I came up in the commerce and commerce enablement space. And I recognized the peanut butter and jelly that is Shopify and Meta early on.
As follows, the first product my co-founders and I built was called Shoelace and it was one of the first apps in the Shopify marketplace. It helped DTC companies setup their stores on Meta by syncing their product catalogues, setting up their Meta pixel on Shopify theme files, stuff like that.
Over time, this process became very streamlined. Shoelace pivoted into more of an agency model and right around 2020, in the midst of the iOS 14 update, everything about advertising on Meta changed.
Pre-iOS 14, ad success was dictated by audience targeting, post-iOS 14 it became incredibly clear that creative would have to become the new targeting.
Right around this time, I started talking to some of the best media buyers and growth marketers in the world. People like Connor Rolain (HexClad), Connor MacDonald (Ridge), and Cody Plofker (Jones Road Beauty) who were managing multi-million dollar Meta budgets.
These people couldn’t afford to miss their performance targets, so they learned very quickly that they had a problem with creative silos and that they needed to find a way to funnel performance feedback into the creative ideation and production process.
Smart as they were, they figured out a way. The answer was these crazy spreadsheets, pivot tables, and even custom BI tools.
And these solutions work if you’re a data person.
But if you’re a creative person, you probably don’t speak spreadsheet.
The biggest bottleneck in performance creative became obvious: How do you get the creative team to start thinking in revenue terms?
I saw this struggle and this divide unfolding first hand and we recognized the opportunity to create a tool that could act as a translator. Connect the data to the visuals, kickstart this feedback cycle, and alleviate the reporting burden on growth teams.
That’s where creative strategy is born. That’s where the creative strategist enters the performance equation. And Motion is the tool of choice for creative strategists everywhere.
I love this space. I love the growth challenge. I’ve said it before, but in another life, I’d be a growth marketer. I connect deeply with this problem and my team is laser-focused on building a bespoke tool for creative strategy.
If you’re serious about this problem too, I encourage you to schedule a call with my team. Our product is already the market leader, with thousands of the best DTC companies running more than $13+ billion in media spend through it every year.
Here’s the link: https://motionapp.com/book-a-demo
And there’s so much more to come in our story. We raised a $30 million series B, are integrating AI into every corner of the product, and have new features launching almost every week. We aren’t far from the day that the entire creative flywheel lives in Motion.
