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.

Motion Ad - Unlocking the UGC Creator Persona

🧠 Context

Traditionally, Motion has seen the greatest success targeting creative strategists. These are people working full-time as creative strategists on growth teams. But I’d like to propose that we test a new persona—the freelance UGC creator.

We have not explicitly created ads for this persona yet, though they do attend our events and we know some of them use Motion. As this is a new persona for us, we should start by exploring what type of hooks and messages resonate with them.

We tried a batch of AI-generated static ads with an offer for UGC creators last month. They did not hit. But we believe they were too focused on the bottom-of-funnel and this audience needs more education on why Motion could help.

So we’d like to try another batch of ads to try to crack this new persona.

🤔 Hypothesis:

If we use the messaging angle “knowing both creative AND data helps you differentiate from other UGC creators,” we’ll see high thumbstop rates and catch the attention of freelance UGC creators.

💁‍♀️ Persona:

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.

🔎 Evidence

While we’re in Explore mode, we have a few pieces of evidence that this might work:

• Past ad performance - We know the green screen visual format + relatability hook tactic converts for our current audience. This top-performing ad used those formats with $85K in spent and a high 50% thumbstop rate. 🔗 See this Motion report here.
• Research: While the ad above did not specifically target UGC creators, I dug into the performance. Over 25% of leads generated were from people with UGC creator as their job title. Additionally, 30% of attendees from our last virtual event had the job title of UGC creator.
• UGC creator - the creator in that high-performing ad is Matteo Friend, who has created 5 top-performing ads for us in the last 90 days. Matteo is a hybrid - he works as a creative strategist full-time and freelances as a UGC creator. So the idea is that he could speak authoritatively to the UGC persona as well.

The goal is to replicate those variables we know are proven - green screen visual format, relatability hook tactic, and the proven creator Matteo. We can then test our way into a winning messaging angle for this new persona.

🧪 Testing

For this test, as this is an unknown audience, we are looking for a winning messaging angle.