Meta Ads: Running an In-House Creative Team with Janis Thomas, Look Fabulous Forever (episode 239)

by Chloe Thomas

Janis Thomas is the Managing Director at Look Fabulous Forever, an innovative cosmetics and skincare brand designed to meet the needs of older women. They’re a UK DTC brand selling globally to a customer base often ignored by the DTC world, which they’re serving via a Magento site. Founded in 2013, Janis has been driving the growth strategy for over 4 years, they’re currently doing millions a year, and working towards double figure millions. 

Meta Ads: Creating Successful Ads with an In-House Team with Janis Thomas, Look Fabulous Forever (episode 239)

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Dive in: 

[07:19] Agency handles account admin; brand manages budgets. 
[09:57] Increased creative volume reduces fatigue, boosts performance. 
[15:42] Community self-runs, shares content; fosters discussions, UGC. 
[17:27] Creative processes have become more streamlined, inclusive. 
[21:53] How is in-house sign-off process managed? 
[25:27] Experimentation is crucial for continuous marketing success. 
[29:08] Insider Tips from Janis! 

An In-House Creative Team Creates Agility and Authenticity 

Look Fabulous Forever uses an in-house creative team. They outsource only the technical execution of ad campaigns. This approach ensures that creativity remains close to the brand’s identity. An internal focus fosters agility and authenticity, key for resonating with their older audience. Furthermore, regular debriefs among teams facilitate the organic exchange of ideas. Successful strategies are replicated and optimized by doing this. 

Tailor Creatives for Specific Audiences and Use Cases 

Janis highlights the importance of designing ads that speak directly to specific customer needs. By creating content for different audiences, the brand appeals to a wider range of customers. Modern algorithms further improve this strategy by matching the most relevant creatives to specific audience segments. 

Experimentation is Key for Long-Term Success 

Janis emphasizes the importance of continuously experimenting with new creatives, strategies, and approaches. This lets you stay competitive in an evolving digital advertising environment. Relying on what has worked in the past will lead to diminishing returns as customer preferences, algorithms, and trends shift. Experimentation includes testing unconventional ideas, or “black sheep” creatives, which sometimes outperform expectations. 

Listen to hear Janis’ Insider Tips on Meta Ads! 

Interview links 

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