Building a Data-Driven Creative Framework

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9

Matej Lancaric (UA & Marketing Consultant at lancaric.me) talks at length about the creative process: what you can test, how to understand your audience and find creative ideas. 

Source:
Building a Data-Driven Creative Framework
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
September 15, 2020
Added to the Vault on:
April 16, 2021
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💎 #
1

Google Drawings is a very nice tool for brainstorming sessions. Everybody can participate and comment remotely.

12:30
💎 #
2

Different things you can test when it comes to creative optimization (cf. slide):
- Attract Attention: first 5 seconds / sounds & speech / attention magnets
- Branding & Gameplay: navigating hands / pure vs. augmented / store via gameplay
- Connect with viewer: player drives / music / relatability
- Design to be seen: zoom level / contrast / color schemes
- Ending & Direct CTA: end twist / CTA / store logo
- Formats & Networks: networks / lengths / orientations

13:20
💎 #
3

It’s important to understand what are the other interests of your target audience. To do this you can use a combination of Facebook Audience Insights, Quantic Foundry, Game Refinery and Similar Apps in Mobile Action. Example: Rick & Morty TV show that helps understand the type of humor players like.

16:30
💎 #
4

Read the comments that are posted on your videos to understand how your ads are perceived. Engagement (comments, shares, emotions) also drives positive feedback for Facebook’s algorithm.

18:20
💎 #
5

Leverage different perspectives of the gameplay, for example by showing the villain in an interview.

19:00
💎 #
6

Think outside of the box and don't hesitate to mix things together. Brainstorming and ideas can happen anywhere. Example: using a dog inside the gameplay if it’s a good fit for the audience.

24:30
💎 #
7

Browse Reddit and other platforms to see popular memes, understand what’s getting hype and find new ideas. Example.

29:40
💎 #
8

Try to find the trends on YouTube by looking at videos with multi-millions of views. Example: "chest openings" that could work for ecommerce platforms.

42:15
💎 #
9

Look at how influencers promote similar products or platforms.

42:50
The "gems" from this resource are only available to premium members.
  • Unlock access to gems from over 145 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
💎 #
1

Google Drawings is a very nice tool for brainstorming sessions. Everybody can participate and comment remotely.

12:30
💎 #
2

Different things you can test when it comes to creative optimization (cf. slide):
- Attract Attention: first 5 seconds / sounds & speech / attention magnets
- Branding & Gameplay: navigating hands / pure vs. augmented / store via gameplay
- Connect with viewer: player drives / music / relatability
- Design to be seen: zoom level / contrast / color schemes
- Ending & Direct CTA: end twist / CTA / store logo
- Formats & Networks: networks / lengths / orientations

13:20
💎 #
3

It’s important to understand what are the other interests of your target audience. To do this you can use a combination of Facebook Audience Insights, Quantic Foundry, Game Refinery and Similar Apps in Mobile Action. Example: Rick & Morty TV show that helps understand the type of humor players like.

16:30
💎 #
4

Read the comments that are posted on your videos to understand how your ads are perceived. Engagement (comments, shares, emotions) also drives positive feedback for Facebook’s algorithm.

18:20
💎 #
5

Leverage different perspectives of the gameplay, for example by showing the villain in an interview.

19:00
💎 #
6

Think outside of the box and don't hesitate to mix things together. Brainstorming and ideas can happen anywhere. Example: using a dog inside the gameplay if it’s a good fit for the audience.

24:30
💎 #
7

Browse Reddit and other platforms to see popular memes, understand what’s getting hype and find new ideas. Example.

29:40
💎 #
8

Try to find the trends on YouTube by looking at videos with multi-millions of views. Example: "chest openings" that could work for ecommerce platforms.

42:15
💎 #
9

Look at how influencers promote similar products or platforms.

42:50
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💎 #
1

Google Drawings is a very nice tool for brainstorming sessions. Everybody can participate and comment remotely.

12:30
💎 #
2

Different things you can test when it comes to creative optimization (cf. slide):
- Attract Attention: first 5 seconds / sounds & speech / attention magnets
- Branding & Gameplay: navigating hands / pure vs. augmented / store via gameplay
- Connect with viewer: player drives / music / relatability
- Design to be seen: zoom level / contrast / color schemes
- Ending & Direct CTA: end twist / CTA / store logo
- Formats & Networks: networks / lengths / orientations

13:20
💎 #
3

It’s important to understand what are the other interests of your target audience. To do this you can use a combination of Facebook Audience Insights, Quantic Foundry, Game Refinery and Similar Apps in Mobile Action. Example: Rick & Morty TV show that helps understand the type of humor players like.

