How My Team Ships 2,000 Ads per Month (Ft. Mirella Crespi)

[0:00] Speaker 1: [VISUAL: Motion logo animation with a purple and blue gradient.]

[0:03] Evan Lee: [VISUAL: Slide with two main sections. Left: Evan Lee's video feed. Right: Two orange boxes with photos. Top box: Mirella Crespi, Founder of Creative Milkshake, with social media handles. Bottom box: Evan Lee, Head of Partnerships & Business Development, Motion, with social media handles. Bottom left: Mirella Crespi's video feed.] Well, everybody, if you don't know, then you should know. This is Mirella. She is absolutely incredible and someone that I deeply respect. She's a creative strategist, an expert media buyer, the founder of Creative Milkshake, one of the largest performance creative studios in Europe. Her team crushes it. They deliver over 2,000 ads monthly in eight freaking languages for global brands such as Amazon, Monday, Nectar, True Classic, Wise, Fiverr. Do I really need to go on? So please, everybody, if you don't know, now you know, this is Mirella. Let's show love in the chat again, please and thank you.

[0:37] Evan Lee: [VISUAL: Two-panel layout. Left: Evan Lee. Right: Mirella Crespi.] Uh, Mirella, this is when I'm going to pop out and you're going to pop in and absolutely crush. Everyone, I got a sneak peek. This is going to be incredible. So, Mirella, I'll I'll be back later to do some Q&A, okay?

[0:47] Mirella Crespi: [VISUAL: Two-panel layout. Left: Mirella Crespi. Right: Presentation slide titled "Ramping Up Ad Production: Ship New Creatives With Speed & Scale" with the Creative Milkshake logo.] Today, we are going to talk about ramping up ad production. How to ship new creatives with speed and scale.

[0:57] Mirella Crespi: Usually, when I do presentations, I don't focus on one aspect of creative strategy, but this time it's going to be different and I'm very excited.

[1:06] Mirella Crespi: [VISUAL: Slide titled "Data-driven creative strategy & production studio" with a grid of example ad creatives.] So, a little bit about Creative Milkshake. We're a data-driven creative strategy and production studio. We work with hundreds of brands, some of the biggest spenders on paid social, and we deliver the ads that paid media teams need to drive revenue and ROAS.

[1:22] Mirella Crespi: [VISUAL: Slide with a grid of client logos, including amazon, monday.com, Johnson & Johnson, roman, DR SMILE, Unilever, WISE, TRUE CLASSIC, etc.] Here are a few of the brands that we have worked or currently work with.

[1:28] Mirella Crespi: [VISUAL: Slide titled "Effective creative = art + science" with a circular flowchart showing the creative process: Develop Big Idea -> Create assets -> Run tests & analyze results -> Craft your hypothesis -> Data-Driven Optimisations -> Performance Analysis -> Run tests & analyze results.] And I am very excited to kick this off. So, if you've seen me speak before, you've probably seen this slide. Um, we believe that effective creative is a combination of art and science, and creative performance and excellence is a result of a continuous cycle of experimentation, execution, and iteration.

[1:47] Mirella Crespi: [VISUAL: Zoomed-in view of the "Effective creative = art + science" flowchart.] So this is what we do. It's what we focus on every single day. Developing big ideas and concepts for paid social creatives, delivering the ads and the variations for testing, shipping them to the media buying teams that will run tests and analyze the results. They feed us back the data. We create more variations and iterations, which then get tested again, and that's how we create winners that scale.

[2:14] Mirella Crespi: [VISUAL: Slide with the Creative Milkshake logo and text: "Every ad creative is a hypothesis that needs to be tested."] So, every ad creative is a hypothesis that needs to be tested. This is important to start off with because we're talking about creative execution. And that's what should be top of mind. Your ads should be creative created very intentionally so that whenever you put budget behind your creative, you know exactly what you are learning.

[2:38] Mirella Crespi: [VISUAL: Slide titled "Mastering Creative Strategy" with three numbered points: 1. RESEARCH, 2. IDEATION & EXECUTION, 3. ITERATION.] So, when I talk about creative strategy, I usually go deep into research and ideation because at the end of the day, that's the foundation of it all.

[2:50] Mirella Crespi: [VISUAL: Slide with the Creative Milkshake logo and two bullet points: "An idea is only as great as its execution" and "Creative diversity and volume matters".] Um, but today, we're actually going to talk about creative execution and focus specifically on production because an idea is only as great as its execution. You can have the best brief in the world, the most brilliant ideas, all the data, all the beautiful motion reports, but if you don't have a solid process and a team to execute on creative, it's not going to matter.

[3:19] Mirella Crespi: The other very important thing is creative diversity and volume matters. The brands that are winning on paid social are shipping a lot of creative fast. They're testing high volume and that's what makes them successful. So hopefully, all the things that I share today will help you develop a creative process or find the partner or orchestrate the team to deliver more creatives faster.

[3:47] Mirella Crespi: [VISUAL: Slide titled "Mastering Creative Execution" with three numbered points: 1. PRE-PRODUCTION, 2. PRODUCTION, 3. POST-PRODUCTION.] So when we're talking about mastering creative execution, we'll split this into three parts: pre-production, production, and post-production. But it doesn't mean that what I share under the pre-production section shouldn't carry over to the others, right?

[4:04] Mirella Crespi: [VISUAL: Slide titled "Data-driven creative production" showing a circular flowchart: Paid Media Team -> Data feedback -> Pre-Production Creative Strategy -> Production/Content Creation -> Post-Production -> Creative Assets -> Paid Media Team.] What does this look like if we think about um a team structure? So, a data-driven creative production team will consist of the paid media team that is inside the ad account, that is structuring the ad account, deciding when to what to pause and scale, gathering the data.

[4:21] Mirella Crespi: [VISUAL: Zoomed-in view of the "Data-driven creative production" flowchart.] This data gets shared with the pre-production and creative strategy team that will then ideate, develop concepts, which then works with the production or the content creation team who then sends and shares all this content to the video editors and graphic designers that turn all that content into ads ready to go live into the ad accounts again.

[4:47] Mirella Crespi: Now, one important thing to note is it doesn't matter how you choose to set up and orchestrate this system. Whether you are an agency and you do everything in house, you provide all these services, or you are a brand and you have an in-house team, or you choose to outsource content creation, or you choose to outsource video editing. It doesn't matter what you choose to outsource or keep in house. What I'm going to share today should will still apply, right? Because however you choose to set up that workflow, the same principles apply.

[5:25] Mirella Crespi: [VISUAL: Slide with text: "The key to produce data-driven assets at scale: 1. Common Language, 2. Shared knowledge and documentation".] And those principles are, the key to produce data-driven assets at scale boils down to two key things: having a common language and having shared knowledge and documentation. Sounds simple, but let's find out what that means.

[5:41] Mirella Crespi: [VISUAL: Slide titled "Creative Diversification Guide" with five columns: MESSAGE, FORMATS, EXECUTION, PLACEMENTS, BEST PRACTICES, each with a checklist of items.] So, first step, creative diversification. Whether you are running ads on Meta, TikTok, YouTube, whatever your channel of preference is, wherever your budget is going, the key to succeeding is diversifying your creatives because you have to be testing different messaging, different formats, different styles of creative execution, making the most out of every single placement in that channel's ecosystem, and sticking to best practices in order to see great results.

