AmplifyWithVini

Creative strategy for DTC paid social — I don't buy media

Your ads aren't broken.
You ran out of ideas.

You've run the same 3 ads for 6 weeks straight. They still sell. Just worse, and for more money, every single day. Skip a week of new ideas, and you pay for it in cash.

Here's what I do. I read last week's numbers. I write next week's hooks, scripts, and briefs. Your editor shoots them. Done. No calls. No decks. No 30-day calendar.

Start the Trial — $497Read a real brief

48h

Your first real examples

8–18

New hooks every week

0

Calls, ever

Brief 14 · Week 3

9:16

Hook · first 3s

“Can I tell you something nobody told me?”

0–3s · Close-up, leans in

3–10s · Bare lips, soft light

10–18s · Swipe on, close-up

Alternate hooks

A“If your lipstick looks worse now than at 40, this is why.”

B“It just wasn’t made for lips after 50.”

4.49%link CTR vs 3.59% avg

I write hooks, scripts, briefs, angle maps, static concepts and iterations every week.

01
The part nobody says out loud

You're not being outspent. You're being out-shipped.

The brand beating you didn't build a better product.

They tested 20 hooks last month. You tested none. That's the whole game.

Your best ad is your most tired ad.

It's been live since your last drop. Your buyers have seen it 3 times already. That's why it costs more for the same sale.

Your editor is waiting on you.

You already pay for production. It sits idle. Nobody sends a brief on Monday. Cameras don't run on vibes.

"We'll batch content soon."

You said that last month too. Soon isn't a plan. Your ad account bills you for every day you wait.

Ads don't die in a month. They die in weeks. Skip one, and you're paying more for the same old sale, every single day you wait.

02
Who's writing your ads
Vini with Gary Vaynerchuk

Fig. 1 — With Gary Vaynerchuk

Not an agency. Not a junior. Me.

01

I grew Gary Vaynerchuk's Brazil channels from zero to 200,000+ followers across Instagram, Facebook, and YouTube. Without AI, by contextualising his message with Brazil's pop culture at the time.

02

At VaynerMedia, I repositioned Twisties for Gen Z, finding new hooks, angles and formats from the community and culture every week. Their socials went from a few hundred followers to 50,000+ in a bit over a year, with roughly a 12% lift in brand consideration and sales. Mumbrella named it Social Media Idea of the Year, 2023.

03

At Admedia, I ran Meta and Google ads for regional businesses. One campaign hit a 9.16% click-through rate at 5 cents a click. No budget or targeting tinkering, simply high-volume creative testing backed by data and culture.

This is that same job. Pointed at your ad account. I don't buy the media. I decide what gets made next, and I write it clear enough to shoot.

03
Right now

Writing the ads for a beauty brand that spends $12k a day on Meta.

Right now I’m the creative strategist for a DTC beauty brand spending around $365k a month on Meta. I write 60 ad briefs a month for them, each one built on what’s already working in their account: proven angles, their real customer footage, and a script with alternate hooks. Their in-house editors build the ads, and part of my pay is a share of the spend behind them, so I only do well when my ads earn more budget.

60

briefs a month

Written for a DTC beauty brand spending around $12k a day on Meta

4.49%

link CTR

Across my first 41 ads, against a 3.59% account average

71%

hook rate, at the top

My top 8 ads by spend stopped 42% to 71% of viewers in the first 3 seconds

04
How it works

Three steps. Zero meetings.

01

Pay & get access

Your workspace lands in 24 hours. You drop 3 things on Intake: ad access, 2–3 current ads, your reviews.

02

I diagnose & deliver

I send the read on Loom. Then the Week 0 pack lands — your first hooks, scripts, and briefs.

03

You ship, every week

Your editor shoots. I check what worked. The next drop builds on it. Same day, every week.

Every week, you get

  • Kill, keep, scale — the call, made off real numbers
  • 4–6 new concepts — 2–3 hook options each, the format, and why it wins. That’s 8–18 fresh hooks a week.
  • Scripts and briefs — with reference visuals for your static concepts. Ready to shoot. No follow-up questions.
  • New versions of your winners. A proven ad beats a blank page.
  • A living angle map. You always see what’s next, and why.

What I don't touch

  • Campaigns or budgets
  • Media buying or targeting
  • Video editing or managing creators
  • A ROAS guarantee
  • Weekly calls
  • A 30-day content calendar

No Zoom, unless access breaks. Everything happens async, in writing. Once a drop lands, the scope is locked.

05
The actual work

Read a real brief before you pay for one.

