Swap the [BRACKETS] with your details. Everything else is ready to paste.
Get early access to Skipper [Here]
Review [YOUR ANALYTICS PLATFORM URL]. Go to analytics, select [BRAND NAME],
and review all of the top performing creatives. For each one, record the
ROAS, CPA, CTR, Thumbstop rate, and click-to-purchase rate.
Then look at each creative and classify it by:
- Persona: who is this ad targeting? Use the persona archetypes from the
project if available. If not, determine them from the creative itself.
- Angle: what benefit is this ad promising?
- Asset type: static, GIF, or video?
- Format: headline, bullet-points, testimonial, us vs them, etc.
Group everything by persona, angle, asset type, and format. For each group,
calculate the total spend, average ROAS, average CPA, and average AOV.
I need to understand which personas, angles, formats, and asset types are
performing and which are being ignored.
`Review [YOUR COMPETITIVE TOOL URL] for [BRAND NAME] under comparisons.
Pull the format distribution vs. category benchmarks, persona distribution,
angle distribution, and emotion distribution.
Flag any alerts: formats I am over-indexing on, formats the category uses
that I am not, personas I am ignoring, emotions I am missing.`
Tool URLs: AdLib (free) `https://adlib.getskipper.ai/` | Facebook Ad Library `https://www.facebook.com/ads/library/` | Foreplay `https://app.foreplay.co/`
Alt version (Facebook Ad Library directly, no AdLib):
Go to <https://www.facebook.com/ads/library/>. Search for [COMPETITOR BRAND NAME].
Filter: Country > United States, Media type > Memes (these are the static ads).
The results are sorted by impressions.
Pull the top 15 ads. For each one, note the format, the apparent target persona,
the angle/benefit being promised, and the emotion being triggered.
Then do the same for [COMPETITOR 2] and [COMPETITOR 3].
Compare the distributions across all brands and identify where [MY BRAND] has gaps.
Based on the performance data from [ANALYTICS PLATFORM] and the competitive
benchmarks from [COMPETITIVE TOOL], determine which asset types we need to be
making more of for statics and then from there also determine the GIFs and
the videos we should be doing.
Before writing copy, search for any current events, holidays, cultural moments,
or seasonal trends that are relevant to [BRAND NAME] right now. Think: sports
events, wellness trends, [INDUSTRY]-specific cultural shifts, anything the target
audience is paying attention to this week or this month. Factor those into the
briefs where they fit naturally.
Write copy for [NUMBER] statics, [NUMBER] GIFs, and [NUMBER] videos with 1-2
headline alternatives for each. The copy needs to correspond to the specific ad
type: if it is bullets, write bullets. If it is a testimonial, write a quote.
If it is Us vs Them, write a comparison grid. Think Ogilvy. Consider: could I
write this copy for another brand? If yes, rewrite it until the answer is no.
For each brief, assign a relevance score (0-100) based on:
timing/seasonality, angle ROAS, persona gap, and emotion gap.
Sort all briefs by score, highest first. Tag anything time-sensitive.
Go to each of these Foreplay boards and study the visual patterns for the ad
format. Note the layouts, the text placement, the visual hierarchy, the design
conventions that make each format recognizable:
- Bullet-points: <https://app.foreplay.co/share/boards/epPMdsRhLXi73FsRiAKf>
- Features/Benefits: <https://app.foreplay.co/share/boards/2BOlKpaKw1yKSNDiOiAU>
- Testimonials: <https://app.foreplay.co/share/boards/w9dFsEhtQ6AW9b2TdPmJ>
- Statistics: <https://app.foreplay.co/share/boards/UYHouiJZnSHqQ7DW1OdG>
- Us vs Them: <https://app.foreplay.co/share/boards/w8J4THFgKBs49g7xoGk3>
- Founder's Story: <https://app.foreplay.co/share/boards/BPfx9b0A3gjnr5K637gA>
- Headline: <https://app.foreplay.co/share/boards/v8NKSXLYSmHbyvUdViUu>
- Negative Marketing: <https://app.foreplay.co/share/boards/Kwu2QW7QViH6gUiALfbY>
- Social Proof: <https://app.foreplay.co/share/boards/C7QYFJr2IaMhvGpScSha>
- Before & After: <https://app.foreplay.co/share/boards/y5Rfqash9k6vYJ3kYGQL>
- Post-it Notes: <https://app.foreplay.co/share/boards/ZEH4WKBeQ0yet28isqqv>
- Press: <https://app.foreplay.co/share/boards/EODp5tgdTab2tlk0x43u>
Only study the boards that match the formats in the briefs you wrote.
Then generate reference images via fal.ai using Nano Banana 2 for each brief.
Use the brand's visual identity from the project.
[ADD BRAND-SPECIFIC VISUAL DIRECTION, e.g., "vintage 90s/2000s, not modern"]
Type `/schedule` in Cowork, or go to Scheduled > + New task.
`Every [DAY OF WEEK] morning, do the following for [BRAND NAME]:
1. Go to [ANALYTICS PLATFORM URL], select [BRAND NAME], and pull the latest
performance data: top performing creatives by ROAS, persona analysis, angle
analysis, and asset type breakdown. Compare to the previous week if available.
2. Go to [COMPETITIVE TOOL URL] and pull the latest comparison data for
[BRAND NAME] vs. category benchmarks. Note any new gaps or shifts.
3. Search for any current events, holidays, cultural moments, sports events,
or seasonal trends happening this week that are relevant to this brand.
Check if any previous time-sensitive briefs have expired.
4. Based on the updated data, generate new creative briefs. Score each brief
by relevance (0-100) using: timing/seasonality, angle ROAS, persona gap,
and emotion gap. Sort by score. Tag anything time-sensitive.
5. Write format-matched copy with 2 headline alternatives for each brief.
Follow the brand voice and compliance rules from the project.
Every headline must fail the swap test.
6. Save the briefs as a markdown file in the output folder with the date
in the filename.`