Fractionality

At Fractionality, we specialize in transforming ambitious women into sought-after fractional executives. Our unique approach combines personal branding, executive presence coaching, and mindset transformation to help you stand out in the competitive world of fractional leadership. Learn more at: https://www.fractionality.io

Personal Brand Strategist | Fractional CMO | Marketing Strategy

Hey Visible!

Dedicated to propelling small business growth through expert sales and marketing consulting. Our mission is to deliver strategic advisory services that not only increase your brand's visibility but also drive substantial revenue growth.

Created sales and marketing strategies that:

👍Revenue Growth: Consistent average revenue increase of 47% year-over-year for clients 

👍Search Engine Optimization: Elevated client search engine rankings to first-page results within 6 months, significantly boosting online visibility and customer engagement.

👍Conversion Optimization: Boosted client conversion rates by over 50% within 6 months through meticulous sales funnel optimization and targeted marketing strategies.

👍Revenue Impact: Successfully generated over $3 million in new client revenue, demonstrating our profound impact on clients' growth trajectories.

Core Service Offerings:

👍Sales and Marketing Advisory Services: We focus on crafting and executing robust strategies that enhance online visibility and drive sales, equipping you with the tools for scalable success without the overhead of a full-scale agency.

👍Strategic Brand Development: Through interactive workshops, we collaborate closely with clients to crystallize brand goals and unearth growth opportunities. This strategic consultation results in powerful, precise messaging that elevates your market position and enhances business outcomes.

👍Business Brand Management: We provide comprehensive digital marketing solutions to a curated list of purpose-driven companies. Our services include SEO, content creation, copywriting, social media management, and ghostwriting, all tailored to boost your digital presence and engage your audience effectively.

Top Skills:
👍Small business marketing and sales advisory
👍Sales and marketing consulting
👍Business growth strategy 
👍Brand strategy 

Ready to grow your business without hiring an agency? DM me or head to heyvisible.com to learn more.

Chief Brand Marketing Strategist, Founder & Advisor

I lead a team of marketing professionals in building digital presence and client acquisition strategies for small and solo family law firms. My unique background as a former practicing attorney, combined with cutting-edge marketing expertise, allows us to deliver unparalleled results.


Key Achievements and Responsibilities:

Revenue Growth:
Implemented data-driven marketing campaigns that increased client revenue by an average of 47% year-over-year.
Top-performing client saw a 112% revenue increase within 18 months of engagement.

SEO Mastery:
Developed and executed SEO strategies that elevated 85% of our clients to first-page Google search results for key terms within 6 months.
Increased organic search traffic by an average of 215% across all client websites.

Client Acquisition:
Generated over $3.7 million in new client revenue through targeted digital marketing efforts.
Implemented a proprietary lead scoring system, increasing qualified lead conversion by 73%.

Brand Development:
Conducted interactive branding workshops, resulting in unique value propositions for each client.
Created comprehensive brand guidelines for law firms and small busineses, ensuring consistent messaging across all platforms.

Digital Marketing Innovation:
Launched an AI-powered chatbot system

Thought Leadership:
Oversaw the creation of 1,000+ pieces of SEO-optimized content, establishing our clients as authoritative voices in their field. Increased referral traffic by 167%.

Strategic Consulting:
Provided over 2,000 hours of one-on-one consulting to law firm and small business owners, focusing on business growth and operational efficiency.

Website Optimization:
Oversaw the redesign and optimization of websites, resulting in an average 62% increase in page load speed and a 41% decrease in bounce rates.
Implemented advanced analytics tracking, providing clients with real-time insights into their marketing ROI.

Legal Marketing Strategist 

AOU Creative

Elevate Your Brand with a Guaranteed Amazon Bestselling Short-Form eBook
Why Short-Form eBooks?

Short-form eBooks are not just a trend; they're the top-selling category on Amazon. They offer a quick, yet impactful way to establish your expertise and build your brand credibility.

Our End-to-End Services:

Content Creation: From the first word to the last, we guide you through the writing process, ensuring your eBook resonates with your target audience.

Editing & Proofreading: Our team of expert editors will refine your content, making sure it's polished and error-free.

Publishing Assistance: Navigate the complex world of eBook publishing with our step-by-step guidance, from formatting to listing your eBook on Amazon.

