Four motives
I analysed more than a hundred creatives and wrote down which motives players react to.
A creative either hits one of the four, or it does not go to test.
- Fear
- Safety
- Self-realisation
- Relationships
Tripled: CTR on the creatives built with this formula.
What it gave at Game Garden
- Ad campaign efficiency
- doubled
- Creatives analysed
- more than a hundred
The cycle
When the audience or the placement changes, the cycle starts again. For a new niche the method stays the same: first read the audience, then go to production.
- 1Hypothesis
- 2Production
- 3Test
- 4Conclusion
What I own
- The full creative production cycle, from a hypothesis to a live test.
- Briefs for creative production and sign-off on the result.
- At Game Garden I built the creative production team from scratch and ran creative development myself.
The picture comes last.
First we figure out who it is for and what it is about.