Ash

@ashvinmelwani • 45,370 subscribers

Co-Founder & CMO of Obvi | Surpassed $100M+ in 5 Years | Managed $100M+ on Paid Ads | Talk To Me on Mentorpass https://t.co/0fQP0VyAWy

Shorts

🚨 Obvi’s influencer program didn’t just scale — it became a full-blown moat. Want to know how we did it? We built a system where 100+ brand ambassadors and 30+ long-term creator partners were posting about us daily. ❌ No upfront payments. ❌ No flaky one-offs. ❌ Just a steady stream of UGC that actually moved product. Most brands gamble on influencer marketing. They pay big upfront fees, only get “one-and-done” posts, and develop long-term leverage or longevity. But we took a different route. Instead of chasing creators, we built our own “influencer Illuminati” — a structured program that: - Starts with smart product seeding (low risk, high signal) - Converts winners into performance-based ambassadors - Elevates top performers into compounding, long-term partnerships That’s why our influencer program is one of our most consistent and cost-effective growth engines. I broke it all down in a recent presentation with Yash Chavan ⚡️ — frameworks, real tactics, and the painful lessons we learned the hard way. Want the deck? Drop “ILLUMINATI” in the comments, and I’ll send it your way. 👇🏽

32,960 views

For the next 72 hours, I’m sharing a MASSIVE value bomb with y’all. That is: Our 5 most-used marketing resources at Obvi Two ways to get it: 1) Sign up for our newsletter: 2) Retweet + comment “Value bomb” and I’ll DM it to you (must be following)

For the next 72 hours, I’m sharing a MASSIVE value bomb with y’all. That is: Our 5 most-used marketing resources at Obvi Two ways to get it: 1) Sign up for our newsletter: 2) Retweet + comment “Value bomb” and I’ll DM it to you (must be following)

55,221 views

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Meta Ad spy tools show you who is running ads. GoMarble shows you why they work. Creative Research just launched. One prompt → • Pull competitor ads • Break down hooks, angles, offers, pacing • Spot repeatable patterns • Compare them to your actual ad account performance No more scrolling the Ad Library. No more guessing what to test next. This is competitor research + account intelligence in one place. By the way, they just launched this TODAY! 🤯 Also, GoMarble built Competitor Intel report. Enter your website and GoMarble instantly shows competitors’ ads, their best hooks, winning angles, and a gap analysis against your own ads. Repost + comment “GoMarble” and I’ll DM you the link. P.S. Repost for priority access. #GoMarblePartner

Meta Ad spy tools show you who is running ads. GoMarble shows you why they work. Creative Research just launched. One prompt → • Pull competitor ads • Break down hooks, angles, offers, pacing • Spot repeatable patterns • Compare them to your actual ad account performance No more scrolling the Ad Library. No more guessing what to test next. This is competitor research + account intelligence in one place. By the way, they just launched this TODAY! 🤯 Also, GoMarble built Competitor Intel report. Enter your website and GoMarble instantly shows competitors’ ads, their best hooks, winning angles, and a gap analysis against your own ads. Repost + comment “GoMarble” and I’ll DM you the link. P.S. Repost for priority access. #GoMarblePartner

16,510 views • 3 months ago

So I have some exciting news... For those who've been around a while , if you remember, I started a podcast called Ad Spend with the two homies Rabah Rahil and Cody Plofker back in the day. We talked all things media buying. Tactics. Strategy. Brought on guests. It was THE media buying podcast to listen to if you wanted to get better at paid ads. Then life happened. People moved around. Got busy. Started new shows. But media buying is still the one thing everyone in my DMs is asking about. And over the past couple of years, everything has changed. So I'm bringing it back. My way. Welcome to Ad Spend 2.0. This time, I'm going deep with the best media buyers in the game, the ones actually running 7, 8, and 9-figure accounts. We're unpacking everything from account structures that are working right now, to creative testing, to landing page psychology, to offers. There isn’t just one way to run ads. The best media buyers all do it differently. So if you can learn how they actually think then you can apply it to your business and break through whatever challenge you're facing. I've got multiple episodes ready to go and the first episode is with an absolute legend. I guarantee this guy's DMs are flooded with questions every single day. Now you get the full scoop on how he runs his accounts. But we're not launching until this gets enough love. If you want episode 1, like and comment on this post. Let's see if people actually want this. If you do, Ad Spend is back.