Amazon Bestseller Campaign:

Guaranteed Bestseller Status: Our meticulously crafted Amazon Bestseller campaign guarantees that you'll earn the coveted 'Bestselling Author' title within days of publishing.
What's In It for You?

Credibility: Instantly boost your credibility as an expert in your field.

Brand Awareness: Gain exposure and build a loyal following.

Lead Generation: Use your eBook as a powerful lead magnet to attract high-quality leads.

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Ready to Amplify Your Business and Brand?
Don't miss the opportunity to become a bestselling author and elevate your brand. Let's publish your eBook today.

Amazon Bestseller Ebook Publishing

Renew and Redo

Overview:
Embarked on a real estate journey in a booming Colorado market in 2013, leveraging targeted marketing strategies to carve out a distinct niche. Within three years, I achieved remarkable success, both in sales and in mastering the art of real estate marketing.

Key Achievements:

Sales Milestone: Closed $40 million in residential real estate sales, consistently selling 35 homes per year for three consecutive years.

Client Acquisition: Utilized targeted marketing campaigns to attract high-quality clients, contributing to the rapid growth of my practice.

Team Leadership: Spearheaded a team to streamline operations and enhance customer service, further solidifying our market presence.

Lessons & Legacy:

Market Adaptation: Learned to navigate and adapt to a highly competitive market, setting me apart from the sea of agents.

Skill Mastery: Acquired a comprehensive skill set in marketing and sales, essential for survival and success in the real estate industry.

Strategic Exit: Consciously stepped away from active practice, armed with invaluable experience and a deep understanding of the real estate landscape.

Why It Matters:
Real estate isn't just about selling properties; it's about understanding market dynamics, crafting compelling narratives, and building relationships. My journey was akin to diving into the deep end and mastering every swim stroke, equipping me with the skills to not just survive but thrive.

Real Estate Marketing & Agent

Vertu Marketing LLC

Overview:
Served as a specialized copywriter and blogger for the legal industry, collaborating with Vertu Marketing LLC, a Reuter's blog writing service provider. Utilized a blend of SEO expertise, AP style writing, and in-depth research to craft compelling content that elevated the brands of 40 law firms.

Key Contributions:

SEO Copywriting: Implemented SEO best practices to optimize blog content, enhancing the online visibility of client law firms.

Volume & Consistency: Produced high-quality, well-researched blogs for a roster of 40 law firms on a weekly basis, covering diverse practice areas.

Digital Marketing: Contributed to the digital marketing strategies of client law firms, leveraging content to drive engagement and lead generation.

Impact & Legacy:

Brand Building: My written work served as a cornerstone in building the brands of the law firms, positioning them as thought leaders in their respective fields.

Credibility Boost: Enabled lawyers to build credibility and expand their practices through consistent, high-value content.

Versatility: Adapted writing style and tone to suit various practice areas, demonstrating flexibility and a deep understanding of legal topics.

Why It Matters:
In the digital age, content is more than just words on a page; it's a strategic asset that can significantly impact brand perception and business growth. My role at Vertu Marketing LLC was not just about writing blogs; it was about crafting narratives that could transform how law firms are seen and engaged with online.

Copywriter & Professional Blogger for Lawyers

Law Offices of Pamela Foley, PLLC

Overview:
Founded and managed a multi-location family law firm, leveraging storytelling, legal writing, and digital marketing to build a successful practice. Specialized in family law, aiding over 100 families through complex divorce processes.

Key Achievements:

Storytelling for Case Building: Utilized the art of storytelling to craft compelling cases, enhancing client representation and case outcomes.

Legal Writing & Content Creation: Authored blogs, video scripts, and articles tailored to achieve specific revenue goals, while also serving as essential legal documents.

Litigation Preparation: Successfully prepared for and managed over 20+ complex family law cases, ensuring thorough readiness for court proceedings.

Strategic Partnerships: Accelerated firm growth by partnering with Divorce Lawyers for Men, a media campaign targeting male clients, many of whom were in the military.

Business Development:

Multi-Location Expansion: Grew the firm to three locations with a full caseload, demonstrating effective firm management and business acumen.

Digital Marketing: Adopted early-stage digital marketing strategies to differentiate the firm in a crowded market, including SEO and social media marketing.

Networking: Built a robust professional network that contributed to client acquisition and brand recognition.

