Your shoppers' questions are your best creative briefs
This summer, I hosted a French-language webinar with Benjamin Prevot, co-founder of the agency Ben&Vic. One stat he shared stuck with me: on Meta, creative strategy drives at least 50% of ad performance. Hence his advice for peak season (Black Friday, the holidays): start from your Q4 budget to work out how many creatives to produce, and which types. There's a catch, though, and it's a big one: producing more creatives won't help much if they all repeat the same message. And that's what usually happens: you test a new hook or a new format, but behind the rewording (sometimes painful), the creative idea stays the same. Yet creative teams rarely run out of ideas. They run out of raw material. And that material is already in your hands. It sits in the questions your customers ask before they buy.
