Customer-insight-led creative strategy
Whether you're starting paid acquisition or trying to scale it, the hard part isn't making more ads. It's finding messages customers actually care about.
We study how your customers work, struggle, choose and buy, then turn that evidence into positioning, messaging territories and creative hypotheses worth testing.
The Second Chaptr Guarantee
Every creative direction we recommend is backed by customer evidence and built to answer a specific growth question.
The problem
Your ads are running, your team is producing, and the dashboard is full of numbers. But it can still be hard to know which customer message is actually driving performance, what to test next, and whether you’re scaling the right story.
As the same ideas get recycled, CAC creeps up, conversion softens, and scaling becomes more expensive.
More hooks, edits and ad variants can create volume without telling you why something worked or what deserves to be repeated.
CTR, hook rate and CPM can show performance. They rarely tell you what customers believed, why they cared, or what message should earn the next dollar.
The creative problem isn’t just producing more ads. It’s knowing what customer insight should drive the next test.
The difference
Your team may already know how to produce ads. The harder question is knowing what is worth saying next.
We bring product-discovery thinking into creative strategy.
We study your customers' existing workflows, pain points, buying motivations, alternatives and desired outcomes. Then we turn that evidence into positioning, messaging territories and creative hypotheses designed to move the business metrics you care about, whether that is acquisition, conversion, activation, retention or revenue.
Because before asking “What hook should we make?” we want to know:
What does this customer actually need to believe before they buy?
For each project, we start wide: customer reviews, comments, frustrations, motivations and product feedback. Then we narrow to the strongest strategic hypothesis and expand again into multiple creative directions worth testing.
The method in action
Self-initiated teardowns of products we admire, using the same pipeline we'd run on your account from end to end. The finished asset is the footnote; the thinking is the point.
The obvious promise is speed. Customer evidence points to a sharper territory: long-form work without the rewrite.
The obvious promise is smarter journaling. Customer evidence points to a sharper territory: make your journal compound.
Creative strategy is not a straight line from brief to ad. It is a learning system.
We start with a growth question, not an ad idea. Then we study how customers behave, struggle, choose and buy, turn those signals into a strategic hypothesis, build creative around it, and test whether the market agrees. What we learn becomes the starting point for the next cycle.
What are we trying to learn or move?
Define the business objective, metric or funnel question the creative needs to answer.
Workflows, pain points, motivations, alternatives
Study how customers behave, struggle, choose and buy using real customer evidence.
What do customers need to believe?
Turn recurring signals into tensions, positioning opportunities and messaging territories.
Turn strategy into something testable
Translate the strongest territory into narratives, concepts, hooks and visual directions.
One question. Controlled variables. Real metrics.
Test deliberately against the metric tied to the original growth question.
What did the result teach us about the customer?
Turn performance into new evidence and use the learning to shape the next batch.
Who's behind it
I spent 6+ years figuring out why people choose, struggle, hesitate and change. Now I use that same toolkit to build better creative.
Before "what hook should we write?", I ask "why would this customer care at all?" Every strategy, teardown and creative test starts there.
Ways to work together
Three ways in. Find the one that sounds like where you are right now.
Best forBrands that already have a promising customer problem, message or angle in mind, but want to test whether it actually resonates before investing in a larger creative program.
OutcomeA focused creative experiment designed to answer one clear question.
$1,750
Best forBrands that are producing content consistently but feel like they are repeating the same messages, angles or creative ideas.
OutcomeA research-backed answer to what your next creative should say, why customers should care, and how to test it.
$4,000
Best forBrands already spending consistently on paid social and needing a continuous pipeline of new creative ideas, testing and iteration.
OutcomeAn ongoing creative learning system, not just a recurring batch of ads.
Custom pricing
Prices shown are starting points. Paid-media and creator licensing are agreed separately, on top of production.
Good strategy doesn’t just guide the next move. It makes the one after it clearer.
Give us your product and your customer, and we'll find what's worth saying about them.
Start a project
Whether you’re starting paid acquisition or trying to figure out what to test next, we’ll start by understanding the question before jumping to creative.
Tell us what you’re trying to move, what you’ve already tried, and where you’re getting stuck.
Currently booking new projects