Creation of Winning Creatives

Mirella Crespi, Founder @ Creative Milkshake
• One of the largest performance creative studios in Europe

• Served 250+ brands this year
• Delivers on average 2,000 ads every month in 6 different languages
• One of the first agencies selected for TikTok for Creative Exchange Program
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Why TikTok is great
• Great diversification channel for awareness and acquisition
• Low CPMs
• Great ad platform and support
• Advertiser ecosystem and infrastructure
The Challenge
• High frequency and creative fatigue
• Small % of audience is selected if you’re optimizing for Complete Payment
• Delivers to the same people deliberately, more than other platforms
• Creative drives 90% of the performance in the account
• TikTok likes quantity over quality: more content, more learnings, more distribution
Having enough high converting creatives to sustain scale is by far the biggest challenge.
Creative production aligned with media buying for
consistent creative testing and iteration
Deep creative analysis

👇🏽
Efficient creative iteration
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Ad Types
Current top performers 📈
• Storytelling/Narrative
• Customer Review/Case Study
• Before & After
• Unboxing
• Green screen/Screen recording
• Answering a question (positive or negative)
• Product Demo (how to video)
• Text to voice (TikTok robot voice)
• Comparison
• Styling Reel (Fashion & Apparel brands)
• (Us vs. Them, What I bought vs. what I got)
• Problem > Solution
• Social Proof Mashup
• Trends (Check TikTok Discover page)
• Reaction Video
Answer a question
Pet or Child POV
Cat POV + VoiceOver Kid’s POV + VoiceOver Pet’s POV + VoiceOver
Comedy Skit / Dialogue
Brains vs. Stomach Me vs. My Ego Me vs. Customer Support
Styling Reel
Product Demonstration
Problem > Solution
Greenscreen
Reasons Why / Listing
3 reasons why you need 3 reasons I love 3 reasons why you are
Lifestyle / Day in the life
How I’m getting in the best shape Come to dinner with me My favorite skincare routine
Advice, Tips, Hacks
Things I can no longer live without This website feels illegal to know Things I wish I knew about sooner
When you look at these ads, what do you see?
Creative Analysis 🕵🏻
Ad Building Blocks
Creative Analysis 🕵🏻
Concept Visuals
Hook Pacing
Script Structure Congruency
Creative Analysis
An ad concept is an overarching “Big Idea” that captures audience interest, influences

Concept their emotional response and inspires them to take action. It's essentially the main
message of the ad.
The first few seconds of the video, also known as “the scroll stopper”. By far the most
Hook important element of a winning creative.
What building blocks are used, and in what order. Is it problem focused, solution
Script Structure focused, storytelling, does it show a transformation, how and when is the product
introduced?
Creative Analysis
What kind of shots were used, how were transitions and text layovers applied. How does
Visuals the ad visually show the problem or tell the story.
Perfect pacing requires balance, and finding a sweet spot the ad must be easy to follow
Pacing but also fast enough that it’s not boring. Rule of thumb: 1.5 seconds.
Congruency literally means agreement or harmony; compatibility. The video ad must be

Congruency congruent with the landing page. Be mindful when testing concepts.
Developing Creative Concepts 🧠
Competitor Research
+
Audience Research
Competitor Research 👀
TikTok Top Ads can be deceiving…
Apply Filters:
> Industry
> Conversions
> Sort by CTR
PiPi Ads Minea

Foreplay.co
Audience Research 👀
Constantly search for new angles.

You should never run out of personas, pain points,
desires, triggers, transformations, etc.
Research Methods
Zero-party data & copy mining ⛏
• Customer surveys and reviews

• Amazon review for product or product category
• Reddit threads
• Competitor’s ad comments
• Pinterest trends
• Answer the public
• Google Trends and Related Search terms
• TikTok and Instagram Search
Research Methods
Zero-party data & copy mining ⛏
• Who are they? Can you identify a

couple interest groups?
• What do they want? What problems
did they solve, and how did it make
them feel? What triggered them to buy?
• How do they speak? Pay attention to
the words they use, how they speak,
jargon, slangs, etc.
Key Emotional Motivators
A direct response strategy will focus on the key emotional motivators that drive consumers to buy.
Get inside the mind of your customer.
Key Emotional Motivators
A direct response strategy will focus on the key emotional motivators that drive consumers to buy.
Get inside the mind of your customer.
Who are you targeting with your content?
Consider TikTok’s 3 Content Pillars
Entertainment Educational Inspirational

