Jonah

We onboarded Pastrymade recently Within just the first few creatives, we got them a banger: → Hook rate: 66.59% → 45.33% hold rate → Avg view rate: 14s → CTR: 2.68% → ROAS: 4.99 First, let’s break down the numbers: 1. High Thumbstop Rate: The thumbstop rate of 66.59% is quite impressive (a good benchmark would be 35%), indicating that the ad's initial visual is very effective at capturing the audience's attention. 2. Strong Video Engagement: With a 45.33% retention rate at 15s/3s and a 16.50% rate for 75% video plays, the content is engaging enough to retain viewers well past the initial hook. 3. Effective Call to Action: The CTR of 2.68% is above industry standards, suggesting that the ad did a great job at amplifying desires and the call to action is clear and compelling. 4. High Conversion Rate: A click-to-purchase rate of 4.06% is excellent, showing that the ad is not just engaging, but also converts well. 5. Healthy ROAS: A ROAS of 4.99 is very strong (way above the target) --------- Now, let’s break down WHY it performed really well: - This ad creative performed really well because it’s humorous and relatable, captures attention and creates curiosity - It effectively sets up a problem that viewers are eager to see resolved, making the introduction of the Pastrymade rolling pin more impactful as a solution. - In comparison, other variations of ads we tested were not as effective because they were more straightforward and lacked the same level of humour and storytelling - While they addressed common pain points, they don't engage the viewer's curiosity in the same way that watching someone roll dough with a toy car does - The hook in the current variation creates a narrative that viewers want to follow to its resolution, which is seeing the effectiveness of the Pastrymade rolling pin Overall, the ad is doing really well. But we didn’t stop there. --------- We went ahead, analysed all the metrics and came up with one main area of improvement: The 100%/3s video retention rate is 13.43%, which, while not poor, has room for improvement to ensure that more viewers are engaged all the way to the end Based on our conclusions, here are the possible iterations we came up with: → creating shorter versions (which will most likely improve 100%/3s retention) → adding real customer testimonials for more social proof → highlighting seasonal designs → using the same hook on other creatives with lower hook rate -------- And then, we came up with some hypotheses: → If we use a video ad that humorously shows failed baking attempts and then introduces Pastrymade Rolling Pins as an easy solution, then we expect higher engagement and conversion because it resonates with home bakers' challenges. → Because the ad demonstrates the product's quality and includes a buy-two-get-one-free offer with a bonus recipe book, we predict an increase in click-through and purchase rates, leading to a better return on ad spend. You see, just by: → digging deep into the research → thinking out of the box → Creating at least 3 hook variations of the creative We found a scalable WINNING creative with >60% hook rate and >4 ROAS for Pastrymade. There’s no way you won’t be able to find a WINNING creative if you have a good creative system and process in place And then once you find a winning creative, make iterations to create even more winners that’ll SCALE