Name: Show me your ads! An Exit Five x Vector creative workshop
Uploaded: 2026-04-10T18:16:07.434Z
Duration: 49 min 28 s
Description: Show me your ads! An Exit Five x Vector creative workshop

Transcript for "Show me your ads! An Exit Five x Vector creative workshop": Hey, everyone. Welcome. So excited to be here, and thank you. Thank you. Thank you for registering and coming to show me your ads. Sounds vulgar, is not. That's just kind of how we roll here at Vector. Please jump in the chat. Tell me where you are coming from. Abby is a ghost. I love that. Probably coming to us from Salem. I know she's not, but that would be cool. And, give everybody another minute or so, and we'll get started. Today, we have about twenty five or so minutes of, just really interesting, I I think, creative best practices. If you don't know me, I'm Jess Cook. I'm head of marketing at Vector, and we help you build ad audiences from the real buyers that come to your site and research your competitors and click on your ads but don't convert. And, I have a background in copywriting and creative direction. Started in b to c and made my way to b to b and have kind of taken the spirit of the b to c creative with me through my career. And I think one of my favorite things to do is put together ad creative, really, really, like, fun, thumb stopping, eyebrow raising ad creative, and I just wanna share some of my thinking with you all today. And then we have some brave souls backstage. We have Richard Meyer from Go Happy, and we have Morgan Cole from Zscaler, who are going to come up on stage with me and have graciously decided they were going to show us their, ad creative and get some live feedback on it. We had a couple people who could not join us, but wanted feedback on their ad creative, and we're gonna give it to them because I say give the people what they want. So I am going to go ahead and share my, presentation here. If I can remember how to do that, share screen. Show me your ads deck. Alright. Here we go. Very cool. Alright. So this is actually all of y'all, came here from exit five, and this is actually a stat that I pulled from one of Dave's most recent, podcast episodes with, Devang Shah who is, at LinkedIn. And they're like, LinkedIn's own study has shown that 70% of an ad's effectiveness comes down to creative. I think that's fascinating because, well, you know, we're all very, focused on targeting and, like, getting our ads in front of the right people. If it's not doing something to get them excited to stop their scroll, to make them go, oh, these people aren't talking to me or they're doing something different or I've never seen anything like this, then it's all for naught. And so, you know, I know we're all working incredibly hard. We're spending a ton of money. We're Putting a lot of stress on ourselves, and we want that creative to work because it's one of the biggest reasons it either, works or not. One thing I wanna share is that people come for the design, but they stay for the headline. So what I mean by that is, they the thing that gets them to stop is what the ad looks like. If it breaks out from the rest of what they've seen on their screen, if it's interesting enough for them to stop what they're doing. But when they read the headline, that's when they decide whether or not this is for them or for someone else if they've been mistargeted. And so that's just something to keep in mind. The design stops the scroll. The headline gets them to think these people know me and my problems. So the key to doing this is what I like to call getting to a meme level understanding of your audience's problems. And by that, I mean, like, could you write an inside joke, or could you fill in a meme in a way that only your audience would get? And I've run this exercise a couple times at some different workshops. I think we'll spend a little bit of time here. You'll get the slides after this. Please, I encourage you to take this home with you and do a little bit of homework and run through some of these exercises and try to fill in some of these memes. Maybe we'll do a little bit of rapid fire, and if you come up with some interesting, punchlines, throw them in the chat, and we can we can laugh at them. But, essentially, what we do here is I like to throw out some warm up questions. Sometimes I like to get my brain working before I jump right in and start, actually writing these these headlines, writing ad creative things like that, and this is a really great exercise to help us do that. So first, I want you to think about what are some trends you see in your customers and prospects behavior. Are they coming to you, like, because they have, heard about you at a conference or because they've been searching in LLMs or because they, heard from a friend, heard on a podcast. Maybe they are a completely different audience. Right? I market to marketers. We're all up in LinkedIn. We're all on the podcast. But maybe you are writing for creating ads for a developer audience, and they're kinda notorious notoriously allergic to marketing. Like, how do they feel about what you're doing? Next is what are some feelings you're you hear your customers or prospects express in their calls? What are the emotion words that they're coming to those sales calls with? Are they frustrated? Are they scared? We're all kind of, like, nervous about AI right now. Like, what's it gonna do to our jobs? Am I behind? Are they feeling pressure? Are they feeling like, I've gotta drive pipeline? Or, you know, let's say they're in the kind of security