Here's an example of the completed homework. You would create something similar, though obviously this will change based on the persona, brand, and idea you choose to go with.
Scaling Sprint: We found something that works, now let’s max it out.
Last sprint, Matteo Friend’s UGC creator ad found traction with freelance creators. The winning messaging angle: Motion helps you gain the trust of your clients by knowing both the creative and data side of paid social. We have conviction in this persona and this angle — now we scale it three ways.
Winning ad: Matteo's UGC creator ad Winning persona: Freelance UGC creators who want to use Motion as a client value-add Winning angle: Motion = credibility and value with clients
If we scale this winning angle across different tiers of production — quick iterations, re-formatted post-production ads, and new formats — we'll deepen reach within this persona and maximize results.
We are targeting UGC creators who create ads for DTC brands. These are freelancers and are trying to grow their UGC business. As they work for DTC brands, they have been exposed to direct response and creative strategy language. Some of them might have seen Motion reports from their clients or agencies when reporting on results.
We want to encourage them to use Motion and to deepen their knowledge of the dual worlds of creative and performance data, as a way to stand out in the crowded UGC market.
Now we're in Exploit mode. The Week 6 brief found traction with this persona. Here's what we're building on:
The goal across all three tiers is to keep the proven variables locked: creator, persona, core messaging angle — and test format and hook as the variables.
If we take Matteo's winning script and quickly adapt it into new visual formats, we'll learn if this concept holds up in a new creative context — and start to create a replicable system for turning winning scripts into diverse formats without new shoots.