Q1 2026 D2C Debrief: AI Animation, Attribution Updates, and the Creative Gap Brands Are Missing

23:41Olly:I've seen a couple of good cartoon ones that the team have made as well. And I also think the science explainer videos are very similar in theory. Yeah. A little bit more polished. And there's a way, I think there's some brand pushback on these at times, but there's a way to find, you can find a way to do it that aligns with brand if you're creative enough to find that solution.

24:06Loukas:I think the beauty about these style of ads is like, you're not trying to pretend not to be AI. like that's that's why they're usually low friction and why most more brands are being more and more open to this um but i think a great place to look for this for inspiration i can again send we can send some links down below but there's these and i think this is just a great example of like these kind of chad scaler gray hat marketers that are just capitalizing on these being able to use these tools but they're like these theme pages that just are random you can just tell it's all generated with AI and the scripts everything but it'll be like there'll be one that's specific to they're like educational channels but they just have it's all animated and it'll be like a tomato that's like I'm a tomato a lot of my juices are killed when I'm left in the fridge so leave me outside the fridge stuff like that

25:03Olly:I watched an Orin Johnson, you know, the creator that does the... Orin Johnson, he does a lot of organic content. They own that podcast. I don't know who you mean. Butchered the explanation. But he's got an Instagram page where he talks a lot about like trends in organic content, building brands, not performance at all. But he was talking about the concepts of the rise of these like really niche experts who are creating a lot of those explainer videos on the Tudors and things like this. It's such a niche expertise. You referenced a few of those animation-led videos, which I can... Maybe we can link the video for that below.

25:48Olly:They're absolutely poppin' some of these channels.

25:50Loukas:Millions and millions of viewers have ever created. But I know there's one that's also like a... I actually saw this on the BBC and I've completely forgotten the name of the channel again but it's a woman who it's like a woman who just like goes to different parts of history and talks about them but she's walking through the towns and um that was a trend yeah and they just like went and met the guy and uh thinking it was like this woman and it obviously wasn't um

26:16Olly:just quickly before you move on from the concepts of like chad scaling things like that did you see the guy on twitter who grew that glp1 business oh crazy 1.8 billion in revenue and you did you see how he did it with all those fake pages yeah yeah give some context just so people so maybe we can put that up here as well um i can't i don't know the name of the business i should i wasn't planning on talking about this so but he this guy had basically scaled what is essentially an affiliate consumer front ends for a glp product glp1 products i think he'd done like 1.2 to 1.8 billion somewhere in that range in revenue with four people and the way he'd done it is setting up over 200 third-party doctors pages on facebook and then running ads through fake pages that were positioned as doctors and just absolutely ripping whitelisting and he'd made some he'd made like 50 million profit or something on that um which uh which sound is low for that revenue number but um i don't think the margins were amazing uh yeah and it was just just bonkers just like people taking this like hack taking things to the extreme um that third party pages tactic works um we're obviously doing quite a lot from a founder perspective we're doing quite a lot from like a persona page perspective um and it's allowing us to loosen up brand guidelines for those who are a bit more protective but it was just absolutely

27:48Loukas:wild to read that case today i know it's crazy i mean like there's always that that's you know you hear it all the time now who's going to be the first one person unicorn yeah but like we're

27:59Olly:pretty much there aren't we yeah i need to find the guy's name um i know you had a note on on

28:05Loukas:that kind of uh founder pr yeah so um something that we like it's again like i just see it ripping all the time like founder pr style headline static so you know meet the founder that solved x problem like we every account that we run this for it it absolutely flies you know these the style that look like a news or pr focused headline and then obviously you click in to see the article whether it goes through to um usually it just goes through to product page but it obviously could go through to an actual lander um but i think one thing that we've started doing here is like testing founder style PR headline ads in the main account and then once we find the winners we're spinning up actual third party pages that are positioning these similar headlines about the founder but through the lens of something that's like more educational so for example we are doing this with Club Nuro right now and we found a winner from a static point of view that was like meet the found a bit so solved x problem we spun up third party pages that's speaking directly to uh you know education around um neuroscience and things like that um and we are essentially taking that exact winning static multiplying it at scale but doing it through the lens of something that's more educational and expert driven and seeing that working really well i think that third party