world. It's like, I have to make sure that I am picking up on these incidents before it, you know, wrecks one of our customers' day kind of thing. And then the last question is, what is one thing, the one thing that your customers or prospects would give their kidney to fix right now? And that's why I say one thing. This has to be, like, the problem that is keeping them up at night, soul crushing, upsetting, frustrating, right, like, the thing that is stressing them out more than anything else. And I think if you kind of understand this range of where your customers and your prospects are living, you can start to write some really interesting ad headlines. So we're not gonna start with ads right away, but really one great exercise to run is to fill in the meme. And so we're gonna run through this really quickly. If you come up with a great line, I would love for you to drop it in the chat. I think this is a really fun exercise. It takes, some practice for sure. This is not something I was always great at but have gotten better at, but, honestly, such a great copywriting exercise. So this is a pretty, classic meme, the types of head headaches. You've got your migraine. You've got your hypertension. You've got your stress. And then the kind of blank side here, we've got this whole head headache with a really nice blank space right here. And what I like to think about is, like, what is the thing that causes a whole head headache for my audience? Like, the thing that just, like, sends them to the moon. Right? So I've given an example here for Vector's, audience. It may be which is demand gen marketers and marketers leading demand gen. It might be migraine, hypertension, stress, and sales asking where leads are from a campaign I launched yesterday. So much fun. Gotta love when that happened. My boss asked me why we aren't seeing leads directly from LinkedIn. Yes. Absolutely. I love it, Richard. So true. So right. So this is just a fun exercise to run through when you're trying to get into the head of your audience and really understand, like, what is the thing that just, like, crushes their soul, makes them angry, makes them frustrated, makes them scared. Right? Okay. Here's the next one. I love this one. This is the skeleton waiting on the bench. And the idea here is, like, what is something that your audience waits for forever? Right? Like, until they're dead. And so the one that I filled in here for vectors says waiting for assets from the creative team. I can vouch for this one because I am usually, like, the person that is the creative team or have been on the creative team. And I know for a fact that, like, my campaign manager, hi, Kelly Arndt, is waiting for all the creative assets from me and, like, wants to wither away because they've been waiting so long. Love that one. I actually used this one when I was at a company called Lasso as well. And one of the pain points that I surfaced while talking to a customer one time was that, they would wait forever for the truck with all of their, like, event equipment. That's an actual pick of Kelly, yes, as he waits for my creative assets to be delivered. And so this is, like, again, a very there's a universality to these memes when they're blank like this where you can fill them in with an idea that really resonates with your audience. Okay. Let's keep moving. We got one more. I love this one. This is the Uno draw 25 meme. The idea here is that this guy's playing Uno, and he gets a card that says do this or draw 25. And so you have to think about the thing that your audience would rather draw 25 UNO cards, potentially making them lose the game, right, than ever do. What's the thing that they're like, no. I'm not doing that out of principle, out of spite, whatever it is. And so, for for me personally, for a lot of marketers, that would be doing the thing my CEO just heard about on a podcast. Like, no, Josh. I'm not going to go put an elephant in Times Square. Thank you very much. So these are, again, just a fun exercise. Don't have to do this right this second, but take it home. Try it. Go find other memes. Image flip, I m g, I'll put it in the chat here, flip.com, is a great place to go find blank memes and just fill them in and run this exercise for yourself. So much fun. Alright. I wanna talk about how your eyes move through an ad. This is really interesting. Go ahead and take a look at this graphic really quickly. I love this part because it almost feels like a magic trick. Because what happens is you actually follow the text, and it predicts how you're going to follow the text. And this isn't magic. This is just typography. And the idea is, like, text weight and density will help move your buyers to the next point. Now I would never say that this should be an ad. This is really text heavy. But the idea when you create an image ad for LinkedIn, say, is very similar. Like, you want to bump up your, what I call the smit, what a lot of us call the smit, your single most important thing to be the biggest thing on that ad because that is the thing they're going to read first. From there, you wanna make it very scannable. I don't know about you, but when I first saw this, I read that. I read you'll read this first, then you'll read this next, followed by this one. And if we're lucky, you'll notice this. And I completely bypassed that body copy, and that was what I read last. But I actually don't think I've ever read the entire thing. I know that I've kind of skimmed it if if I've read it at all. And so make your ad scannable if you do have, like, a