Daniel Crocker

Creative Strategist for CPG, supplement, & telehealth brands | Currently: @luckyfckenergy @tryarmra | Previously: @drinkbrez

[Daniel Crocker @danieljcrockerr]

Here’s the problem though: many brands can’t pay enough to attract a good strategist. I get recruiters reaching out to me regularly but the salary is less than I make from two clients. I also feel like it’s nice to see what’s going on in other accounts for learnings. I agree you prob don’t want someone stretched too thin, but I think the best creative strategists will have big retainers with a few brands because they wanna maximize income.

[Daniel Crocker @danieljcrockerr]

@andrewfoxwell Do you need to disclose on the actual ad or can you do it in the caption?

[Daniel Crocker @danieljcrockerr]

@Jibran_05 ik you are just showcasing the UGC strategy but its sucks we are this point lol. such a backwards way to pick your partner

[Daniel Crocker @danieljcrockerr]

Statics are one of the most overlooked performance assets in paid social because most brands launching things doomed to fail.

I've had statics rip 6 figures or more in spend, and they take way less time and money to make than videos.

So why do brands underinvest in them? Because they think copying everyone else's creatives or just pumping out offer statics is the only option.

The amount of times I've worked with creative agencies and they send me a bunch of inspiration and it's just screenshots of @grunsdaily or @drink_AG1 and expect me to tweak the copy is insane 😂

I've indulged them plenty of times, and they almost always flop.

Starting with an image (in most cases) is a completely backwards way to approach statics.

Here's the formula I've use for my most successful statics:

1) Identify an emotional pain point, common customer experience, or truly unique product feature.
2) Write a BANGER headline that your ICP can't ignore.
3) Pair it with an image that immediately clarifies the context & amplifies the message of your angle.

Starting with an image & slapping on a random tagline OR writing a dope tagline & pairing it with a random product image NERF's your performance.

The copy AND the image need to work in harmony. Now let me show you what this looks like in practice:

@GHOSTBEV is an incredibly well known brand in the gym-rat community, but when I look at some of their statics, I see money left on the table.

They are running 450 ads right now. I'm sure they are cranking, but there is always room for improvement: when you scroll to the bottom, you see that 3 statics for their Legend All Out pre-workout that are flagged as having a low impression count.

It's varying product shots with the following copy:

"SEND IT"
"GO ALL OUT"
"GET YOKED"

They are definitely "on brand" and headed in the right direction, but the problem is these don't really say enough to elicit a response or stop the scroll.

So how can we rework this headstrong, get-after-it mentality into something that hits a bit harder and connects with the gym community?

I took a stab at it below. What do you think?

[Daniel Crocker @danieljcrockerr]

@pounddz You can use AI UGC for b-roll or educational style video, but the minute the avatar is 1) posing as an authority figure 2) providing a review/testimonial, then it deceptive advertising because you are fabricating human credibility to sell something

[Daniel Crocker @danieljcrockerr]

@pounddz

[Daniel Crocker @danieljcrockerr]

@calconverts @0xROAS yikes man

[Daniel Crocker @danieljcrockerr]

AI UGC bros summed up in one tweet. Zero understanding of FTC guidelines. Just incredible stuff

[Cal Short @calconverts]

@danieljcrockerr @0xROAS no, scamming is intentionally not delivering on the product/service a customer expects

every good marketer lies

[Daniel Crocker @danieljcrockerr]

@calconverts @0xROAS if you resort to name calling at the slightest disagreement, that’s all i need to know about your character

[Daniel Crocker @danieljcrockerr]

@calconverts @0xROAS bro you are justifying scamming 😂 you are not a serious person

[Daniel Crocker @danieljcrockerr]

@calconverts @0xROAS fake testimonials are promising results that aren’t real, aka not delivering on promise. wrap it up bro this is a losing argument

[Daniel Crocker @danieljcrockerr]

@calconverts @0xROAS yeah not wanting to scamd people is being “a pussy.” do you hear yourself bro?

[Daniel Crocker @danieljcrockerr]

@ecompixsil @thankyouecom when I brief creators I don’t tell them to say they are people they aren’t. we use their occupation/life experience and work it in so its real

[Daniel Crocker @danieljcrockerr]

@Mho_23 the point of using real creators is not breaking the law with fake customer testimonials lmao. this is like saying “I don’t get why anyone pays taxes” just because you dodged the IRS for a few years

[Daniel Crocker @danieljcrockerr]

@SawyerMerritt crazy this is considered “smaller” lol. only in america

[Daniel Crocker @danieljcrockerr]

NBA has objectively been a shit entertainment product the last 5+ years. Harden popularized flopping and it only spiraled from there. More of this energy and I’d watch way more basketball again. @wemby is a beast

[Legion Hoops @LegionHoops]

Victor Wembanyama to Mason Plumlee in Game 5:

“Hard fouls.”

(via @ShowCaseShabazz, h/t @Fullcourtpass)

[Daniel Crocker @danieljcrockerr]

@CollinRugg I’m guessing you think this is “woke” or something lmao. If you have 16 speeding violations you shouldn’t even be driving anymore, this is honestly pretty lenient of them

[Daniel Crocker @danieljcrockerr]

@ryanhashemi_ @JohnnyBMartin @sharran What in the world are you talking about lmao. If the business never sells, you have no pay day. This is scummy

[Daniel Crocker @danieljcrockerr]

@thankyouecom An AI tennis coach is also not a real person. You are still misleading consumers and breaking the law