What's up, Marketers! This is Aazar.

This newsletter is about leveling up your paid growth marketing skills by analyzing the best brands' paid strategy, tactics, positioning, and value props.

This newsletter is divided into:

• Sharing what I've learned

• Sometimes sharing some other performance marketers’ lessons with you

• And I analyze & compare the best ads on the internet (this issue)

I've just kicked off the Creative Ad Strategy Bootcamp, and I wanted to let you know that enrollment is closing soon. If you're on the fence, here are 10 great reasons to jump in and join us!

10 Genuine Reasons to Join the Creative Ad Strategy Bootcamp

1. No fluff. Just real ads, real accounts.
This isn’t another theory-based course.

We’ll walk you through live ad accounts, actual campaigns, and real creative wins. You’ll see the structure, the copy, the visuals. And why it worked. No screenshots. Full visibility.

2. You’ll get direct feedback, not passive lectures.
Most courses talk at you. We look at your work and help you improve it. Your positioning. Your angles. Your creative decisions. This is how you actually grow.

3. You’ll learn the system, not just swipe tactics.
Blindly copying other ads doesn’t scale.

We’ll teach you how to break down what works, what to ignore, and how to come up with original, high-performing creative on demand.

4. You’ll know what to do when handed a new account.
Whether you’re a freelancer or in-house buyer, you’ll learn how to diagnose creative problems, build a roadmap, and run a testing sequence that makes sense.

5. No more one-hit wonders. You’ll build consistent winners.
You’ll learn how to generate new angles, test them properly, and increase your hit rate with a repeatable creative process. This is how you stop guessing.

6. You’ll go deeper than reviews. You’ll apply psychology.
Sure, reviews help. But we’ll teach you frameworks to uncover what your customers really want. You’ll use AI tools like ChatGPT, VEO3, Poppy and more to turn raw insights into great ads.

7. You’ll learn from 10,000+ video ads worth of experience.
We’ll show you what to say first, second, and last. You’ll learn how to script video ads that stop scrolls, and how to write briefs that creators can actually use.

8. AI is built into every part of the Bootcamp.
You won’t just hear about AI, you’ll use it. From concept testing to headline generation, from research to ideation, all baked into the workflow.

9. India & Pakistan? You get 50% off.
We’re making this accessible. If you're from India or Pakistan, you get a full scholarship rate at $250. Just reply and we’ll send the link.

10. Built by someone who’s actually done the work.
$50M+ in tracked creative-led revenue. Brands scaled in education, health, DTC, and apps. This isn’t recycled theory. It’s the stuff that works right now.

Join the Creative Ad Strategy Bootcamp

I’ve been studying ads from two wellness D2C brands: Beam and MoonBrew.Since I'm also in the sleep market lately😉 (Long post alert!)

Both are crushing it in the performance space.

Both are turning simple powders into high-conviction purchases.

But… they’re doing it differently.

This week, I dove deep using Atria (this is the swipe file link) to break down their ad formats and messaging strategies.

Not just to see what’s working, but why it works.

From storytelling to cortisol-cleanse angles, kid-focused expansion to creativity, these brands are full of swipeable insights.

So in this edition, I’ll walk you through:

• 4 Beams ads that hit hard (especially with parents and women)

• MoonBrew’s clean aesthetic + clever use of micro-pain moments

• What you can steal for your next ad campaign: frameworks and formats

Let’s get into the battle.

Let’s start with MoonBrew

MoonBrew Ad #1 – The “30+ Woman” Wake-up Call

Creative Format: Static image with bold copy blocks

What immediately stands out:

• A bold, direct persona callout — “Are you a 30+ woman?” It makes anyone of that age lean in..

• A problem framed as unusual — “That constant fatigue isn’t normal.” (emotional + curiosity hook)

• I liked the combo of age + 3 signs which makes it interesting, and you don’t need to read twice.

• The subtle but smart copy: “your body is begging for magnesium.”

Psychological bias at play:

Attentional Bias: Once you identify with the message (“I am 30+, and I am tired”), your brain starts scanning the rest of the ad for proof that it applies to you.

This bias makes us focus more on information that feels personally relevant and tune out everything else.

Why it works:

• Identity-first targeting
  This isn’t “for everyone who’s tired.” It’s for you if you’re a 30+ woman. The moment you fit that identity, you’re pulled in.

• Symptom-to-solution reframe
  The ad lists real, relatable problems and then softly links them to a single fix (magnesium). It doesn’t oversell.

