Hey! Today I'll show you how I produced a top-performing ad campaign for my client, HiBob (HR software).
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, Reddit's free AI research tool.
30 seconds later, I got a list of relevant pain points, forums, and conversations.
I started digging in, and noticed that HR people were all talking about the same thing: email back-and-forth.
Many of them also called it "email ping-pong."
And ping-pong is a fantastic visual hook, so I decided to build my concept around it.
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.
It goes like this:
I. Problem
Introduce the pain.
II. Agitation
Exaggerate it.
III. Solution
Pitch the product.
And here's the final storyboard:
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.
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
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:
4) Production
We shot the ad at Hibob's office.
The early footage looked like this:
But after days of editing, we got this result:
5) Results
We tested it as a top-of-the-funnel ad, and it had the highest hold rate on HiBob's account.
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.
Because video and static ads work best when they complement each other.
You made it! 🪩
Talk soon,
Shlomo
P.S. I'm building a new copy template library for copywriters.
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