Why It Matters:
The legal field isn't just about understanding the law; it's about effectively communicating it. Whether it's in the courtroom or the digital landscape, the ability to convey complex ideas simply and compellingly is invaluable. My experience as an attorney and a business owner has been a masterclass in the power of words to build, sustain, and grow a successful practice.

Attorney

Go from frustrated to fully booked | Marketing & Sales Consulting | Powerful, Strategic Online Visibility AND Implementation - for Women & Their Businesses | Former Attorney

As a Fractional Marketing Consultant, Strategic Advisor, and former attorney, I've spent over two decades mastering profitable personal branding and marketing-driven growth for professionals.

My journey began in the courtroom, where I built a thriving three-location law firm. I then pivoted to real estate, selling $40M in property in three years. For a decade, I owned a marketing agency, honing my skills in strategy, sales, and brand positioning. Now, I channel this diverse expertise into helping others shine.

The biggest lesson I’ve learned along the way? 

Your personal brand is your most powerful asset. Clients choose professionals they know and trust. 

Why partner with me?

>>Proven results: I've guided professionals from relative obscurity to become go-to experts in their fields. Helping them increase sales and move past the blocks holding them back. 80% of my clients are LinkedIn Top Voice, over 75% fill their consulting pipelines through LinkedIn and personal brand strategy, and many have doubled their annual revenue year over year.

>>ROI-focused: Build a brand that attracts ideal clients. Every strategy I recommend is designed with your bottom line in mind. My strategies have driven remarkable results like 25,000 new website visitors in 3 months for a client, a 47% increase in sales for a law firm and a 500% boost in e-commerce sales for a retailer.

What you'll learn from my content:

>>How to create a business that brings you income without selling out
>>How to attract new clients easily using your personal brand 
>>How to sell your offer without stress or cold calling  
>>How to build a brand that people want to know 
>>How to get over what’s blocking your success

By following me and engaging with my content, you'll go from overlooked professional to sought-after authority. Define your unique value proposition, build a loyal following, and convert that following into a thriving client base.

My approach is both strategic and intuitive, blending data-driven tactics with a deep understanding of human connection. I've helped dozens of businesses grow to 6, 7, and even 8-figure revenue, and I'm passionate about doing the same for you.

Let's connect and explore how I can help you achieve your goals. Whether you're looking to boost your visibility, increase your client base, or position yourself as a thought leader, I have the tools and expertise to guide you there.

Ready to learn more? Schedule a call here: https://calendly.com/heyvisible/exploratory-call

Pamela Parker Foley, JD

Tok_Vibes

Built a boutique creative strategy studio serving DTC brands from performance-driven strategy to hands-on UGC content production.

Led campaigns for brands like Loop Earplugs, Neutrogena, and Ziploc, translating their brand vision into high-converting social ads.

Delivered results: achieved a 3.5x ROAS on $150K spend (20% above industry benchmark) and reduced CPA by 18% through relentless creative testing and optimization.

Extended winning ads’ lifespan by 60+ days through continuous iteration saving clients thousands in production costs and keeping performance consistent.

(Growing fast? Let’s bring your brand’s story to life through creative that sells. Portfolio case studies available on request.)

Founder of Tok-Vibes 

The Earthling Co.

Led sprint-based creative projects across UGC, AI voiceover, and statics

Sourced & vetted creators; handled outreach, contracts, and onboarding

Wrote briefs (hook, script, on-screen lines, CTA, shot list) and editor notes

Directed editing (cut orders, versioning, QA) to accelerate time-to-winner

Built a performance tracker (hook heatmap, hold/CTR notes) to guide iterations

Ran weekly reviews; shipped 1–2 iterations/week on winning angles

Organized asset library (naming, folders, reusable shot bank) for faster reuse

Aligned creative with VoC insights

Creative Strategist

Loop Earplugs

Brought on in Q4 to turbocharge Loop’s holiday ad campaigns. 

Exceeded the $18M Q4 revenue target by 33%, thanks to a viral TikTok ad strategy and data-driven optimizations.

Developed attention-grabbing video and static ads that resonated with Loop’s community

 These campaigns performed so well that our team was nominated for “Greatest Performance” at the TikTok Ad Awards 2024 (UK). 🎉

Worked closely with Loop’s marketing team to transfer knowledge and ad creatives for continued success into the new year.

