Daneshé Henry | Performance Creative Strategist

Helping DTC beauty + wellness brands turn customer insights into high-performing paid social creative. | ex Google | 👇 view my portfolio

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

A good creative brief should give a creator enough direction to make the right thing without telling them exactly how to say it.

The strategy should be clear.

The execution can still belong to them.

#CreativeStrategy #CreatorMarketing #CreativeStrategist

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

When I was working on Gemini, we found that product demos became much more compelling when they started with situations people already recognized.

Writer’s block.

An overwhelming document.

A trip that still isn't planned.

The product came second.

That was intentional.

#CreativeStrategist #PerformanceCreative #PaidSocial

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

I’m increasingly convinced that the best paid social creative makes the product feel relevant before it makes the product feel impressive.

Give me the familiar moment first.

Then show me what the product can do.

#PerformanceCreative #CreativeStrategy #MetaAds

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

@tryatria_AI Gen

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

One of my favorite things to find in customer research:

A problem people mention casually that the category hasn't built creative around yet.

Those little throwaway comments can become very strong creative territory.

#CreativeStrategist #CustomerResearch #PaidSocial

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

@thenicklayon APPLY

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

@trendify_agency Strategist :)

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

A lot of creative strategy happens before anyone opens Figma.

What is the customer already thinking about?

What language are they using?

What tension keeps coming up?

What are competitors all saying?

That’s where the interesting creative usually starts.

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

@kamalchas TALENT

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

Either way, finding that white space is where the good creative starts.

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

The more I work in performance creative, the more convinced I am that brand strategy and performance strategy are much closer than people make them out to be.

A great performance ad still needs a reason for someone to care about this product.

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

Finding that reason — the unique fingerprint that competitors can’t easily replicate — is where things get interesting.

Sometimes the mechanism is product-related. Sometimes it’s rooted in the brand or the way the business does things.

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

@Dillonlayson CS - Just sent you a DM :)

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

The script is almost the last step.

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

One thing I’m realizing more and more about performance creative:

A good hook can’t save a weak strategy.

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

The more I work through ads, the more I see how much of the work happens before the script ever gets written, finding the customer truth, the specific moment that brings the problem to life, the tension, and what actually makes the product different in the market.

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

@KrstnnJrc Hi Kristianne! I have 5+ years in brand-side creative strategy at Google, now focused on DTC performance creative.

Top 3 Portfolio Projects: Google Gemini, RYZE Coffee, RoseSkinCo. (DTC Beauty)

Portfolio: https://t.co/6AI8JOXQii

[Daneshé Henry | Performance Creative Strategist @bydaneshe]

@lorenzo_pravata CLAY