From the first hook to the next iteration: strategy, scripts, production, paid social and funnel analysis shaped into one creative system.
↓Four Meta Ads narratives tested for a digital education offer: process proof, customer proof, cultural tension and before/after contrast.
Creative 01 · Process proof
The opening stacks specificity and objection handling: a clear revenue shift, a short timeframe, and three things the audience does not need. The story then moves from proof to mechanism to a low-friction demonstration.
A first-person result reframes a seemingly distant outcome as achievable.
Follower count does not equal a predictable business — a product and a system do.
Two screenshots make the cost of low demand — and the desired shift — tangible.
Meta-attributed results · BRL
| Creative | Spend | Impressions | CTR | CPC | Checkouts | Purchases | CPA | ROAS |
|---|---|---|---|---|---|---|---|---|
| 01How I Did ItWinner | R$19,117.40 | 444,740 | 1.15% | R$3.74 | 748 | 110 | R$173.79 | 2.29 |
| 02Jotão Testimonial | R$19,645.77 | 695,846 | 0.78% | R$3.64 | 496 | 79 | R$248.68 | 1.56 |
| 03News | R$1,527.12 | 29,043 | 1.15% | R$4.57 | 44 | 7 | R$218.16 | 1.64 |
| 04The Difference | R$413.66 | 9,787 | 0.83% | R$5.11 | 17 | 2 | R$206.83 | 1.92 |
The two highest-spend creatives provide the fairest directional comparison. “How I Did It” matched the testimonial's efficient traffic while converting that attention into more purchases and a materially stronger return.
The lower-spend variations are shown for transparency, but their smaller delivery makes them less conclusive.
As Head of Content for Bruno Nunes, I led content strategy and digital positioning for an expert-led education brand, managed a two-person creative team, and partnered closely with paid media.
I translate technical expertise, personal stories, cultural moments and business priorities into content designed to build attention, authority, demand and sales.