[6:16] Mirella Crespi: [VISUAL: Zoomed-in view of the "Creative Diversification Guide" slide.] So, this guide is very useful. Save it, print it, put it up on your wall. And this is part of the common language. The media buyer, the creative strategist, the person responsible for sourcing content or creating content, your video editors, everyone should be familiar and understand what these things mean.

[6:42] Mirella Crespi: What is a static image and a graphic animation or a short video? What is UGC? What is a high-fi polished brand video? Um, what are all the different placements that we're sourcing content, scripting for, right? This is part of the common language and shared knowledge that a very effective creative production team should have.

[7:07] Mirella Crespi: [VISUAL: Slide titled "CREATIVE DIVERSIFICATION" with a chart. Y-axis: FUNNEL STAGE (Discovery at top, Action at bottom). X-axis: CONCEPT LANGUAGE (Functional on left, Emotional on right). The chart is populated with different ad concepts like UNBOXING, REVIEWS, OFFERS/PROMOS, etc.] There is another approach to creative diversification, which I really like, which is just thinking about matching your messaging to the user's funnel stage and level of awareness.

[7:20] Mirella Crespi: [VISUAL: Zoomed-in view of the "CREATIVE DIVERSIFICATION" chart.] So this is just another way to think about it. You can plot on a YX chart many different aspects of creative diversification. This one is one where you put the top of the funnel, so users that are still finding out about your brand or the very bottom of funnel, those that are converting and taking action. And then are you taking a functional approach to your messaging or an emotional approach to your messaging? So, creating that graph and figuring out what are these different creative territories that we are not tackling yet and making sure that you have that area fully covered.

[7:58] Mirella Crespi: [VISUAL: Slide with the Creative Milkshake logo and text: "If you had to go all in on one creative format, bet on short-form vertical content".] So, if you had to go all in on one creative format, if you are a one-person team or you don't have a lot of budget, or you just want to focus on one channel, or you're just like, I I can't possibly diversify my creatives that much. If you were to ask me, what should I double down and bet on? I would say master short form vertical content.

[8:27] Mirella Crespi: It doesn't mean that statics don't work. They absolutely do. Some brands are like, static ads are the only types of ads that work for me. That's great. But if we think about the future, if we think about user behavior, if we think about TikTok and Reels and YouTube shorts, mastering short form vertical content will future proof your brand.

[8:49] Mirella Crespi: [VISUAL: Slide with the title "PRE-PRODUCTION".] So, let's talk about that. Let's dive into pre-production first.

[8:53] Mirella Crespi: [VISUAL: Slide titled "Creative Strategy Brief" with a bulleted list: Target Audience, Competitors, Branded vs. Native or both, Product or Service Info, Breaking Resistance Messaging, Promos and offers, Platforms, Campaign Objective, Previous Learnings, Brand Guidelines.] So, it all starts with a great brief. So, this is not all of the aspects that should be, the information that your brief should cover, but these are the essentials.

[9:04] Mirella Crespi: [VISUAL: Zoomed-in view of the "Creative Strategy Brief" slide.] You cannot get started on developing a concept or writing a script or shooting content if you are not aligned and super clear on who is your target audience, who are the competitors, branded versus native or both. This is a topic of discussion and debate. Should your ads be branded? Should they always follow your brand guidelines? Should they just be ugly and native or should you test both? That should be super clear from the very beginning because that will dictate everything else throughout the creative production process.

[9:41] Mirella Crespi: Information about your product or service. What is your breaking resistance messaging? What are the benefits, features, and USPs that you're going to focus on? Um, are there any promotions and offers that you have to highlight? What platforms are you making these ads for? What is your campaign objective? So, creatives that are for a product purchase or an app install or a lead generation or a quiz funnel, they're very different. So you have to be very clear on what the objective is.

[10:14] Mirella Crespi: Previous learnings. That's when Motion comes in. Plug in that ad account into Motion, create those beautiful reports to understand what has been tested, what are past winners and losers so you can build on that. And then be super clear on your brand guidelines, do's and don'ts.

[10:33] Mirella Crespi: [VISUAL: Slide titled "DIRECT RESPONSE VIDEOS" with a list of video concepts like Before & After, Storytelling, Greenscreen, Tutorial, etc.] So, when you're developing concepts for direct response videos, this is our kind of checklist, our list of proven video formulas, structures, types, whatever you want to call them.

[10:49] Mirella Crespi: [VISUAL: Zoomed-in view of the "DIRECT RESPONSE VIDEOS" slide.] Um, this is a key part of the common language and shared knowledge that the media buyer, the creative strategist, the production and post-production team needs to be aligned on. So, these names are names we came up with and they're commonly used names as well, but other teams might call them something else and mean the same thing. So, someone might call a social proof mashup, I don't know, something else.

[11:19] Mirella Crespi: But the idea here is that you have very clearly outlined what are your kind of proven video formulas so that when you're outlining your creative strategy and you're developing that plan of diversifying creatives, you're like, okay, we've tested POV, let's test now a podcast or a street interview or before and afters always work for us. Like that should be super clear. Everyone should be on the same page about this.

[11:48] Mirella Crespi: I don't have time to show you a lot of examples for all of these, but I will show you for a few.

[11:54] Mirella Crespi: [VISUAL: Slide titled "Video Ad Types - Examples" with five video examples labeled: Street Interview, Comment Response/Lifestyle, Podcast Expert POV, Trends, Customer Review. The videos play.] So this is what I mean by a street interview. These were born from TikTok. It's very native to the language of the platform. These work super well when done right. Comment response mixed with lifestyle. So starting the ad by answering a question, it makes it look and feel super native and then showing how the product fits into the customer's life.

[12:19] Mirella Crespi: Podcast and expert point of views. These ads are crushing it. Podcast ads are working really well. However, when it comes to creative execution, they are quite a challenging creative format to execute well because unless you are taking a snippet of a real podcast, faking it is quite hard, right? Like there is a lot of um set design and casting and like editing involved to really make it look and feel real because people are not dumb. Like they'll instantly clock a fake podcast and it just doesn't work.

[13:00] Mirella Crespi: Leveraging trends, fun um transitions to create your ads. And then customer review ad types also work really well, combining it with green screens to show how the product works.

[13:14] Mirella Crespi: [VISUAL: Slide titled "Graphic Ad Categories" with three categories: BRAND, NATIVE, EXPERT, each with example images.] Graphic ads. So, I'm rushing because I have so many slides and I want to leave time for comments. So bear with me. Let's go.

[13:23] Mirella Crespi: [VISUAL: Zoomed-in view of the "Graphic Ad Categories" slide.] Think about your graphic ads in three different categories. Um, branded graphic ads, they come from the brand's voice and point of view. They have a polished look, they follow the brand guidelines. They look beautiful and they look like ads. Doesn't mean they don't work. They absolutely do.

