Luis Felipe - Creative Strategist for DTC Brands

I turn deep customer research into Ads that scale 8 figures+

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

@thallisribeiro Pq vc não faz ads mostrando sua cara? Um dos melhores formatos é founder-led

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

@nohan_decimusCS @LachezarVoynov It’s a proven angle bro

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

@andrewxroas Run more ads

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

6/ When hold rate starts decaying (it will), the loop restarts at step 1. The best creative engine isn't "always test new." It's "squeeze every winner until it dies, then ship one new hypothesis."

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

The 6-step winner-iteration loop every DTC Creative Strategist should run on Monday morning 🧵

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

5/ Read element-level results at $100 spend per variant. Kill the two that didn't move hold rate. Double the budget on the one that did.

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

@NetflixBrasil Série de alguém empreendendo honestamente não tem, né?

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

@lincolixavier Pouco demais pô

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

@lincolixavier Tem q ter mais criativos tbm pra achar um ângulo vencedor

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

@lincolixavier Tem q torrar mais grana. Você tá comprando dados

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

I started studying the biggest US supplement accounts built around AI avatars.

Almost all of them use the same type of character: the herbalist grandma, the Amish farmer, the farmer with 50 years of experience, the monk. White-haired people who instantly inspire trust just by showing up.

Several of these accounts have over 400K followers, and most of them sell just one product through the link in their bio.

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

@ZattarRafael Cara ganha 20k e acha q tá ganhando 20 milhões

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

VOC sourcing, ranked by signal density for paid-social hooks:

1. Reddit threads (in your subcategory)
→ unfiltered buyer language, real objections
2. Amazon reviews (1-3 stars)
→ use-case edge cases nobody else writes
3. TikTok comments under competitor ads
→ emotional reactions in real time
4. Meta ad comments
→ useful but already moderated by algorithm

Skip "review mining" of 5-star reviews. That's confirmation bias, not research.

Mine the 1- and 2-star. The complaint IS the hook.

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

@georgi2103 DTC Creative Strategist since 2020 in supplements and health. Strong on avatars, angles, hooks, and Meta creative tests.
portfolio: https://t.co/FbVtrG2SVp

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

@emilydianaaa MAKEUP
portfolio: https://t.co/FbVtrG2SVp

[Luis Felipe - Creative Strategist for DTC Brands @luisfelipebfr2]

Hook rate and hold rate are not the same metric.

Hook rate = did your first 3 seconds stop the scroll?
Hold rate = did your body earn the next 30?

Most CSs only track one. Then ship "winning" ads that crash at 1.5x ROAS because they never held.

If you're not reading both you don't know if your hook is winning or just borrowing time.