• Emotional copy
  “Your body is begging…” makes it about care and urgency. It’s not “you should try this.” It’s “your body needs this.”

What you can steal for your ads:

Use identity to filter attention
Start your ad with: “Are you a [specific persona]?”
It grabs the right audience and makes it feel personal.

List symptoms, then reframe as solvable
Structure:

“Here’s what you’re feeling → here’s what it means → here’s how to fix it.”

E.g. Tired mid-day? Foggy thinking? Craving sugar?

Your body might be low on [ingredient].

Borrow the body’s voice
Instead of "Our product helps you," say:

“Your body is asking…”
“Your skin is craving…”
“Your brain is screaming for…”
Makes the message feel urgent without being salesy.

Tap into Attentional Bias
Once someone sees themselves in the ad, they can’t not look. Use that to your advantage.

MoonBrew Ad #2 – The Calm Ad That Sells Sleep

Creative Format: 15s Video Ad with Voiceover

What immediately stands out:

• Whisper-like voiceover with gentle background music, feels like you’re already in bedtime mode.

• Shows how powerful the product is, by a kid drawing on sleeping dad’s face (barely 2 seconds, but memorable).

• Visual progression matches the emotional journey:
  Sleep → Stay asleep → Wake up refreshed.

• It goes on with a strong copy overlay: “no morning grogginess.” That’s the real outcome people want.

Psychological bias at play:

Fluency Heuristic: The easier something is to process, the more we believe it to be true.

This ad feels smooth, calming, and watchable — so we subconsciously believe the product will feel that way too.

Why it works:

• Emotional congruence with product
  Everything about the ad: visuals, pacing, tone, voice, mirrors the product promise: calm, deep sleep. It’s not just saying “relax.” It’s making you feel it.

• Humor + relatability without breaking the tone
  The sleeping dad + drawing kid visual is such a subtle hook. It adds charm without ruining the vibe. It shows deep sleep, not just claims it.

• Benefit-driven structure
  The script doesn’t waste time explaining ingredients or features.
  Instead, it hits three core outcomes:

  • Fall asleep

  • Stay asleep

  • Wake up feeling your best

That’s all people want.

What you can steal for your ads:

Match your tone to your promise
If you're selling calm, don’t yell in your ad.
Let the pacing, music, voice, and visuals do the work.

Use visuals to show the benefit (not the feature)
Someone sleeping while their kid draws on their face says more about the product than any “deep sleep” claim ever could.

Structure your message around transformation

“From this → to this.”
In this case: “Tired and restless → refreshed with no morning grogginess.”

Add light humor without going off-brand
The face-drawing moment adds personality.
Look for playful ideas that support your product’s benefit (not distract from it).

Tap into Fluency Bias
When an ad feels easy to watch, people trust it more.

Keep visuals clean, copy short, and pace slow, it helps with believability.

MoonBrew Ad #3 – The Relief from Problem Testimonial

Creative Format: Static review + product visual

What immediately stands out:

• Bold headline: “Side effects from GLP-1? Not an issue anymore.”
  Calls out a niche but growing audience with a specific problem.

• The 5-star visual immediately signals social proof.

• Strong testimonial quote that reads like it came straight from a real customer — honest, not polished.

Psychological bias at play:
Availability Heuristic: When someone sees a relatable testimonial, especially about a topic already on their mind (GLP-1 use), they’re more likely to believe the product will work for them too.

Why it works:

• Niche-specific targeting
  I’ve never seen someone go THIS specific. It was a key learning for me. By calling out GLP-1 users, MoonBrew isn’t trying to appeal to everyone.
  They’re saying: “We see you. We built this for you.” 

That level of specificity builds instant trust.

• Social proof layered smartly
  Star rating + named testimonial + clear benefit (“helps bring daily relief”) all combine to reinforce credibility without over-explaining.

• The benefit isn’t sleep. It’s energy
  This is clever positioning. Instead of saying “better sleep,” they flipped it: “I have more energy during the day.” It’s about outcome, not just the product function.

What you can steal for your ads:

Target micro-audiences with precision
Don’t go broad if you can go specific. “GLP-1 users” is a smart niche because the pain is real, rising, and underserved.

Visual proof > verbal claims
The 5-star layout instantly boosts believability. Add it when you have strong reviews.

Use direct customer language
This quote feels natural. Not “copywritten.” Always pull testimonials that sound human, not like a sales page.

