to e-commerce and apps.
Little wonder that by 2025 it’s considered “𝘰𝘯𝘦 𝘰𝘧 𝘵𝘩𝘰𝘴𝘦 𝘳𝘢𝘳𝘦 𝘧𝘰𝘳𝘮𝘢𝘵𝘴 𝘵𝘩𝘢𝘵 𝘵𝘳𝘢𝘯𝘴𝘧𝘰𝘳𝘮𝘴 𝘤𝘢𝘴𝘶𝘢𝘭 𝘴𝘵𝘳𝘦𝘦𝘵 𝘦𝘯𝘤𝘰𝘶𝘯𝘵𝘦𝘳𝘴 𝘪𝘯𝘵𝘰 𝘷𝘪𝘳𝘢𝘭 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘤𝘰𝘯𝘵𝘦𝘯𝘵.”
In summary, street interview UGC hits a sweet spot for marketers: it feels authentic and entertaining (𝘀𝗼 𝗽𝗲𝗼𝗽𝗹𝗲 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘄𝗮𝘁𝗰𝗵 𝗶𝘁), it’s relatively easy to produce at scale, and it can be molded to fit various marketing goals from brand awareness (for whoever cares about this) to direct user acquisition.
