Missed Our Masterclass? Here’s the Recap You Need 🤝🏾
Welcome to your latest edition of Welcome Tomorrow Insights, your go-to source for the latest in growth marketing strategies and impactful industry updates.
TL;DR:
Strategy comes before design. It’s not about making things look good , it’s about making sure the right message reaches the right people in the right way.
Start with what your audience is feeling, not what your product can do. When people feel seen, they’re far more likely to engage.
Creative testing isn’t about gut feel or guesswork. It’s a repeatable system that helps you learn what works and scale it intentionally.
Context matters more than ever. One creative idea won’t perform the same across TikTok, Meta, YouTube, and LinkedIn. Tailor it or lose impact.
There is one thing that beats a Jet2 holiday… 👀
Last week’s Growth Lab, obviously 😂
We filled a room with some of Nairobi’s sharpest marketers and spent the evening deep-diving into what creative strategy actually looks like ,where media and data come together before the actual creative work even begins.
We unpacked the difference between a graphic designer and a creative strategist (spoiler: you need both), and had some solid conversations around what great creative strategy looks like in practice.
If you missed it, don’t worry, I’ve pulled together the highlights for you.
Here’s what went down 👇🏾
1. “But it looks great…” isn’t a strategy 👀
We hear it all the time.
A campaign doesn’t perform, and someone says, “But the design is beautiful!”
Cool. But performance doesn’t care about your aesthetic.
It cares about whether you:
Said the right thing
To the right person
In the right way
At the right time
That’s what creative strategy does. It’s not design. It’s not “let’s make it pop.” (A phrase that’s given designers more trauma than deadlines ever could, IYKYK 😅 )
It’s the thinking before the doing. The part that answers:
What are we really trying to say?
Who is this for?
What will make them stop scrolling?
Beautiful ads don’t scale. Strategic ones do.
2. Start where the pain is not where your features are 🎯
Here’s the biggest shift we try to instil in our clients:
No one cares about your product until they feel seen.
Creative that converts doesn’t open with benefits it opens with relief.
It says: “We get what you’re dealing with.”
Then it earns the right to talk about features.
At the session, we explored how to find that pain point:
Comment mining → Reddit threads, YouTube comments, App Store reviews, TikTok replies… real language, real emotion, real gold. This is how you find the exact words your audience uses (and cares about).
Onboarding surveys → Catch intent while it’s fresh. Ask new users why they signed up and what they’re hoping to solve (that’s your messaging).
Social listening → the complaints, the praise, the unmet needs. It tells you what’s trending, what’s missing, and where you can add something valuable.
Building real user personas → Not the generic “Sally, age 34, works in marketing” type. We’re talking deep, behaviour led personas built from data.What do they believe? What do they fear? What would make them stop scrolling at 11:47pm?
Looking at the emotional layer beneath the product → You’re not selling a feature. You’re selling relief, confidence, freedom, control, status, peace of mind, whatever the emotional win is. The best creative doesn’t just highlight the product. It taps into what the product means to someone.
3. You can’t scale what you don’t test 🧪
If your creative process looks like “let’s make three versions and pick our favourite,” we’ve got some news. That’s not testing. That’s guessing.
At Welcome Tomorrow, we use a Creative Testing Loop. This is a structured, repeatable approach that helps us find high-performing ads without relying on gut feel.
Here’s how it works:
→ Start with a hypothesis. Something simple and clear. For example: “Before/after visuals perform better than feature-focused ones for this audience.”
→ Develop new concepts. Build out multiple variations — different hooks, visuals, formats, and CTAs. Nothing random. Every version is created to test a specific angle.
→ Run structured A/B tests. We test across Meta, TikTok, and Google, typically over a 7–14 day cycle, so there’s enough data to work with.
→ Review performance. Once the results are in, we dig into what worked, what didn’t, and what patterns are starting to show up.
→ Scale the winners. The top-performing creative gets more budget and reach. The weaker ones get archived or reworked.
→ Repeat. Because the goal isn’t to land on one perfect ad. It’s to build a system that keeps finding new winners , consistently, every week.
That’s how we approach creative testing, not as a one-off task, but as a loop that keeps learning, refining, and delivering better results over time 🚀
4. Context matters more than content
If your creative isn’t built for the platform it’s running on, it’s underperforming.
You can’t just cut a TikTok into a Meta ad. Or run your UGC reel on YouTube and call it a day.
Different platforms = different expectations. Different swipe speeds. Different storytelling windows.
Here’s how we broke it down:
Meta: Structured, polished, benefit-led UGC with clear CTAs
TikTok: Lo-fi, unpredictable, “you had to be there” creator energy
YouTube: Narrative, depth, retention-driven
LinkedIn: Insight-led, smart, clean language that respects your audience’s time
Your message might be the same.
But the way you deliver it needs to shift or it simply won’t land.
5. Your metrics aren’t just numbers. They’re signals.
Good creatives get attention. Great creatives get action and the data to prove it.
They tell you if your hook is working, if your offer is clear, if your ad is resonating.
Creative strategy means knowing how to read those signals and adjust your approach accordingly.
You can’t optimise what you don’t measure.
And you can’t grow if you don’t act on what you learn.
Numbers tell stories but only if you’re willing to listen.
You came, you saw, you networked 🙌🏾
Now here’s the photographic evidence 😂
Got big goals? Good 🤝🏾
Tell us where you are and where you want to be and we’ll help get you there.
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