Creative That Converts


We make hundreds of Facebook ads each month, and for the most part, they only live within Ads Manager and our hard drives. So we’re coming at you with a few of our favorites from this year. Take a look below to get some insights for your own campaigns!

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This is a beautiful way to position yourself in an easy way to differentiate and stand out without using a “Us vs. Them” ad.

Spinning “Us vs. Them” into “Old way vs. New way” is a powerful way to suggest your product as the better option, without ruffling any feathers. Rather than positioning them against direct competitors, we’re positioning Alleyoop against the consumer’s current behavior. Show how your product is the answer to moving forward, the key to improving their current situation. Outline the pain points of the old way directly, or make the viewer feel the discomfort of the old way like we did here. Either way, don’t shy away from putting your product on a pedestal.

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Awkward Essentials

If your product has a ton of pain points associated with it, this is a brilliant way to essentially hit your customer over the head with reasons to buy. We opened it up with a broad question that serves as the umbrella for all the problems that we then run through in the fill-in-the-blank. And then, round it out with a strong press quote to bring in that reputable third party opinion- That indeed, the dripstick IS the solution to all these problems.

One thing we like to think about is how we can create a “pressure cooker” of reasons to buy, because not every pain point is going to apply to every single potential customer. The more pain points you can provide, the more likely you’ll hit em’ with one or another that really hits home. And then it’s more likely that they’ll click!

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This ad we made for Ballast is a great example of how to use your ads to demonstrate how your product exists to solve a problem in your customer’s life. It is a simple ad concept but one of the most powerful.

It starts with a familiar scene- You’re at the beach, trying to get comfortable, but your crumpled-up towel isn’t doing the job. We show this problem visually and also call it out in the overlayed text.

Then we snap our fingers and introduce the solution: Ballast’s Beach Pillow. And we do all of that in the first 3 seconds. After that, we run through some key benefits, social proof with press logos, and end with a CTA.

All of the ingredients for a top-performing ad.

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Causebox (now known as Alltrue)

This is a beautiful way to show both lifestyle shots, and product closeups at the same time. Sometimes your lifestyle shots may not be close-up enough, or provide enough detail for a potential customer to fully grasp how awesome your product is- This is a great workaround. And the counter directional scrolling of the two sides adds a super eye-catching element to it.

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Healthynest (now Healthybaby)

This is a great example of another way to present pain points and how to overcome them. You should know your customer’s main hesitations and objections and have counterpoints for each. But why should a customer take YOUR word for it? Aren’t you biased, as the brand? Allow your current customers to sell your product for you.

Using reviews to overcome objections and address common questions is an A+ strategy for increasing trust. I’m a broken record at this point when it comes to the importance of establishing trust, but I hope it’s starting to sink in. Customer testimonials/reviews are crucial for bridging the gap between browsing and buying.

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This ad we made for Healthybaby breaks the “4th wall” to speak to the audience directly by addressing how their product can alleviate a common pain point.

What we’re doing here is asking a question, and then interrupting the ad with a fake text alert answering that question. This approach adds a break in the action that makes you take a second look.

Three things you’ll need to do to execute this…

1.) Identify a list of issues your customers deal with, and why they’d turn to your products.

2.) Sift through your reviews and find specific ones that speak to those issues, and counter any objections.

3.) Once you’ve got your list, decide what the most pressing problem is, and lead with that one first.

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One of the quickest ways to address customer questions and misconceptions is by using a “myth busting” ad. This is an incredible strategy to identify what buying hesitations your customers are holding onto.

In this ad, we provided some broad product features + social proof. This not only grounds your claim but increases the trust. We talk about trust a lot, and that’s for good reason. A customer has to trust that you’re going to deliver on what you’re promising, or they aren’t going to buy what you’re selling. See what ‘myths’ exist about your product or category, and disprove them as eloquently and fast as you can.

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If you’ve received a lot of press, this is a great way to show off all of those publication logos and convey social proof.

Sometimes when making ads, we focus more so on letting each logo have its time in the spotlight. But sometimes, the gravity of the volume of logos and sheer amount of press is more powerful. And creating a collage of sorts is a subtle nod to the convention of ‘things organized neatly.’

The other takeaway is that the product image in the foreground is dynamic with the flame flickering. The subtle movement brings attention to the product and makes it hold attention a bit longer than a still would.

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This is a great example of an 101 ad, they are important for brand awareness and can explain your product in one fell swoop.

What? + Review + Context (For _____) = a 15 second overview of your brand.

Answer the question “What does your product do?” – If you can call out the USP within your answer to this question, that’s bonus points! Then, place a review in the middle: site testimonial, press quote, UGC video testimonial, etc.

