Their ads explained the feature. Ours show what happens next.
Lookalikey puts anyone's face on a birthday card. Its ads showed how that works. We built a creator batch around the moment after: the family chat explodes, the card stays on the fridge, it becomes someone's wallpaper.
Because "one click" doesn't make anyone laugh.
The brand's live ads led with the mechanism: "one click and their face is added". Competitors sold jokes or step-by-step demos. Nobody showed the part people actually buy the card for: the reaction when it lands.
For marketersMeta Ad Library audit of the brand and two competitors. Rule we applied: if a hook says how the product works, rewrite it as what someone feels.
- Live ads built on the feature
- Digital e-cards and printed cards
- Different offers in the UK and US
- Customers who keep and frame cards
- Hooks about the moment, not the tech
- A real printed card on camera
- Push the 3-for bundle offer
- "Face swap" only, never "AI"
Seven ideas, and the client's notes on each.
We pitched 7 video and 7 static concepts as hooks and visual direction only, before writing a single script. The founder's comments on the pitch turned into plot points.
For marketersEvery concept came with a source map: what we took from the client's ads, what from competitors and what was new. Empty territory we found: reactions, keepsakes, pets and wall art.
What everyone already runs
Brand and competitor ads, hook by hook: features, jokes, tutorials. Then what nobody shows.
Concepts before scripts
Seven video ideas with four hooks each, plus seven statics. Cheap to change, fast to approve.
Client notes into the plot
The founder knows what customers do with the cards. That knowledge went straight into the scripts.
The card arrives first, then the chat explodes. She photographs the printed card on the kitchen table, sends it to the family, and five more orders follow that week.
Became The Fridge Test. The one card that survived among the kids' drawings, a neighbour who asked if it was a painting, and a friend who framed hers.
Twelve cards in one evening, on the 3-for offer. A stack ordered home for the year, and cards posted straight to relatives who live far away.
Three creators, three stories, never the same script.
Each creator told each story her own way: a different hook, a different relative, different details. The test shows which story sells and which voice tells it best, without nine copies of one video.
For marketersFour story types across nine videos: group chat (social proof), fridge (keepsake), wallpaper (daily visibility), birthday hack (bundle and planning).
See the nine hooks
| Creator | Story | Hook |
|---|---|---|
| Andrea | Fridge Test | "This card has been on my fridge for 4 months. Every other card went in the bin." |
| Andrea | Birthday Hack | "I made 12 birthday cards in one night. I'm set for the entire year." |
| Andrea | Group Chat | "I sent this to the family group chat. Now everyone wants one." |
| Jenny | Group Chat | "I made one card. Now my whole family's obsessed." |
| Jenny | Wallpaper | "Everyone who sees my phone asks about this wallpaper." |
| Jenny | Birthday Hack | "I used to forget every birthday. Now I'm the most organised person in my family." |
| Charity | Group Chat | "I accidentally became the family gift hero." |
| Charity | Wallpaper | "The only wallpaper that survived my phone clear-out." |
| Charity | Birthday Hack | "I used to forget every birthday. Now I'm the most organised person." |
Three women, three kinds of family.
The buyer is usually the person who remembers everyone's birthday, or wishes she did. We cast three versions of her and gave each a tone in the brief, not just lines.
Jenny
- "If a 58-year-old nan can do this…"
- Granddaughter's card on the coffee table
- Family chat: "Do Grandad!"
Andrea
- Fridge full of kids' drawings
- 12 cards with a cup of tea
- Nephew Zac's dragon card
Charity
- Wallpaper that survived the clear-out
- Five cards in one week
- Niece far away gets hers instantly
We designed the group chat before the shoot.
Reactions sell this product, but a real family won't reply on cue. We made the chat screens ourselves and sent them to creators to show on camera, together with a shot list for each of them.
Same for every creator
Browsing the site, picking a design, the face appearing, the cart with pricing, the group-chat screen.
Shots for her story
The fridge walk, an unboxing, a fanned stack of cards; or the lock screen and an unlock for the wallpaper story.
Light, sound, tone
Daylight, a mic, bright clothes, eyes on the lens. Plus a tone line: "nan", "warm mum", "friend with the best tips".
Five beats, from guilt to hero.
Every script starts with a small, familiar failure and ends with the creator as the thoughtful one in the family. The product sits in the middle, as the reason things changed.
- A "Sorry for your loss" card with "Happy Birthday" in pen
- Up since Christmas among the kids' drawings
- Survived two phone updates and a storage-full panic
- "Mum, when did you become so thoughtful?"
- Real order: design first, then photo
- Right offer per market: £10 or $12
- Delivery that exists in that country
- "Face swap", never "AI"
Nine videos, four stories, three voices.
A batch where every story is told by more than one person, so the brand learns both what to say and who should say it. Plus a bank of approved concepts for the next rounds.
Your ads explain the product. We find the moment people share.
For gifting and personalised-product brands whose ads show how it works, but not why anyone would send it.
Your ads and competitors', hook by hook.
Ideas and hooks first, approved before scripts.
Creators who look like your real buyers.
A script and shot list per creator, props included.
Every story in several voices, ready to test.