So I have some exciting news... For those who've been around a while , if you remember, I started a podcast called Ad Spend with the two homies Rabah Rahil and Cody Plofker back in the day. We talked all things media buying. Tactics. Strategy. Brought on guests. It was THE media buying podcast to listen to if you wanted to get better at paid ads. Then life happened. People moved around. Got busy. Started new shows. But media buying is still the one thing everyone in my DMs is asking about. And over the past couple of years, everything has changed. So I'm bringing it back. My way. Welcome to Ad Spend 2.0. This time, I'm going deep with the best media buyers in the game, the ones actually running 7, 8, and 9-figure accounts. We're unpacking everything from account structures that are working right now, to creative testing, to landing page psychology, to offers. There isn’t just one way to run ads. The best media buyers all do it differently. So if you can learn how they actually think then you can apply it to your business and break through whatever challenge you're facing. I've got multiple episodes ready to go and the first episode is with an absolute legend. I guarantee this guy's DMs are flooded with questions every single day. Now you get the full scoop on how he runs his accounts. But we're not launching until this gets enough love. If you want episode 1, like and comment on this post. Let's see if people actually want this. If you do, Ad Spend is back.

12,141 views • 7 months ago

If you want to trick Meta into pushing your content to 10x more people, I have a hack for you. Here's how it works: Post regular organic content, could be a routine video, lifestyle shot, whatever. But in the caption, add something like "We have a guide with our top 10 hair, skin, and nails tips. Comment ‘GUIDE’ and we'll send it to you." The content doesn’t need to mention the guide. All you’re trying to do is incentivize people to comment on your post. Then, when people start commenting "GUIDE," the algorithm sees all that engagement and pushes the post to way more people. And the content gets more reach because Meta thinks it's getting crazy engagement. The strategy works great, but it creates a massive operational problem. Now you've got hundreds of people commenting asking for the guide, and someone has to manually DM each person. That kills the whole strategy. That's where automation comes in. At Obvi we’ve been using Brandwise 🦉 for our Meta ads to handle comment moderation. It’s an AI tool that hides negative comments and keeps things clean. And they just launched DM Campaigns, which automates the entire follow-up process. When someone comments "GUIDE," it automatically sends them the guide via DM AND replies publicly "Check your DMs!" You can set triggers for any keyword, include coupon codes or custom buttons in the DMs, and it tracks revenue if you're on Shopify. So now you can take any piece of content, add a comment incentive to increase reach, and let the automation handle all the follow-up work. It's basically a virality hack that actually converts. And it’s been needed for a long time. Good move by Brandwise 🦉! #Brandwisepartner

If you want to trick Meta into pushing your content to 10x more people, I have a hack for you. Here's how it works: Post regular organic content, could be a routine video, lifestyle shot, whatever. But in the caption, add something like "We have a guide with our top 10 hair, skin, and nails tips. Comment ‘GUIDE’ and we'll send it to you." The content doesn’t need to mention the guide. All you’re trying to do is incentivize people to comment on your post. Then, when people start commenting "GUIDE," the algorithm sees all that engagement and pushes the post to way more people. And the content gets more reach because Meta thinks it's getting crazy engagement. The strategy works great, but it creates a massive operational problem. Now you've got hundreds of people commenting asking for the guide, and someone has to manually DM each person. That kills the whole strategy. That's where automation comes in. At Obvi we’ve been using Brandwise 🦉 for our Meta ads to handle comment moderation. It’s an AI tool that hides negative comments and keeps things clean. And they just launched DM Campaigns, which automates the entire follow-up process. When someone comments "GUIDE," it automatically sends them the guide via DM AND replies publicly "Check your DMs!" You can set triggers for any keyword, include coupon codes or custom buttons in the DMs, and it tracks revenue if you're on Shopify. So now you can take any piece of content, add a comment incentive to increase reach, and let the automation handle all the follow-up work. It's basically a virality hack that actually converts. And it’s been needed for a long time. Good move by Brandwise 🦉! #Brandwisepartner

