Nick Theriot
@nicktheriot_ • 30,640 subscribers
Growth Marketer | Founder Theriot Solutions, LLC | YouTuber | Passionate about human psychology | Boxing 🥊
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This pixar-style animated Lymphoria liver ad has been printing for 58 days as the #1 top-performing ad at scale because it took an invisible internal problem and turned it into a detestable cartoon villain you actively want to defeat. Plus the fact that it's still scaling in the supplement space (which is the most ruthless, fatigue-prone vertical there is) tells me the underlying psychology is so dialed in that the algorithm just keeps feeding it new audiences without burning out. Let me break this down piece by piece so you understand what's actually happening here. (If you’re interested in making pixar-style animated ads like this, DM me ‘PIXAR’) Initially, the hook makes the invisible enemy visible. "Liver Congestion" personified as a yellow, lumpy little villain saying "nothing flows, nothing heals." This isn't generic "support your liver health" bullshit. This is the entire problem most supplement brands struggle with, solved in 3 seconds. And the people who see this hook are: ⦁ Already worried about their organ health ⦁ Already frustrated by supplements that don't work ⦁ Already aware something is off but can't see it If you've ever felt that dull ache under your ribs and didn't know what it was, you're stopping your scroll right here. This is textbook problem-aware messaging for an INVISIBLE problem, which is the hardest thing to pull off in supplements. Most brands try to show a doctor in a white coat and lose. These guys gave the disease a face and made you hate it. Then, they do something most brands are too scared to try. They take down the competitors by name. ⦁ Milk Thistle (can't help when drainage is blocked) ⦁ Detox Tea (just makes you run to the bathroom) ⦁ NAC (boosts glutathione but misses drainage) Why does this work so well? Because it's: ⦁ Specific (real products people have already tried) ⦁ Empathetic (you weren't stupid, the products were incomplete) ⦁ Educational (here's the biological reason why they failed) Where most brands say "we're better than the rest" and nobody believes them, These guys are saying "here's exactly why what you tried before couldn't work" and that's a completely different conversation. This is the "throw rocks at their enemies" framework executed at the highest level. And that builds insane trust before you've even pitched your product. It also introduces a brand new mechanism. Drainage. This is the epiphany bridge. You're shifting the entire conversation from "protect your liver" to "drain your liver" and now they're the only ones selling that solution. That's how you escape the supplement commodity trap. Another thing is the ingredients are personified as ACTIONS, not features. ⦁ Red Clover physically pushes through blocks ⦁ Stillingia drains lymphatic buildup with long roots ⦁ Cleavers vacuums smaller congestion pieces ⦁ Prickly Ash clears remaining blockages Instead of just listing ingredients and percentages like every other supplement brand, these guys are SHOWING the ingredients doing the work. Because when you watch Red Clover physically shove a yellow congestion blob out of the way, your brain stops asking "does this work?" and starts asking "where do I buy this?" This is also why the retention rates on this video are crushing. Every 2-3 seconds there's a new character, a new action, a new visual. Your dopamine doesn't have time to drop. You can't scroll because you want to see what happens next. Then they drop a sniper-level pain callout. "Aching liver enzymes under their ribs." That's not a generic "feel better" claim. That's a hyper-specific physical sensation that people with actual liver issues experience. This is dog-whistle copy. When you describe someone's exact physical pain better than they can describe it themselves, their brain automatically assumes you have the solution. Most brands write copy that could apply to anyone. This line could only apply to someone who actually has the problem. Another upside is, the back-end conversion mechanics are airtight. ⦁ 60-day guarantee (removes the "another failed supplement" objection) ⦁ 43,000 people (turns it from gamble to mainstream) ⦁ 40% off (urgency to click now, not later) By the time you hit the landing page, every objection has been pre-handled inside the creative itself. That's why the conversion rate stays high. It's built for cold traffic too. This ad works on people who've never heard of Lymphoria because: ⦁ Visualizes a problem they couldn't see before ⦁ Validates every failed thing they've tried ⦁ Introduces a completely new mechanism (drainage) That's why it scales without burning out. It's not dependent on brand recognition as the creative does all the heavy lifting. So what should you steal from this? If you're selling supplements or any internal health product: 1. Personify the problem (give the disease a face) 2. Take down competitors by name (with biological reasoning, not just bashing) 3. Introduce a new mechanism the category isn't using yet 4. Show ingredients as ACTIONS, not features 5. Use hyper-specific physical pain callouts 6. Stack risk reversal + social proof + urgency on the back end 7. Build retention with a new character every 2-3 seconds 8. Stop running boring "doctor in a white coat" creative If your supplement ads are still listing ingredients with bullet points and showing stock footage of healthy people jogging, you're getting destroyed by ads like this that turn the problem into a movie villain and your product into the hero that defeats it. This ad works because it doesn't sell a supplement. It sells a story where the buyer is the protagonist who finally figures out why nothing else worked. Most ads try to convince. This one just tells a story so good that the buyer convinces themselves. That's why it's been running for 58 days as their top converting ad at scale.
