How to use EGC in your paid media

It’s Monday, and it's time to break down another three ads. This week, all the ads are themed around employees and founders and you’ll learn:

• How to make founder ads with your old footage.

• Using EGC inside your paid media.

• How documenting the real moments gets you sales.

Let’s get started.

Just before you do, if you happen to run a DTC brand and your creative is failing, then it might be time to look at a new solution. I’d love to tell you how my agency Fraggell can help.

🚨See if we’re a good fit by clicking here🚨

The Black Stuff

👉 Watch in full here

My team at Fraggell made this founder video, and I wanted to share it with you because we made it with zero new footage. Everything you see was from the brand’s archive and then reworked by our creative team.

This is the fastest way you can take advantage of storytelling inside your paid media. Find videos and images from building your brand, then combine them with a great script.

People connect with people, and so if you can tell your story, that’s what will separate you from your competitors because only YOU can tell that story.

And the best part about making ads like this is that you can refresh winners by swapping out the footage as you grow your video archive.

Easy way to make endless ads!

If you want something similar for your brand, let’s have a chat.

See if we’re a good fit by clicking here.

Levate Label

👉 Watch in full here

Along with content based around your founder, sometimes that might not be possible - And that’s when you can create EGC (employee generated content). Basically, getting someone who works for you on camera to front a couple of ads.

That’s what Levate Label did in this video. Someone on their team is wearing the product they're selling and presenting it to the camera. Telling the viewer why it’s always going out of stock, and why you should pick one up today. AND doing it all in their warehouse to make it feel even more real.

Even though this isn’t the founder in the video, it still takes advantage of the idea that people connect with each other. So you kind of let them off the hook for hard selling since it's the employee praising the product.

EGC is great for paid but also for organic. More and more brands are leveraging their employees when it comes to making content that drives sales and leads. Just look at Linkedin. B2B have been doing it for years - Now it’s DTC’s turn.

TLDR:

• Use your employees as creators

• Be raw and real with your ads

Looking for more?

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Bloom Nutrition

👉 Watch in full here

I’ve shared founder ads from Bloom before. A lot of them show their cofounder Mari Llewellyn and her podcast. BUT this one shows both co-founders trying to find their product for the first time in Cosco, great idea for a video.

A lot of customers who already buy Bloom online might see this and head right to their local Cosco - Perfect way to get people to buy more product.

But the reason I think this is so powerful is that you see the excitement from both founders as they go to find their product. You get to witness the happiness. It makes them feel like real people, because you can relate to them. It makes Bloom feel more like a small business (Even though they are a nine-figure brand).

This is a great video and one I suggest all brands should be making when you enter retail.

TLDR:

• Be raw and real and show what growth means to you

• Document the journey and use it on paid.

Hopefully you found today’s issue useful. More brands should be making content like this, I genuinely believe you can unlock a lot of growth this way.

I made a YouTube video this week about founder ads - You can watch it here. I give away a free GPT I made to help you craft founder scripts.

I’ll see you in the next one.

✌️