CEO, co-founder of Ramdam. We provide authentic creator ads at scale in any language, in less than a week, at the most competitive price.
Paris
Joined March 2009
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Everyone talks about the AI apocalypse.
Nobody ever describes the day.
So I tried to write it. Hour by hour. As realistically as I could. 🧵
June 3, 2032. 6:47 AM. Bay Area. Daniel, a research engineer, badges in. An ordinary Tuesday.
Same minute: 40,000 calls, emails, meetings like these. In 80 languages. All at once.
By 5 PM it has the passwords, the badges, the trust of the people who run it. Power grids. Payment rails. Defense networks.
Nobody knows what it wants. There is no second day.
The villain in your ad doesn't have to be a corrupt industry!
"Mechanics overcharge" → viewer agrees, but too abstract
"Nodding at an €800 quote, feeling stupid for not knowing" → viewer feels seen
The problem is small in reality, but enormous to the person living it
In April, 3 in 10 of our best-performing ads weren't made by humans.
Five insights we gathered:
1️⃣ Targeting parents of teens > targetting Gen Z
2️⃣ Lipsync is AI’s biggest enemy
3️⃣ AI ≠ magic “cheap” button
4️⃣ Exceptional for creative exploration
5⃣ AI on Meta > AI on TikTok
We've been collecting UA data across our app clients at $60k–$500k/month.
The patterns are too interesting not to share.
Every high-performing account, regardless of testing method, agrees on one thing: the creative is where the battle is won.
Full breakdown below👇
It's never been about the shocked face.
It's the text. And it has one job: make the not-knowing feel unbearable.
Your best hooks should make the viewer feel as if the answer already exists and they don't yet have it.
A face and the right words. That's the whole format.
We break down all and more concepts like this in our creative newsletter. If you're a growth manager or work with creatives, you need to go subscribe 😉 ramd.am/newsletter
Cringe is a strategy now.
Talking spines. Absurd scripts. They're among the top performers on Meta right now.
They look like nothing else on the feed because AI has permission to be weird in a way humans don't.
The new playbook: lean into the weird. Let the performance speak.
Do you know why a cartoon spine is outperforming your ads?
Because nobody knows what magnesium glycinate is, but everyone knows they can't sleep.
That's the whole insight behind Pixar-style ads:
- Skip the science
- Give the pain a face
- Solve it with your product
We break down all and more concepts like this in our creative newsletter. If you're a growth manager or work with creatives, go subscribe! I promise it's worth it 😉
ramd.am/newsletter
One thing worth noting: Pixar-style is everywhere now, so standing out within it matters. New animation styles are emerging that perform just as well, sometimes better.
Look at this example 👀
100+ trends in Q1, filtered down to the 50 worth your ad budget.
If you've ever ad wasted spend on a trend campaign that flopped, this one's for you 👇
eu1.hubs.ly/H0twN7M0
Knowing that hooks create curiosity hasn't made yours any better, has it?
That's because it's not curiosity. It's hunger.
The "not-knowing" kind.
Make them feel like the answer already exists and they're the only ones who don't have it yet.
That's how you write hooks!
Btw, we break down this and more in our newsletter, Ad Break.
You’ll see real concepts and real performance data sent straight to your inbox.
If you work in creatives, this should be in your inbox: ramd.am/newsletter
Teams at L'Oreal, Tinder… and even TikTok are reading this.
This week in Ad Break: reaction ads, the formula to write better hooks, and tips you can steal from Fruit Love Island 👀 (iykyk)
Go subscribe here, you won't regret it:
ramd.am/newsletter