People love to learn from other people.
Where it all started. Romanticising everyday life like routine and
Lifestyle hacks, cooking recipes, skincare tips, makeup
Dances, skits, performances travel. Using trending sounds to make life look
routines, history, philosophy, and so much more!
like a movie.
Concept development > Formulating your hypothesis
Scriptwriting 📝
Scriptwriting
Direct Response Copywriting
• Your ad will only be as good as your script

• Grab attention > Touch on key pain points and emotional triggers > CTA
Put the robots to work! 🧠

• Jasper.ai
• Copy.ai
Turn 1 script into 10.
Scriptwriting
The Art of Dumbing Down
Use Hemingway App

• Keep it simple
• Write dumb, cringeworthy dumb
• Don’t be afraid to sound cringe
• Make stupid jokes
• The key is making content accessible, easily
understood by anyone in a second
Test more hooks
Hooks 🎣
Compared to Meta, there is a HUGE correlation between hook rates and CPA
and ROAS on TikTok.
Hook Rate = 2 second views / Impressions x 100
You must make them stop scrolling.
Analyze hooks frame by frame. Changing a few frames changes everything.
Build Your Hook Database
If You Have [PROBLEM], You Need To Hear This
My go-to [PRODUCT] for [PROBLEM].
The New [X] Hack You Need To Try
I tried every [X] so you don't have to
The best hack for [PROBLEM]
[X] people stop scrolling
How I went from this to this
3 tips to get rid of [PROBLEM]
The best websites to buy [X]
If you're like me and do [X], then this is for you
Things in my [X] that just make sense
What I bought vs. What I got.
The search for the perfect [X] ends here
Best [X] products worth the hype
Stop wasting your money on [FAILED SOLUTION/COMPETITOR]
Want to know the secret to [SOLUTION]? This is the best [USP] I've ever tried
I found the perfect gift for [X] My go-to [PRODUCT] for [RESULT/PROBLEM]
There's a reason this [X] is always selling out Don't buy that. Buy this instead.
This is your sign to [X] If you're like me and do [X], then this one is for you.
Meet my new favorite [SOLUTION/PRODUCT] I just got my package from [X]
The biggest [X] mistake? Stuff I can no longer live without
I actually can't believe this only costs [X]. The [PRODUCT/SOLUTION] you have been searching for
This is why you need [PRODUCT]. The secret to [SOLUTION]

“The perfect [X] doesn’t exist”
Things I Wish I Knew About Sooner Part [X].
If you haven't tried [X] watch this
Why I stopped [X] and do this instead
Getting my daily [X] hits different with this
How I finally got rid of [PROBLEM]
Want [X]? Then check this out.
When you love feeling [X] but don't have the time to do [X] everyday
I bought this for my [X] for [Holiday/Occasion]
I tried every [X] out there and here are the results
[X] Reasons why I use
Want [X]? Then stop scrolling
If you don’t use [X] for [X] then I don’t know what you’re doing
One product I use EVERYDAY without fail is [X]
Want to feel [X] but don’t what to break the bank
How I stay [X] on a budget How I [X] while on a budget
Who else wants [RESULT] without [PAIN POINT] What the [X] industry doesn't what you to know about [X]
Getting rid of [PROBLEM] with [PRODUCT] I wish I knew about this brand before!
Little known ways to [GET RESULT/ SOLVE PROBLEM] How to get “That girl” [DESIRED RESULT]
The quickest way to [SOLVE PROBLEM] The lazy way to get [RESULT]
What you need to know about [X]
Strong Visual Hooks
Problem Focused
Emotional Reactions
Bizarre
Show problem, show desired result or show before & after
Emotional Reactions
Feelings before or after
Weird, gross, makes you look twice…
BUT CONNECT IT TO THE PRODUCT!
CTAs
Make your call to actions as native as possible
• "Go get yours sis"