Performance Creative Strategist (Q4)

Meroda Cosmetics

Managed multi-country ad strategy cordinating with agencies in NL, Germany, the UK, and across the EU to ensure a unified message and efficient use of creative assets.

Audited each market’s Meta (Facebook/Instagram) ad account and provided detailed recommendations, resulting in a consistent uplift in ad performance across all regions (estimated +15% ROAS improvement overall).

Created clear, tailored creative briefs for each agency to produce on-brand and high-performing content. Introduced a weekly reporting cadence (using Motion app analytics and Meta Ads Manager data) so the Meroda CEO had transparent insights into what ads worked best.

Built a shareable knowledge base & SOPs for the brand’s internal team, laying the groundwork for future growth and faster onboarding of new team members.

Helped with a roadmap to follow for testing creatives in different market/languages

Performance Creative Strategist

Softizing

Joined an early-stage marketing tech startup to lead 360° creative campaigns from insight to execution. I turned consumer research into bold marketing concepts that drove initial revenue for the company’s pilot product.

Founding Member - Perfomance creatives

QuickFrame

Led end-to-end digital campaigns for various beauty and health brands as a one-woman studio – including Neutrogena, JLo Beauty, and Method.

 Managed everything from creative concept to creator coordination to final edit delivery.

Focused on UGC to produce authentic videos.

Several campaigns yielded double-digit % increases in engagement and sales.

Conducted deep audience analysis for each client (surveys, comments, reviews) to tailor campaign messaging.

Producer, Creative Strategist & UGC Creator

Apple

Started my career as a contractor at Apple, ensuring flawless music metadata for Apple Music. I cross-checked song info across databases so that millions of users could discover music without a glitch.
Collaborated with engineering and curation teams to improve how content is categorized and recommended. This experience sharpened my attention to detail and taught me how small data points can shape the user experience.
(This technical foundation in data quality indirectly became a secret weapon in my marketing career – I learned how to analyze and leverage data to improve content delivery.)

Mapping QA 

• Enhancing User Experience for Apple Music
• Research and cross-reference various sources to ensure accuracy of content.
• Ensured accuracy of content in terms of its localization, translation, functionality and flow.
• Curated qualitative datasets for Siri.

Metadata Specialist

TikTok and Meta ads for DTC Brands | Creative Strategist | UGC Producer|Founder of Tok-Vibes.com

Hi, I’m Oli!  a creative strategist who helps DTC brands turn scrolls into sales. 

You’ve got a great product and a solid team ..but if your ads aren’t converting like they used to, that’s where I come in. 

I blend storytelling and data to build ads that not only grab attention but also drive growth. 


Here’s what I do best:

 I dig deep into your ad data and customer psychology to find out what truly makes your audience click. 

Then I craft fresh ad concepts (often leveraging UGC and AI content) grounded in those insights.

 The result = Campaigns that lower your CAC, boost ROAS, and scale your revenue sustainably.

 Over the past 5+ years, I’ve helped startups and global brands alike smash through growth plateaus:

🔹 Scaled Loop Earplugs to exceed a $18M Q4 sales goal by 33%. (Yes, we overshot the target by a mile!)

🔹 Drove 3.5X ROAS on $150K ad spend for a DTC accessory brand by reinventing their creative strategy (20% above benchmark performance)

🔹 Cut CPA by 18% for a skincare client and found new customer angles that led 5 out of 50 test ads to drive 70% of their online revenue.

I’m a founder, too...

 I launched an accessory brand with an innovative first product that I designed myself.

 I partner with you, founder-to-founder, treating your business like my own. 

If something isn’t working, I’ll tell you. 

If I spot an untapped opportunity, I’ll seize it. 

My approach in a nutshell: Test, learn, iterate. 📊 I run structured ad tests (thanks to my nerdy side that loves numbers) and then double down on the creatives that perform. 

No fluff, no ego.. just actionable insights and winning ads. 

And because I started as a content creator myself, I excel at producing ads that feel real and relatable (not like those stiff “agency” ads).

 On a personal note, I’m a bit of a nomad and nerd: I’ve lived on 3 continents, speak English & French, and once grew a fitness Instagram to 15k followers just by talking about protein pancakes. 🥞
 (Turns out, authentic content really does attract an audience...a lesson I carry into my ad strategies!). 

