Writing
Notes, product deep-dives, and research on what we're building and the ideas behind it.
- Graza: A masterclass in creator seedingSee how Graza creator marketing paired squeeze bottle product design with unscripted seeding to turn an olive oil staple into an organic video phenomenon.Playbooks→
- UGC Ads for Food Brands: Retail Awareness to Store VisitsLearn how to use UGC ads for food brands to drive grocery retail foot traffic, match store locator CTAs, and measure in-store lift accurately.Playbooks→
- Creator Ad to App Store Page: Keep the Product Promise ConsistentAlign your creator ad to app store page with three concrete checks. Shortlist outlines how to match hooks, store previews, and onboarding for higher installs.Playbooks→
- App Launch Creator Content: How Briefs Change After LaunchLearn how app launch creator content briefs must evolve from core explanation to feature discovery, retention, and paid UGC scaling as your app matures.Playbooks→
- UGC Ads for Apps Guide: Launch Your First Creator CampaignFollow this UGC ads for apps guide to script, test, and measure your first creator campaign. Includes a copyable brief template and testing worksheet.Playbooks→
- App Creator Audience Fit: A Scorecard Beyond Follower CountsStop booking creators by follower count alone. Evaluate app creator audience fit using visible content signals, private native data, and bounded tests.Playbooks→
- How Gifting Novation Gear to Indie Artist 'Emma Who' Turned Into 8.3M Organic ViewsNovation wanted its gear in front of the bedroom producer and indie artist audience through a real working artist, not a scripted review.Breakdowns→
- Silent App Demo Videos: Make Every Product Action ClearLearn how to build silent app demo videos that convert without sound. Get storyboards, on-screen label frameworks, and muted review checklists.Playbooks→