[13:41] Mirella Crespi: And then you have native graphics. Native graphics are not beautiful and polished, quite the opposite. They're meant to come from the user's point of view. They're meant to look native and quote unquote ugly. They also work super well.

[13:57] Mirella Crespi: Then you have the expert's point of view. These are graphics that are designed to look like they are an excerpt of a publication. So this is a third voice. It's a publisher's voice. It's more professional and objective and they also work super well.

[14:14] Mirella Crespi: So when you're thinking about diversifying your creative and how to execute on graphic ads, maybe you're leaning into only one of these. Um, test all three because one of these or all of these might work for your brand.

[14:29] Mirella Crespi: [VISUAL: Slide titled "DIRECT RESPONSE GRAPHICS" with a list of graphic ad concepts like Bold Claim, Key Benefits, Comparison, etc.] So this is our list of graphics. I shared some examples in the previous slide of a few of these. Um, but this is pretty much kind of the checklist that we refer to when we're coming up with ad ideas. Um, if looking into an ad account, we see, oh, they have already tested these types, let's double down on what's working, but let's also test others from this list.

[14:53] Mirella Crespi: [VISUAL: Slide titled "Graphic Ad Templates" with a screenshot of a template library from CreativeOS.io.] Graphic ad templates. To speed up the process of graphic ads creation, try to build your own library of templates in Figma or Canva. This makes creating iterations so easy and fast. A tool that I really like that launched relatively recently is Creative OS. They do a really great job at building these templates that you can just quickly export to Figma or Canva or whatever you use. So definitely lean into building an ad library so that you can create graphic ads more easily.

[15:29] Mirella Crespi: [VISUAL: Slide titled "Creative Reference Library" with a screenshot of a creative library (Foreplay) and examples of how to categorize by ad types and verticals.] Then, another part of the creative production process that is key is being organized and leveraging tools like Foreplay. I'm an OG Foreplay user. Absolutely love it. We rely on it significantly for our creative strategy development process.

[15:50] Mirella Crespi: [VISUAL: Zoomed-in view of the Foreplay library categorization.] Um, the important thing is going back to the ad types that I described for both video and graphics, organizing your creative references, not only by the verticals, so for example, apps, skincare, health, wellness, whatever, um, also having them organized by the different ad types because that makes it so much easier to create briefs and storyboards because you already have a really nice collection of references that you can easily plug into your briefs, depending on what ad type you're trying to execute.

[16:28] Mirella Crespi: [VISUAL: Slide with the title "Ad Building Blocks".] Ad building blocks.

[16:37] Mirella Crespi: [VISUAL: Slide with text: "When you look at an ad, what do you see?"] When you look at an ad, what do you see?

[16:47] Mirella Crespi: [VISUAL: Slide titled "DIRECT RESPONSE VIDEO STRUCTURE" showing a flowchart: What/Why -> Breaking Resistance -> Building Trust. Below this, it shows the structure: HOOK (Intro) -> BODY (Talkies, Product Shots, Demos, etc.) -> CTA (Call to Action).] Every single ad, video ad follows the structure of having a hook, a body, and a call to action. The hook works to introduce your what why. The body breaks resistance and builds trust, and the CTA presents the call to action or the offer.

[17:05] Mirella Crespi: [VISUAL: Slide titled "AD BUILDING BLOCKS" with three columns: STRUCTURE (Hook, Body, CTA), PRODUCT (Intro Product, Demo, Features, Benefits, Buying Experience, Unboxing), PERSON (Problem, Failed Alternative, Desired Result, Before & After, Social Proof, Storytelling).] Every single video follows this structure, and you can break it further down into building blocks that focus on the product or the person. So, the building blocks that focus on the product, intro the product, show a demo, features, benefits, buying experience, unboxing, and the ones that focus on the person focus more on the emotional aspects of it. So, highlighting the problem, a failed alternative they tried, the solution, the before and after, social proof, and storytelling.

[17:36] Mirella Crespi: [VISUAL: Slide titled "AD BUILDING BLOCKS" showing a video broken down into its building blocks: HOOK (Storytelling), BODY (Problem, Intro Product, Features, Benefits), CTA (Desired Result).] And this is what it looks like when applied to an ad. So, everyone, the media buyer, the creative strategist, the person responsible for sourcing content or creating content, the one who's sourcing the ads, who's editing the ads, this is a common language that everyone should speak to be able to effectively communicate what is this hook? Is it starting with a problem? Is it storytelling? This is the kind of stuff that makes the production process so much more efficient if everyone understands what these things are and how to look at an ad, break it down, reverse engineer it, iterate on it, and so on.

[18:16] Mirella Crespi: [VISUAL: Slide with the title "Doubling Down on Hooks".] Doubling down on hooks. So, doubling down on hooks is hands down the most effective and efficient way of increasing your creative output and pouring more variations into your ad account.

[18:32] Mirella Crespi: [VISUAL: Slide titled "HOOK TESTING" with a diagram showing multiple hooks (H1-H8) that can be attached to the same Body and CTA.] So, the hook is your targeting. By adding new hooks to proven concepts, you can unlock new audiences. So, a new hook is a combination of a new what why message with a scroll stopping visual. So if you have an ad that's working, or even if you're launching a new concept, always, always think of how many hooks can I create for the same video to make sure that you script and produce content and edit it so that you are taking an idea and creating 10 versions of it from one original great idea.

[19:09] Mirella Crespi: [VISUAL: Slide titled "ITERATIONS - HOOK TESTING" with four different video hooks for the same ad.] So here's an example of hook testing. These are technically all the same ads. They just have different hook executions, combinations of visuals, supers, and sound, and they therefore perform very differently. And it just increases your chances of finding a winner rather than just making one version of that ad and trying to test it.

[19:31] Mirella Crespi: [VISUAL: Slide titled "FINDING HOOKS" with two sections. Left: Keyword Insights, Top Ads, Popular Videos. Right: Examples of scrolling FYP, spying on comments, and observing the community.] If you want to find hooks, um, these are a few tips. So, leveraging the TikTok Creative Center keyword insights helps us uncover script keywords, which are super helpful. Digging into top ads, either TikTok top ads or ads library, so looking for competitor inspiration, um, studying trending videos, scrolling the for you page, spying on comments are also super effective, um, because people will ask questions or have conversations about that product, and that is literally so precious to make hooks with. And then also observe the community, observe what users are organically creating in these platforms, what topics are they talking about, how are they showing and talking about these problems that they have, um, and then mimic that in your creatives.

[20:27] Mirella Crespi: [VISUAL: Slide titled "The 5 key elements of a strong hook" with five example images labeled: Persona, Message, Movement, Sound, Thumbnail.] The five key elements of a strong hook. So, always having a super clear persona that you're targeting and a message that speaks to that persona's pain points or problem that they're trying to solve. Um, always try to add some element of movement to your hook. Focus on sound, and I'm going to talk more about sound after this.

[20:50] Mirella Crespi: [VISUAL: Zoomed-in view of the "5 key elements of a strong hook" slide.] And also thumbnail. So, not enough advertisers focus on first frame retention and thumbnail testing. Launching a video with different thumbnails is worth it because you'll see different performance. And trying to optimize for that first frame retention is really powerful. Motion has a perfect feature for that. It has that metric and you want that to be 90% or more.

