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In 2020, COVID forced Odoo to cancel its annual in-person conference in Belgium, which typically drew 2,000 to 3,000 attendees. The CEO set a goal of 10,000 global registrations for a virtual replacement. I built and ran the paid acquisition strategy to get there.
The campaign led with teaser video content on Meta and LinkedIn, then retargeted 50% video viewers with registration-focused ads. Early in the campaign I spotted that LinkedIn CPLs in Latin America were running significantly higher than other regions. I split retargeting by geography and launched localized Spanish and French creative for LATAM and European audiences, which brought costs down and unlocked a new registration volume.
The event ended with 50,000 registrations — five times the original goal. It remains one of the clearest examples of what happens when you watch the data mid-flight and actually do something about it.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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Starting the week with 3 client calls in a row.
2 active Framer + brand projects
1 new product design lead
Later this week I’m catching up with a former client who went from Seed to enterprise in 3 years. Could turn into my biggest project so far ✌️
Going from Seed to enterprise in 3 years is a serious journey. What interests me is how much changes operationally as a business scales. More customers, more data, more moving parts, and suddenly visibility becomes just as important as growth itself. Excited to see what comes from that conversation! 🔥
Want more sales for your brand? Meta Ads alone may not be enough.
Imagine this:
You launch high-quality Meta Ads.
A good creative. The right audience. A strong offer. A CTA leading directly to your website.
The person is interested and… doesn’t buy.
And this is where it gets interesting: 72% of internet users use social media to research brands and products before making a purchase.
This means that social media is no longer just a place where a brand “maintains a beautiful page.” It is part of the customer journey to purchase.
A person may see your ad → visit your website → open Instagram → watch Reels → look for reviews → see UGC → see how real people use the product → make sure the product actually solves their problem → and only then make a purchase.
That’s exactly why high-quality Meta Ads are not enough.
This is where content comes in.
ORGANIC CONTENT
UGC that:
→ builds trust
→ shows real experiences
→ addresses the audience’s problem
→ shows the product in real life
→ uses humor and everyday situations
→ shares interesting facts
→ shows results
→ addresses the customer’s doubts
For example, a brand can create a UGC video around a relatable everyday problem and play it out through humor. Does the video perform well organically?
You can promote it further.
So first, we look at what content actually resonates with the audience, and then we amplify it with paid advertising.
It becomes: Attention → Interest → Awareness → Trust → Consideration → Purchase.
And Meta Ads work a little differently.
The goal here is more specific to drive the person to take action: A click. A lead. A purchase.
That’s why these things matter: audience + offer + creative + CTA + landing page + advertising strategy.
But advertising can bring a person to your brand.
Content should help them believe in that brand.
Because a potential customer wants to see:
— real people;
— real reviews;
— the product in use;
— real results;
— proof that the product solves the problem;
— and, ultimately, an answer to the question: “Can I trust this brand?”
And now the question for brands:
How many sales are you potentially losing by bringing people to your brand through advertising, but not giving them enough reasons to trust you afterwards?
That’s exactly why a content creator is not just someone who makes beautiful videos.
They create the kind of content that helps a brand take the customer from: “I’ve seen this brand” to “Okay, I’m ready to buy.”
That’s why a strong strategy today is not about choosing between UGC or Meta Ads. It’s: UGC + Organic Content + Meta Ads + Strategy.
Content creates attention and trust. Meta Ads scales what works.
This is exactly what I do — all-in-one.
I’m ready to help you scale with high-quality, engaging content that drives brand awareness and sales.
I completely agree. These days, you can't succeed in sales without a comprehensive approach.
If you're a freelancer or independent, you're running a one-person business.
You need a marketing strategy too.
Your time is split between doing the work and finding the next client. Posting more won't always solve the problem. Sometimes your offer needs to be clearer, your work needs stronger proof, or it needs to be easier for someone to enquire.
i made a free 34-minute guide to help you work out what deserves your next ten marketing hours.
It covers your offer, content, ads and the route to an enquiry, with a decision tree to help you choose what to fix first.
Here's the trailer. Watch the full guide on YouTube:
https://youtu.be/xM7G509bsrk
Thanks for this. A guideline always helps a new contra user like me.