• "Run don’t walk"
• "Don’t sleep on this"
• "Get it before they run out"
• "Swipe left to check it out”
• Show a clip of buying the product or adding to cart
Content Creation 🧠 🏽
Pro-tips for working with content creators
• Script multiple hooks but give room for creativity and authenticity
• B-Roll is your best friend, it can be used at any stage of the video, from
hook to body to CTA allowing you to create as many iterations as
possible
• Secure image usage rights for commercial digital use
Capture these 3 types of shots
1. Product Shots
2. Action Shots
3. Talking Heads
Talking Heads
Selfie Showcase Greenscreen

Product Shots
Unboxing Buying Experience Texture Shots Close Ups

Action Shots
Lifestyle Demonstrations/ How To Use

Post-Production
Editing checklist
• Design the first frame
• Focus on first second
• Only use native, fast clean-cut transitions
• Less than 30 seconds, ideally 15 secs
• Follow native design system
• Check for safe space
Follow native design systems
Safe Space
2022
2022Creative
Creative
2022 Milkshake
Creative Milkshake
Milkshake ©©All
©AllAll
Rights
Rights
Rights Reserved
Reserved
permission 66
Creative Performance Analysis
Creative Analytics & Reporting
• Motion App
• Google Analytics
• Third party data resource:
• Northbeam or Triple Whale
First and foremost… Get your naming conventions right!
Naming Conventions
Add these parameters to make the most out of creative reporting tools
• Funnel Stage: TOF, BOF

• Concept ID
• Hook: A, B, C
• Ad Type: Greenscreen, Unboxing, BeforeAfter, Skit
• Creator: Name, Mashup, T2V, etc.
• Video Length: 6, 10, 15, 20
Key Performance Metrics
• TSR (2 sec views/ impressions)

• Hold Rate (Thru Plays/ 2 sec views)
• Average Watch Time
• CTR (Outbound Clicks)
• Click to purchase ratio
• ROAS
Using Motion’s consolidated reporting with conditional formatting
Video Journey
Comparative Analysis
Test your concepts to figure out
what is working and what is not
Use building blocks to identify winning elements and drop offs
Observations & Iteration Hypothesis
Iterations
Endless ways to turn 1 ad into 10.
• Change the hook text • Create a reaction video to it

• Change the hook visual • Add a TikTok questions box
• Change the VoiceOver • Use TikTok text to voice
• Change the music • Change the music
• Trim the video • Remix it with another ad
• Change order of building blocks • Extract the hook from it
• Add a CTA card at the end • And so on…
Creative Testing Tracker
Create hypothesis and document results
Status, what are you trying to learn, concept, hook, metrics,

benchmarks, ad type, notes, results, action items, etc, etc…
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Rights Reserved
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Key Takeaways 🔑
• Speed is crucial on TikTok: Aim for quantity over quality
• More content, more learnings, more distribution
• Produce direct response UGC based on deep audience research
• Setup creative analytics and reporting
• Have the flexibility to quickly iterate based on performance data

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Mirella Crespi, Founder @ Creative Milkshake

• One of the largest performance creative studios in Europe

Deep creative analysis

Cat POV + VoiceOver Kid’s POV + VoiceOver Pet’s POV + VoiceOver

Brains vs. Stomach Me vs. My Ego Me vs. Customer Support

Script Structure Congruency

An ad concept is an overarching “Big Idea” that captures audience interest, influences

Congruency literally means agreement or harmony; compatibility. The video ad must be

TikTok Top Ads can be deceiving…

PiPi Ads Minea

Constantly search for new angles.

• Customer surveys and reviews

• Who are they? Can you identify a

Get inside the mind of your customer.

Get inside the mind of your customer.

Entertainment Educational Inspirational

• Your ad will only be as good as your script

Put the robots to work! 🧠

Turn 1 script into 10.

Use Hemingway App

Hook Rate = 2 second views / Impressions x 100

You must make them stop scrolling.

Analyze hooks frame by frame. Changing a few frames changes everything.

The biggest [X] mistake? Stuff I can no longer live without

This is why you need [PRODUCT]. The secret to [SOLUTION]

What you need to know about [X]

• "Go get yours sis"

Selfie Showcase Greenscreen

Unboxing Buying Experience Texture Shots Close Ups

Lifestyle Demonstrations/ How To Use

• Funnel Stage: TOF, BOF

• TSR (2 sec views/ impressions)

• Change the hook text • Create a reaction video to it

Status, what are you trying to learn, concept, hook, metrics,

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