point and a subpoint. Make it very quick and scannable to read and assume no one will read body copy. By that, I mean, if you're doing some sort of image or video ad on LinkedIn, there's always kind of the copy that, accompanies it that's in the post. You have to assume no one is going to read that. If you're lucky, if they have very high intent, if they've been looking for a solution like you, if your ad creative really spoke to them, then perhaps they will read that copy. But the idea is that you have to kind of assume that they will not. Okay. I wanna talk about a couple really simple tweaks that will double your chances of finding winners. I have two for you. So I think when we're creating when we're doing ad creative, we want to make sure that we're giving us the ourselves the best chance of finding a winner so that we can then go back and create more like that. I have a couple really, really simple things that will help you, just create more ads, but with a lot with not a lot of work, just to at least double your chances, if not more. So this first one is always making sure you do a light mode light mode and a dark mode ad creative. Right? This was the exact same ad, that we dropped last year to exit five members that we knew were gonna be at Drive because we were sponsoring the conference. And we put these two out there, and funny enough, the dark mode one was the winner even though they say the exact same thing and contained the exact same copy. For whatever reason, that one, stopped the scroll a lot faster and got people to click. And so the idea is that if we'd only done that light one, we would have thought, that that whole ad just kinda. Right? It didn't do as well as we'd hoped. But since we did both, we knew that one worked better, and now we're gonna make sure we always try that again. Here's another version of that. We just did a campaign, up against, like, a competitive takeout campaign for 6¢, And, this was an ad that we ran the original as kind of this dark, almost black version, and I put, an effect on top of it to turn it blue. I actually forgot to check to see which one of these is doing better. I believe it was the blue. But, again, we'll know. At least we have some options, which is exciting. And I'm one person. I'm not a designer per se, I'm much more of a copywriter, but I'm pretty dangerous in Canva. And so these are all things you can very quickly jump into Canva, apply a filter, change the background color, and now you've doubled your chances of finding a winner. Second way to do this is to do, still image versus GIF. So, they still, for LinkedIn purposes, qualify as images, so that you can use them as an image ad. But the motion on the GIF just gives you another variable to try and test. So this was one that we, put up around last October. This one in particular, the still image actually beat out the GIF, but we have, like, five or six ads in this campaign. It was kind of a Halloween themed campaign, and it was a bit of a mix where sometimes the still image worked better and sometimes the motion worked better. And, again, we never would have known without testing it. So this again is a really simple thing. I created these in Canva once again, and, all you have to do is, you know, add a little bit of motion onto your text. Canva makes it very, very simple, for small teams and people like me who have big ideas, but, I don't have, like, you know, skills in in Figma. Alright. Last one. Multivariate tests. So sounds scary is not. Essentially, you're taking all of the creative assets that you have thought of in this process of coming up with your ad creative, and You're gonna mix and match them and this is going to give you a ton of variation on the ads you put out there. So right here in this example, I have two backgrounds, purple and gray. I have two images, kind of like the fashion one and the the packaging one, and I have three headlines. And when I mix and match all of those, it gives me 12 ads. And so now I've gone from, you know, maybe two or three ads that could have had very different concepts to 12 ads that hit similar points. And now if I run them all at once with even spend, I can start to see which variables will win. Typically, what will happen is, like, one background, color will start to, rise to the top. Usually, an image will stick out as a winner. So even if you have, like, you know, the this one with kind of the fashion model vibe, is the winner, usually, you'll start to see that in both background colorways coming through and you'll start to see, like, which headlines are working. But because you're controlling for all of your variables, you can really start to get a sense of, like, which of these pieces of creative are working best. We have a poll that we just dropped in the in the poll channel if you jump over there. Would love to know, how you're testing your ads. Like, do you feel like you're testing your creative? Do you do a thing here or there? Are you are you doing enough kind of creative testing? So would love to understand, what your what what that looks like there. Awesome. Here's a brand that is getting this right. User evidence, you can see, is taking similar ad creative, switching it up between dark and light mode, trying some different visuals. They have kind of an illustrated version of visuals. They have a photorealistic version of visuals. This one, I love because they kind of gave, this gold miner proof proof miner, almost like a painted quality here and then a little bit more, like, dimension here. So they're they're