How we made a workshop ad land for Think Blue Tree
- Client
- Think Blue Tree (Patrick Timm)
- Where
- Queenstown
- What we did
- Ad copy, design and Meta campaign setup
- Delivered
- 4:5 feed and 9:16 story creative, live in Ads Manager
A good workshop with a confusing ad
Patrick Timm coaches mental health in Queenstown, and he had built an evening workshop about phone habits. His promotional graphic looked fine. It just did not say what he meant.
The draft line was: "A practical, hands-on workshop for doomscrolling and excessive phone use." Taken literally, a workshop for doomscrolling teaches you to do more of it. It is the kind of slip nobody sees once they have read a sentence twenty times.
Rebuilding the message
We gave the ad a five-part frame so it could explain itself at a glance: what kind of event it is, a headline, one plain line on what happens in the room, when and where, and the brand. The original had only two of the five.
Then we pulled the promise back. Early drafts said the evening would help people "beat doomscrolling and reclaim your focus", which no coach can guarantee. The line we landed on was calmer and more believable: "A session on the pull of the phone, and simple ways to use it less." Verbs about doing the work read as more expert than verbs about outcomes.
Built and launched, not just designed
- Formats: 4:5 for the Instagram and Facebook feeds, where the taller frame holds more of the screen, and 9:16 for Stories and Reels.
- Copy: several primary-text and headline versions, each with a different way in, so the platform could find what worked.
- Action: a Learn More button to the ticket page. For a considered booking, a soft button earns more clicks than a hard one.
The finished ad sounds like the coach behind it and went live to a small-group session in Queenstown. We do this kind of work as part of brand content.