Flip the benefit
Instead of saying “you’ll sleep better,” say “you’ll feel more energized.” The benefit after the benefit is often what people really want.

Leverage Availability Bias
When someone has recently thought about a problem (like GLP-1 side effects), they’re more likely to act on ads that mention it.

MoonBrew has mastered this: finding emotional + physiological struggles and offering soft, believable relief

MoonBrew Ad #4 – The “I Feel Bad For You” Soft Sell

Creative Format: 19s Video with calm visuals + empathy-driven copy

What immediately stands out:

• Opens with a disarming, empathetic hook:

“I truly feel bad if you have high levels of cortisol…” Sounds like a friend, not a brand.

• Visuals do 90% of the work: Calm visuals and someone making MoonBrew scoop and stir.

• Benefits at the end are clear, claim-based, and confidence-boosting:

  • Improves sleep

  • No morning grogginess

  • 11 superfoods

  • Third-party tested

Psychological bias at play:
Affect Heuristic: When something feels warm, calm, and caring, we make quicker positive decisions about it, even before we rationalize it.

Why it works:

• The empathy-based hook breaks resistance
  This isn’t “here’s why you should buy this.” It’s “I feel bad you’re dealing with this, here’s something that might help.” That tone lowers defenses. People don’t feel sold to.

• Classic “watch me make it”
  This is a proven format: Show the product being used in real life.
  It builds familiarity, trust, and reduces friction to try it.

• Text structure follows pain → offer → proof

1. Call out the pain (high cortisol, fupa, fatigue)

2. Offer something gentle (magnesium sleep aid)

3. Show visual proof and list benefits

It flows like a conversation, not a pitch.

What you can steal for your ads:

Lead with empathy, not urgency
Open with something like:

“I feel bad if you’re still struggling with…”
This makes your ad feel human — not hungry for conversion.

Use the “make it with me” format
Scoop, pour, stir — these steps build product confidence.
They also sneak in the “how it works” without overexplaining.

List your benefits in easy to read format

Trigger the Affect Heuristic
Make the entire experience feel positive.
Soft visuals + kind words = faster trust.

Let the visuals do the talking
You don’t need to hard-sell when people can see the value unfolding in real-time.

Let’s move to the next brand, Beam, now

Beam Ad #1 – The “Kid-Approved Superpowder”

Creative Format: 13s UGC-style video with upbeat music (no voiceover)

What immediately stands out:

• Opens with a PSA-style hook: “Beam just launched an all-in-one superpowder for kids.”

• Kids drinking Beam: pure visual proof. No actors, no fancy transitions.

• Clean, bold text overlays list out benefits like a product label:
  

  • 18 fruits & veggies + essential nutrients

  • Pediatrician formulated

  • Supports digestion, immunity & focus

  • Kid-approved taste (yes, really)

• Ends strong with: “Try risk-free with a money-back guarantee”

Psychological bias at play:
Identifiable Victim Effect: Even though it’s not about harm, seeing real kids makes it easier for parents to connect emotionally and imagine their own children using it.

Why it works:

• It’s not selling to kids. It’s selling through kids
  The ad never talks to parents. It just shows happy kids using it, while the benefits roll in quietly. This creates trust through observation, not persuasion.

• All signals = low risk, high care
  When a product is pediatrician-formulated, has 18+ nutrients, and ends with a “money-back guarantee” — it removes objections one by one.

• The text overlays do all the heavy lifting
  Parents can mute the ad and still get the entire message. That’s good UX for attention-poor platforms.

What you can steal for your ads:

Show the transformation, not the pitch
No talking head, no hard sell. Just a kid drinking Beam and looking happy.
Let your visuals carry the message.

Bundle benefits in simple bullets

• “Supports sleep, focus & digestion”

• “Kid-approved taste”

• “Pediatrician-formulated”
  It’s like reading a label — fast, trust-building, no fluff.
  

Use kids as trust amplifiers
You’re not selling to them — you’re showing how your customer’s kid will react.
That’s a big trust lever for wellness or supplement brands.

Use the Identifiable Victim Effect (positively)
Show one happy kid — it lands harder than a crowd.
Why? Because parents don’t buy for “children.” They buy for their child.

End on a de-risking promise
“Try risk-free” + “Money-back guarantee” is a great finisher for DTC wellness.

Beam’s strength in this ad isn’t creativity. It’s clarity + relatability.
And that’s what makes it perform.