again, they're just really using their assets to the max, when creating ad assets, and I love that. I think they're gonna learn so much from running all of these ads and kind of seeing seeing what works and what doesn't. How are you controlling even spend without a true AB test, different ad sets with with set budgets? I'm gonna rely on my friend, Kelly Arndt, to help me answer that question. I think that's great. I'm I'm just the creative Tory. I'm I get into ad spend, and I start to, like, you know, d d d I don't know. It's no good. It's no good. So, Kelly, if you can hop in and and share with Tori how, testing kind of, an ad spend can affect each other. Awesome. Live creative feedback. Here we go, people. We have some brave folks who I'm going to bring up on stage, or maybe I can't do that. And, Richard, you might have to bring yourself up on stage, and that would be great if you could do that now. There should be a little enter stage button. There he is. Sure is. It's hidden in the bottom right corner right now. It's a little hard to, see. And let me stop sharing here. Awesome. Great to see you, Richard. How. are you doing today? I'm great. Thanks so much for inviting me, Jess. I'm I'm really, really excited. So Awesome. Love it. So glad you're here. Would love for you to pull up your screen, share your creative, and we can. we can walk through it. And when as you bring that up, talk us a little bit through the strategy and kind of, like, why why are these ads even running? Sure. So, while I pull that up, so we, Go Happy, are a SMS platform that is designed, to help HR teams engage frontline workforces. Frontline workforces are, you know, the your retail, your hospitality workers, the people that that really make everything go. But, usually, they turn over so quickly, they don't ever get company email addresses. And so, one of the problems that we run into very consistently is, like, it's a really simple concept to get that, like, hey. You text them. You're going to be able to reach them very quickly. But, sometimes it is not clear enough or easy enough to communicate within, like, a three second attention span type ad. So we worked with a company called Pitch Maps last fall to help us really dial in some of our messaging, and we worked with a creative strategist named Ellie Acello, and a designer named Adele Kron to, help, bring some of that work to life. They're really performance creative specialists and, did a phenomenal job. So Amazing. I'm gonna go ahead and share my screen and actually enter slideshow mode. So, Love it. Yeah. I guess, Jess, we can talk about this however we want to. I love this. Okay. Things I'm seeing that I love already. You have a static version and you have kind of the bouncing text version. So you're already doing some testing against motion and and still. That's amazing. Do you happen to know which one of these performed better? It's okay if not. I put you on the spot. Yeah. So, it's such a great question. So, we tested four different variations of like, with like a and b copy. So it was eight asset test, Within that, four design variations, we're really trying to test, like, tone. And what we found, like, more succinct, like, wittier, snappier tone throughout, like, tended to perform better. And so of those, we made the winning variations motion. Unfortunately, it's way too early for me to tell if the motion's working or not. I literally launched them yesterday. So, I just wanted to include them for this to show, like, this is the next That's awesome. of all this. That's great. motions for Figma and, like, everything else, it's it's never been easier to do with, like, a $19 a month jitter subscription. So, it's all AI, baby. Love it. That's so great. I other things I love. The contrast between the green and the orange button really stands out. I love this is a really silly small thing. I love the question mark exclamation point as opposed to just the question mark. The signal there is that it's something that you're doing that you shouldn't be or that it's a really surprising thing you're doing. Like, there's a little bit of, like, what in there kind of, more than you would if you just had the question mark. And so I think I'm sure that that is partially what stops the scroll. And, also, what you say is, like, the there's this, kind of setup of a headline called a slap and a hug. And I think that's what you're doing here, texting on the job, like, oh, you shouldn't be doing that as the slap. But the underneath the, actually, that's what we're going for is, like, the hug. Like, no. You're you're doing it right. Like, that's what you should be doing. Right? So I love I love that. I also love you're making them download an app, that kind of puts the onus, on kind of the person reading it to be like, well, yeah, why wouldn't I and then want to read more? So I love these. I love that you are, testing. My one recommendation might be do the dark mode version of this. Right? Like, do your. dark green with the lighter text and see what happens. What this is such a nitpick of mine, but, like, title case is always so hard to read, I feel like, on a quick ad like this. And I know sometimes that is, definitely part of, like, a brand standards that, like, opens a whole can of worms. But even if. you can just get away with, like, on a call to action in an ad where we need people to read like that, like, let's use let's use sentence case, but love these. Yeah. And I even think too, like, the CTA being, like, kind of cute and, like, short, but, like, it needs to be