Work
These are demo campaigns, labelled as such. We publish the creative learning rather than a performance number, because a learning can be true and useful without a verified metric behind it and a percentage cannot.
Consumer wellness app
Founder-led reaction hooks outperformed polished product demos.
The same script performed differently depending on who delivered it. Unpolished delivery from a named person held attention longer than a produced voiceover.
AI productivity tool
Shorter openers held attention better than long explainers.
Openers in the eight to twelve second range kept more viewers to the product moment than thirty second setups covering the same ground.
DTC skincare brand
Three creators produced most of the usable paid creative.
Breadth found the winners; depth scaled them. After the first test round, budget concentrated rather than spread.
Make more of what works.