DTC Diagnostic Part 1 - Facebook Ads Analysis

We’re back with brand breakdowns, and this time we’re analyzing a DTC brand you might be familiar with: Magic Spoon.

With help from Attest, we conducted a survey of 500 people in the United States and found that 80% were aware of the brand while almost 70% of the audience would consider purchasing at some point in the next six months.

Let’s dive into how Magic Spoon is crushing FB ads: 👇

Social Proof:

This is a unique take on social proof that not enough brands are utilizing.

Magic Spoon created enough room so you can read the first paragraph of this Forbes article without feeling overwhelmed.

If you’ve ever been featured in a major publication, try this format yourself!

UGC Ads:

Influencer marketing is a huge part of Magic Spoon’s overall marketing strategy.

Here they’re utilizing dark posting, which means the ads don’t appear on the influencer’s timeline, page, or story.

The benefit of dark posting highlights the user perspective but in this case, it’s undermined with ad copy that feels like the brand wrote it.

This particular copy is used throughout various ads. The Pilothouse team suggests trying a more organic headline and copy in the voice of the influencer.


We’re HUGE fans of this ad. The copy, creative, and headline are all spot on.

The milk or cereal first debate is something we’ve all had a heated conversation around. The four squares and eye-catching colors make this a scroll stopper, too.

They could take it a step further by running a poll with this ad and creating custom landing pages for each answer.

Each landing page could include copy that reads "We’re so glad you chose this route – we’re on your side. 😎"

The Pilothouse team has seen split frames like this perform extremely well. Try it for your brand.


We’ve seen brands have BIG success when leading with a testimonial.

The emojis do a great job of breaking up the text, especially the "X" which really draws the eye.

TIP from the Pilothouse team: Be careful when using the star emojis.

Facebook won’t let you put five-star emojis in a row, as they think you’re faking reviews.

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