When I’m not optimizing campaigns, you can find me in a Reformer Pilates class and having lunch on a terrace with a friend.

Ready to scale your DTC brand with ads that convert? 

Let’s chat. 😊 

Send me a DM or book a call through my profile link, and let’s spark your next phase of growth.

Oli Cimet

A lot of people think creative strategy means writing good hooks.

That’s just copywriting.

Real strategy means knowing what to say, why it works, and how to get it made.

You need to think in layers:

→ Research like a scientist.
→ Write like a DTC copywriter.
→ Think like a psychologist.
→ Brief like a producer.
→ Test like a growth marketer.

That’s what makes strategy high leverage.

It’s not about being creative for fun.
It’s about getting creative that sells.

DTC Creative Strategist & Growth Partner Scaling 7-8 Figure Brands with Data-Driven UGC + AI Creative for FB & TikTok Ads | Founder of Tok-Vibes | Product Creator | Entrepreneur for Life

You don’t need another media buyer.

You need someone who can tell you why your ad isn’t converting.

That’s the gap most brands don’t see.

→ Editors can make content.
→ Buyers can launch tests.
→ But no one owns the message.

And that’s the real bottleneck now.

Meta doesn’t need help finding the right people.
It needs the right story to show them.

A creative strategist isn’t “just another hire.”

It’s the person who knows:

→ Which pain points actually move revenue
→ How to translate reviews into messaging
→ How to brief creators so the ad lands

Media buying is math.
Strategy is psychology.

If you’re testing 100 ads and still flatlining, the problem isn’t volume.

It’s clarity.

One of my highest-performing ads wasn’t a video.
It was a static.

No bright colors.
No gimmicks.
Just a well-written founder letter in plain text.

Here’s why it worked:

→ High dwell time
→ Instant trust
→ No ad fatigue

People stopped to read.
They felt the story.
They converted.

Sometimes your best creative doesn’t look like an ad.

Stop writing for everyone. Start writing for one person.

Every brand says their product is for:
→ Women 25–45
→ People who care about wellness
→ Anyone with skin, hair, a gut, a brain

That’s why their ads blend into the feed.

The winners?

They go narrow:
→ Women over 45 who feel invisible in the beauty aisle
→ Men with joint pain who don’t want to try another “miracle” pill
→ New moms whose hair is thinning and confidence is tanked

When you get specific, everything sharpens:

→ Your hooks get clicks
→ Your message hits harder
→ Your results compound

Mass-market ads don’t work on platforms built for personalization.

Find your person.
Speak directly to them.
Ignore the rest.

A DTC brand spent $12,347 on a product photoshoot.

They rented a studio.
Hired a photographer.
Booked polished models.
Shot 40 pieces for their new collection.

Then they A/B tested it.

→ The iPhone photos on a white wall converted at 3.2%
→ The $12K professional shots? 2.7%

That’s a 15% drop in conversion.

Why?

→ The lighting made the fabric look fake
→ The models didn’t feel relatable
→ The visuals looked like ads — so people scrolled right past


Here’s what they didn’t need:
→ A studio
→ Perfect lighting
→ A huge production budget

You can test polish without spending $12K.
Just use nano banana.

If it flops, cool, you just saved 5 figures.
If it hits, now go scale with confidence.

don’t forget the real lesson:

Your customers don’t want ad-looking content.
They want native.
They want honest.
They want to see what it actually looks like on someone like them.

Hiring: Direct-Response Copywriter (DTC Ads)
 Looking for a copywriter who can write short-form scripts that SELL (Meta/TikTok).
 Must have experience with: hooks, angles, UGC scripts, VO ads, LF8, and product research.
Send:
 1️⃣ 3 examples of past ad scripts
 2️⃣ Rates
 3️⃣ Quick intro
Comment COPY or DM me.

li_at

JSESSIONID

Talks about #dtc, #ugc, #tiktokads, #paidsocial, and #creativestrategy

What December 2025 just taught us about where eCommerce is headed next:

(Recap + POV from a creative strategist who tracks this closely)

1. TikTok Shop is STILL exploding
→ U.S. GMV up 136% YoY
→ Already 25% of Amazon’s daily volume
→ Most of the action? Low-AOV, impulse buys, powered by viral UGC

Lesson: If you're still running polished "brand" ads... you're missing what actually moves in-platform.