Written for a DTC beauty brand. Brand and product details removed. This is what lands in your Trello every week.

brief_after-50.notion

Meta · 9:16 · 35–45s

Why your lipstick stopped working after 50

Objective

Bring in new customers. Take the brand’s best-running ad and change just one thing: who tells the story. A real woman talking to camera instead of a polished brand voiceover. Same message, same offer, so the test reads clean.

Audience and angle

Women aged 50 to 70. Their lipstick creeps into lip lines, dries their lips out, and feels like it was made for younger skin.

“It’s not you. Most lipstick just wasn’t made for lips after 50.”

Hook · first 3 seconds

“Can I tell you something nobody told me? Normal lipstick just doesn’t work on lips after 50.”

On screen: Why lipstick stops working after 50

Alternate hooks to test

  1. A“If your lipstick looks worse on you now than it did at 40, this is why.”
  2. B“Your lipstick isn’t failing because of you. It just wasn’t made for lips after 50.”

Beat sheet

0–3sClose-up. She leans in toward the camera with a little smile.“Can I tell you something nobody told me? Normal lipstick just doesn’t work on lips after 50.”Why lipstick stops working after 50
3–10sRelaxed, talking to camera, or a soft shot of bare lips.“After 50, our lips lose colour and moisture. And most lipsticks are still made for younger skin. That’s why they dry you out and creep into the little lines.”After 50: less colour, less moisture
10–18sShe holds up the lipstick and swipes it on. Close-up of her lips.“So I tried this one. It’s made for lips like mine.”Made for lips after 50
18–28sCut to the finished look. She smiles and presses her lips together.“See? It feels soft, not dry. And it’s not sinking into my lines.”Soft, not dry
28–35sShe holds the tube up next to her face.“If you gave up on lipstick, give this one a try.”Made for mature lips
35–42sFinal shot: product and Shop now button.“Tap Shop now.”Shop now

Format and footage

  • Vertical phone video, 35 to 45 seconds. Cut a 15 second and a 21 second version from the same footage.
  • One woman aged 50 to 65, natural look, light makeup, filmed at home in real bathroom or kitchen light.
  • No beauty filters, no heavy contour.
  • Keep her face and all text away from the bottom and sides of the screen, where Instagram puts its buttons.
  • Drop the take if she looks under 45, or the lighting looks like a studio beauty ad.

Why it should work

The message is already proven in the account, so we’re not guessing. The only change is the messenger. A real woman talking to camera feels like a tip from a friend, not an ad, and she opens on a problem the viewer already has every time she puts lipstick on.

06
Be honest with yourself

If you're not this brand, don't buy.

This is for you if

  • Meta or TikTok is already running — around $10k a month or more
  • Creative volume is your bottleneck, not demand
  • Someone in-house or a freelancer can shoot and edit
  • You want someone deciding what gets made, not another buyer
  • You’re fine with everything living async, not on a call

Walk away if

  • You need someone to build and run your ads from scratch
  • You have no way to produce video
  • You want a ROAS guarantee
  • You want a call every week
  • You need someone on standby in your time zone
07
What clients say

Not written by me.

08
The offer

Two products. No proposal.

Trust starts with the Trial. It pays off with the Loop.

Compare your options

In-house hire

$70k–155k

a year

Agency retainer

$8k–35k

a month

The Creative Loop

$1,970

a month

Start here

The Trial

One-time · 48 hours · no minimum

$497

  • I read your ad account and 2–3 ads you’re running now
  • 3–5 hooks written for your brand. Not a template.
  • A one-page reason: why these, why now
  • Delivered on a Notion page
Start the Trial
5 founding seats

After the Trial

The Creative Loop

3 months for best results, cancel anytime

$2,470/mo founding rate

$1,970/month

  • Kill, keep, or scale — every week
  • 4–6 concepts, 8–18 hooks, briefs, and static ad visuals — every week
  • New versions of your winners. A living angle map.
  • Trello board, comments, and Looms. Same day, every week.
Join the Loop

Proud to ship

Trial: don’t like it? Tell me within 7 days. I redo it free. You keep what I already sent.

Loop, first 2 drops: same deal. No fine print.

The guarantee

Not working after month 1 of the Loop? You walk. No fight, no fine print.

Only 5 seats are open at the founding rate — on purpose. More than that, and the weekly read stops being real. Trials are always open.

09
Before you ask

The questions you're holding.

Creative is your ceiling.
Another generalist won't raise it.

$497 gets you real hooks, written for your account, in 48 hours. Not good enough to hand your editor? I redo them free. The only way to lose is to keep running the same 3 ads.

Start the Trial — $497Or join the Loop — $1,970/mo
Questions first?[email protected]