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Building Meta creative from personas, angles and awareness levels

Ready Set's "main vs testing dimensions" framework (creative target persona, angle, awareness level → visual hook, style, format, partnership ads, talent), Motion's persona → messaging → hook pyramid, and how to find untapped personas in your account.

Updated 2026-10-24·4 sources·meta-adscreative-strategypersonasandromedamessaging

Personas, angles and awareness levels

TL;DR

  • Split creative decisions into main dimensions (who + what: creative target persona, angle, awareness level) and testing dimensions (how: visual hook, visual style, format, creator partnership ads, talent).12
  • The creative target persona (CTP) is psychological — the emotional state, pain and desire someone has about the problem — not a demographic (demographics are “segments”).3
  • Main dimensions are set during exploration and drive the roadmap; testing dimensions are varied in the exploit phase to create new entity IDs and fight fatigue.4
  • A brand may have 1–3 products but a dozen customer profiles — each needs its own creative.5
  • New personas are the main scaling lever left: Meta won’t find an avatar you haven’t given it assets for.6

Details

Main dimensions (Manchi, Ready Set). CTP = the relationship a person has with the problem. Angle = the specific pain point or desire you lead with plus the emotional trigger (“why now”). Awareness level = where you meet them: unaware of the problem, aware of solutions, comparing options, or needing a final push — not TOFU/MOFU/BOFU.37

Testing dimensions. Visual hook (first seconds), visual style (UGC, high production, AI, animation, hybrid), format (video, GIF, static, animation), creator partnership ads — which Manchi sees getting more spend and performing as a distinct format — and talent (who appears and which psychological profile they address).8910

Pyramid, top-down or bottom-up (Brampton, Motion). Persona → how you talk to them → how you hook them. It also runs upward: a strong hook (e.g. “relatability”) can be reused for other personas and angles in different visual formats.1112 His cowboy-boot example: a generic “guy on a horse in Texas” ad only reaches people already consuming Western content; the younger buyer who wants boots because her friends wear them needs a fashion/going-out ad.13

Finding untapped personas. In Motion, an intended-audience report with performance metrics overlaid showed a secondary persona (marketing professionals) with promising engagement — a signal to produce more for it, then ask which untried angles might resonate.14 UK brand Fixer keeps a wall of post-its (personas, hooks, angles) and pins winning combinations to new variants.15

Feeding the dimensions (Ready Set’s operating system). For every new account Ready Set runs a creative diversity assessment. It counts territories, personas and visual styles explored, not the number of ads. A research scraper feeds the CTP and angle work with customer feedback, social listening and reviews. Manchi says it runs on AI processes, many of them in Claude Cowork.16 Creative roadmaps are planned by three teams. Media buying and insights bring the performance retrospective, client experience brings context (seasonality, market shifts), and creative strategy sets the direction, with the CTP and angle as the main lever. Every validated learning goes into an “institutional memory” database for later cycles.1718

Dara Denney’s sequence: define audience segments → diverse formats per segment → once a format wins, double down on different messaging angles and awareness levels.19

Smart Marketer: a senior media buyer took a brand from $2M to $5M to $10M within a year by scaling to new avatars — new creative and verbiage, not a complex campaign structure; once an avatar works, build an avatar-specific landing page.2021

Disagreements / caveats

  • Brampton’s persona tags come from Motion’s AI tagging, a proxy for how Meta classifies ads — not Meta’s actual labels (sponsor tool).
  • Manchi’s “four” main dimensions are named as three on stage (CTP, angle, awareness level). Demographic “segments” seem to be the implied fourth.

See also

Footnotes

  1. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 29:12 — Ignacio Manchi ↩

  2. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 33:27 — Ignacio Manchi ↩

  3. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 30:53 — Ignacio Manchi ↩ ↩2

  4. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 30:02 — Ignacio Manchi ↩

  5. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 31:38 — Ignacio Manchi ↩

  6. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 23:06 — Molly Pittman ↩

  7. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 32:28 — Ignacio Manchi ↩

  8. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 34:13 — Ignacio Manchi ↩

  9. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 35:07 — Ignacio Manchi ↩

  10. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 36:17 — Ignacio Manchi ↩

  11. Andromeda demands this new ad structure | Do it easily with Motion @ 06:15 — Josh Brampton ↩

  12. Andromeda demands this new ad structure | Do it easily with Motion @ 20:22 — Josh Brampton ↩

  13. Andromeda demands this new ad structure | Do it easily with Motion @ 03:05 — Josh Brampton ↩

  14. Andromeda demands this new ad structure | Do it easily with Motion @ 09:19 — Josh Brampton ↩

  15. Andromeda demands this new ad structure | Do it easily with Motion @ 21:54 — Josh Brampton ↩

  16. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 43:01 — Ignacio Manchi ↩

  17. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 44:04 — Ignacio Manchi ↩

  18. Andromeda 2.0 Explained: How Meta's Algorithm Actually Picks Your Winning Ads @ 45:08 — Ignacio Manchi ↩

  19. Meta's Andromeda & GEM: Clearly Explained @ 08:18 — Dara Denney ↩

  20. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 10:43 — Molly Pittman ↩

  21. How Smart Brands Are Buying Meta Media in 2026 | Smart Marketer Show Ep 11 FULL EPISODE @ 24:38 — Molly Pittman ↩