29:35Olly:page hack is just so effective um especially statics um going more native which that is an example of a bit more native format i think yeah going more up a funnel aligning the creative with the page it can really introduce like a just a whole level of diversity statics for brands that

29:54Loukas:are a bit more like protective yeah for sure i would say like just one final thing that i haven't actually mentioned here um i don't know we're going to do an episode on tiktok shop but i just think i'm just seeing more and more just these like more raw native loose concepts working better from a ugc point of view than these like heavily scripted structured um ugc scripts um i think we've got one example of a brand that we work with and there's a very clear uh there's a a very clear comparison between very scripted UGC and stuff that is very raw TikTok shop style, given a much looser brief to go and execute on.

30:38Loukas:So I would like, again, just really advise, like if you are using TikTok as a source of inspiration, I think there's just so much that you can get from that in terms of just seeing how these affiliates are like garnering attention. it's pretty incredible

30:56Olly:yeah there's an app called Social One which is a really good source of organic inspiration it pulls on a really tight timeline trending videos in specific niches and trending organic videos it's easy to go and find so they do organic and they do GMV you can use things like Callowdata Fastmos to find TikTok shop videos but the refresh time is quite slow so the trend and trends do come and go quite quickly and it can be a matter of trying to jump on them fast but i think that's a really valuable probably the most valuable source of ugc

31:33Loukas:um inspiration for meta yeah i've been spending a lot of time over the last two three months in

31:39Olly:tiktok shop we've been expanding our offer internally for like brands that are established willing to invest and want to scale like willing to invest for three to six months to make the channel work and make it a meaningful acquisition channel alongside meta and google i think it's currently for me the second best place to spend money after meta in terms of especially in terms of new reach new awareness growth um and we've been approaching it very much from like a meta first work how do we pull our creative process into that channel how do we put creators on retainer how do we brief them in a way that's very like performance creative based to increase the quality of content that we get out of that channel um but when doing that it's yeah it's become clear that you don't need to be as prescriptive you need to give constraints

32:32Loukas:and guidelines but not like direct frameworks yeah i think the benefit of these individuals

32:38Olly:is they're just spending so much time consuming content and trying to become better creators because they're incentivized to do it. And I think there's obviously the direct revenue benefit on TikTok Shop, but there's a really big opportunity. And this is why I think every brand should be on that platform is because leveraging your top creators from that ecosystem and pulling them into Facebook, whether that's just pulling top videos or engaging them on a separate relationship where they make X amount of assets for Facebook. It's just so valuable. Creators are really underpriced. A lot of them are doing it as like a side hustle.

33:22Olly:So the volume of assets you can get for the cost that you pay, even though the quality is going to be probably lower, is so, so beneficial. So it's like, I think signing up like 10 to 15 creators on retainers, running bi-weekly sessions, educating them on the brand, creative learnings, what's working, competitors really treating it as that two-way street of like i'm going to try and help these become better creators if they drive more value for us as a brand can just it's like almost another like if we're an agency working with a client it's another creative source that's just so different to what we're producing yeah i think it's just a no-brainer and like we're trying to encourage more and more clients that have got that ecosystem working to do that or if they've not started at least explore trying to get the platform working yeah 100 i mean it's yeah like

34:14Loukas:you say it's there's there's multiple different reasons why it makes a ton of sense both as you say like introducing new people into the funnel from a top of funnel point of view but like that create a flywheel piece is massive and i and i just think when you get to a certain level of scale like you have to you have to change the way that you are continuing to drive that scale it can't just kind of be one-way transactional at that rate. So yeah, I would agree. We saved multiple six figures in Q4 by changing the way that we make ad creative. And we did it with Lens by Foreplay, a creative analytics tool that's built for speed and clarity.