shorter. Like, it needs to be it needs to be a little bit more succinct. So that'll probably be something else that we want to mess around with. Totally. Love that. Thanks, Richard. These are amazing. Oh, you got more. Oh my gosh. Yeah. Sorry. I have three. So we can do one more. We can do can. Let's do this page? them. So, Let's do them. this is another one. So we actually used two variations. We haven't we don't have a a clear yet, but we wanted to see if, like, adding a device also made it clearer. And so, actually, these next two variations were our two strongest performers overall. And I do think it is because there is a device that is included. Right? And so it's really easy to visualize what a text is or, like, we're talking about texting. When you see a phone. It's a really nice visual cue. I love this. I love that it yeah. Just very simple, similar, but you're gonna get you're gonna learn so much about kind of this more photo realistic version versus the illustrated version. This these two options are ripe for a multivariate test. Like, could. you do all of these headlines? Could you take all of these different types of visuals for your phone, mix and match everything, and, find a winner? So I love this, and I think there's even more testing very easily that could be done here. So great. Well, thank. you so much. I really appreciate it. Thanks, Richard. Appreciate you. Alright. Awesome. We have a couple more folks. Morgan Cole from Zscaler is here. Hi, Morgan. How are you doing? Everyone, thanks for having me. Good. How are I'm doing great. you? Your, glasses are amazing. thank you. It's like the most complimented object of, like, item my own. We all live. on Zoom screen, so why not make it fun? I love it. It's amazing. Thank you. Thank you. You have some ad creative for us. I do. Let me see if I can share. So quick background. I am at Zscaler by way of acquisition. So Red Canary is the ads that you will see today. We're in the cybersecurity space, and what you'll see is what we tried to transform into more. feeling instead of, like, the techie jargon that you tend to hear, especially in the cyberspace. So let me just share here. It's not as pretty as the last, slides. I they're all over the place, but I can just there's three variants of each, but I'll go through the ones that have movement. We almost always have movement, so I thought it was interesting that you tested stationary ads. So we tried really hard to hit on pain points here, but, really, I'm open to, like, any feedback that you have. I will tell you, if this isn't cheating, that we also saw that this was the top performer. So, definitely, the darker reads that we've put in market are resonating more. That's so I mean, I think that feels on brand with, like, a security IT developer audience. Right? Like, I think that usually the dark mode speaks to them. That's kind of like how their preferred work environment is that dark mode. So I love that you you tested that and you you found that. And, I think it's great that you have motion on all your ads, especially if you know that that works for you. Back in my b to c days when I would work on, like, Rice Krispies and Frosted Flakes, we had this rule at Kellogg. We called it the any second rule. And the idea was that at any second, if someone looked at your ad, could they get all of the information they needed? And so we put very little motion on copy simply because that meant that at any second, they could look at the ad and it might not be there. But if you know it works for you, data doesn't lie. So so that's mean, exciting. I think it's good feedback because I don't think like, we didn't test necessarily all of these variants have a ton of motion in them. So. Yes. we didn't do. necessarily test motion versus non motion or even holding some of these stagnant. Yeah. So that would be that's good feedback. You might learn a lot from just putting, a static and this kind of motion versions, in into testing and and see what you see what you learn. Even. if you even if you animated some, but not everything. Right? So that the text stayed there. So that that main headline, that smit, that thing you really wanted. Yes. Thank you, Touhy. You could have you could have the main text static and animate the rest exactly so that your your main point is is always there. I think that's great. And. then if we have time, I can show just these were kinda like high funnel. I can show lower funnel because more interestingly, like, these got very little to no engagement. Really? Let's see it. Yeah. So we were trying here actually, let me get to so we were trying to essentially, across these ads, get people to download a high performing piece of content. So in the banners, we found that there was almost no click through. And what we were going to test next is how do we actually be less evasive and more prescriptive in our language? And, again, you'll see, like, tons of motion. So Yeah. For sure. Yeah. And there is a little bit of, like, that FUD. Right? Like, the the fear and uncertainty. Right? And you and an an answer doesn't feel like it's immediately being served up. Maybe that is something where people are like, well, yeah, I know it's not a strategy. Right? But I I I just need help. And so maybe one of those kind of like slap with a hug, lines might work well here for sure. Mhmm. I like it. Yeah. So we did a few of those, I kind of like. your alert queue is lying. Is that this one perform formal? This was a higher performer. We this was one that we modified slightly so that the call to action