[21:18] Mirella Crespi: [VISUAL: Slide titled "Hook Techniques" with five example images labeled: Exaggerate the problem, Absurd Alternative, Highlight the solution, Shocking Effect, Trigger Curiosity.] Some hook techniques. Um, if you are trying to figure out how can I create more hooks for this ad, try starting with exaggerating the problem. Try starting with an absurd alternative, highlighting the solution, something visually shocking, or trigger their curiosity. Again, combining the messaging with a really strong visual.

[21:43] Mirella Crespi: [VISUAL: Slide titled "Hook Techniques" with six example images and the text "Combine strong visuals + engaging transitions and effects to stop the scroll".] So, to make strong hooks, try to combine strong visuals and engaging transitions and effects to stop the scroll. Especially when we're talking about native and like UGC style ads, they all look the same. People are so numb to UGC content nowadays. Like all the ads are the same. Like, oh, this is a game changer. Like it's changed my life. Like, get creative. Like, think about transitions, effects, what you can do to really make this piece of content stand out.

[22:19] Mirella Crespi: [VISUAL: Slide with the title "Jumping on Trends".] Trends. Another very fun way to execute on creatives, but we get asked this question all the time, like, is it worth making ads based on trends? Because, you know, you want to make ads that are evergreen and scale. Um, and it's not about like recreating a trend and trying to catch on to that because it's going to have this viral effect. Like, take a step away and look at it as a way to create content that will blend into the feed and not look like an ad.

[22:55] Mirella Crespi: [VISUAL: Slide titled "HOW TO USE TRENDS" with a three-step process: FIND A TREND -> ESTABLISH BRAND/PRODUCT RELEVANCE -> CHOOSE A NARRATIVE.] So, this is how to use trends to create ads. First, find the trend, whether it's scrolling the for you page, searching hashtags, engaging with the community, find an audio or a video formula that is taking off.

[23:10] Mirella Crespi: [VISUAL: Zoomed-in view of the "HOW TO USE TRENDS" slide.] Then isolate it. Figure out how does this relate to my product or service? How is this relevant to my customer? Maybe there is some behavior that is similar. Maybe they will resonate with some emotional or psychological aspects or maybe it's the same type of person that will be portrayed in the trend. So, identify how it's relevant to your brand, and then figure out how you're going to execute it and where you're going to place your product within that framework.

[23:46] Mirella Crespi: [VISUAL: Slide titled "TREND TEMPLATE" with a breakdown of a trend and an ad created from it. The trend video and ad video play side-by-side.] So, here's an example. We took a trend based on a sound that maybe you recognize that was going around on TikTok that it's just like this sound and it shows someone like not at their best, maybe in their sweatpants, no makeup, and then it transitions to them just like looking amazing.

[24:10] Mirella Crespi: [VISUAL: The trend video and ad video play side-by-side with audio.] That was the trend we took the inspiration from. So, you take that trend and you identify what is the hook. We're going to use that hook as a formula. We're going to use the same sound transition. Um, and then we kind of plug the product in and think, okay, this is how the product is going to take the husband from being the husband one to just this like amazing husband that every wife wants to have. So, this was the ad we created inspired by that trend.

[25:20] Mirella Crespi: [VISUAL: Slide with the title "Sound-based Ads".] So, another very fun way to make ads is sound-based ads. We talked a lot about this in our last motion session. We all agreed that everyone should be focusing on sound.

[25:33] Mirella Crespi: [VISUAL: Slide with text: "95%+ of TikTok, Reels and YT Shorts users spend time on the platform with sound on, which makes sound a powerful tool for capturing attention."] And here's why. 95%, estimated, TikTok, Reels and YouTube shorts users spend time on the platform with the sound on. This is a huge change from just three years ago where we were preaching design for sound off because people scroll social media without sound on, so your ad's not going to be effective. That has completely changed. Sound is a very powerful tool for capturing attention.

[25:59] Mirella Crespi: [VISUAL: Slide with text: "Original sounds supercharge campaign performance. Creating videos with bespoke sound can lower CPAs by up to 50% based on our creative test with clients running ads on Meta & TikTok."] And you should be using it not only in your ads, paying attention to sound, but using sound to create the ads as the starting point because if you think about how content is created on TikTok and Reels, so much of it is around taking a trending sound, creating content, lip sinking to it, whatever, and that's how content is created. So, we're just replicating that and using that to create ads.

[26:29] Mirella Crespi: We have seen that creating videos with bespoke sound can lower CPAs by up to 50% on ads running on Meta and TikTok.

[26:39] Mirella Crespi: [VISUAL: Slide titled "Prompts for Developing Sound-based Ads" with a bulleted list of questions to consider.] So, if you want to start making ads with sound, here are some prompts that will help you, um, think about how to come up with your creative. Um, think about what are the emotions associated with using the product or service? Does your customer feel calm, confident, relieved, powerful, sexy? And like, what does that sound like? If it's calm, if they feel calm, maybe there's like a zen music or zen sound effect. If they feel confident and powerful, what does that sound like? And if you are able to offer some transformation, so if you take your customer from stressed to calm, from exhausted to energized, from insecure to confident, what does that sound transition sound like, right? Like what does feeling exhausted sound like? And then what does feeling energized sound like? And look for sound effects and look for sounds that can help you create an ad and shoot visuals that match those sounds.

[27:43] Mirella Crespi: What does it sound like to receive and use the product? So, when your customer goes on your website, orders your product, downloads your app, whatever it is, what does that sound like? So, the doorbell rings, the packaging arrives. If they shake it, does it sound like something? When they use it, does it make any sound when used or applied? Think ASMR, right? And if it's an app or a game, does it have sound effects? And are there any seasonal themes that you can use to create ads if you're making seasonal campaigns? So, Mother's Day campaigns, gifting season, Valentine's Day ads, um, these are great prompts for sounds as well. And finally, are there any trending sounds that you see that you can replicate?

[28:31] Mirella Crespi: [VISUAL: Slide titled "DIRECT RESPONSE AD STRUCTURE" with the same flowchart as before, but with a megaphone icon pointing to the HOOK and text: "Think of the hook as the ear stopper!"] So, I wanted to bring this back just to say that you should think of your hook as your ear stopper. So people are scrolling on their feed and the first thing they're going to hear when they see and play your ad, that should be part of your hook. It's like that other layer of your creative.

[28:52] Mirella Crespi: [VISUAL: Slide titled "Examples of sound-based ads" with four video examples. The first video plays with sound.] So, I'm going to show you some examples of sound-based ads. Um, this first one that we did for Wise, we were thinking about what does it sound like to use your Wise card, right? You're traveling the world, you're spending money in all these different currencies and you're saving money on currency conversion. So you're like, hell yeah, this is amazing. And we use that sound effect and that emotion to create this ad.

[29:30] Mirella Crespi: [VISUAL: The second video example plays with sound.] So, simple, sound effect, vibe, supers with your USPs, a strong call to action, and you're instantly able to convey to the user what the product does and what problem it solves just by using those elements.

