Ideas, observations and better questions.
The thinking behind performance creative for ecommerce brands.
UK phone case and tech accessory brands on Meta run six recurring formats: drop or stress-test Reels, model-compatibility launch cards, MagSafe snap-and-hold demos, "cute and protective" creator try-ons, us-vs-them explainers, and offer-first bundle or personalisation cards.
Read articleUK underwear and lingerie brands on Meta run six recurring formats: creator try-ons with size on screen, function demos, product-only stills and carousels, offer-first bundle banners, founder or bra-fitter explainers, and inclusive-range montages.
Read articleSix recurring Meta formats for UK haircare and scalp care brands, from scalp-routine Reels to supplement or bundle offer cards. Each has a UK rule to pass, mainly CAP 12.23, ASA guidance and the GB nutrition and health claims register.
Read articleSix Meta creative formats for UK oral care DTC brands in 2026, from ingredient explainers to shade-card before/afters and refill demos. Each has its UK rule check.
Read articleSix Meta creative formats UK drinks clubs and craft spirits DTC brands run in 2026 — gift-box unboxing Reel, tasting-kit flat-lay static, gifting calendar, distillery story, first-box offer card and cocktail how-to — each with its CAP 18 check.
Read articleSix Meta creative formats UK refillable deodorant DTC brands run in 2026 — refill-ritual demo, perfume-dupe scent static, chat-screenshot proof, founder story, scent-variant carousel and switch / free case / subscribe offer card.
Read articleSix Meta creative formats UK fragrance and perfume DTC brands can brief in 2026 — elevated sensory Reels, scent-on-skin / blind-test video, unboxing UGC, note-family carousels, discovery-set / sample CTAs, and DPA / Collection / Advantage+ retail catalogue.
Read articleSix Meta creative formats UK eyewear and spectacles DTC brands can brief in 2026 — face-on Reels/demo, carousel frame drops, UGC try-on, VTO/home try-on, Rx/progressive offers, and eye-test booking vs ecommerce + DPA/Advantage+.
Read articleSix Meta creative formats UK sofa-in-a-box and modular sofa DTC brands can brief in 2026 — unboxing/assembly, doorway-fit, AR try-in-room, comfort/sit/rebound, modular/fabric carousel, and catalogue / Advantage+ Shopping + remarketing.
Read articleResearch, creative and Meta management. All working together.