Beam Ad #2 – The “4 Reasons to Glow” Visual Punch

Creative Format: Static visual with product + benefit bullets

What immediately stands out:

• Bold headline copy: “4 Reasons Women Swear by Glow” — structured like a listicle, which our brains love

• Clean product placement with glowing red drink — visually looks energizing and refreshing

• Every benefit hits a real concern women deal with daily:

  • Thyroid support

  • Cortisol face + fatigue

  • Collagen for skin + hair

  • Tailored for women

• The whole ad is pink-on-pink, which is mood-setting

Psychological bias at play:
Salience Bias: The bright color, list format, and emotionally charged phrases (“fatigue,” “thyroid,” “glowing skin”) make this ad highly noticeable and emotionally sticky.

Why it works:

• The copy doesn’t waste words
  Each bullet is sharp and functional. No fluff. No “science talk.” Just benefits that feel personal.

• Design psychology + color theory
  The vibrant pink immediately signals feminine energy, health, and vitality. It feels less like a supplement — more like a beauty drink.

• The hierarchy is smart
  You don’t need to read all 4 reasons. Even one (“Say bye to cortisol face”) is enough to make the scroll stop.

What you can steal for your ads:

Use list formats for scannability
Our brains love numbered lists. “4 reasons women love…” works better than a block of text.

Go for problem-first benefit framing
Not “contains ashwagandha.” Say: “Say bye to cortisol face + fatigue.”

Let color set the emotional tone
Pink = feminine wellness
Purple = calm
Green = natural & detox
Design with intention. Not just aesthetics

Salience Bias is your scroll-stopper

• Vibrant visuals

• Clear pain relief

• Short, believable bullets
  These make your ad “pop” — not just visually, but emotionally

Speak to the person, not just the demographic
“Clean, daily support made just for women” isn’t about ingredients.
It’s about feeling seen.

Beam Ad #3 – The Ingredient Power Grid

Creative Format: Static product + ingredient matrix

What immediately stands out:

• The numbered claim grabs attention: “18 Powerhouse Ingredients,” it screams, formulated with intention

• Ingredients are listed visually like an ingredient label, but with sleek UI-friendly design

• Bright, colorful background of fruits, herbs, powders = natural + healthy vibes

• Bottom line benefit statement is crisp: “Supports hormone balance, boosts energy, and enhances metabolism.”

Psychological bias at play:
Authority Bias: Listing science-y ingredients (e.g., theobromine, ashwagandha, vitamin B12) makes the product feel expert-approved, even without showing a doctor or study.

Why it works:

• Reinforces product legitimacy
  Many wellness products claim to help. Beam shows the formulation. That’s a big trust builder for cautious buyers.

• Blends clean design with natural visuals
  The top-down photo of real ingredients gives a sense of transparency, it feels like you’re seeing the recipe, not just the end product.

• Anchored around benefits, not just ingredients
  Yes, they list what’s inside — but they quickly translate that to what you’ll feel: balanced hormones, better energy, faster metabolism.

What you can steal for your ads:

Use specificity to signal authority
Don’t say “we use vitamins.” Say “Vitamin C, B12, Zinc, Magnesium.”

List ingredients like a badge of honor
Format it like a smart label: clear, minimal and visual. Makes your product feel transparent and high-quality.

Use real food/herb photography as a backdrop
It creates a “natural meets science” balance that hits the wellness sweet spot.

Tap into Authority Bias without shouting
No need for lab coats or clinical charts. Just naming the right ingredients can trigger perceived expertise.

Translate content into an outcome
Always connect your product list to a result:

“Supports hormone balance.”
“Boosts metabolism.”
“Enhances energy.”

It’s not a hard sell. It’s: “Look how much care we’ve put into this.”

Beam Ad #4 – The Story Reply

Creative Format: Screenshot-style ad mimicking an Instagram reply

What immediately stands out:

• Feels like a real message between friends — not an ad

• The blurry profile pic adds authenticity (and keeps it legal)

• Language is fun, casual, and totally native to Beam’s target buyer:
  “Thyroid girlies,” “regulated queen era, emoji”

• Mentions specific ingredients and targeted benefits like hormone balance and stress support

Psychological bias at play:
Social Proof + Barnum Effect: Viewers feel like they’re seeing someone just like them rave about the product. And the generalized-but-relatable copy (“perfect for us thyroid girlies”) makes people feel seen, even if it's not 100% accurate for everyone.