[29:46] Mirella Crespi: This second one was theme focused. So it was Valentine's Day, we're making ads for ED, and this sound came from the meta um sound DR library. And we basically took this funny voiceover and used it as a hook um to create this ad. And it's important to note that like your ads don't necessarily need a voiceover. Like just a sound effect or a sound on the hook and then music is enough to create a strong ad.

[30:36] Mirella Crespi: [VISUAL: The third video example plays with sound.] Now, this next ad was taken from inspiration from a viral sound. If you are keeping up with TikTok trends, you have definitely heard this sound and you have seen that so much content was created using this viral sound from the Kardashians.

[31:05] Mirella Crespi: [VISUAL: The fourth video example plays with sound.] So that sound went absolutely viral. So much fun content was created around it. But obviously, we can't use Chris Jenner's voice. We cannot use that sound in our ad, but we can take inspiration from it and we can create something original that resembles it, that will still strike users as um that sound. So here's an example of a sound inspired by an ad created and inspired by a trending sound.

[31:53] Mirella Crespi: [VISUAL: Slide with the title "Scriptwriting & Storyboarding".] All right. So, script writing and storyboarding, arguably the most important part of pre-production. This is what all of your content is going to be based on. So I'm going to share some best practices.

[32:07] Mirella Crespi: [VISUAL: Slide titled "Elements of a great storyboard" with a bulleted list and a screenshot of a storyboard template.] Elements of a great storyboard. I see a lot of storyboards that are just like visual description, very basic, and then some script, and that's what gets sent to like creators or a studio to produce or actors, etc. And that's honestly not enough. You're literally sending out a script and being like, hope for the best. Like, you really need to take charge of um putting into whatever documents you create, all the important elements of your creative.

[32:42] Mirella Crespi: At Creative Milkshake, we always include the ad type, the one from that list that we have a lot of references for to inform the production and post-production. We also indicate the vibe and tone for visuals and sound, whether this is a luxury ad, if it's funny, if it's smart, if it's serious, if it's stylish, that helps dictate the tone of like the visuals, the song choice, and everything else. List of props, list of locations and sets. Um, and in our storyboards, we always, always have the building block that we are using, a very clear description of the shot with references and our script. Um, and this always gets sent for approval. We work with a lot of big brands that have a lot of rounds of approval, whether it's legal, whether it's brand, so a lot of layers of complexity into even producing one video. Um, so this is super important to make the process as efficient as possible.

[33:47] Mirella Crespi: [VISUAL: Slide titled "Scriptwriting Tools & Hacks" with a list of tools and screenshots of Copy.ai and Hemingway App.] Some script writing tools and hacks to turn one script into 10. So, having um a direct response sales copy formulas that you can use as prompts to create your scripts and storyboards. So, these sales copies are based on direct response best practices. So whether it is attention, interest, desire, action, pain, agitate, solution, you can use copy AI for that or you can use chat GPT. You can take a script and say, rewrite the script following this copy formula and split test different copy formulas. You can also choose different tones, both in copy AI and chat GPT, you can prompt it to make it more witty, make it more empathetic, make it more bold or more professional. Testing different tones has a big impact and can make you more efficient in your script writing as well.

[34:46] Mirella Crespi: Have a database of hook formulas. We have a database with like hundreds of hook formulas that makes it so much easier and faster for you to just kind of plug and play into your storyboards. Hemingway app is also a great tool to kind of refine your scripts. So all of these AI tools, whether it's copy AI, chat GPT, the TikTok script generator is pretty great. The foreplay AI brief feature is also nice. Um, they only get you so far. Like Savannah mentioned last time, it's like it gets you 75% of the way. And that's so true. And you still need to kind of polish it off at the end. And a lot of these tools will spit out very like formal, smart copy. And Hemingway editor is a great way to like bring that level right down because you want to keep it simple and stupid. Um, you want to keep the readability level to a grade four or five max. Um, it has to be easy to understand in a few seconds and most people read at that grade level. Um, it also has the reading time, so you know if your script is too long or too short for the ad format that you're trying to create.

[36:04] Mirella Crespi: [VISUAL: Slide with the title "PRODUCTION".] Okay. So, you have created your scripts and your storyboards and now it's time to shoot or source content.

[36:13] Mirella Crespi: [VISUAL: Slide titled "Talent Casting & Producing Content" with bullet points under "Generative AI" and "Localization".] Um, a quick few things about talent casting and producing content. Whether you are shooting this content in house or you're outsourcing it, hiring external content creators or you're trying to hire your own content creators to train them or actors, um, it's very important to have a well-documented talent onboarding and training process to have that common language, to have your database of shot types and video techniques so that again, you're not briefing and hoping for the best. You're in control of your creative production. You can be extremely intentional about each hook that you're scripting. You want to split test different types. This is what you're trying to learn from this storyboard. And the only way to do that is to have everyone on the same page.

[37:07] Mirella Crespi: Second most important thing, secure image usage rights for both visuals and audio. With all this AI tools now, um, it's still a gray area legally. So it's very important to have in your agreements the rights to use the AI avatar that you're putting in your ads.

[37:28] Mirella Crespi: So, let's talk about generative AI tools. We have tested so many different tools. Eleven Labs is hands down the best one for anything audio. Um, the voices sound so natural. The clone feature is perfect if you're iterating. Um, if you're in the revision stage and the client is like, we need to change one word from the ad because legal said this one's not approved. Are you going to shoot this content again? No, Eleven Labs will fix it, which is amazing.

[38:02] Mirella Crespi: Um, AI avatars, honestly, very controversial topic. I think that the technology is not there yet. All of these AI avatars, um, the mouths don't match. Like they're great, but it's missing that final like two or 5% that you're like, yeah, that's not real. But give it a few months, you know, like it has evolved so quickly. So maybe, um, six months, a year from now, they will be perfect. Um, I would say that we have tested so many tools. Veed.io and Synthesia are the best ones for AI avatars. But I will also say, if you are using them for advertising, do not use the existing AI avatars. It's a gray area. You don't really have the rights to use that in your advertising. So just create your own. Hire your actors and your content creators, use yourself, whatever it is, but make sure you have the rights to use the AI avatar that you're putting in your ads.

[39:09] Mirella Crespi: And then Rask.ai is the best tool for overdubbing. Um, the sound is great, the timing is great. The voice, the mouth matching is still not perfect. Um, but it works for the initial phase of localization. So we make ads in like eight different languages and we help brands scale to a lot of different markets. And AI and VO is perfect to test and validate a new market with proven ads, but nothing will beat hiring native talent. So, if you have, let's say proven ads in the US and you want to scale to other countries, go ahead and use AI and VO to like overdub, translate, and test these new markets. And if you're seeing great results, double down on hiring native talent because nothing beats using real people that are actually from that country.

[40:04] Mirella Crespi: [VISUAL: Slide titled "Shot List & Production Glossary" with a list of shot types and example images.] So, going back to the storyboards and that column of the different shots and the references, and my biggest advice is build your own library of shot list references and create a production glossary.