11,582 views • 7 months ago

3 years ago we got fired by a creative agency because of our google drive folder. The nightmare wasn’t the firing. It was realizing that the agency was right. Our “system” had 30 different folders with the same name, content with expired usage that only Ron or I knew about, We spend over a million dollars a month on meta. Creative is literally the biggest lever to grow our business… (and 99% of ecom brands). Yet we’d get a shit ton of great content from UGC creators, influencers and agencies and then toss it into a google drive folder that you’d want to X out of immediately. The killer of our creative output isn't a lack of ideas. It's a lack of organization and simplicity. When your team or agency is scared to touch something because of how complicated it is nothing will get done. Creative agencies we're investing money into aren't set up for success. They don’t spend the time to look for the right b-roll, pick the right creator… they try and find something usable in our hell hole of an asset library. This top tier agency we wanted to work with didn’t even want to work with us back because of how much of a mess it was. That’s why I’m interested in some sort of AI creative manager… AI that can actually organize, tag, and ingest your content for you. I’ve been skeptical just purely based on the amount of AI tools that are launching everyday, but an AI that can ingest our content, understand what it is, transcribe video and then allow you to search and easily find the perfect clips is a realistic and quite useful application for AI in 2025. I’m going to test out Air and their new creative manager with this game plan: 1. Start with NEW assets only (no massive migration) 2. Set up smart intake forms for agencies and influencers 3. Build a database I'm actually proud to share 4. THEN migrate the rest gradually Leaving this link here if you want to check out Air: I’m also giving away this 29 page AI sop on how creative teams can use AI to streamline their workflow. Comment AIR and I’ll send it to you. And yes, I'm an #AirPartner because I genuinely believe in their mission.

3 years ago we got fired by a creative agency because of our google drive folder. The nightmare wasn’t the firing. It was realizing that the agency was right. Our “system” had 30 different folders with the same name, content with expired usage that only Ron or I knew about, We spend over a million dollars a month on meta. Creative is literally the biggest lever to grow our business… (and 99% of ecom brands). Yet we’d get a shit ton of great content from UGC creators, influencers and agencies and then toss it into a google drive folder that you’d want to X out of immediately. The killer of our creative output isn't a lack of ideas. It's a lack of organization and simplicity. When your team or agency is scared to touch something because of how complicated it is nothing will get done. Creative agencies we're investing money into aren't set up for success. They don’t spend the time to look for the right b-roll, pick the right creator… they try and find something usable in our hell hole of an asset library. This top tier agency we wanted to work with didn’t even want to work with us back because of how much of a mess it was. That’s why I’m interested in some sort of AI creative manager… AI that can actually organize, tag, and ingest your content for you. I’ve been skeptical just purely based on the amount of AI tools that are launching everyday, but an AI that can ingest our content, understand what it is, transcribe video and then allow you to search and easily find the perfect clips is a realistic and quite useful application for AI in 2025. I’m going to test out Air and their new creative manager with this game plan: 1. Start with NEW assets only (no massive migration) 2. Set up smart intake forms for agencies and influencers 3. Build a database I'm actually proud to share 4. THEN migrate the rest gradually Leaving this link here if you want to check out Air: I’m also giving away this 29 page AI sop on how creative teams can use AI to streamline their workflow. Comment AIR and I’ll send it to you. And yes, I'm an #AirPartner because I genuinely believe in their mission.

12,835 views • 9 months ago

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