16:30
💎 #
4

Read the comments that are posted on your videos to understand how your ads are perceived. Engagement (comments, shares, emotions) also drives positive feedback for Facebook’s algorithm.

18:20
💎 #
5

Leverage different perspectives of the gameplay, for example by showing the villain in an interview.

19:00
💎 #
6

Think outside of the box and don't hesitate to mix things together. Brainstorming and ideas can happen anywhere. Example: using a dog inside the gameplay if it’s a good fit for the audience.

24:30
💎 #
7

Browse Reddit and other platforms to see popular memes, understand what’s getting hype and find new ideas. Example.

29:40
💎 #
8

Try to find the trends on YouTube by looking at videos with multi-millions of views. Example: "chest openings" that could work for ecommerce platforms.

42:15
💎 #
9

Look at how influencers promote similar products or platforms.

42:50
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Creative Process

Start by trying to analyze the past data and what competitors are trying to do

Brainstorming: bring product managers and game designers


Competitor analysis: uses Mobile Action insights.

[💎@12:30] Google Drawings is a very nice tool for brainstorming sessions. Everybody can participate and comment remotely.

[💎@13:20] Different things you can test when it comes to creative optimization (cf. slide):

  • Attract Attention: first 5 seconds / sounds & speech / attention magnets
  • Branding & Gameplay: navigating hands / pure vs. augmented / store via gameplay
  • Connect with viewer: player drives / music / relatability
  • Design to be seen: zoom level / contrast / color schemes
  • Ending & Direct CTA: end twist / CTA / store logo
  • Formats & Networks: networks / lengths / orientations

When evaluating performance, go beyond CPI/IPM to understand ROAS of the different creatives.

Understanding your target audience

[💎@16:30] It’s important to understand what are the other interests of your target audience. To do this you can use a combination of Facebook Audience Insights, Quantic Foundry, Game Refinery and Similar Apps in Mobile Action. Example: Rick & Morty TV show that helps understand the type of humor players like.

[💎@18:20] Read the comments that are posted on your videos to understand how your ads are perceived. Engagement (comments, shares, emotions) also drives positive feedback for Facebook’s algorithm.


[💎@19:00] Leverage different perspectives of the gameplay, for example by showing the villain in an interview.

Process Kills Creativity

[💎@24:30] Think outside of the box and don't hesitate to mix things together. Brainstorming and ideas can happen anywhere. Example: using a dog inside the gameplay if it’s a good fit for the audience.


Don't just copy your competitors. Use it as inspiration and connect it to your gameplay.

You can also be inspired by the current world context (e.g. healthy food vs. junk food during quarantine) or by other verticals (e.g. ASMR slicing)

[💎@29:40] Browse Reddit and other platforms to see popular memes, understand what’s getting hype and find new ideas. Example:

Q&A

Connecting the real world to your product is often a good recipe for an ad.

[💎@42:15] Try to find the trends on YouTube by looking at videos with multi-millions of views. Example: "chest openings" that could work for ecommerce platforms.

[💎@42:50] Look at how influencers promote similar products or platforms.

Magic number for the creatives using 'only X% can do this' → 4%

If you’re targeting 50+ women, memes probably won't work very well. But otherwise, as long as you tag the right person and adapt the meme in your ad style you should be good (maybe not Drake!).

Metric to use to define the best creative: IPM.

Creative testing on iOS 14 (dedicated account on FB)? Can not comment yet.

Simple creatives with gameplay can work if you showcase the gameplay in an interesting way: close ups, spins, etc.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan




Creative Process

Start by trying to analyze the past data and what competitors are trying to do

Brainstorming: bring product managers and game designers


Competitor analysis: uses Mobile Action insights.

[💎@12:30] Google Drawings is a very nice tool for brainstorming sessions. Everybody can participate and comment remotely.

[💎@13:20] Different things you can test when it comes to creative optimization (cf. slide):

  • Attract Attention: first 5 seconds / sounds & speech / attention magnets
  • Branding & Gameplay: navigating hands / pure vs. augmented / store via gameplay
  • Connect with viewer: player drives / music / relatability
  • Design to be seen: zoom level / contrast / color schemes
  • Ending & Direct CTA: end twist / CTA / store logo
  • Formats & Networks: networks / lengths / orientations

When evaluating performance, go beyond CPI/IPM to understand ROAS of the different creatives.

