Ads that stop the scroll,
get watched and get bought
The strongest ads don’t win on budget, they win on creative. We build a structured system that tests new content weekly, identifies the winners and scales them.
Creative is the new targeting
Since iOS14, targeting has become less precise. Meta and TikTok’s algorithms increasingly rely on the content itself to find the right audience. Creative isn’t a side note anymore, it’s the core of your strategy.
UGC (User Generated Content) looks like organic social media posts: authentic, relatable and not like a polished ad. That drives more attention, lower CPMs and better conversions.
What we measure and optimise
Every creative is judged on these KPIs before we decide to scale it or kill it.
Hook Rate
The percentage of viewers who stick around for the first 3 seconds. A weak hook means wasted budget. We optimise the hook as our primary KPI.
Watch Time
How long people watch determines how the algorithm rates your ad. Longer watch time means lower CPM and more reach.
Thumbstop Rate
The percentage of people who stop scrolling on your ad. The first frame has to be strong enough that stopping is the natural reaction.
Loop Rate
How often the video gets watched again. A high loop rate signals to the algorithm that the content is valuable.
Comment Sentiment
Comments tell us more than stats. We analyse comment sentiment to understand why a creative works or doesn’t.
Cost per Purchase
In the end, everything gets measured against cost per purchase. Beautiful videos that don’t convert don’t interest us.
Formats that work, proven
UGC Testimonial
Real customers sharing their experience. Highest trust, best conversion.
Hook + Demo
A strong opening followed by a product demo in use.
Problem-Solution
Create recognition, then position the product as the solution.
Before & After
Make the transformation visible. Works exceptionally well for beauty, fashion and lifestyle.
Day-in-the-life
An organic format that weaves the product into everyday life.
Unboxing
Excitement around the packaging, a perfect first impression for new customers.
The creative testing system
Creative strategy
We decide which hooks, angles and formats to test. Every brand has different winning formulas, we find them systematically.
Briefing & scripting
Every creator gets a detailed brief: hook, message, CTA, do’s and don’ts, branding guidelines. That keeps every video purposeful.
Content production
Our creators produce content that feels authentic but is strategically built. We work with creators who fit your brand.
Testing framework
We launch new batches every week. We test multiple hooks per concept, multiple formats and multiple angles at once.
Analysis & iteration
After 3-5 days of data, the patterns are clear. Winning ads get scaled, losing ads get paused. Insights feed back into the next brief.
Scaling up
We use the best-performing creatives as the basis for Spark Ads, whitelisting and new variations. Winners get squeezed for as long as they perform.
Questions about UGC content
Ready for content that actually converts?
Book a call, we’ll take a look at your current creatives and give direct feedback.
Book a free strategy call →