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I've never created ads before, and I want help finding hooks for static image ads. Where do I start?
Two things first, so the hooks fit your brand instead of sounding like a generic template:
- What you already have. Mascots, visuals, a tone of voice, any dream statistics you can quote?
- How strong you want the tone. Aggressive hooks that stop the scroll, or something softer and more reassuring?
My brand is built around mascots, one per emotion. I want each mascot to have its own hooks, tied to its emotion:
- One mascot = one emotion = one hook family.
- Example: Loopy is my mascot for recurring dreams, the dreams that come back night after night. I want hooks built around exactly that.
Can you give me a set, by emotion?
Then the rule is simple: each mascot gets one emotion, the first line targets that emotion with a number or a surprising fact, and every ad ends with the same promise, "Understand what your nights are telling you." A starting set, by mascot:
- Loopy, recurring dreams. The one you described, dreams stuck in a loop.
- "The same dream, 4 nights in a row"
- "A recurring nightmare, still no reason"
- Confusion, the disorienting fact. Dream logic that makes no sense once you wake up.
- "1 minute in a dream = 17 minutes awake"
- "259 people dreamed about work last night"
- Fear, the anxiety hook. The nightmare that won't go away.
- "A 1998 nightmare, still running"
- "The elevator won't stop, 48% of nightmares"
- Toxic, the ex hook. The dreams we don't admit to.
- "37% dream about their ex, 0% admit it"
- "67% dream more about their ex than their current partner"
Keep the visual identical across each mascot's ads so the emotion is clear at a glance, pick the two strongest hooks per emotion, and let the first line stop the scroll.
Thanks, here is what I created from those hooks, the full board straight from Figma:
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