Brief to Scale – Mastering creative testing on Meta | Manson Chen (Cash App, Calm & Parabolica)

Introducing Brief to Scale. Interviews with leading marketing, creative and growth professionals revealing hands-on strategies to help you craft campaigns that truly scale.

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


Where to find Manson Chen:


Where to find Andreas Stenman:


(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

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