Fireside chat: How To Maximise Your Creative Win Rate
summary
Creative hero ads last about four to eight weeks before fatigue and ops use a 40:60 split between new-concept exploration and iterating proven winners. Production tests onboard each creator with test five concepts including intro variants and then iterate hook, scene, voiceover, music and subtitles. AI (an LLM like ChatGPT) helps predict which iterations to run, halving CTR in one control-to-intro comparison (one intro nearly doubles CTR in a test), while experiments show +36% IPM from background changes, +12% IPM from map assets and +7% CTR from SFX.
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chapters (9)
- 0:00Maximizing creative win rate
- 1:49Hero creatives and fatigue
- 3:58Creative strategy by performance
- 7:11Seasonality and channel mix
- 9:16UGC creative pipeline
- 14:32Hit rates with AI iterations
- 17:41AI volume testing impact
- 19:07Predicting winning concepts
- 21:37Key takeaways and Q&A
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