🎩How to build a creative strategy based on vulnerability and authenticity, with Grace Ouma-Cabezas (Former Head of Growth, Poppy Seed Health)🧶

Our guest for today’s episode is Grace Ouma-Cabezas. Grace is a growth consultant at Go & Co, her own firm. Grace has previously headed growth at Poppy Seed Health, an app that supports individuals during pregnancy and post-partum. 

In this episode, Grace shares how using raw, vulnerable creatives that spoke directly to the pains, hopes and fears of their users: pregnant women, resulted in dramatic performance gains. She talks about the insights that led to this creative strategy, the actual production process of these ads – and how her team decided to keep the user experience as real and genuine as possible, even when these resulted in ads that were not sexy or happy, and even when these resulted in occasional ad disapprovals by platforms.  

In a world of clickbait-y, sales-focused creative strategy, Grace brings a unique perspective on the importance of authenticity, vulnerability and genuineness – and I highly recommend this interview for anyone looking to broaden their creative perspectives.

KEY HIGHLIGHTS

🤰🏻 Why Poppy Seed Health followed a non-linear path to portray pregnancy

🌵 How absence of IDFA informed the creative strategy

🐚 Unique depictions that drove growth and why

🍁 Building creatives that are favored by the algorithm on Facebook

🌼 Authentic creatives that were challenged by ad networks

🌊 The process of producing authentic ads

👨🏽‍🎤 Recruiting creators for UGCs

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Check out the show notes here:
https://mobileuseracquisitionshow.com/episode/creative-strategy-grace-ouma-cabezas-poppy-seed-health/

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Note:
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