Why it works:

• Feels organic, not promotional
  This doesn’t read like copy. It reads like your friend just sent you this — and that’s the magic.

• Hits niche use case + identity + solution
  They’re not just listing what’s inside. They’re aligning the product with a lifestyle: “regulated queen era”

• No CTA, but high impact
  The ad doesn’t tell you to buy — but it makes you want to be the kind of person who drinks Beam.

What you can steal for your ads:

📥 Use screenshot formats to mimic real social validation
Make it look like:

• A DM

• A story reply

• A comment

• A text thread

People pause for content that looks native.

Use identity-first slang or tribe terms
“Thyroid girlies,” “hot girl sleep,” “gut health gang” — this isn’t just wellness, it’s belonging.

Highlight ingredients + benefits through casual talk
Instead of listing them formally, let your “customer” say casually.

Tap into Social Proof without the fakery
Blurring the profile pic makes it feel safe, real, and honest.

Trigger the Barnum Effect subtly
Make people feel like the message must be about them, even when it’s general.

This creates “this is so me” moments.

This ad is the definition of effortless relatability. It doesn’t sell. It just lets you overhear someone else loving it.

MoonBrew’s Winning Playbook

Targeting & Positioning

• Call out specific groups like “30+ women” or “GLP-1 users” in the first line

• Solve everyday problems like grogginess and bloating, not vague wellness goals

• Use product labels like “Magnesium Sleep Aid” or “Cortisol Cleanse” for instant clarity

Messaging & Copy

• Start with identity-driven or empathy-led hooks to grab attention

• Highlight familiar symptoms people already experience (not features they don’t understand)

• Reframe symptoms as signals that something’s missing (“your body is begging for magnesium”)

Creative Formats That Work

• Use the classic “scoop and stir” demo with soft music for trust and calm

• Create calm, voiceover-driven videos that feel like bedtime routines

• Add 5-star reviews in static ads to instantly boost credibility

• Show outcome visually — like “no morning grogginess” — instead of promising it in words

Psychology & Biases Used Well

• Use Attentional Bias by calling out your audience right away

• Keep design simple to trigger Fluency Heuristic (easy to trust = easy to believe)

• Tap into Availability Heuristic by connecting to recent concerns (e.g., GLP-1)

• Trigger Affect Heuristic with calm visuals and empathetic tone

Tactics to Steal

• Use symptom-style checklists like “3 signs your body needs magnesium”

• Say “your body is asking…” instead of “you need…” to make it feel personal

• Present benefits in bullet format, like an Amazon product page

• Add light humor through subtle moments (like a kid drawing on dad’s face)

Beam’s Winning Playbook

Smart Targeting

• Launch products tailored for kids — and show kids actually using them

• Target real problems women face: hormone balance, metabolism, fatigue

• Use tribe-friendly language like “thyroid girlies” to make your brand feel inclusive

Messaging That Works

• Frame benefits first — not ingredients (e.g., “Say bye to cortisol face”)

• Use numbered or bulleted lists to make messages instantly skimmable

• Write like your customer speaks: casual, fun, and real

• Include punchy phrases like “Kid-approved taste” or “Regulated queen era”

Creative Formats That Hit

• Show kids in action with product overlays to build trust

• Use bright static ads with bold lists to grab attention fast

• Create clean, visual ingredient breakdowns to signal transparency

• Reuse real DMs or story replies — they feel authentic and relatable

Psychology & Biases Used Well

• Use Social Proof through reviews, kids, and UGC-style replies

• Add Authority Bias by naming real ingredients and test credentials

• Trigger Salience Bias with bold colors and high-contrast layouts

• Lean on the Barnum Effect by making general claims feel personally relevant

• Leverage Identifiable Victim Effect by showing one kid — not a crowd

Tactics to Steal

• Use tribe-speak like “gut health gang” or “sleep queens” for instant belonging

• Connect ingredients to outcomes (e.g., “Selenium = thyroid support”)

• Recreate native social media formats (DM screenshots, replies, comments)

• Let real-life visuals do the explaining — no need to over-narrate

• Add trust badges like “pediatrician formulated” and “third-party tested”

• Finish with a low-risk CTA like “Try risk-free” or “Money-back guarantee”

That’s all for this week.

Thanks to our partners who support this newsletter.

Happy Growing with Paid Social,

Aazar Shad

Since this newsletter is free, I do it to follow my curiosity. But I’d love it if you could leave some feedback so I know if I am helping you or not.

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