Campaigns
Paid Social at Lottie
Creative with impact.
215% YoY revenue growth on Meta. The shift? Less iteration, more innovation. Each month, I work closely with Marketing to launch entirely new creative concepts - not small optimisations, but fundamentally different ideas.
AI helps us move faster from idea to execution, allowing us to test more and learn quicker. Bold, direct ads that cement Lottie as the UK’s number one care marketplace.
What have we noticed running care ads?
People don't respond to polished, on-brand ads, they respond to content that looks like it belongs in their feed. Fake Reddit threads, iMessage screenshots, Notes app lists, "news article" formats: these outperform because they don't read as advertising in the first half-second of a scroll, which is the only window that matters before someone swipes past.
The instinct when running paid social is to push brand into every frame - bigger logo, more brand colour, tighter messaging control. We found the opposite works better. The best-performing formats strip brand back, sometimes to a small wordmark in the last frame, because the format's whole job is to pass as native content long enough to get read. A polished ad announces itself as an ad; a screenshot of a stranger's Reddit post earns three extra seconds of attention before the brain files it as marketing.
That doesn't mean brand disappears - it means it gets deployed sparingly and late, as a payoff once the hook has already worked, rather than as wallpaper across the whole creative.