Finally, round it out with an opportunity to provide context. We do this with a “for who _______” vehicle. This not only allows a customer to get a better understanding of the all the ways the product can fit into their life, BUT it increases the chances of someone identifying with at least one of the situations. When you’re looking at a 101 piece, you want to try and make your product as attractive to as many people as you can, without losing sight of your target market. Enter -> “for who_____” strategy.

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Magic Spoon

This ad we made for Magic Spoon is a great example of how to carefully mirror a meme without running into copyright infringement. Your feed is full of memes, so it makes sense to try and play that up within your ads.

We were inspired by the ‘Math Lady’ meme, but couldn’t use as-is since we don’t have permission from the woman in it. So we thought about how we could pull elements from it so that we could tap into the relevance of the meme without getting our client into any trouble. By using a short video clip that they do have rights to, and overlaying the math equations, anybody who’s seen the original image will get what we’re trying to do.

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This ad is a great example on how you can turn a few stills into a really compelling motion ad and bringing the stills to life.

Two visual strategies that we used within this ad are:
1. Product PNG swapping
2. Panning around the scene

Product PNG swapping that seamlessly blend into one another to form a GIF is an easy strategy to implement. Not only does it help create the illusion that it’s video footage, but more importantly, it helps to showcase product diversity. If you have one item that comes in lots of colors, don’t shy away from showing off those colors. You increase your chances of inspiring someone to click.

Panning will allow you to manipulate what the viewer focuses on, more so than just showing them the full frame. Product photography can get a little crowded with extraneous items that really don’t relate to, or support the main product. Rather than allow your product to get lost amongst the props, zoom in on what it is that you want them to see (your product), and graphically highlight it.

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This ad we made for Material shows how their product can solve the tolerations in many of our kitchens- scratched pans, dull knives, stained cutting boards, etc., and positions their product as the solution. 

This one starts with a familiar, yet shameful sight. Who doesn’t have a beat-up pan in their cupboards? And every time you use it, you think, “I hope toxic material doesn’t crack off into my food.” “I’m not a real cook.” “I should’ve replaced this 2 years ago.” “I’m a total failure.” Ok hopefully not the last one, but you get the idea.

We then do a fun overlay reveal for Material’s Coated Pan, and the contrast is huge. It’s a bit of a spin on a before & after format. We then rinse and repeat for their knives and cutting board.

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We used this asset within retargeting campaigns to help further people down the funnel who had already interacted with their previous ads. But if you frame it as a more introductory asset, you CAN use founder videos within awareness campaigns.

Often, when it’s time to get on camera, it can feel a little awkward- but if you have a handful of questions to answer, the dialogue can flow a bit smoother.

  • Why did you create the product?
  • How will the viewer benefit from your product?
  • What makes this product different (re: better) than the others?

Small design notes that are worth mentioning:

  • The video didn’t feature the candles- but without showing the candles, it’s not totally clear what we’re talking about. Enter 👉 candle .png cutouts!
  • Time is precious when it comes to any ad asset. Enter 👉 graphic overlay of her name and title. The video was also awkwardly sized, so rather than run with it full frame, we created a collage and leaned into the 90s theme even more.
  • Subtitles always. Because it’s 2022, and if you aren’t making your ads accessible to everyone, you’re doing it wrong.

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One of the quickest ways to raise your average order value is to bundle products so that customers don’t have to do it themselves. This is one of the simpler ads that we put together to encourage people to purchase more than one product. This ad came from the result of testing different ways to position the bundle. The idea of healthy hair & swapping the word bundle for ‘kit’ were two of our biggest takeaways that led to this iteration.

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Splendid Spoon

This ad we made for Splendid Spoon shows how we can imitate the TikTok robot voice without running into problems with intellectual property. 

We were able to identify a copyright-free text-to-voice generator to use within this ad in order to tap into the TikTok feel. It’s clearly not the original sound, so it loses a little something, but it’s close. It’s ok to utilize trends, but you need to keep on your mind, “Am I allowed to be using this?”

The second takeaway is how we were able to shoot some quick, iPhone-style shots for this client, and narrate how Splendid Spoon can be part of your entire day. It’s another example of how you don’t need to let a big, expensive shoot be a roadblock to getting content for your ads.

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Taking Cara Babies

This ad we made for Taking Cara Babies is a True or False concept. This is a great hook to start an ad with because even if the answer is obvious, it’s hard to not continue watching to see if you’re right. We reveal the answer at second 4, which gets them to stop scrolling. We then add in a value/education piece to keep them watching by sharing the recommended wake window lengths. If you’re in our target market, that will be helpful and interesting to you. And then, we have the call to action to check out the classes.

A simple formula: True/False + Content + CTA = 💰

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We thought this was a fun way to show off some of the cool stuff our creative department is doing without giving away the full strategy secrets. So while I’ve drastically simplified the intention and strategy behind each asset above, I hope these were still entertaining (and maybe even a bit inspiring?) to play through.

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