34:55Loukas:And you see, I've used a lot of these creative analytics tools before, but genuinely for me, Lens is the best. In seconds, you can get a bird's eye view of every creative test plotted. The UX for me is one of the best parts. Like if you've used one of these creative data tools before, you will know that loading times for reports can be incredibly slow and tedious. Whereas with Lens, it is literally instant. Just insights on demand that you can just hand directly to your creative team, to your designers or your creators. Lens also connects to 4Play's research tool. I'm sure you've used their inspiration function before.

35:28Loukas:And for me, it's so, so valuable having optimization and inspiration all centralized in one place so if you want genuinely better creative faster decisions and less wastage you need to use lens by foreplay link down below i just think beyond

35:45Olly:a certain scale volume just wins like and it comes on to like creative forecasting and i was going to talk about this but like there's a big narrative around like volume versus quality and it's like I think the best brands are forecasting so you've got like I was speaking to someone on an audit recently about this it's like most brands above a certain size have a forecast for spend new customer spend on meta over time the best ones are turning that into that ad spend forecast into an expectation of the asset volume needed to meet that spend level using like existing data benchmarking assumptions and doing it through the lens of like a pessimistic view so like assuming that we don't over like assuming that this is the worst we're going to be at creative output from a hit rate perspective we're going to over deliver on volume and assume that we exceed our measure of quality like hit rate or average spend per asset to avoid that a shortfall so to make sure they've got more assets than they need to achieve that spend obviously you need to back that into like a good strategy by persona vehicle formats all the things we talk about but it's really hard to get hit rate above like 20 i think it's really that's like the gold standard that is outstanding i think we rarely see it higher than that especially at

37:15Loukas:scale i think it's impossible to get to that scale yeah it's usually it's usually as you can as you increase volume, you see a downtrend.

37:24Olly:Yeah, I think you want to keep it towards like 10 % to 15%. Again, 15 % is outstanding, 10 % is like good. For some brands, when you get into higher volumes, it's going to be lower than that because the impact, the per asset impact, the incremental spend driven per asset decreases as volume increases because the audience you're getting in front of as you spend more decreases in quality relative to the golden cohort that you start with on a channel. So, and we're playing an outlier game, right? We're trying to find like unicorn ads and then have a portfolio of creative that can take more spend month on month.

38:05Olly:And because of that like view of hit rate and that like, is it worth retaining volume and trying to go from 10 % to 20 % hit rate? What's harder? Is that harder or is it harder just to scale the amount of ads to get to your target? And I just massively have conviction on volume being the answer. Obviously, we're somewhat incentivized to say that, but we've got so many dates, so many examples of where that has been the solution, providing that you keep that quality measure at least stable. So you want to keep hit rate flat whilst you grow volume of assets.

38:45Loukas:um i think yeah the caveat to that because i completely agree is like ensuring you have the sim you know the the basics nailed as well from the because because like if a brand's listening to this and they're just doing ugc and they're just targeting one persona yeah and they're just speaking to one emotional state just adding more fuel to the fire isn't going to fix the problem so it's like ensuring that yes we are driving more volume but we are also you know ensuring diversity of of personas and how we're speaking to those personas as well as actual vehicle diversity like the basics of of what what we talk about in terms of like incremental reach

39:29Olly:yeah that's what we're trying to that's the next piece of work we're doing is like we've got this volume expectation at the moment it's then on our strategist to turn that into a plan which it's like how do we take that volume target and layer it by product by format by persona by vehicle and vehicle is quite flexible to be honest because i think vehicle changes can change month on month depending on like what's trending and and you don't want to be too rigid saying like i'm going to make 50 podcast ads every month if it's not working but i think persona products and then format split, high prod static, UGC, that rigor is worth doing.

