Creative Strategy
We turn your audience, product benefits, objections and existing campaign data into clear creative hypotheses.
Before production, every asset gets a role in the funnel and a measurable test question.
Creator assets that scaleyour Meta Ads
We combine IGC, UGC and partnership ads with creative testing, clear usage rights and measurable performance. Our focus: creator assets that make your Meta Ads work harder.
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300+ stores successfully scaled
by turning creators into a reliable acquisition channel
- Influencer Generated Content
With usage rights and paid distribution, strong influencer content keeps working beyond the organic placement.
Learn more - User Generated Content
Creator assets for paid social: systematically test hooks and formats, then scale proven performers.
Learn more - Partnership Ads
Creator content runs through the creator's account, with credible delivery and reliable tracking.
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What sets traditional paid creativeapart from a creator asset system
Both end up in Ads Manager. The difference is how consistently new messages are produced, tested and developed.
| Kriterium | Traditional paid creative | Creator asset system |
|---|---|---|
| Creative Input | A small number of elaborate brand assets | A steady flow of new creators, hooks, offers and perspectives |
| Production | One-off campaigns with lengthy approval rounds | A predictable pipeline of IGC, UGC and reusable modules |
| Trust | The brand talks about itself | Creators bring product benefits into credible everyday situations |
| Testing | The finished asset is tested against audiences | Hook, creator, format, offer and landing page are assessed separately |
| Usage rights | Agreed after production | Terms, channels and paid usage agreed before production |
| Distribution | Mainly through the brand account | Through brand and creator handles with partnership ads |
| Measurement | Campaign-level performance | Results per asset, hook, creator and funnel stage |
| Our role | General account management | Develop, approve, test and scale creator assets |
Kriterium
Creative Input
Production
Trust
Testing
Usage rights
Distribution
Measurement
Our role
Creator asset system
A steady flow of new creators, hooks, offers and perspectives
A predictable pipeline of IGC, UGC and reusable modules
Creators bring product benefits into credible everyday situations
Hook, creator, format, offer and landing page are assessed separately
Terms, channels and paid usage agreed before production
Through brand and creator handles with partnership ads
Results per asset, hook, creator and funnel stage
Develop, approve, test and scale creator assets
Traditional paid creative
A small number of elaborate brand assets
One-off campaigns with lengthy approval rounds
The brand talks about itself
The finished asset is tested against audiences
Agreed after production
Mainly through the brand account
Campaign-level performance
General account management
Creator assets start to finishWe take full ownership
From creative strategy, creator selection and production to rights, partnership ads, testing and reporting: a repeatable process that consistently produces new creative.
Influencer Generated Content
Creators produce content for their own communities. Organic response and real reach provide additional signals for later paid usage.
- This creator fits the audience.
- Next, we secure the format and paid usage rights.
User Generated Content
UGC creators produce exclusively for your ad accounts, allowing you to test variants, hooks and product messages at higher volume.
Partnership Ads
Strong creator posts get additional paid distribution through the creator's handle. Social proof meets controlled delivery.
Permissions, terms, approvals and renewals are planned from the start.
Rights & approvals
We document where, how long and in which variants an asset can be used. Feedback and approvals are traceable instead of scattered across chats.
Creative Reporting
We assess patterns as well as ads: which hooks hold attention, which creators sell, and which message should shape the next production cycle.
- This hook wins new customers.
- Let's build the next variants around it.
Three building blocks for more creativeEach has a different role
IGC brings reach and creator trust, UGC increases production volume, and partnership ads extend strong content into paid media.
As featured in
Want to fuel your Meta adswith creator content?
- 50 minutes
- Analysis & strategy
- Investment & outcomes
Book a call
300+ stores successfully scaled
by turning creators into a reliable acquisition channel
Results that matterBeyond reach
New customers, CAC and revenue from real client campaigns. From a single placement to a channel delivering a fifth of all new customers.
275,102 € revenue from a single placement
„Working with Ad Specialist has been a great decision for us. Few agencies combine such deep expertise with an ego-free approach to adapting strategies to the client. They are flexible, and their goal is always the greatest possible growth.“
Fabienne FreundMarketing Manager DACH, Upway
- 275,102 €Net revenue
- 2.5mViews
- 6.8xROAS
Umgesetzt auf
Upway liegt vorn.
End the influencer tool chaosMake IDA your single source of truth
IDA brings your data together, updated daily. Every booking recommendation we make is backed by evidence—giving you a solid foundation for profitable, scalable influencer marketing.
Every campaign at a glance
See every booked campaign: creator, status, audience, vertical, launch date, expected views and cost. Once it goes live, conversions, CAC and ROAS appear in the same row.
We optimise from your dataNot our gut feeling
Fresh daily data from the tools you already use.
We pull relevant store and creator data from Shopify every day: orders, discount codes and baskets.
Our KLAR integration keeps your marketing data up to date there, too—without duplicate manual work.
Traffic and engagement analysis across creator campaigns and landing pages, helping you understand your audience’s buying intent.
Don’t just ask usAsk our clients
Explore our knowledge hubGet to know how we work
We share our knowledge and experience so you understand the channel as well as we do. The better we can challenge each other’s thinking, the stronger our work—and the results for your brand.
Blog
Fresh insights several times a week: lessons from live campaigns on finding creators, writing briefs, calculating engagement rates and comparing channels. More than 50 articles are already available.
Resources
Playbooks, guides and studies to build your expertise. Start with our free 192-page Performance Influencer Playbook: channel selection, creator scouting, compensation models, briefing templates and the maths behind CAC and ROAS.
ROI calculator
Use your own numbers to explore each channel’s potential. Enter budget, basket value and target KPI to estimate reach, new customers, CAC and ROI—based on our experience across over 20,000 campaigns.
Your questions Answered
We focus on the creator layer: strategy, selection, production, rights, partnership ads and creative reporting. We agree the exact media-buying scope with your existing team or performance agency.
IGC is produced by creators with their own communities and can bring organic reach. UGC is produced primarily as advertising material for your channels. Selection, fees, rights and production processes differ accordingly.
Partnership ads let you run approved creator content as paid advertising with a visible connection between brand and creator. Permissions, usage rights and terms need to be clearly agreed.
It depends on spend, audience breadth, product and creative fatigue. We derive the number of variants and production rhythm from your existing data and initial tests, rather than choosing a volume blindly.
We consider hook and hold rates, click and conversion signals, new-customer costs, revenue and the asset's funnel role. No single metric decides. What matters is whether the creative gives us a repeatable next step.
Yes, provided creator consent, partnership ad permissions and usage rights allow it. We review existing assets and decide what to test, extend or produce again.
No time for a call?Tell us a little about your business
Tell us what you sell, where you are today and what you want to achieve with creators. We will review your store and email you an initial assessment.
- No meeting required
- Initial assessment by email
- A reply within 24 hours