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Creative strategies

Eight creative strategies you can build, test and measure.

Founder-native posts, story ads, new lead-ins, raw against produced: each strategy names its inputs, refuses to invent the missing ones, and produces drafts you can test.

Measurewhat your ads already proved

Createthe next ad, from your own facts

Testguardrailed, and you confirm every change on Meta

Plans from $39 a month

Measurewhat your ads already proved

Createthe next ad, from your own facts

Testguardrailed, and you confirm every change on Meta

Plans from $39 a month

The Story Builder fact sheet: product, audience, founder story and customer story fields, the same shape every strategy either reads from or explicitly needs nothing beyond.

The Story Builder fact sheet: product, audience, founder story and customer story fields, the same shape every strategy either reads from or explicitly needs nothing beyond.

Try it

Pick a strategy and see what it needs.

The Posts composer on a phone, where a chosen strategy fills a draft from the identity's fact sheet.

Interactive specimenDemo data from the fictional Northwind Sleep workspace. A simulation of the product, not the app.

Phantom Page, founder-led native

Runs from a real Page you are authorized to manage, with Meta’s sponsored label intact.

What it needs: Nothing beyond the fact sheet.
What it makes: One draft: an ordinary phone photo of the product in use, the founder, or a believable everyday moment.
What it will not invent: An invented founder or customer. The person in frame is the brand’s own, or nobody identifiable at all.
Where it gets tested: Any post or ad editor’s AI panel, as a single draft you review before it runs.

The founder's hands and forearms, unidentifiable, sew a seam at a kitchen table scattered with loose glass beads, mugs and a plant visible in the background.

A garage interior with the founder seen from behind, unidentifiable, carrying two boxes toward the open daylight doorway, with stacked shipping boxes, tape and a folded sage-green blanket in the foreground.

01Phantom Page, founder-led nativeReads like a real person posted it, not like a campaignShow

Phantom Page, founder-led native

Runs from a real Page you are authorized to manage, with Meta’s sponsored label intact.

What it needs: Nothing beyond the fact sheet.
What it makes: One draft: an ordinary phone photo of the product in use, the founder, or a believable everyday moment.
What it will not invent: An invented founder or customer. The person in frame is the brand’s own, or nobody identifiable at all.
Where it gets tested: Any post or ad editor’s AI panel, as a single draft you review before it runs.

The founder's hands and forearms, unidentifiable, sew a seam at a kitchen table scattered with loose glass beads, mugs and a plant visible in the background.

A garage interior with the founder seen from behind, unidentifiable, carrying two boxes toward the open daylight doorway, with stacked shipping boxes, tape and a folded sage-green blanket in the foreground.

02Trojan storyA true story carries the ad, the product arrives lateShow

Trojan story

Uses only a story you supply. Without one, it writes from product facts and says what it left out.

What it needs: A true story: the fact sheet’s founder or customer story, or one you paste in.
What it makes: One draft, built around the story’s most curious moment, not the product.
What it will not invent: An event, a result or a number the story you supplied does not contain.
Where it gets tested: Any post or ad editor’s AI panel, as a single draft you review before it runs.

Brand origin story ad

An example for Trojan story, rendered for this site. Generated demo creative for the fictional Northwind Sleep brand; not a customer’s ad.

Demo workspace

03Slippery lead-inThe image makes the first line believableShow

Slippery lead-in

What it needs: The opening line the ad will use.
What it makes: One draft, built around the moment just before, during or after that line.
What it will not invent: A claim stronger than the opening line you supplied allows.
Where it gets tested: Any post or ad editor’s AI panel, as a single draft you review before it runs.

A two-panel image: a hand sketches a blanket cross-section in a notebook on a cluttered desk, then the same hand rests on a folded sage-green quilted blanket. The founder is unidentifiable, shown only as a hand.

04Hyper-curiosity, news styleLooks like information worth stopping forShow

Hyper-curiosity, news style

What it needs: One specific, real benefit and the curiosity angle.
What it makes: One draft that looks like information worth stopping for, not an ad.
What it will not invent: A fake publication, logo or headline the benefit does not support.
Where it gets tested: Any post or ad editor’s AI panel, as a single draft you review before it runs.

A neatly made bed by a window in daylight, with a folded sage-green quilted blanket resting on top of the cream bedding.

05Velvet CTABuilt for Learn More, not for Buy NowShow

Velvet CTA

What it needs: Nothing beyond the fact sheet.
What it makes: One draft built for a Learn More click, not a Buy Now.
What it will not invent: Urgency, a discount or a deadline that is not there.
Where it gets tested: Any post or ad editor’s AI panel, as a single draft you review before it runs.

An overhead flat lay of three materials spaced evenly on a grey surface: folded sage-green woven fabric, a small bowl of clear glass beads, and folded off-white cotton fabric.

06Barbell, two extremesOne raw camera-roll static, one maximum production conceptShow

Barbell, two extremes

What it needs: Nothing beyond the fact sheet.
What it makes: Two drafts at opposite ends of the production spectrum: Raw static and Maximum production.
What it will not invent: A middle-ground draft. It is always the raw extreme and the produced extreme, never one in between.
Where it gets tested: Creative Lab, as two drafts you choose between before a guardrailed test.

A dim nighttime photo of the founder, unidentifiable and seen from behind, kneeling on a kitchen floor and tying a knot in a bead-filled panel, with two taped ‘drift’ shipping boxes stacked by the door.

A folded sage-green quilted blanket on a wood table, shot with shallow depth of field in a dim workshop with an open shipping box and fabric rolls softly out of focus behind it.

07Zombie, second chanceFive new executions of an under-tested adShow

Zombie, second chance

What it needs: An ad from this workspace to work from.
What it makes: Five new executions of that ad, differing only in how they look.
What it will not invent: A new offer, promise, audience or angle. Only the way the concept looks changes.
Where it gets tested: Rescue Lab, as five drafts for the ad’s capped, guardrailed second-chance test.

A rumpled beige linen blanket kicked half off a bed beside a pillow, with the headline text ‘Every weighted blanket ad in summer’ set above it on the plain wall.

08Winner revivalTen fresh executions of an ad that already workedShow

Winner revival

What it needs: A winning ad, its angle and its hook.
What it makes: Ten fresh executions of that ad, keeping its marketing DNA.
What it will not invent: A new strategy. It keeps the audience, promise, positioning and hook that already worked.
Where it gets tested: Winner Revival, as ten drafts for the ad’s staged revival plan.

A phone lying flat on a wood desk, its screen showing a plain order-tracking mock: a truck icon, ‘Order #123456,’ a progress bar and ‘Out for delivery.’

Try a strategy on your own facts.

Fill in a fact sheet and pick a strategy, or load the Northwind Sleep demo workspace and look around first.

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