40:08Olly:And it brings a level of like predictability to your resourcing. Um, but I think brands need to be doing this. Uh, the reason I think it's so important is because any decision on resourcing, even if brand comes to us and is like, I need more creative. And I think you'll find this for most creative agencies is like, we aren't able to deliver more assets for six weeks from that point of decision. So if you're not hitting a target because you've not got enough ads, it's usually going to take you three months to fix that problem. And I think we're finding quite a lot of brands coming to us where they're hitting a ceiling in spend right now, but they've got this forecasted spend that they're going to try.

40:53Olly:They've got another 50 % increase in spending to Q4. And yeah, some of that's going to come with general consumer trends, but there's a massive creative gap that they're going to fill and then they're sort of scrambling around how to fill it and it usually takes them multiple people multiple sources of of creative um so yeah i think tiktok shop is a really simple fix to that problem i'm going to do a separate master class if people are interested comment like below to let me know but going to walk through how we create that forecast the benchmarks we use um because we use quite a few different metrics win rate half-life churn rates and then scenario planning for like new products um testing tax like how many assets aren't going to make our testing and a lot of those together into that model um to create a bit of predictability but i'm really bullish on that being like a missing piece on a lot of brands plans and something that people should be should be building um as we go into Q2 and into the latter half of this year.

42:00Olly:Very conscious of time. We wanted to get another episode in after this. We wanted to get another episode in, but maybe we just keep going. We just keep going, to be honest. Keep going. Okay. I wanted to touch also on like, you mentioned basics. And I think, again, looking at like ad account audits, it still surprises me how many brands aren't doing like periodic checks on structural basics in the ad account so when i say structural basics i mean are we checking exclusions have we got customer list syncs are we maxing out our existing customer audience so it contains like both pixel and email list is that refreshing consistently is our engaged audience covering newsletter website and socials to make sure we're really maximizing the exclusions and signals into the algorithm to find new customers are we still deploying like consolidation like or have has the account somehow ended up with like seven top of funnel campaigns despite starting with like two previously.

43:15Olly:I think every Top of Funnel scaling campaign must be backed by like a really strategic justification. So, and that can change at different scales, but that might be like product, collection, offer, sale period. At higher spends, it may be like we're hitting a constraint of reach. There's two different personas in this products campaign. Let's break them out and see if that helps us spend more. That's like a strategic justification for diversifying spend. Obviously, then you've got testing below that. But it's just like I find that because it's... My hypothesis is like because it feels like doing something to try and create an outcome, it's easy to start just messing about in ad accounts and think that's going to fix the problem rather than doing like the root cause analysis to really look at what is actually changing, what metric is dropping off, what constraint are we actually hitting and diagnosing the problem properly and then working on the solution.

44:21Olly:Just seeing a lot of accounts move through. Seeing that problem a lot in accounts. The exclusions thing is really interesting. Again, I've done two audits over the weekend where we looked at, there were two accounts where they hadn't set up exclusions correctly. And then they were also using

44:46Olly:seven-day click, one-day view attribution. And then when you broke out in audience breakdowns, a significant portion of spend was going through engaging existing customers. Obviously, Meta's just changed its attribution model, which I'll come on to in a minute. But yeah, when we're going into the breakdown, more than 25 % of spend was going through existing and engaged customers. And then when you broke out the attribution windows, over 30 % of purchases were going through one day view. So, and I don't think many brands are like reviewing their campaigns on those different attribution windows.

