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)

Special Announcement

To all those who couldn’t make it to my recent live webinar, "How to Systematically Lower Your CAC on Meta (in 3 Easy Steps)," I will send you the recording, regardless of whether you joined. I found out that there was a software issue, and most people clicked on the wrong link. But if you’re a subscriber and didn’t join that webinar, don’t worry—you’ll also get it. Simply respond to the newsletter with "CAC" in the reply.

BEST LINKS OF THE WEEK (on popular demand)

My favorite finds

• Shooting CRAZY UGC Facebook Ads (Behind-the-Scenes)

• TikTok launched image ads

• Why Modern Comedians are the ultimate growth marketers

Running apparel brands is table stakes. 

They’re easy to copy.

So, you really need to be creative to stand out.

This week, we look at our performance battle to find out which brand is winning and why.

If you sell apparel brands, you can learn a thing or two.

If you don’t, you’ll find one or two insights you can apply to your brand, regardless. Note: All ads are proven, i.e., they have been running for longer than 30 days. I recommend that you watch the videos first.

Welcome to the Battle of Brands (Renamed from Paid Social Performance Battle).

The showdown is where your favorite brands compete to see who wins on paid social.

How it Works

1. I compare two paid social Facebook Ads library accounts and see who is killing it

2. You vote for your favorite for a chance to win a prize (worth €1068)

You can find the last one here.

This time, we are looking at two brands: Mott & Bow and Mugsy. Both have different audiences but sell similar products. You’ll be surprised by some new insights.

Mott & Bow is a NYC-based clothing company that strives to provide premium-grade jeans & essentials (for women) at a reasonable price. 

Mugsy denim is supreme comfort, clean & stylish fit, an extra-leg room for the boys.

Mott & Bow 

Ad # 1 – Spice it up

Ad principles:

• Use a hook with a sexual innuendo: “These jeans spice things up between us”

• Try UGC mashup b-rolls to support it

• Focus on one idea: jeans that fit 

• No talking head involved – AI voice-over

Ad # 2 – The annoying problem

Ad principles:

• The thumbnail does the scroll stopping, another sexual innuendo

• Second scroll-stopper: hook –  Make the problem bigger in the hook by showing it

• Make people say yes:  If you're tired of jeans that dig into your stomach every time you have to sit for a long time…

• Use b-rolls that support the benefits: b-rolls were shown to give the feeling of comfort and flexibility

• Answer the question how:  They are designed with a stretchy waistband that won't dig into your tummy, even if you have to sit for a long time or after a big meal ...

Ad # 3 – Not cheap ads

Ad principle:

• Steal the ad concept from Atoms + add three legit reasons why + show the product

So now, let’s look at Mugsy. But let’s take an ad break (I know!)

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Mugsy

Ad # 1 – Better spin on how much do you make format

Ad principles:

• Lean into existing viral content formats that are timeless (this one is)

• Make fun of it: How much do you make + street view + show and sell the product

Ad # 2 – The crazy hook

Ad principles:

• The visual crazy hook: It doesn’t make sense to rip the pants, but for them it does

• The problem: Jeans aren’t flexible but why? So, they redsesigned them.

• The analogy: Jeans that feels like Lululemon’s khakis

• Be specific: They invented a performance denim and Spandex fabric, that is stretchy, durable and looks good enough to wear to the office.

• Fill it with social proof: reviews + magazines + ChatGPT proof (guess what it wasn’t true)

Ad # 3 – Show, don’t tell 

Ad principle:

• If you can show the benefit, try doing that instead of telling (I know, you know this but we often forget)

• Add social proof + offer (free shipping + free returns)

You can find the other ads that I didn’t evaluate here.

TL;DR

• Exploit sexual innuendos if you’re making your customer appear sexy

• Do add those in the thumbnails, sex sells

• Lean into viral content format like street view questions. It is better if you make a blooper but sell it well

• Use crazy bold hooks but steal the transcripts – Atria lets you do that

• Show, don’t tell, as usual

• Most important: Sell one idea per ad. Both of them tried to sell “fit” or “stretchable jeans”

That’s all from this week.

Now it’s time to decide … Who do you think nailed their ad better?

Respond to this email and cast your vote for a chance to win.

The prize (worth €1068) includes:

A yearly subscription to Mastermind Paid Social/Paid Social Mastermind (299€), €300/hour for a free call with me, and a one-time entire marketing audit for your brand (469€).

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.

Three ways I can help you, whenever you are ready:

• Work with me to get you growth from paid marketing. Book a call here. I’m open to more clients now.

• Level up your paid marketing by joining my community, where we share the latest tactics and get nuanced paid marketing questions answered here (we are now 70+, but there is a waitlist to join).

• Promote yourself to 12,900+ highly qualified paid marketers by sponsoring this newsletter. Advertise here.

P.S. Check out this win from the community.