was a little bit more clear, and we just tried to keep it, like, super punchy. Yeah. That's great. Yeah. I think my biggest feedback for you is, like, try where your logo, because for the longest time, especially on that top that, that that kind of long, billboard one up top, your logo isn't there. And so, Yeah. you know, it's like who is, actually talking? a great point. Yeah. I didn't even catch that Yeah. that it comes in so late. Yep. Good point. Any that's? it. I mean, the this is the last one that we're trying right now. So, Oh, let's, see. I I'm I'm seeing a lot of movement, obviously, but this is, we do a subject matter expert webinar weekly. We have over a thousand subscribers, but, really, it's like, this is intended to say you can come to this and get real inspiration or real facts without being at fear of follow-up from a sales team. So that's what this is intended to do. But I feel like there's kinda a lot of copy potentially, but, yeah, that's this one. yeah. It's a little copy heavy. I wonder if the not having motion would help that, if it could just hold still long enough for someone to, like, just take it all in. Mhmm. I would even test like, I like real security talk. I would test a couple different second sentences here. See, like, see if anything else outperforms zero sales pitch. Sometimes when I see zero sales pitch, it feels like, oh, it's gonna be a sales pitch. So if it's not. that's good. That's good feedback. So I wonder if it's, Okay. like, real security talk from real security people or, you know, like, Oh, if. there was right? Like, just maybe toss out two or three other versions and kinda see see what you got. I like it. That's great advice. Awesome. Awesome. That was it for coming, me. Morgan. Appreciate you. Yeah. Of course. Happy to. Thanks for having me. Alright. We have one more guest today. Kimberly Gordon from people.ai is here. Kimberly, if you can come on up. There should be a little join stage button. It's a little hidden. There we go. Hello? You guys hear me? Yes. How are you? I'm good. How are you? It's so nice to meet you. You too. Thank you so much for coming. Thank you for having me. I am new to exit five. I did not realize I was supposed to present, so I I don't have ads. I apologize. I can maybe try to get some up really quickly. If you're able to, don't worry about it. It's all good, Kimberly. Yes. Would love to know, like, what has spoken to you today? Let's start there. We don't need to put you under pressure. Oh, no. So I think what's spoken to me is, like, really just like a reminder of best practices of what ads should be doing, which is, like, it's super fast. It needs to be super clear. I think sometimes, like, what most struck me was the one that said, like, hope isn't a strategy. Because I think at people.ai, sometimes we we use terms like gut feel a lot because we are a revenue intelligence platform. The whole concept is that, like, we can get you answers about what's happening across your business, and forecasting is quite difficult. And we use the term gut feel a lot, and I'm like, I don't know if that's, like, the right word to be talking about what, like, the pain and fear is because it's like that that's the one that stuck out to me the most. Jess, I don't know if you have any, like, thoughts or guidance for me know what? You should test it. You should put it in an ad and see what happens. Right? Because, I mean, Kelly, who is our at least a man Janet vector, he just jumped in. So I love a gut feeling, though. Right? Like, I I think. there's. something to be said about, vibes. Yep, Abby. Yeah. Intuition. And so I would I don't know. I would I would try that. I would see if you could use that as a as a line and see what happens. Right? I think so I, a couple roles ago, was at a company called Marpipe, and our software was, testing for ad creative. And so exactly what we're talking about today, and we ran, quite a bit of research there where we would try to test people's ability as humans to know which ads were going to win. And what we found out was, humans, even no. Sorry. I won't even say humans. Marketers, so people who've been doing this for years and years, can only, distinguish winning ad creative 52% of the time. And so I think there's something really interesting about that that, like, you might as well flip a coin. So go ahead and if you like it, if if it's on brand and if if everyone's like, yeah. Let's try it. Like, just test it and see because 50% of the time, you could be. you could be right, and you'll never know unless you test. I got some I pulled up a Figma. We are actually this Jess, this one's a little bit different. You can tell me if it's, like, appropriate for this setting. We are gonna be rebranding on April 21, which is. really exciting. Oh, It's like. what I was really, I was hired for when I started leading the marketing team. I started as a consultant that kinda, like, kicked off the process, but our name is People dot ai. We will be rebranding to backstory April 21. The. idea being that many people thought People dot ai well, I'll I'll leave it to the group. What do you think people.ai would provide if their name is people.ai? Probably a a way to find new hires using AI. Yes. HR services. Yeah. HR services. So we actually had to block traffic to our site for people searching for HR software. So we're changing to backstory. We get you the backstory on your data and our revenue answers platform to help you understand what's across the business. So I have some revenue I have some rebrand launch ad