World of Personas
Before an ad gets made, someone has to understand who they're talking to. World of Personas is the strategic framework I built for 28's campaigns — mapping real life triggers, emotional states, and desires to find the angle that actually lands with cold traffic.
The problem
Cold traffic doesn't respond to generic fitness ads because people don't see themselves in them
The approach
Instead of targeting demographics, I built scenarios around real life moments and emotional states
A case study
Meet Karen, 44, Melbourne
The life trigger:
Where they're at emotionally:
What they actually want:
The ad angle that came from it:
The output
The result