TikTok isn’t a billboard. It's a storefront.
And every video is your sales rep.

2. DTC Brands are Winning on Amazon
→ 10% YoY GMV growth
→ Supplements, beauty, health, lifestyle are leading the charge

Lesson: Omni-channel is no longer optional.
And your best-performing Meta ads?
Can probably be adapted to Amazon if the messaging is built right.

Creative strategy now = platform-mapping.
Same product, different angle.

3. Meta CPCs are rising (again)
→ CPMs are up
→ But ROAS isn't necessarily dropping if the ads are built for intent

Lesson:
Targeting is no longer your edge.
Messaging is.
The algorithm can find the right person but only if your story makes them care.

4. Consumers are more price-sensitive (but not bargain hunters)
→ Higher conversions on value-driven hooks (e.g. “lasts 3x longer”, “no subscriptions”, “1-for-1 impact”)

Lesson: You don’t need to discount.
You need to communicate value clearly.
Your creative should sell why it's worth it, not just what it is.

Big takeaway for founders & marketers:
eCommerce isn't about spending more.
It's about messaging smarter.

→ Build creative that matches the platform
→ Test formats that don’t feel like ads
→ Lead with pain points, not product features

That’s how you stay profitable when every channel is shifting under your feet.

If your ad account is full of Gen Z creators...

You’re probably missing the sale.

One of the top DTC brands I work with has 3 strategists.

All smart.
All young guys.
All building hair care ads.

But here’s the problem:

Their customer is 45–64.

And the copy, tone, and creative?

Still sounds like it’s made for 25-year-olds on TikTok.

If your creative team doesn’t reflect your buyer — you’re leaving money on the table.

Creative strategy isn’t about trends.

It’s about relatability.

And a woman in her 50s isn’t going to click on an ad that says “hot girl hair hack.”

You don’t need more content.

You need content that makes people say:

“That’s me.”

Every founder says they want speed.
But speed without a system is chaos.

Here’s how I deliver 20+ ad concepts in 1 week without sacrificing quality:

→ I start with deep research.
→ I map out every angle + persona.
→ I brief like a maniac — every creator gets a clear role.
→ I tag raw footage so editors can build in hours, not days.
→ I use AI when it makes sense. Real humans when it matters.

That’s how we scale.

You don’t need a bigger team.
You need a faster engine.

One of the first things I noticed on a new brand’s ads:

→ 95% of their UGC was targeting the same demo
→ Young, aesthetic women, 25–30, soft lighting, good hair, etc.

And it was working... kind of.

But the brand wasn’t scaling.

Here’s why:

Meta needs diversity to find your next pocket of spend.

Andromeda won’t just “spend more” if you keep showing the same content to the same group.

You want scale?

→ Speak to Gen X women who buy for their daughters
→ Speak to men over 40 with a pain point they’ve been ignoring
→ Speak to people who don’t care about looking cool — but care about feeling better

Same product.
New angles.
New demos.
Lower CPAs.

That’s how you unlock scale.

Not just by spending more but by giving Meta more paths to win.

I used to feel weird about having multiple passions.

Like if I wasn’t “all in” on just one thing, people would assume I wasn’t serious.

But that’s not how I operate

That’s not how most entrepreneurs operate either.

Right now, my focus is split between two clear goals:

→ Helping DTC brands scale through smart creative and paid ads
→ Investing in real estate, stocks to turn short-term wins into long-term freedom

That’s it.

And something wild happened:

The moment I got clear, really clear, the right opportunities started showing up.

I found my investing mentor
The right connections came in naturally.
Because what you focus on, you attract.

Not when you force it.
Not when you chase.
But when you move with clarity and intention.

You don’t need to limit your passions.

You just need to direct your energy.

If your angles feel dull, here’s why.

Too many “strategists” are just prompting ChatGPT and reformatting the results.

What comes out?

✅ The same angles
✅ The same language
✅ The same tired problems everyone else is already testing

These aren’t bad ideas.
They’re just... hollow.

They lack context, nuance, and tension.
They don’t account for platform behavior, audience insight, or concept fatigue.
And worst of all:
They’re not strategic — they’re just content.

Strategy isn’t a prompt.

It’s a process.

