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Case study · 2026
Faith brand (Lucas)
One concept, five hooks
Podcast-style ads for a Bible product, built for testing: every concept shipped with up to five different hooks so the ad account could find a winner fast.
Hook TestingPerformance AdsPodcast Edits
- Role
- Video Editor
- Timeline
- Weekly batches
- Team
- Solo editor for the media buyer
- Platform
- Meta ads
5
hook variations per concept
4
concept angles: podcast, speech, prophecy, testimonial
20+
ad files in one batch
01
The brief
A media buyer needed volume. Not one great ad, but a set of ads where only the first few seconds change, so the account could test which opening actually stops a scroll.
02
What I did
- Built each concept once: podcast clip, speech, prophecy context, testimonial
- Cut up to five different hooks for the same body (h1 to h5)
- Kept pacing and captions identical after the hook, so the test measures the hook and nothing else
- Named every file by concept and hook so results map straight back to the edit
03
Why it works
Brands don't test whole videos, they test hooks. Shipping variations instead of one-offs makes an editor part of the ad strategy, not just the post-production.
the edits
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