45:25Olly:What one day view is basically signaling to Meta is, firstly, it's capturing a lot of customers who have viewed an ad within one day of buying. if you pair that with the fact that you're not excluding customers correctly you've got a pool of audience that probably would have converted anyway so maybe they've got on maybe they're a newsletter subscriber they're a past customer if you're a subscription brand if you've got 50 % repeat customer rate you're going to get a lot of that anyway that just see an ad convert um when you've got that included you're telling you're giving you're telling meta to go and find more customers like those people who converted through that one day view window um and when you strip that out it can like double cpa in some accounts it's not always negative but it's like

46:10Loukas:as a result it's training meta to just go after the same people go lower funnel and you see

46:15Olly:frequency much higher within those campaigns and you can see it yeah getting into this spiral about higher cpm higher frequency higher cost cpmr so cost per like thousand new new of new reach but i think when you prepare the one day view and the lack of exclusions it's also and then think about like what assets are going to appeal to those users it's going to be statics usually it's going to be solution and product aware it's going to be assets that are further down the funnel because those are the things that are showed to people on like the third and fifth touchpoint yeah so and i validated this with these two accounts i'm going to look into it further but and i'd encourage people to do this analysis and look at that attribution window breakdown but i'm seeing brands almost get into a cycle of of not doing the analysis that that the depth of analysis and then almost like starting this like cycle of of prioritizing assets further down the funnel and removing those that look good on a one day view what seven day click one day view attribution window that are lower funnel and removing those that if you actually just strip out the one day view and side by side them all and maybe you're in that problem and unaware stage actually look way better it's like this self-perpetuating cycle so i think it's really important to to do that level of analysis and firstly ensuring that your exclusions are set up but also just be careful with the what i'm calling the one day view trap for brands that have like significant repeat purchase um volume or at scale how are you changing that attribution window then so meta recently changed their attribution definitions um they did it in mid-march and it actually caused havoc to results for a few days which was great fun but they removed they changed the definition of click attribution to narrow it to just link click so it used to be any click on an ad so like share if you click through to the profile went to buy within seven days that i'd get attributed they've removed that and it's only click so the attributed conversions on click has decreased because it stripped that out but then they've layered in this concept of engaged through so now you can optimize for seven day click and one day engaged through with the engaged through being like shares profile visits and then the five and five second video views so we've seen a big shift in in reporting both in platform and when comparing it to an mta source like triple whale since that rollout and we've been introducing that engaged through um as our primary attribution source.

49:08Olly:But yeah, I think it's just for anyone who has that repeat customer base and hasn't reviewed how much of it's coming through One Day View and done that test to strip it out. Whenever we do that, it usually brings Triple Whale, NCPA and in-platform CAT closer together. But in-platform will look worse, but spend will be more incremental because we've stripped that out. So I'd encourage people to do that test. Another thing we've been doing, which is showing some really good signs, is Meta rolled out its incremental attribution setup. We've got a lot of funded tests for our partners, so that's basically telling Meta to only optimize for incremental new customers.

49:50Olly:It's mental that they've only just released that. We won't go into that, but it's a good sign that they're releasing so many features that advertisers actually want now, whereas previously they'd just mess with the UI and UX over and over again. we've been testing a lot of this it's very early days I expect it to become really powerful I think because it's a new feature their machine learning hypothesis is that machine learning algorithm hasn't got that much like that level of depth of data across advertisers yet because it's rolling out and compared to like a purchase event it just doesn't have the level of pixel data I expect by Q4 it'll be a much larger percentage of our total spend And what we found there is like often when running that setup, last click, so direct attributed revenue on a click basis doesn't look better.

50:44Olly:It's very varied by account. But when we've paired it with the right creative, it's often massively improved new visitor percentage and made that overall account more scalable. Interesting. It's helping us increase our total ability to spend for a brand by allowing us to deliver problem aware, those upper funnel creatives to a more incremental audience. And then that's allowing all of the other assets to feed off that new awareness.

