Hey Friend!

Most brands don’t lack creative.

They lack effective creative.

Too many ads get scrolled past because they look, sound, and feel just like the last five.

But here’s the thing:

You don’t need to reinvent the wheel - you just need to study what’s already working.

That’s where this week’s swipe file comes in.

Here’s what you’ll see:

✅ 5 standout ads that broke through the noise
✅ The principles that make them work
✅ How to apply the same strategies to your own creative

Let’s break them down 👇

1. Cocokind
🧠 Principle: Let the stats do the talking

Most skincare brands talk about benefits - Cocokind proves them.

• The copy leads with outcomes, not ingredients.

• The percentages create instant credibility (even if most users don’t read the footnote).

• The claims are simple, sequential, and outcome-driven: healthier → smoother → firmer.

Why it works:
Buyers want social proof without the fluff.
This ad delivers data-backed confidence in a single scroll. It’s built for fast trust - ideal for new customers in research mode.

2. Moonbeam (by Billie)
🧠 Principle: Newness always sells

This is a masterclass in launching with confidence:

• A razor that glows in the dark is objectively unnecessary - and that’s the point.

• It’s playful, bold, and different, but still on-brand.

• The “NEW!” sticker taps into novelty bias without over-explaining.

Why it works:
It’s fun. It’s fast. It doesn’t try too hard. New products don’t need 5 reasons to buy, just one scroll-stopping hook and visual intrigue.

3. RYZE Superfoods
🧠 Principle: Interface hijacking (iPhone edition)

This is visual disruption done right:

• Mimics an iPhone call screen to capture instant attention.

• “Your daily scoop of energy is calling” makes the value prop feel urgent and familiar.

• It’s clever, but not at the expense of clarity.

Why it works:
It earns a second look before you even process what the product is. That’s rare. It also positions RYZE as your morning ritual, with one visual metaphor.

4. Hey Harper
🧠 Principle: Lean into your uniqueness

The easiest way to stand out? Be proud of what makes you different.

• The headline flips the norm: irregular > perfect.

• It suggests story, character, and individuality, all big drivers in jewelry.

• Minimalist design lets the product speak for itself.

Why it works:
It reframes a potential objection (weird shapes) into a selling point (uniqueness). It’s also brand-aligned and emotionally resonant.

5. BondiBoost
🧠 Principle: Social proof × Upgrade

Two angles stacked together: past demand + present improvement.

• “Sold out 5 times” = social validation.

• “Now with an upgrade” = reason to buy again (or finally).

• It reframes FOMO into action: “Don’t miss it this time.”

Why it works:
Most brands use “sold out” alone. BondiBoost takes it further by showing this isn’t just a restock, it’s a better version.

Perfect for second-chance buyers and loyalists.

That’s it for now, folks.

Use these. Steal these. Build off them.

Because great creative isn’t optional anymore… it’s the edge.

Back in your inbox next week.

– Toby

Our 30-Day Pilot lets you test our strategy, creative, and media buying… without locking into a long-term commitment.

We’ll plug into your account, audit what’s holding you back, and deploy new creative built to scale.

Clear improvements. Smarter testing. Zero fluff

 If we don’t move the needle, you walk away. No questions asked.

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