[40:23] Mirella Crespi: [VISUAL: Zoomed-in view of the "Shot List & Production Glossary" slide.] This is again part of that common knowledge and shared resources that everyone needs to be aligned on. What is a talking head selfie? What is a talking head showcase? What is a green screen? Are they in the car? Um, what are different kinds of product shots, different types of action shots, different types of POV shots? Um, have these super clear so that when you are writing these storyboards and you're sending out these briefs, you get exactly what you're asking for.

[40:54] Mirella Crespi: The other thing I would say, biggest advice is try to learn from cinematography techniques and language. If you're a creative strategist, if you're briefing whoever is going to be behind the camera or your video editor, learn from film. Learn what a close-up shot means and a wide shot, an extreme close-up, an over the shoulder, a point of view. Um, this is like very short list. There's a very extensive list, but definitely learn this language and teach your team so that you can elevate your creative production.

[41:32] Mirella Crespi: [VISUAL: Slide titled "Video Techniques Database" with seven example videos labeled: Inside Box POV, Clone Effect, Burn Hook Reveal, Camera on Ceiling, Phone Inception, Scrolling Screen Effect, Writing on screen. The videos play.] Then, this is actually really fun to do. So we have a database of video techniques. This is just some a few examples. My biggest advice would be study content creators. Like, there's so many amazing people putting out amazing content. And these video techniques inform not only content production, but also post-production. So they're a combination of shooting and editing. And we just basically make up these names. Like we're like, okay, this is inside box POV. This is clone effect. This is burn hook reveal. Um, and our team just shares so many different um references and we build this techniques database because like I said before, so many ads you see are all the same and you want to elevate your creative production and streamline it and make it efficient. And having this database where the creative strategist can look at it and come up with inspiration, whoever you're sourcing your content or producing it from knows how to execute it and your video editors as well.

[42:44] Mirella Crespi: [VISUAL: Slide with the title "POST-PRODUCTION".] Are you can just hire creative milkshake. Anyways, post-production. So, you shot and sourced all your content and now it's time to edit.

[42:53] Mirella Crespi: [VISUAL: Slide titled "Organizing and Tagging Content" with bullet points and a screenshot of a digital asset management tool (Air).] Most important thing is organizing and tagging your content and using a tool that allows you to organize, tag, and filter everything. So, you're basically building this searchable database with all of your raw assets, working files, and final ads because this will make the whole process so much easier, whether it's for handover. So, if you are taking an asset and sharing it with your agency or someone else is going to take over the editing, the iteration, whatever it is, you want to be able to easily search for that.

[43:30] Mirella Crespi: Then adding different tags for the shot type as well, if it's your raw content. So you can search for like, I want a talking head or a product shot or a texture shot. Um, and also tagging the talent name and date to track usage rights. So if you don't have perpetual rights for something, your rights are limited and you want to make sure that you have a way to keep track of that.

[43:56] Mirella Crespi: [VISUAL: Slide titled "Have a QA Checklist" with a bulleted list of items to check.] Having a QA checklist. So, this is not the entire checklist, but this is the ones that I think are the most important to have. This checklist should live in everyone's brain, but it should also be documented so that you can just easily go through um in the final stages of your creative production, checking for time length, aspect ratios, safe spaces.

[44:18] Mirella Crespi: [VISUAL: Zoomed-in view of the "Have a QA Checklist" slide.] Did we follow the brand guidelines or are we using native fonts? Um, spelling and grammar errors, sound quality, check for your hook. Does it have the five key elements? Are the hooks different enough? You don't want to make your hooks too similar because you're not going to be effective in testing different targeting audiences. CTA, does it align with the conversion objective? Check for sound. Do we have an ear stopper? Can we add sound effects? Um, check for pacing. Are there any like quiet, empty frames that you can cut off? And then check for hierarchy and congruency. Where does your eye go first and does it match the