51:16Loukas:Yeah, because that's something we definitely see, don't we? Where if we're working with a brand that are very focused on middle to bottom of funnel, and very direct response driven and trying to you know facilitate incrementality through going more top of funnel but as you know it's creative that isn't known within the ad account and therefore the algorithm and it struggles to to push it and unless kind of cpas are just really high

51:43Olly:yeah that's that's something we've been speaking about a lot isn't it like how do we get out of that problem yeah comes back to that plan like whenever we come to the that the problem lucas is describing is like loads of clients come to us and their incremental reach is just in the bin and it's like we need to go we need to and they've just been making problem solution product solution aware lower funnel dr creative and we almost need to completely transform the approach to advertising because we need to do all problem aware and unaware um but it's just so different and we often find it really hard to break that cycle don't we I'm hoping this can be like a bit of a hack that's what I was thinking would this help with that I haven't tried it on those accounts there's two that come to mind that we work with currently but we definitely can but I think that comes back to that planning like brands that are coming to us in that position aren't seeing the it's like seeing that coming and it can take three it always takes like three months to get out of that

52:47Loukas:yeah it does it does um yeah it's intention and consistency but i do think that's like not a flaw but like something that you know meta are very much pushing diversity but you do see it like if we introduce high production in an account that hasn't had a high production before like you really have to force it initially to some degree to start seeing you know it spend and sometimes you're just promoting winners early just to see how they're gonna you know consolidate in a different

53:17Olly:environment yeah i think i've been forcing more spend for those things and like giving it like maybe we maybe we almost like treating it a little bit like brand awareness spend but not because people won't like that when i say that but like giving it like 20 looser nc rowas except excluding it from like our total measure of efficiency for that period allowing it to spend and just tracking things like, is it trending in the right direction? Is new visitor percentage meaningfully higher than the account average? I can think of an account where we've introduced high prod and the new visitor percentage on that is like 85%, but all of the other assets in there are like 40%.

53:59Olly:That is serving a purpose. The CPMR on that ad set and creative is meaningfully lower than everything else in the account. It's like, it's there, it's serving a function, even if it's not creating day one or seven day click performance to the level we want it to right now. So yeah, try to build a bit of a playbook to get out of that situation, which me and Sam have been discussing. I think we spoke about this before,

54:27Loukas:but it sometimes acts as that, it acts as just the incremental driver that then helps creative that are slightly lower within the funnel from like an NCCPA point of view, even if you leave it, as you say, a bit of contingency with NCPA. There was one account where we isolated that creative that was targeting a completely different cohort, but as a result driving incrementality, and it had a higher NCPA, but a higher AOV as well.

55:05Olly:Another one you're thinking of. and yeah I want to do an episode on CPMR and how we're using that in accounts because I think it's a really interesting topic because ROAS and CPMR often have a negative sorry I'm trying to think of the word like diverge they move in opposite directions from what I've been seeing so yeah that was a bit of like tactical media we don't do that very often everyone always asks me I was in awe just like watching and listening everyone always asks me to talk about testing but I won't be drawn into the how to test creative debate because there is no right answer there's no right answer yeah

55:45Loukas:we will drop the comment down below we had to get one of these in creative testing we'll give our we can give that away our creative testing playbook

55:54Olly:yeah because it explains when to use different types of creative testing based on our experience and I think that's the key that's the nuance is it it's different for different brands final thing i wanted to touch on very quickly last five minutes is offer positioning perceived value and how i've been again been doing a lot of work over the last four weeks on helping brands reposition their offer um and i really like the concept of like starting with the persona and the marketing angle first and positioning your product in relation to that which can often mean that you You end up with multiple funnels and offers for different personas or buyers.

56:39Olly:Again, think of the mum and daughter that buy the same product. Different offer, different positioning. And just this concept of perceived value, it's very foundational. it's like how do we increase the perceived value of a product beyond the the fair cost or like um beyond the point where it like outstrips the the negative impact that someone's feeling from not having that product and i've really articulated that terribly but i like the idea of like um sorry how do we increase the perceived value of the product so it's greater than the pain the customer is feeling that's what i meant to say so it's like starting with like who are we talking into what do they believe and how do we position the offer so the perceived value exceeds the price so i was speaking to a um one of our growth struts about this and for the concept of like bedding working with a brand that sells bedding you go through all of the reviews and they're just selling this bedding set and then you go through all of the reviews and it's like um they're all mentioning that it's like solved night sweats in summer that it's solved um helped them control heat, helped them have fully rested sleeps through June to August in the UK.

