1/

We got gutted last week when CVR suddenly tanked on our holiday ad creative campaign. So, I figured I’d https://abs.twimg.com/emoji/v2/... draggable="false" alt="🧵" title="Thread" aria-label="Emoji: Thread"> over the next few days how we make ads for @CommnThreadCo marketing.

Here’s v1a Ad Creative Evergreen

See my notes below; but your feedback would be lovely https://abs.twimg.com/emoji/v2/... draggable="false" alt="🙏" title="Folded hands" aria-label="Emoji: Folded hands">https://abs.twimg.com/emoji/v2/... draggable="false" alt="🙏🏿" title="Folded hands (dunkler Hautton)" aria-label="Emoji: Folded hands (dunkler Hautton)">

2/

Don’t know if you call this “asynchronous virtual art direction” or not https://abs.twimg.com/emoji/v2/... draggable="false" alt="😂" title="Gesicht mit Freudentränen" aria-label="Emoji: Gesicht mit Freudentränen"> … but this is the Loom and Doc feedback I gave for v2b.

The mantra? Tighter, tighter, tighter (esp. that *long* notifications section)

3/

With every ad, we write …

1. Script
2. Landing page
3. Then, the ad copy

The script is typically three to four ALT Hooks — the opening seconds — with one body. This lets us immediately start testing.

h/t @IainACHarris for the format

4/

Before scripting this time, @TaylorHoliday’s guidance was phenomenal:

”My challenge is to move out of linear storytelling. Start with the fire, lead with the end.”

Note: I’ll come back to this thread over the next few days with v2(s), lander, and ad copy processes.