Pellora · Creative brief
Your hand cream ads, graded on what sold. Week of Monday 5 October.
01Winning and losing hooks
Make more of the 3-step routine. Stop paying for “I tried 11 hand creams”. It won the most clicks of the week and the platform called it your best ad, but it cost $41.25 for each real order. The routine cost $19.72.
| Hook | Spend | Platform purchases | Real orders | Cost per real order | Grade |
|---|---|---|---|---|---|
| “Winter knuckles, before and after 7 days”Video, 22 sec | $2,540 | 70 | 151 | $16.82 | Winner |
| “The 3-step routine for cracked hands”Video, 31 sec | $4,180 | 61 | 212 | $19.72 | Winner |
| “I tried 11 hand creams so you don’t have to”Video, 45 sec | $3,960 | 148 | 96 | $41.25 | Loser |
| “Unboxing the tin”Static | $1,310 | 19 | 22 | $59.55 | Cut |
02The demand behind each winner
Why the winners worked, in your buyers’ own words. This is where next week’s ideas come from.
“The 3-step routine”
- Reviews
- 184 of 2,310 reviews describe a routine, most often “with cotton gloves overnight”.
- Comments
- 63 comments on the ad ask what step two is.
- 14 threads this month on overnight hand care, none naming a brand.
- TikTok
- Overnight glove videos up about 3 times in 30 days.
“Winter knuckles, 7 days”
- Reviews
- 241 reviews mention knuckles or cracking. Most are from people who work with their hands.
- Comments
- “Does it sting?” asked 38 times, and never answered in an ad.
- Nurses and mechanics trade hand cream tips in 9 threads this month.
- TikTok
- Before and after videos hold viewers longest when day 1 is shown up close.
03Five concepts to shoot this week
Each one comes from a winner above. Every claim was checked against what you have on file before it reached this list.
The 3-step routine, shot at bedtime, ending on hands in cotton gloves. Answers the “what is step two” comments.
Reply-to-comment format. Open on the real question, then a close-up on cracked knuckles.
The winning before and after, told by someone who washes their hands 40 times a shift.
Quick cuts of real review lines over hands at work. No talking head.
A new audience the Reddit threads point to. Grease, a sink, then the tin.
04Last month’s ideas, graded
2 of the 3 ideas old enough to judge beat your September average of $27.40 per real order. The fourth has been live for 9 days, which is too soon to call.
| Idea from the brief | Live ad | Real orders | Cost per real order | Grade |
|---|---|---|---|---|
| Overnight routine, as a static | Live 12 Sept | 118 | $14.90 | Worked. Scale it |
| Winter prep checklist | Live 22 Sept | 64 | $22.10 | Worked |
| Ingredient close-up | Live 15 Sept | 31 | $48.20 | Did not work |
| Gift tin for the holidays | Live 26 Sept | 17 | — | Too soon |
| Behind the formula | Not made | — | — | Not made |
Sample only. Pellora is a made-up brand, and every hook, review count, thread and order number on this page is invented to show the format. Real orders count sales on Amazon and in the brand’s own store.