58:07Olly:Selling bedding and selling a solution to get nine hours sleep in summer is just a completely different frame for the same product. And the latter allows you to charge three times more for the same thing just by anchoring it to an outcome or a problem or a solution that you're solving. And I think, again, there'll be a lot that you can do for the product that comes from creative research. And it's, again, pulling from the persona all the way through and doubling down on what you're finding in ads and doing that from a product positioning perspective. So that was just one that I wanted to use an example because we always talk about supplements.

58:52Olly:I thought it would be a bit different. Nice. So I think brands should take the top performing ads, ingest them into AI, maybe 15 ads, ask it to break out the personas, break out the pain points that you're solving and look to see if there's a way to change the frame of the product. And you can do that also through maybe you're selling one SKU and you turn it into a bundle. So for that, it was mainly we're selling duvets, adding the pillowcase, creating a set and then angling it towards that problem allows you to meaningfully increase the price, the AOV, and then you can pay more on average to acquire a customer, which allows you to win more auctions and allows you to spend more money.

59:32Olly:So it's like, I think there's a lot of strategy that people are missing in the way they present the products. And I think I can probably do another episode on this, but yeah, big lever. Just on, yeah, on that as well,

59:43Loukas:like if you are, because what you want to do is like, you want to look what's in front of you, but also like what's not, like it's the best data is the data you can't actually see. I forgot who said that, but it's a good quote but like it's like pulling those transcripts but also using like for example now can take you five seconds to set up because there's a YouTube video on it we're not doing a walkthrough but is like Reddit MCP on Claude like you could literally load in all of your top 30 spending scripts from the last 90 days as an example ask it to analyse those turn them into personas as you said and then you could instruct it to say based on obviously giving it the brand concepts that you need to and maybe other things like reviews you can say go to Reddit and identify where there are gaps in potential opportunities that we haven't explored from a persona and angle point of view and it will actually be able to like find where the biggest opportunities are because of it will look at upvoted Reddit posts with the highest uprated Reddit posts that are associated with the keywords in which you're targeting and again a great example of how you can extract that and then do exactly what Ollie said but then also you could go even deeper and be like what are the core fears and motivators of this individual person because if you can speak to someone's fears and you know an example that you said was great about like the night sweats and it impacting sleep like let's say that was a professional persona yeah you know the fear is like not performing the next day in the office but then to someone else it could be something completely different and that's the

1:01:34Olly:persona part it's like the offer you can there's usually a core angle that works really well from an offer perspective but then it's like aligning it to the different personas need states yeah and the offer positioning might be the same but then the reviews that you place around the buy box and the imagery that you you have in your slideshow may vary by like great example is that it's not really a persona but i always just think like when old versus young yeah old need more trust they want more social proof even things like adding um trust badges for like payment providers works for older people even increasing the pixel size on text to to drives better

1:02:12Loukas:conversion rate often yeah um yeah like gen z you you short attention spans yeah you know shorter punch your text less copy because again you're going to lose them if that's we're talking about lander yeah um yeah i think yeah that so that's a big one actually like in terms of offers going deeper is like just doing some there'll be loads there's loads on this more this is like more kind of uh old school marketing but just you know how you speak differently to different marketing cohort and generational cohorts

1:02:44Olly:yeah so I think I think that's like do that on your PDP do it on your current product page and then it opens the door to even like pre-step and advertorials which I'm not going to talk about because we'll go down a rabbit hole and we've run out of time but yeah I thought it was a good episode as Luca said at the start thanks for watching it's good to be back subscribe we'll be following up with more AI more creative a lot on the tech IP and processes and new things we've been building internally so yeah keep an eye out

1:03:17Loukas:cool

1:03:17Olly:see you on the next episode