Understanding your target audience

[💎@16:30] It’s important to understand what are the other interests of your target audience. To do this you can use a combination of Facebook Audience Insights, Quantic Foundry, Game Refinery and Similar Apps in Mobile Action. Example: Rick & Morty TV show that helps understand the type of humor players like.

[💎@18:20] Read the comments that are posted on your videos to understand how your ads are perceived. Engagement (comments, shares, emotions) also drives positive feedback for Facebook’s algorithm.


[💎@19:00] Leverage different perspectives of the gameplay, for example by showing the villain in an interview.

Process Kills Creativity

[💎@24:30] Think outside of the box and don't hesitate to mix things together. Brainstorming and ideas can happen anywhere. Example: using a dog inside the gameplay if it’s a good fit for the audience.


Don't just copy your competitors. Use it as inspiration and connect it to your gameplay.

You can also be inspired by the current world context (e.g. healthy food vs. junk food during quarantine) or by other verticals (e.g. ASMR slicing)

[💎@29:40] Browse Reddit and other platforms to see popular memes, understand what’s getting hype and find new ideas. Example:

Q&A

Connecting the real world to your product is often a good recipe for an ad.

[💎@42:15] Try to find the trends on YouTube by looking at videos with multi-millions of views. Example: "chest openings" that could work for ecommerce platforms.

[💎@42:50] Look at how influencers promote similar products or platforms.

Magic number for the creatives using 'only X% can do this' → 4%

If you’re targeting 50+ women, memes probably won't work very well. But otherwise, as long as you tag the right person and adapt the meme in your ad style you should be good (maybe not Drake!).

Metric to use to define the best creative: IPM.

Creative testing on iOS 14 (dedicated account on FB)? Can not comment yet.

Simple creatives with gameplay can work if you showcase the gameplay in an interesting way: close ups, spins, etc.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access




Creative Process

Start by trying to analyze the past data and what competitors are trying to do

Brainstorming: bring product managers and game designers


Competitor analysis: uses Mobile Action insights.

[💎@12:30] Google Drawings is a very nice tool for brainstorming sessions. Everybody can participate and comment remotely.

[💎@13:20] Different things you can test when it comes to creative optimization (cf. slide):

  • Attract Attention: first 5 seconds / sounds & speech / attention magnets
  • Branding & Gameplay: navigating hands / pure vs. augmented / store via gameplay
  • Connect with viewer: player drives / music / relatability
  • Design to be seen: zoom level / contrast / color schemes
  • Ending & Direct CTA: end twist / CTA / store logo
  • Formats & Networks: networks / lengths / orientations

When evaluating performance, go beyond CPI/IPM to understand ROAS of the different creatives.

Understanding your target audience

[💎@16:30] It’s important to understand what are the other interests of your target audience. To do this you can use a combination of Facebook Audience Insights, Quantic Foundry, Game Refinery and Similar Apps in Mobile Action. Example: Rick & Morty TV show that helps understand the type of humor players like.

[💎@18:20] Read the comments that are posted on your videos to understand how your ads are perceived. Engagement (comments, shares, emotions) also drives positive feedback for Facebook’s algorithm.


[💎@19:00] Leverage different perspectives of the gameplay, for example by showing the villain in an interview.

Process Kills Creativity

[💎@24:30] Think outside of the box and don't hesitate to mix things together. Brainstorming and ideas can happen anywhere. Example: using a dog inside the gameplay if it’s a good fit for the audience.


Don't just copy your competitors. Use it as inspiration and connect it to your gameplay.

You can also be inspired by the current world context (e.g. healthy food vs. junk food during quarantine) or by other verticals (e.g. ASMR slicing)

[💎@29:40] Browse Reddit and other platforms to see popular memes, understand what’s getting hype and find new ideas. Example:

Q&A

Connecting the real world to your product is often a good recipe for an ad.

[💎@42:15] Try to find the trends on YouTube by looking at videos with multi-millions of views. Example: "chest openings" that could work for ecommerce platforms.

[💎@42:50] Look at how influencers promote similar products or platforms.

Magic number for the creatives using 'only X% can do this' → 4%

If you’re targeting 50+ women, memes probably won't work very well. But otherwise, as long as you tag the right person and adapt the meme in your ad style you should be good (maybe not Drake!).

Metric to use to define the best creative: IPM.

Creative testing on iOS 14 (dedicated account on FB)? Can not comment yet.

Simple creatives with gameplay can work if you showcase the gameplay in an interesting way: close ups, spins, etc.