concepts I could share. Should we just do that with our. time or love? that. Let's. If you feel comfortable sharing it, let's do it. Let's do it. And we're all marketers. You guys know it's going live April 21. right. I I. I trust this group. Let me stage camera hide screen. Here we go. Okay. So we have a whole launch campaign that's happening, but these are some of the ad concepts that we have. Up all night, what action should I take. So these are gonna be animated, like, little video vignettes. Backstory, I mean, shows really driving your revenue by finally making sense of all your activity. I feel like this could probably be shorter. Rest easy. You know what's happening when with backstory. I'm just gonna go through them really quickly. I would love any, like, initial reactions from this group. So this will be this will be that concept is animated. Is that correct? Yeah. Like like, Yeah. tiny little vignettes. Like, little little stories that we're gonna start testing just for general awareness. Every deal starts with data, a meeting, a message, and interaction. The data alone doesn't always tell a story. Backstory brings together all your ideal activities. It's a breath of fresh air. See the whole picture with Backstory. These are lovely. Amy wants to know how long is each ad. Don't know yet. I think it's gonna be probably, like, three to five seconds. It'll cycle through really quickly. Oh, wow. I really like 19. This is, like, my favorite one. Oh, Answer. very cool. Make a lead. Lean in. Sales answers love how I love that they're emotional. I love that they are kind of lifestyle. I think it's super. interesting. And tell me a little bit more about the campaign as the idea that's like, the idea is to draw people to the home page, the website. Exactly. What my biggest marketing challenge this quarter so when I joined the team, like, in a pretty classic way, like, they, like, just didn't know what to do. They had a ton of turnover in the leadership team, like, blah blah blah, like, new CEO. And so they really needed to, like, start from basics. So we've done a really great job of, like, turning back on paid, and we've significantly increased traffic to the site, which is great. But, like, you're nodding, you know, what the next step is. It's like, okay. But now we have to, like, increase engagement, and we know that people are doing a ton of research upfront. We're sales led growth. People don't wanna get on the phone with sales. Like, we need really need to improve the content and information that we're sharing. So we're doing a variety of things for the launch, but this is really to, like, establish, like, what what is backstory? What should the feel be? So this is, like, one of the paid ads that we're gonna be doing, on LinkedIn and kind of throughout to help, like, really evoke that, like, first emotion of, like, oh, backstory. It helps me, like, actually understand what's happening in my business. That's awesome. I think my one watch out because with awareness and with really big kind of feely conceptual stuff like this, it gets very easy for someone to go, that was really cool, but what did they do? What is it? Yeah. yeah. So I think when you're looking at scripts, when you're looking at, like, the text that goes up on screen at the end, I would really make sure it feels very consistent and, like, each each word is working really hard for someone to understand exactly what backstory is and does. Yep. I think you you it's, like, so simple and obvious. But, like, for example, like, I love this one. I think it looks beautiful and visual. We still need a tagline. Right? Like, get the answers you need. Like, what what whatever it is we decide is the tagline for this one, we have to make sure that that is present. Not necessarily, I think, for this one when you're, like, building up the problem, but, like, on the end frame. Yeah. Yeah. Who is it for? Right? Like, I think there's a there's, a risk of just being a little bit vague Yep. and needing people to know exactly who should go. Right? Especially if the problem you were trying to solve was people thought you were one thing and. you aren't. I'd wanna be very clear about what you are and who you're for. Yep. I think. this one was so Oh, sales motion that stays. I like that one. I love the the visual there. Yep. Okay. Yeah. Cool. These are amazing. I will, I should lean on this group actually for engaging, yeah. with our post as well once. we're open. Yeah. Yeah. Great bunch of stuff like this in front of. Yeah. Jess, it's so cool to meet you. I've been following you on LinkedIn, like, forever. Oh my gosh. Thank you so much. It's great to meet you too. Let's connect after this. Yeah. Alicia. Sorry I wasn't, like, super prepared, but, hopefully, I I got it together on the fly. Oh my gosh. Okay. You completely redeemed yourself. Look at you. This is amazing. Thank you so much for coming up and, for sharing, and best of luck with the launch. Thank you. Awesome. Alright, folks. I I do have a couple more that I could share. We had a couple folks who, couldn't join us today but have sent some ads, and I thought I could share those. Let's do it. Let's do it. Awesome. Alright. So I have a couple from oh goodness. I always forget to do this. Share screen. Very cool. Okay. Let me do slideshow. There we go. Okay. So Kenner Rooney from EasyLlama, shared a couple of pieces of creative with me. And these are running right now, so she was super excited to get some feedback on these. So EasyLlama does, compliance training, where you can kinda build