Nick Theriot14,159 Aufrufe • vor 1 Monat
Just pulled up Olipop's landing page after seeing their ads everywhere lately and I need to break this down because this is one of the cleaner DTC pages I've seen in a while. Here's what's actually happening when you land on this page and why it converts cold Facebook traffic better than 90% of ecom brands right now: 1) The first 3 seconds Before you read a single word, there's a video of the product being poured, fizzing, bubbling and condensation on the can with no voiceover or text overlay. Your brain processes that faster than any headline ever could. You can almost hear the fizz. That's intentional. They're triggering a sensory response before your logical brain even wakes up. Then the headline hits. "A New Kind of Soda." Now that's a category repositioning. They're not saying "healthy soda" or "better soda." They're saying the entire category you grew up with needs a new version and this is it. Sub-headline says high fiber, less sugar. Targets exactly the person who clicked the health-focused ad on Instagram. Message match is perfect. The person who clicked the ad lands here and immediately feels like the page was made for them. 2) The product carousel Most brands mess this up by showing you the product and making you go through three more pages to add it to your cart. Olipop lets you hover over any flavor and an "Add 12 Pack" button appears right there. One click. Done. You never leave the homepage. That little micro-interaction is doing serious conversion work because every extra click you require is a percentage of buyers you lose. They basically short-circuited the whole buying process and most people don't even notice it's happening. Star ratings under every flavor. Smart. You're not waiting until the reviews section at the bottom to see social proof. It's right there next to the product at the exact moment you're deciding what to buy. Then there's the "Limited" and "Out of Stock" tags on certain flavors. This is a psychological move that a lot of brands either don't use or use badly. When you see Shirley Temple is sold out your brain immediately thinks this must be good enough that people are actually buying it. And now you're looking at everything else thinking you better grab it before it's gone too. 3) The retention play At this point you haven't bought yet and they already know some people won't on the first visit. So right here they drop the rewards program section. Trade your email for perks and points. They're not letting you leave empty handed. Either you buy today or you give them your email so they can bring you back. Both outcomes work for them. Then comes the subscription nudge. 15% off. Free shipping. Cancel anytime. Three objections handled in one sentence. 1. Too expensive? 15% off. 2. Annoying to reorder? Free shipping straight to your door. 3. Scared of being locked in? Cancel whenever you want. That's a complete objection removal stack built into what looks like a simple banner. The people who weren't ready to buy a 12-pack today are looking at that and doing the math. 4) The press section Bloomberg. Forbes. BuzzFeed. Mindbody. This section exists for one reason. You clicked an ad from a brand you'd maybe seen once or twice before. You don't fully trust them yet. These logos close that gap in about half a second. It's institutional validation. You don't need to read the articles. Just seeing the logos tells your brain people with real credibility have looked at this and thought it was worth covering. Background behind this section is a high-res macro shot of condensation on the can. Cold. Refreshing. Premium. Even the section design is doing sensory work. 5) The overall lesson What Olipop figured out is that a landing page for Facebook traffic has one job. Close the trust gap between the ad and the purchase as fast as possible without losing the energy the ad created. Every section of this page does exactly that. Sensory hook gets you in. Category positioning tells you what it is. Carousel with inline add to cart removes friction. Social proof and scarcity show demand. Subscription offer removes price and convenience objections. Press section provides institutional trust. By the time you hit the footer you either already bought or you gave them your email. That's not a landing page. That's a conversion machine. If your page isn't doing all of this right now, that's where your revenue is leaking. Not in the ads. In what happens after the click. DM me ‘FUNNEL’ and I'll show you exactly how to build something like this for your brand.
Nick Theriot26,314 Aufrufe • vor 3 Monaten
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