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The Secret to Converting UGC

Estimated reading time: 4 minutes

Welcome back to Nice Ads! It’s Monday and time for some creative strategy.

Grab yourself a coffee and let’s get started.

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Jimmy Joy

At Fraggell, we dedicate a significant amount of our time to collaborating with health and wellness brands. One of the most effective techniques we employ is the "Show the old way, present a new way" hook.

This strategy is brilliantly exemplified in this ad by Jimmy Joy. The advertisement starts off by showcasing the outdated method of eating, which often assumes the role of the villain within the hook. Subsequently, the spotlight shifts to the product, the hero, offering a refreshing and innovative solution. This approach may seem like simple storytelling, but it is precisely how numerous beloved DTC brands structure their advertisements.

Huel serves as a prime example, frequently portraying popular yet unhealthy lunches like ramen as the antagonists while positioning Huel as a healthier and more affordable alternative. This creative style is prevalent throughout Meta, and it serves as an exceptional means of converting new customers.

If you haven't given it a try yet, I encourage you to experiment with this approach this week. I am genuinely excited to see the incredible content you will produce.

Your Heights

I’ve shared a few creatives like this in the past, but I wanted to showcase this one from Heights because I think it’s a prime example of how you make us vs them statics.

Big colours, big claims yet not directly calling out a competitor. You would be amazed how many ads I’ve seen that are walking a fine legal line with these creatives. Because as tempting as it is to call out those scammy competitors of yours, you shouldn't. Instead keeping things genetic and safe is the best way.

Heights have been really clever with the points they’ve picked here, all of them are simple to understand and straightforward. “Proven to work”, “Backed by 380+ studies”. You read these and right away know who you’d rather pick.

Remember! Language, it’s one of the most important factors in your static ads. Image ads like this are great for MOF-BOF, so get some running this coming week!

Big News!

You might already know, but for the past few months, I’ve been helping DTC brands and agencies make better static ads at speed with Creative OS.

Well, this week - We teamed up with some of the biggest names in DTC and made Expert Volumes.

Collectively they have YEARS of experience helping scale brands to revenue levels we can only imagine and you can steal the ads that helped them get there.

Custom-made templates that you can edit in seconds. You’d be a fool to miss out on these.

Grab one and let me know if you do, I’d love to help you make the most of them.


UGC is far from dead, but consumers are getting fed up with seeing the same style of creatives day in and day out. So what can you do to stand out?

It’s easy. Make more of an effort.

Making a video themed around holidays? See if your creator is planning a trip anytime soon and get them to film on holiday! It’s a little thing, but makes a vast difference like you see in this video from Wild.

Watch it in full and you’ll notice the video simply wouldn’t work if the creator was sat at home. But don’t think you have to send your creators to another country to make an effort, sometimes it can be as simple as changing location throughout your video or switching costumes. These little things elevate your video to another level and stand out to your perfect customer.

That’s all for this weeks Nice Ads! Thanks for sticking around, remember if your looking for an easy way to make some statics this week. Check out the expert volumes at Creative OS.

See you next week.

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