When we start working with a new client, one of the first deliverables we provide is an initial paid creative strategy designed to get ads live quickly while developing net new creatives.

If this is your first time reading the New Edition Newsletter, I’m Brandon Blum, Founder and Managing Partner at New Edition - a boutique creative agency based in New York City that helps seven and eight figure eCommerce brands create content.

In this week's newsletter, dive into our four-phase paid creative launch strategy.

If you need help with an initial paid creative strategy, hit us up! We’d love to see if we can help.

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PHASE 1: Organic Content Amplification

Objective: Identify and scale proven creative concepts with minimal risk

Timeframe: Weeks 1-2

Strategy:

• Identify top 4-6 posts with highest engagement rates, views and conversion indicators (saves/shares/etc.). The more recent, the better; but it’s ok to pull content from over a year ago if it feels just as relevant today as it did back then (think founder story, why you launched, etc.)

• Dig up the original, unedited file, if you can, and resize the asset into the following ad sizes:

  • 1x1

  • 9x16

  • 4x5

Suggested Budget Allocation: $50/day/creative and run for two weeks (Estimated Paid Spend: $2,800 - $4,200)

Expected Outcome: Baseline performance metrics and creative direction validation

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PHASE 2: UGC Asset Optimization 

Objective: Scale proven UGC assets to test conversion potential in a paid environment

Timeframe: Weeks 3-4

Strategy:

• Identify 4-6 top-performing UGC videos from full usage rights library.

• Take raw versions of each, if you have them, and create A/B/C variations with different hooks targeting your core audiences

  • Note: if you need help nailing down your core audience(s), hit us up! We can help.

Suggested Budget Allocation: $50/day/creative and run for two weeks (Estimated Paid Spend: $2,800 - $4,200)

Expected Outcome: Demographic-specific performance data and CAC (customer acquisition cost) optimization

Recommendation: if you’re looking to ramp your UGC efforts, our two favorite platforms are Minisocial and The Lobby. If you reach out, let them know that the New Edition team sent you!

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PHASE 3: Whitelisted Creator Campaigns

Objective: Leverage best UGC partners and expand reach of existing creatives

Timeframe: Weeks 5-6

Strategy:

• Identify top 2-4 performing UGC creators from Phase 2, ask for their whitelisting rates. 

  • Negotiate until you land somewhere both sides are excited and comfortable with. 

• Run whitelisted ads through creator accounts.

• Provide them with creator-specific custom scripts for specific paid campaigns (vs. using/repurposing existing content)

Suggested Budget Allocation: $50/day/creative and run for two weeks (Estimated Paid Spend: $2,800 - $4,200)

Expected Outcome: Enhanced authenticity and potential ongoing influencer partnership pipeline

Recommendation: if you’re looking to really scale your whitelisting efforts, we recommend having a chat with the Refunnel team. If you’re interested, respond directly to this email with “intro me to Refunnel” and I’ll connect you with their team.

PHASE 4: Original Script Development & Production

Objective: Create custom, storyline-driven content that positions the customer as the hero, not the product

Timeframe: Weeks 7+

Strategy: Building on insights from phases 1-3, develop original scripts that follow proven "anti-ad" principles where your brand’s products play second fiddle to relatable customer scenarios. Not sure what that is? Here’s a past blog post on “anti-ads”.

Suggested Budget Allocation: $50/day/creative and run for two weeks (Estimated Paid Spend: $2,800 - $4,200)

Expected Outcome: Enhanced authenticity and potential ongoing influencer partnership pipeline

When you first launch a paid strategy, the best thing you can do is test, test, test.

This four-phase framework shows you exactly how to test, scale, and optimize—starting with proven organic content and building toward custom creator-driven ads.

What did I leave out? Email me at [email protected] and let me know.

See you next week ✌️