[45:03] Mirella Crespi: Your video editors should be well versed in attention triggers. > [VISUAL: Slide titled "USE ATTENTION TRIGGERS ⚡️" with the subtitle "Tools proven to maintain active attention". It has five columns with icons and text: "Music & Sound Effects: Fast paced music and custom sounds are proven to boost ad memorability", "Transitions: Fast scene changes correlate with video retention, specially when tied to music", "Movement: Movement within an asset catches the eye and keeps narrative moving", "Text: Use text pop-ups as visual guidance to highlight keywords", "Emojis: Helps humanize your content, and makes it feel more native".] [45:08] Mirella Crespi: They should all know how to infuse music and sound effects to elevate creatives, how to use transitions, how to add movement, how to use supers and text effectively, and how to add emojis in a way that makes the creative more effective. [45:26] Mirella Crespi: Some post-production tools and hacks. > [VISUAL: Slide titled "Post-Prod Tools" with a list of tools and a screenshot of the Frame.io interface. The list includes: "Frame.io", "Moises.io", "Adobe Podcast (Enhance Speech)", "Mister Horse", and "Capcut" with brief descriptions for each.] [45:30] Mirella Crespi: I'm almost over time. I swear I'm almost done. Um, Frame.io. We use Frame to share creatives for review, capture feedback, and it's great because it syncs with Adobe. So the video editors will open up the file and all the comments are like exactly in each frame and it's super easy and fast to apply revisions. Moises.io is a great tool to extract background music from existing assets. A lot of the times brands will come with us and it's like, here's my folder of existing files, turn these into ads and like they're UGC videos from these random people and you don't have the raw files and there's music in the background. So Moises saves the day. This is also available in Capcut Pro. Adobe Podcast, it fine tunes and removes any background noise and static. So for example, if you're shooting a street interview and you want your sound to not have all of that noise, um, this is an amazing tool for that. Mister Horse is a plugin with a lot of transitions and animation presets that make editing faster. And Capcut. So Capcut is arguably an amazing tool if you are kind of making videos yourself. Um, but if you are a team and you're working with other teams and you're making ads at scale and you need to like share working files and quickly make iterations, like Capcut doesn't cut it, at least not yet. It's not built for like business and teams, but it does have amazing features and we do use it, especially the text to speech, the background remover, AV sync. Um, so it's great, but not like for everything. [47:13] Mirella Crespi: Other tools that are amazing, Fire Cut. > [VISUAL: Slide titled "Post-Prod Tools: Premier Pro" with two sections: "Fire Cut" and "Social Media Text Tools", each with a description and a corresponding screenshot from Adobe Premiere Pro.] [47:19] Mirella Crespi: Um, they're building these really cool features to add B-roll from royalty free sites or your local files, but it's amazing for silence cutting and adding those super dynamic captions. And then social media text tools is a plugin that takes all of the native fonts, um, colors and styles into your video editor so that you can make um, ads that look and feel native very easily. [47:48] Mirella Crespi: And if you don't use that one, then you can build your own font system in After Effects so that you have um, all of the native fonts in there. > [VISUAL: Slide titled "Font System - After Effects" with bullets and screenshots from Adobe After Effects. Bullets: "Build a font system that mimics native fonts", "Use expressions/effects so text highlight is automatically wrapped around the source text and you don't have to add a manual shape every time", "Just copy-paste to ad you're working on".] [47:58] Mirella Crespi: Working files. > [VISUAL: Slide titled "Working Files 🗂️" with bullets and a screenshot of a file folder structure. Bullets: "Package your working files", "Stay organized - have clear naming conventions".] [47:59] Mirella Crespi: So, um, packaging your working files is super important, especially if we're talking about iterations. Um, it's important to collect all the assets used in the ad and consolidate them into a folder, so you're not having to resync all the raw assets every time. And the most important thing is making sure that your editors are super organized and you have clear naming conventions, um, to make this process faster, whether it is through handover or again, iterations. [48:29] Mirella Crespi: And last but not least, naming your files and how that carries over into how the files are uploaded into the ad account and the ad names are created. > [VISUAL: Slide titled "FILE NAMING" with the headline "Get your ad naming conventions right! 👀" and a bulleted list of key elements to track, such as "Producer", "Date", "File Name", "Concept stage", "Ad Type", "Ad Formula", "Concept ID", "Hook A,B,C, etc.", "Hook Type", "Talent Name", and "VO".] [48:43] Mirella Crespi: I cannot tell you how many times we look into ad accounts and it's like, this doesn't make any sense. So thank God for Motion that allows us to like tag things to create comparative analysis reports. But your ads should have the most important key elements that you want to very intentionally test. So, who made this ad, the date, file name, concept stage, is this a new concept or an iteration? What type of ad is it? Is it a video, image, carousel? What ad type or formula is it? Is it a street interview, a listicle, an unboxing, before and after, etc. Name your concepts and your different hook variations. Identify your hook type as well. For example, is this exaggerating the problem or presenting the solution so that later on, once you've put budget behind these ads, you can create these reports and ask yourself the questions, what type of hooks work best? What type of creative work best? Um, voiceovers, do no voiceovers, text to voice, or human voiceovers work best? You cannot answer these questions if ads are not labeled or tagged properly. [49:59] Mirella Crespi: So key takeaways. > [VISUAL: Slide titled "Key Takeaways 🔑" with a bulleted list: "Leverage tools to stay organized and improve efficiency during every stage of creative production", "Build your creative production 'glossary' so every speaks the same language", "Create training docs and databases for shared knowledge and references", and "End goal: Orchestrate a content solution that plugs into your media buying team and setup a feedback loop of data for consistent testing and iteration of creatives".] [50:01] Mirella Crespi: Leverage tools to stay organized and improve efficiency during every single stage of creative production, whether it's AI tools for script writing or other tools for creative references and sharing. Um, use as many tools as possible, um, to keep everything organized and efficient. Build your creative production glossary so that everyone involved in the process speaks the same language and create your training docs and databases of references and knowledge so that everyone is on the same page. Your end goal is to orchestrate a content solution that will plug into your media buying team and set up that feedback loop of data for consistent testing and iteration of ads. [50:54] Mirella Crespi: And that is it. > [VISUAL: A purple slide with the "creative milkshake" logo and the text "Thank You!".] [50:56] Mirella Crespi: I hope you found this helpful. I have been talking nonstop for one hour. I hope there's enough time for Q&As. I'm so sorry. I'll shut up now. [51:08] Evan Lee: Mirella, oh my everybody, like in the chat, let's just throw emojis how you're feeling, all the words about how you're feeling. I know mine's like exploding head, heart emoji, heart emoji, all the good stuff. > [VISUAL: Split-screen view of Mirella Crespi and Evan Lee.] [51:22] Evan Lee: Mirella, that was incredible. You should have seen how many people were saying like, this is the best content they've gotten in a really long time. So you absolutely smashed it. Absolutely smashed it. I think everybody here would have been okay with you talking for the next three hours if that was if that was what's needed. So thank you. [51:40] Mirella Crespi: I was running out of breath. I was like, I saw the clock. I'm like, I need to wrap this up. [51:45] Evan Lee: You still did it perfectly. You still did it perfectly. And like, honestly, you and I should just jam and just look at the chat after after we jump off. Um, Mirella, there is there is like a couple common questions that have come through. So the first one that's come through is uh, like relating to the deck. So people are wondering if they can gain access to the deck or if they got to come talk to you and creative milkshake. I don't think there's a wrong answer here. [52:13] Mirella Crespi: Um, I mean, they can watch the replay, right? And it's like the whole screen. I can't share the deck. Um, I mean, we can we can talk about it and just figure out like, can we put this out in an email format? There's like takeaways. There's definitely something we can do. Um, I'm happy to share. I'm not going to share the presentation, but I'm happy to share in any other format. [52:37] Evan Lee: I think people just need to connect with you. Like that's where my head goes. It's like all of this you talk about. So it's just like dropping all of the knowledge and they can catch the recordings. So that's absolutely incredible. And then the second most voted question that's come up is relating to recordings. So everybody, I'm just dropping it in the chat here. The recordings go to live on YouTube. If you want, subscribe to our YouTube channel and that's what's going to be uh, like popping up pretty consistently. And we don't have a ton of time for questions. People are still hanging out. But Jess, and and Savannah have actually been super engaged in the chat the whole time. But Jess has a question and I was just going to invite him on stage to be able to ask it if that's cool. [53:15] Mirella Crespi: Hell yeah. This is so cool. [53:18] Jess: Am I on stage? I don't know if you can hear me or not. Can you? [53:22] Evan Lee: We can hear you. Yep. We got you on stage. [53:24] Jess: Okay. Um, so you said, uh, making a lot of hooks. I think you said like 10 to eight to 10 per ad or something. And I'm just kind of curious because I know like it costs additional money and resources to make hooks. So like, what is the around right amount of hooks you can make per ad and how many hooks can you like really test per ad, I guess. [53:46] Mirella Crespi: Yeah, that's a really great question. So by default, we always deliver every concept with three hooks. Um, because I think initially when you're testing a net new concept, it really doesn't make sense to test more than like three or four hooks. Um, but also doesn't make sense to test just one, right? Because like, if we make three or four, one of them is going to kind of outperform the others and it kind of is the start of your iteration process. But doubling down on hooks once you have found a winning concept is a very like easy, efficient, effective way to just ship more iterations rather than just creating the whole ad. It's just like, okay, we have a body and a CTA that works. Let's just then dive into making like 10 new hooks for it if that makes sense. [54:41] Jess: Yeah, perfect. Thank you. [54:43] Evan Lee: This is the definition of community, everybody. Like we bring Jess up, one of the other speakers is going to bless us with amazing knowledge in a couple weeks and the questions go around and everybody learns. So thank you, Jess. Appreciate you. [54:56] Jess: Thank you. [54:58] Evan Lee: So Mirella, I think we've come to the end of the road. On my end, I just wanted to say from the bottom of my heart, thank you. That was so incredible. I'm just wondering if you have any final words that you want to leave the people with, where they can where they can connect with you, what anything else they should do, talk to them. [55:16] Mirella Crespi: Yeah, I mean, first of all, this is so cool. Um, to see how engaged you guys are, how you're from like all these different places in the world. I see Brazil in there represent. Um, I'm so happy you liked the content. I love making these presentations. I love working with Motion. If you don't want to do anything that you've seen me present, just hire Creative Milkshake. We'll take care of everything. It's what we do every day. Um, but it's been a pleasure to build this team and these processes. It was through a lot of trial and error. So these, whatever I shared today, hopefully will help you um, elevate your creative production and make it more efficient. And yeah, thank you so much. [56:04] Evan Lee: Incredible, Mirella. Everyone in the audience, your eyes and ears are always super appreciated and I hope this was super helpful on your ends. Um, Mirella, thank you. Everyone else, if you do want to hang out, I'm just going to do a, I saw some people were interested in learning about Motion. So I'm just going to do like a quick walk through of ways we can tie into what Mirella was talking about and bring it into Motion. If not, we'll see you at the next one, everybody. This is going to be a ball. This is going to be a ball. Thanks again, Mirella. Appreciate you. [56:34] Evan Lee: Oh my goodness. I feel like I'm starstruck. This is incredible. Like I could do my own dance from all the notes that I took. Like my carpal tunnel is already kicking in. Um, anyone else who's hanging out, again, no pressure at all. Feel free to drop or if you have any questions, just let me know. What I wanted to do is I saw that one of the polls I had up was like, are you interested in learning about Motion? Because Mirella actually talked about Motion quite a bit as part of her process. So I just wanted to introduce a little bit of what we have going on here and like what it means to come to life for what Mirella was talking about. Okay, y'all? [57:09] Evan Lee: Fantastic, everybody. And if you have any specific questions for me, please let me know. You know I got your backs. So, just to confirm, do I am I able to see or is everyone able to see the bar chart on my screen, okay, up front here? All good, all great. All good, all great. Fantastic. So, this is Motion, y'all. It's not the calendar app. We're focused on creative analytics related to creative strategy and and bridging the head uh two sides of the brain. And in Motion, just to give you a quick level set before I get into an example of how Mirella brings this stuff to life. So, on the level set side of things, within Motion, what you can tell I'm doing is making it super easy. So I can see the exact static or video with no issues at all. And I'm looking at the metrics that I care about most. So in my case, I'm looking at thumb stop or hook rate, like Mirella talked about so much. And then comparing that to my conversion rate ultimately down here. So, by looking at data this way, what you're able to do is really point out the low hanging fruit to be able to tell these stories. So one of the examples that Mirella and I used to geek out about quite a bit was talking about low hanging fruit and this is the example that's right down here. So what we're seeing that the data tells us is that there's a much lower thumb stop ratio in comparison to the rest of the account, but a nice and high conversion rate in comparison to the rest of the account. So what does that tell us? That tells us people aren't really stopping their scrolls, but those who are stopping are buying at a really high clip. So an example of what a hypothesis or goal that Mirella or myself might set up is we might say like, okay, creative team, our goal is to increase the number of people who are stopping their scrolls, so that thumb stop ratio, but maintain a similar conversion rate because the story is absolutely crushing it. So my ask for the creative team becomes super simple for this creative right down here. Let's go ahead and create two new versions where all we're doing is swapping out the first three seconds. And if we're trying to find out what those first three seconds look like, hey, we can do everything that Mirella talked to us about or guess what? We can look right up top here on the left. What's actually getting people to stop their scrolls and already getting people to buy? Can we copy and paste it so it becomes a mashup or can we take inspiration from it to watch the story evolve? So that's a way that we can start to use data to inform where the energy goes that we can then apply all of the best practices that we're going to learn throughout this entire series. The next thing that I wanted to talk about is literally just saying like, hey, everybody, we're only talking metrics, but not everybody speaks in numbers all that well. So how do we act as the translator to make sure that actions are taken? Because data is irrelevant without action. So, the final part of this example that I'll showcase is literally I can isolate down to the two creatives that I was showcasing side by side like so. Move over to our trusty card view. No one is overwhelmed, but by what we have going on here and you can see very simplified metrics. Now all I need to do is hit share. So I'm going to say take first three seconds from X. Terrible spelling and you will have better than mine. from X and apply to Y. And once I hit copy, this becomes immediately shareable. So think Slack channel, Asana board, creative brief, it doesn't really matter because whoever gets it can see it this way. So you can see the commentary in the top like so. And then based on that commentary, it's like fantastic. Let's watch the video, let's download the video and add some comments. So that's how we help facilitate not only the data and analysis, but most importantly, the workflow and all of the work that starts to happen after that. So that's a very granular example to talk about what Mirella is bringing to life. And again, if there are interested in learning more, basically there's so many different elements that you can start to dive into. So regardless of granular creative, you can start to have high-level strategic conversation about where you should invest your dollars. So I think like at a high level, that's what we have going on with Motion. I'm going to scan the chat in a second here, but I think like just for the sake of it, I'm going to pop it up on my screen. If you are still hanging around, this poll and you're interested in learning from Motion, feel free to hit yeah. If not, no worries, just let us know. And now I'm going to do a quick scan of the chat here to see what we have going on. Okay, okay. Give me three seconds, everybody. Give me three seconds. Yes, yes, yes. Yes, yes, yes. Connect. We will all connect. This is fantastic. Regulation of spam, something to consider for sure. Okay, Dileep asks, does Motion only show me top 10 ads or does it show performance on everything? It shows performance on everything. So what that means, uh, if I swap it out really quickly for you. So I'll remove my poll and I'll add it back. So we focused on the top eight in this style of view here that we would have been looking at. So the the bar chart view. Um, like so. But if you want to see it in different views and you want to see all of your creative, you can actually move over to this card view and select and show everything that you want. And then on top of this, you might be looking to answer questions like what is the best performing ad in my or creative in my account? You can start to apply filters. So based off of ad names, based off of tags or based off of performance filter metrics. So this way you're only looking at things that are statistically relevant and being able to to isolate your creative down. That was a good question, Dileep. Anything else that pops top of mine? I'm just going to go ahead and scan the chat one more time. Shout out to Savannah. Savannah's the best. Oh my gosh, I'm excited for her her uh her session next week. It's going to be a good one. Uh, James mentioned you can book a demo. So of course, of course, of course. And we got a people couple people who mentioned they're just starting to use Motion and that it's only 1% of Motion's superpower. So come check us out. Come check us out. We'll be uh, we'll be super excited to make this come to life for y'all, okay? [1:03:03] Evan Lee: Amazing. So, this is my final reminder for everybody. Today, Mirella absolutely freaking crushed it and blessed us with information. > [VISUAL: A promotional slide for the next webinar. It reads "Motion Presents MAKE ADS THAT CONVERT" and "June 6 @ 10 AM PT | 1 PM ET". The topic is "MASTERING CREATIVE HOOKS: MUST-TRY AD FORMATS & ENDLESS INSPIRATION". It shows photos of Evan Lee and the next speaker, Savannah Sanchez.] [1:03:15] Evan Lee: You know what that means? That means we don't want to miss next week. You know Savannah's going to bring the fire. You know it's going to be absolutely incredible. So please, please, please, get ready to tune in, sign up, invite your friends. It's going to be a party. We're going to we're going to celebrate. We're going to celebrate. Thank you, everybody. We're going to chat really soon. Thank you so much. > [VISUAL: Motion logo on a black background.]