One of these brands has Hailey Bieber as their founder and one has an OG YouTuber as a founder.

One of these brands has Hailey Bieber as their founder and one has an OG YouTuber as a founder. Here's what the meta ads library shows you. Welcome to paid breakdown where I break down two brands in a similar niche and their strategies on meta ads. Today we're focusing on Summer Fridays versus Rhode. Rhode's ad library is almost entirely founder-led content. Hailey in the visual, Hailey in the copy, Hailey is the main conversion mechanism. There's no ingredient call outs, no clinical claims, a small amount of UGC. The creative actually assumes that you already know who Hailey is. Their organic content is the founder, that's where they capture the cold audience. Meta is purely there to convert and capture those that were already considering purchasing from Rhode. So it's building on demand and not actually creating new demand. Summer Fridays ad libraries are a completely different operation. They've got higher volume, different creative types, a clear mix of founder-led and UGC content in addition to influencer partnerships. Founders are in the ad library, but the content is not dependent on them and that distinction matters a lot. Their copy leads into texture, the feel, and the whole product experience. Their offer structure really focuses on their hero products, which are the Jet Lag Mask and the CC Me Serum. They've got entire campaigns dedicated to these two products. They're not just running brand content hoping it converts, they're drilling down and really focusing on the product level and making sure that their hero products are what is in the faces of their new customers. Rhode's strategy works if brand building is your goal, but Summer Fridays has definitely built something more durable. If your brand has a face attached to it, the question is not whether to put that face in your ads, rather it's the question whether the brand will still exist without that face. Follow for more paid ad breakdowns.