A real strategist doesn’t start with GPT.
They start with:

📊 Ad comments
🛍 Purchase behavior
🧠 Buyer psychology
👀 Competitor fatigue
🧩 Platform mechanics

Then they reverse-engineer how real humans experience desire — and how to intercept that scroll at the right time with the right format.

They think in problems, personas, and proof.

Not generalities.

Want to bypass GPT mediocrity?

Build angles from inside the customer journey:

→ What’s not working with other ads in your space?
→ What are your best customers actually saying in reviews?
→ What’s one emotional wedge that isn’t already crowded?

When strategy is done right, creative feels native, specific, and sticky.
When it’s done lazily, you get AI angles that sound like everyone else’s.

40+ buyers are Meta’s secret weapon.

They don’t swipe like Gen Z.
They read.
They click.
They buy.

Most brands sleep on this demo.
That’s a mistake.

Here’s what works:

→ Founder-letter statics.
→ Wellness ads with real science.
→ UGC that sounds mature not cringey.
→ Objection-handling copy with press logos for social proof.

I’ve scaled six-figure campaigns just by dialing in this age group.

They’re not flashy.
But they convert like crazy.

GAP didn’t just run an ad!!! 
They dropped a cultural MOMENT.

And the internet felt it.

Here’s what made this winter campaign actually work and what DTC founders can learn from it:

It’s not an ad. It’s a vibe.
Everyone else is yelling “Buy our winter sweaters.”
Gap drops a full choir, no pitch, no sell.
Your brain says: music video not commercial.
So you stop. You watch.

A cappella = instant emotional anchor.
Warmth. Nostalgia. Holidays.
One comment said:

“I never look up an ad to rewatch it.”

That’s oxytocin. 

That’s creative doing its job.

The casting looks like us.
Not catalog models.
Not aspirational archetypes.
Just people who feel familiar.
One commenter nailed it:

“So nostalgic and at the same time fresh and authentic”

No CTA.
No overlays. 
No pitch.

Everyone’s wearing Gap.
But nobody says that.
The product is the context not the push.

Which makes it more persuasive.

The song is a throwback, but reimagined.
They took Miley’s The Climb, flipped it into a soulful group cover.

People felt it.

“This is the Christmas ad we needed 😭❤️”

“Got goosebumps omg so good”

“Literal chills.”

It triggered the share instinct.
Thousands of comments.
People tagging friends.
Calling out names in the choir.
Requesting the full song.
Begging for it on Spotify.

“I’ve never skipped a GAP ad once.”
“This is one of the greatest commercials I’ve ever seen on YouTube and Pinterest.”

This is what “native brand content” actually means.
→ It doesn’t sell.
→ It feels.
→ And because it feels, it scales.

Great ads don’t scream at you.
They pull you in and you decide to stay.

for context: https://lnkd.in/gFdtB79T

Open video: Give Your Gift on youtube.com

The backlash to Coca-Cola’s new Christmas ad is brutal.

And no... it’s not because it used AI.
It’s because it doesn’t feel like anything.

A holiday ad with zero heart
Sloths in the snow?
Vibes straight out of Midjourney
No soul, no story, no spark

Here’s what people are actually saying:

“What in the world was a sloth doing there in the snow?”
“This is the most soulless sh*t I’ve ever seen.”
“They saved $10M with AI. It’ll cost them $100M in sales.”
“I’ve never felt less watching a Christmas ad.”
“This has no soul, no magic nothing."

This isn't an AI issue.
It’s a strategy issue.

Because AI can’t replace:

→ Taste
→ Storytelling
→ Emotional intelligence
→ Or the gut-check of a real creative strategist

If you're using AI (as you should be), remember:

📌 AI is only as good as the mind behind it.
📌 You still need someone who can actually think.

Don’t let “soulless but efficient” be your brand’s new voice.

AI is a tool.
Creativity is a responsibility.

ad link for context 🤣 https://lnkd.in/eyiwWVtN

Thoughts?

Open video: Coca-Cola | Holidays Are Coming on youtube.com

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The Battle

Pamela Parker Foley, JD

Oli Cimet

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taplio

The Battle

Pamela Parker Foley, JD

Oli Cimet

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Oli Cimet's LinkedIn Performance

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Performance ScoreOli Cimet's LinkedIn Performance