You've probably heard that creative is the most important element in meta ads now. And that's true (as long as you have the right set up and understand how to read the data) but what do we mean when we say creative, and how do you create good creative? That's exactly what we dive into in this episode.

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In this episode, Megan breaks down what "creative" actually means in the context of Meta ads, and why your messaging strategy is the real foundation everything else is built on.

What you'll learn in this episode:

• What the three creative elements of a Meta ad actually are (image/video, headline, and primary text) and what their job is
• Why most businesses get their messaging wrong — and how to fix it
• A simple four-question framework to develop messaging that meets your customer where they're at
• What ethnographic research is and why it's one of the most underused tools in marketing
• The concept of "desire paths" and how the best brands use them to stop forcing customers onto the wrong path

Real-world examples covered: Kikkoman Teriyaki Sauce, Febreze, and Listerine — three iconic case studies showing how repositioning a product around what customers actually want (not what you think they should want) can completely transform a business.

Key takeaway: 95% of great creative is done before you ever open Ads Manager. Get the messaging right first, and the creative almost writes itself.

In this eye-opening episode of Meta Ads: Under The Hood, Megan Winter sits down with Denise, the founder of Slappa's Thongs, Australia's original arch-support thong brand. What began as a personal need during pregnancy has since evolved into a business that blends comfort, innovation, and unapologetic authenticity.

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Denise shares the behind-the-scenes of building a brand with integrity. From navigating copycat competitors to walking away from the relentless sales cycle. You'll discover how strategic decisions around pricing, platform choice, and marketing authenticity have helped Slappa's thrive for over 15 years without compromising their values.

Why eCommerce Entrepreneurs Should Listen

By listening to this episode, eCommerce entrepreneurs will learn how to honour their brand's value while resisting the pressure to compete on price or scale unsustainably. Denise offers a transparent look at the practical and emotional journey of growing a product-based business with intention. From shifting mindsets around copycats to innovating with reverse pricing strategies, this episode is packed with grounded wisdom for any brand owner looking to grow profitably, sustainably, and authentically in the Meta ads space, and beyond.

Key Takeaways

• Purpose-Led Product Innovation
  Slappa's was born out of a real need. Supportive, open footwear during pregnancy, and evolved into a truly unique product through smart design and manufacturing innovation.
• Being the Original Pays Off
  As the first Australian-designed arch-support thong using a one-piece closed-cell injection process, Slappa's owns its originality, and the moulds to prove it.
• Copycats as Compliments
  Denise shares the mindset shift that helped her see imitators not as threats, but as proof of Slappas' success and desirability.
• Realness as a Brand Differentiator
  From unpolished founder videos to direct DMs, Slappas thrives by being "real", a reflection of their Darwin roots and values-led approach.
• Rethinking Black Friday & Discount Culture
  After years of participating in sales cycles, Denise made the bold decision to opt out, highlighting how endless discounts train customers to wait for deals, not value.
• Reverse Pricing Strategy that Works
  Slappas launched a campaign where prices increased instead of dropping, driving urgency, conversions, and full-price sales with minimal ad spend.
• Meta Ads as the Core Platform
  Meta remains their most effective advertising channel, proving that a focused approach, paired with email and organic content, can outperform broader, scattered efforts.
• Scaling with Intention, Not External Pressure
  Denise made a conscious choice to stay small and self-funded, maintaining control while balancing business with family life.

Check Denise out here:

• Slappas Thongs Website

Final Thoughts

This episode is a powerful reminder that you don't have to play by everyone else's rules to win in eCommerce. Slappa's has built a brand that lasts. Not because they followed the crowd, but because they followed their truth. Denise's story offers the kind of grounded inspiration and strategic insight that will resonate deeply with founders ready to do things differently.

In this episode of Meta Ads: Under The Hood, Megan Winter dives into one of the most powerful — yet often under-utilised — elements of successful Meta ad campaigns: creative video content. Megan shares insider knowledge from her agency playbook and her Meta Ads Course, breaking down exactly what makes video ads convert, and how brands can produce high-performing videos without a big budget or fancy production setup.

Learn More About Working with Lume Marketing

• Hire us to run your ads for you
• Learn how to run your own ads

By listening to this episode, you will learn how to produce scroll-stopping, high-converting video ads that not only get clicks but drive sales. Megan offers practical frameworks, creative formulas, and pro tips that empower founders to create content that feels authentic, builds trust, and gets results. Whether you're DIY-ing your content or handing it off to a team, this episode gives you everything you need to boost your ad performance through creative that actually works.

Video ads are one of the most powerful tools in your Meta ads toolkit — but only when they're done right. By focusing on authenticity, clarity, and simplicity, you can create scroll-stopping videos that connect with your audience and convert. Use the formulas and tips from this episode to stop the scroll, build trust, and drive results.

And remember: progress over perfection. Don't just listen to this episode — take action. Make a video, post it, and tag Megan so she can see what you've created.

Want some visual examples? Read the blog.

Learn More About Working with Lume Marketing

• Hire us to run your ads for you
• Learn how to run your own ads

• Free Download - 10 meta ad mistakes small business owners make (and how to avoid them): Download
• Megan Winter on Instagram: @meganwinter
• Lume Marketing on Instagram: @lumemarketing

To download the playbook that goes alongside this episode click here: https://www.lumemarketing.com/mistakes

In this episode, I take you through 6-10 mistakes small business owners make with their meta ads - and what to do instead.

I've audited hundreds of meta ad accounts and I've seen the same mistakes being made with Facebook and Instagram ads again and again, so I'm recording this episode to lift the hood on these mistakes so you can steer clear.

This is part two of a two-part series so be sure to listen to last week's episode to discover the other 5 mistakes small business owners make when running meta ads.

Part 1 Episode - Listen here

Free Download - 10 meta ad mistakes small business owners make (and how to avoid them): Download

Learn how to run your own ads like a pro: Apply to learn from me

Let us take the wheel and run your ads for you: Done-for-you Meta Ads

Unsure which option is right for you: Take the quiz

Megan Winter on Instagram: @meganwinter

Lume Marketing on Instagram: @lumemarketing

To download the playbook that goes alongside this episode click here: https://www.lumemarketing.com/mistakes

In this episode, I take you through the first 5 mistakes small business owners make with their meta ads - and what to do instead.

I've audited hundreds of meta ad accounts and I've seen the same mistakes being made with Facebook and Instagram ads again and again, so I'm recording this episode to lift the hood on these mistakes so you can steer clear.

This is part one of a two-part series so be sure to come back and listen next week to discover the other 5 mistakes small business owners make when running meta ads.

Free Download - 10 meta ad mistakes small business owners make (and how to avoid them): Download

Learn how to run your own ads like a pro: Apply to learn from me

Let us take the wheel and run your ads for you: Done-for-you Meta Ads

Unsure which option is right for you: Take the quiz

Megan Winter on Instagram: @meganwinter

Lume Marketing on Instagram: @lumemarketing