a program yourself, and get all the pieces and parts that you need for your specific company, for your specific location, and, mix, you know, compliance, within your company very easy. They target, HR professionals. And so these are a couple ads that are running right now. So this one, customized training to match your workplace, again, kind of to create and craft and tailor the training program that makes sense for you. A couple things I would say. One, the llama, like, the this kind of thing is what stops people because they're like, why is there a llama in the middle of my LinkedIn feed? I love a mascot. As you know, Vector has the ghosty. People love our ghosty. It's the thing I think that helps us stand out, with a quick visual, and I think this llama does that exact same thing. So tons of points for a scroll stopping, llama for a mascot, for the bold move of actually, like, doing something like this. Couple little things. These little visuals, and I know that, like, we're all trying to read this on a, a screen, on a slide, but these start to get really small and hard to read. And I think what you're trying to show me is that I can probably, you know, kind of customize things in the way that I need to, but it just gets it gets, like, really difficult to read. So any way to simplify, this down to, you know, a a line of text or two or three at the most, I think, would be really helpful. I think the contrast is great. I do also think, again, kind of the, the title case gets a little bit you just can't read it quite as quick. And this starts to get really small. Harassment prevention training fails when it feels generic. I think that's a really great point, though. I would actually run a test where I flip these. So harassment prevention training fails when it feels generic being the headline because I think that's super true, and could be really interesting for somebody in the position who's trying to get their entire team to take harassment prevention training. And maybe this is the subhead, so I would run that test. And then I would probably do the same thing over here. Maybe we don't need three llamas here. Maybe we can clear up a little bit of space with just one, or maybe we take one out by the logo and we just have a llama next to the the UI here. But the idea is, again, like, this is a pretty simplified visual, but let's get that up as, you know, a little bit bigger. Reduce compliance risk training built for California tech teams. So, actually, kinda told me this ad was specific to, companies in California. I would probably try to get California in the headline. So bring that up a little bit bigger because, again, when you're speaking directly to a niche group, it feels very different, to be called out in that way. And so I think it would be really interesting to do a test where you're flipping the weight of these two headlines and seeing what happens. So she's not here, but thank you, Kenna, for being brave enough, to share your ad creative when you weren't here to defend yourself. Appreciate it. Awesome. And then, Chelsea Lassen at Corte Corte sent this to me, for some feedback as well. So, Corte does, EHS software, AI for EHS. And, EHS, I looked it up because I didn't know, was environment health and safety. So if you think about OSHA, like anyone trying to comply with OSHA, this would, be a software that they would need. I think my first just right off the bat, and I'm sure this has very much to do with their brand guidelines, but it feels very corporate. And I wonder if there is any way to bring a little bit of lightness. I know it's a very serious subject, which I'm sure makes it difficult to, you know, bring any levity or anything like that here. But maybe if there was, you know, light and dark, these would be the dark mode versions. If we had some light mode versions, we could test against this and see. Does the lighter airier version of this concept work because maybe it doesn't feel so dark and, maybe a little bit scary? Blind spots don't announce themselves. Incidents do. I actually really like this line. I this was kind of the one that stood out to me. Believe it or not, this one on the left, she sent me her results, is actually the the top performer, which I think is very interesting because it's less, kind of conceptual shapes, and it has more of a setting. It has a it has kind of a sand dune here. So I thought that was was really interesting. Amazing. I mean, it reminds me of chocolate, and now I want some. Yes. Let's do it. I want chocolate. Let's see. I think we maybe have one more poll. I would love to know after a campaign goes live, how clearly can you see who's engaging? And maybe one of my, yes, trusty folks backstage can launch the poll. Because I think well, ad creative, yes. 70% of an ad success, Who you put it in front of and knowing who, engaged is just as important, is is incredibly important because if you're working all this time and putting all this effort into your creative, you wanna make sure it's getting in front of the right people. So would love to understand that. Do I can't remember. Sorry, guys. I'm pretty new to Goldcast, and I can't remember if we get to see the poll results come in, after the fact. Let's see. I see response submitted. Well, I don't know. And that's okay. We'll get you with the results after the fact. I appreciate you all for, coming. Thank you so much for being here. Would love to hear from you if you have any ad creative questions, contact level targeting questions. Vector team is here to help on all fronts. Thanks all.