Introducing Brief to Scale. Interviews with leading marketing, creative and growth professionals revealing hands-on strategies to help you craft campaigns that truly scale.
Brief to Scale – Mastering creative testing on Meta | Manson Chen (Cash App, Calm & Parabolica)
Listen on Spotify here.
Manson Chen is the founder of Parabolica and formerly led performance creative strategy at Cash App and Calm.
In this episode, Manson shares:
- Why creative is the new targeting in Meta
- How to start and improve the creative testing process
- The key creative elements that are critical to track and test
- Success stories of the frameworks that are essential for developing a robust creative strategy
- Where to find inspiration
- The role of AI in enhancing creative processes and saving time
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Where to find Manson Chen:
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Where to find Andreas Stenman:
- X: https://twitter.com/andreas_stenman
- LinkedIn: https://www.linkedin.com/in/andreas-stenman-b622095b/
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(00:00) Introduction to Brief to Scale
(01:10) Manson's background
(02:22) Why creative is the new targeting on Meta
(04:09) Targets and goals as a performance creative lead
(06:48) Weekly routines at Cash App and Calm
(10:21) How a tractor video became Calm's best performing ad, and other stories
(12:54) The key creative elements of a video that are critical to test and track
(15:44) The importance of hooks and scripts in creative performance
(17:14) How to get started with creative testing and importance of naming conventions
(18:51) The best practices for media buying and how much you should spend on creative testing
(22:36) The key metrics to track in creative performance
(24:35) Building a working creative feedback loop
(32:23) How AI can help marketers and designers in creative testing
(36:32) What is Parabolica and how to reach out to Manson
