Founder-led ads
Founder ads. The story only you can tell.
The founder on camera, scripted from the data and shot to feel native to the feed. You bring the authority and authenticity of the person who built the brand. Twenty minutes of your time becomes a month of tests.
- 1/3
- Of all Meta purchases for The Black Stuff now come from our ads.
- $1.1M+
- Profitably deployed behind founder-led, UGC and studio for one brand.
- +72%
- Click-through rate for Humantra, founder-led ads in the mix.
What founder ads have to do.
Why the founder converts.
The person who built the product knows it, the customer and the reason it exists better than anyone, and viewers can tell. A founder saying "here is why I made this" wins when trust is the objection. It is also a format that belongs only to your brand.
When to use it.
Use it for launches and new products, categories that need explaining and premium prices that need a reason. It also suits accounts where the founder’s own phone videos already outperform the agency work, which was The Black Stuff before we started.
How we make it painless.
We interview you on camera with questions built from your reviews and your ad data, then cut the answers into hooks, stories and objection-handlers. One session, in our Manchester studio or remotely with a kit we send, becomes ten to twenty ads.
Recent founder ads.
Made by Fraggell, run at real spend. Hover to play, click for sound. Green chips mark a top ad or a measured result.
How a founder winner gets made.
Research
We build the questions from your reviews, your ad account and the objections your customers raise.
Interview
One question-led session on camera.
Cut
We cut ten to twenty ads from one sitting: hooks, stories and objection-handlers.
Read the data
The best answers become the next round of questions.
The proof, brand by brand.
$1.1M+ The Black Stuff · profitably deployed
Read the case study
+72% Humantra · click-through rate
Read the case study“I've been working with Fraser and his team for over a year now, and I can tell you that investing in a great creative team brings diversity, scale and significant improvements into your ad account. So if you're currently in a plateau of growth, or your ad account is struggling, I'd recommend trying Fraggell. Money well spent.”
Fair questions, straight answers.
Also from the same team: UGC ads · Static ad creative
What if I am awkward on camera?
Most founders are, for the first ten minutes. We interview you, so you answer questions about the thing you know best and the edit does the rest.
How long does a shoot take?
One session of one to two hours, in our Manchester studio, at your place, or remotely with a capture kit we send you.
How many ads from one shoot?
Ten to twenty, cut into different hooks and lengths, with the raw answers banked for later rounds.
Do founder ads scale, or just work for a week?
They scale when you treat them as an ongoing format. We iterate the winning answers, pair them with UGC and statics, and refresh with a new session each quarter.
Do you only do founder ads?
No. We make founder ads, UGC, high production and statics from one team, because creative diversity is how winners keep showing up.
Ready to find your next winner?
In order to qualify:
- You run or work at a DTC brand
- You're spending at least $70,000/mo on ads
- You're ready to invest in creative diversity
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