> ## Content Index > Fetch the complete content index at: https://www.unbore.com/llms.txt > Use this file to discover other available public pages before exploring further. # Behind my top-converting B2B ad campaign - URL: https://www.unbore.com/behind-my-top-converting-b2b-ad-campaign/ - Published: 2026-06-11T06:18:43.000Z - Updated: 2026-06-11T06:18:43.000Z - Description: From understanding the "voice of the customer" with Reddit Answers to storyboarding with Figma Weave. - Author: Shlomo Genchin - Tags: Brainstorming Hey! Today I'll show you how I produced a top-performing ad campaign for my client, HiBob (HR software). ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--46-.png) ✍️ Last chance to join the waitlist for my new copywriting template library, [CopyTemplates](https://www.unbore.com/waitlist/). Launching in a few weeks :) Okay, let's dive in: ## 1) Voice of the customer First, I wanted to understand how HiBob's audience actually talks about their problems. So I used [Reddit Answers](https://www.reddit.com/answers/?ref=unbore.com), Reddit's free AI research tool. ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--15-.png) 30 seconds later, I got a list of relevant pain points, forums, and conversations. ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--16-.png) I started digging in, and noticed that HR people were all talking about the same thing: email back-and-forth. ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--42-.png) Many of them also called it "email ping-pong." ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--50-.png) And ping-pong is a fantastic visual hook, so I decided to build my concept around it. ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--48-.png) --- ## 2) Script I wanted to show the frustrating email ping-pong between an employee and an HR manager. So I used the PAS formula to write the script. ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--51-.png) It goes like this: ### **I. Problem** Introduce the pain. ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--21-.png) ### **II. Agitation** Exaggerate it. ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--24-.png) ### **III. Solution** Pitch the product. ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--26-.png) And here's the final storyboard: ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--27-.png) --- ## 3) Storyboard Without great storyboard visuals, selling an ad idea to a client is almost impossible. So I used Figma Weave to generate the storyboard visuals. Like this: ### **I. Reference image** I dropped an image of my character onto the canvas. ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--34-.png) ### **II. Shot list** Selected the Text Iterator tool, which allows me to run multiple prompts at once. I listed all the camera angles and shots I wanted with this character. Stuff like: \> She stares into the distance, holding the racket \> Close-up on the ball as it flies at camera \> Low angle, tilted: she hits the ball, struggling ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--39-.png) ### **III. Generate images** I connected both nodes (Text Iterator and my reference image) to a Nano Banana node and clicked "Run Model." Two minutes later, my storyboard was ready: ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--40-.png) --- ## **4) Production** We shot the ad at Hibob's office. The early footage looked like this: ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--49-.png) But after days of editing, we got this result: ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/0526.gif) [Click to watch the full video on LinkedIn](https://www.linkedin.com/posts/shlomogenchin%5Fthis-ad-i-created-for-my-client-hibob-has-activity-7454799792137773056-uOlK?utm%5Fsource=share&utm%5Fmedium=member%5Fdesktop&rcm=ACoAAC2vjtMB5a2fYnlvFYkMBWQ6SwoR7gICj0w) ## **5) Results** We tested it as a top-of-the-funnel ad, and it had the highest hold rate on HiBob's account. ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--30-.png) When people started watching, they usually watched until the end. But good hold rate alone doesn't pay the bills. That’s why we also created static ads for retargeting. These became some of HiBob's top-converting static ads this year. ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Frame--29-.png) Because video and static ads work best when they complement each other. ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/Group-1000004019.png) --- ## **You made it! 🪩** Talk soon, [Shlomo](https://www.linkedin.com/in/shlomogenchin/?ref=unbore.com) P.S. I'm building a new copy template library for copywriters. [Join here](https://www.unbore.com/waitlist/), get a discount: [Join waitlist](https://www.unbore.com/waitlist/) ![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/06/CopyTemplates_Scroll.gif) 65 techniques, 500+ examples, 70 + prompts and Claude skills.