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AI Video Meta Campaigns Creative Strategy Performance Marketing

Campaign and
AI Content Work.

Building the full creative pipeline for Meta ad campaigns. From concept and character development through to weekly performance review and iteration.

AI Content Strategy Meta Campaigns Prompt Engineering Performance Marketing Creative Direction Persona Development Hook Strategy IG and FB Campaigns CVR Optimisation AI Video Production Kling Creative Fatigue Analysis AI Content Strategy Meta Campaigns Prompt Engineering Performance Marketing Creative Direction Persona Development
The Role

AI Content Strategist
and Creative Producer.

Video Marketing Manager, CommentSold / POP.STORE

I built and ran the AI video content pipeline for Meta ad campaigns across Instagram and Facebook. The brief was to create content that converted, not just content that looked good. Every creative decision, from which persona to cast to what hook to open on, was made with a conversion outcome already in mind.

Over 100 ad creatives produced across the campaign. Each one a different script, hook, or character variant. Weekly performance reviews fed directly into the next round of work. A cast of AI-generated characters built from scratch, each designed to reach a different audience segment with a different emotional register.

My Process

From brief to final output.

01
Brief and Research

Audience profiling, platform analysis, competitor content audit. Understanding what is already working in the space before deciding what to make.

02
Moodboarding

Visual references, colour palette, aesthetic direction, tone of voice. A clear creative vision documented before a single prompt is written.

03
Prompt Engineering

Translating the moodboard into precise AI prompts. Character consistency, scene composition, motion direction, output format tailored to the campaign goal.

04
Production

AI video generation using Kling, Runway ML, Hume AI, and Nanobanana. Iteration, refinement, and quality checking against the brief.

05
Campaign Fit

Final output reviewed against campaign objectives. Is the hook strong enough? Does the visual match the audience? Is the call to action clear?

06
Weekly Dashboard Review

"The data decides what gets made next." Hook rate, hold rate, and CTR scores drive the weekly call: scale, monitor, or kill. That output shapes the next production cycle.

The Cast

Every ad had a face.
Here are a few of them.

Each character was built through iterative prompt engineering until their visual identity was consistent enough to run in live campaigns. Physicality, wardrobe direction, voice, energy, scene context. Click any card to learn more.

Ariana
Ariana Ariana Ariana Ariana
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Ariana
Late 20s, California
+

Late twenties, California energy, the kind of warmth that reads as genuine on camera because it is. She leads with enthusiasm and lands with credibility. Ariana ran in the most campaigns of anyone in the library and consistently pulled the strongest engagement numbers.

Mia
Mia Mia Mia Mia
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Mia
25, American
+

She sounds like she is telling you something she just figured out, not selling you something. Mid-twenties, podcast-native, the kind of person whose opinion you actually trust. Mia worked best in ads where the hook was a personal observation rather than a direct pitch.

Lucas
Lucas Lucas
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Lucas
Early 30s, American
+

The guy who looks like he has already figured out the thing you are still trying to solve. Relaxed, credible, never over-sells. Built for audiences who distrust hard pitches but respond to someone who just seems to know better.

Lauren
Lauren Lauren Lauren
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Lauren
Early 40s, American
+

Early forties, composed, the kind of woman who has already built something and is not trying to convince you of anything. Built for real estate creator audiences who needed to see themselves in the character. Lauren did not sell the product. She made the audience feel like using it was the obvious next move.

Watch Some of the Work

The work, live.
Ads that actually converted.

No Flows
Character: Ariana
You Need Something Smarter
Character: Ariana
I Didn't Shoot This
Character: Ariana
Growth Tax
Character: Ariana
While You Were Waiting
Character: Mia
The Listing They'll Never Forget
Character: Lucas
The Grind Doesn't Stop
Character: Ariana
The DM Graveyard
Character: Lauren
Video Ad Performance Analytics

The dashboard behind
the decisions.

Hook rate. Hold rate. CVR. Every ad, scored.

I built an internal performance dashboard that tracks every ad running in the library, measuring hook rate, hold rate, and CTR, and scores each one with a clear next action: Scale, Monitor, or Fix. It replaced manual guesswork with a real decision system. Here are some of the ads in performance.

VideoMetrics dashboard — Decision view showing active ads scored and ranked
The Work

100+ ad creatives.
Every one started with a blank page.

Meta campaigns running across Instagram and Facebook simultaneously. Every creative decision, from initial concept to platform-specific adaptation, ran through a single pipeline with weekly performance reviews feeding directly into the next round of work.

Concept and hook direction for every individual ad, each built around a specific problem or audience insight
Character selection and prompt engineering to match the right persona to the right campaign moment
Platform-specific variants for IG and FB, adapting format, pacing and crop to each
Weekly review and creative iteration, pausing fatigue before it cost spend, testing new hooks against what was already running
The Conversion Path

Every creative decision
was made backwards from the result.

The hook stops the scroll. The character builds enough trust in three seconds to earn a click. The message creates enough intent that the landing page has something real to work with. Every creative decision was made with the end goal already in view.

Impressions hook stops the scroll
Landing Page Visits character earns the click
CTA Clicks message creates intent
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