Best Combos ICP × Format — click to explore further
Organic Performance
Paid Performance
Pipeline
Shooting Queue — what to generate / shoot next, in order
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Notes & Learnings
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Awareness level guide — what to use at each stage
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| Awareness Level | Stage | Problem or Benefit? | Emotion | Ad's Job |
|---|---|---|---|---|
| Unaware | TOFU | Neither — sell the feeling | Longing · FOMO · Excitement | Create desire. Don't mention the problem yet. Sell the emotion, not the trip. |
| Problem Aware | TOFU | Problem | Frustration · Resignation · Relatability | Agitate the pain. Make them realise why they aren't travelling. Build retargeting audiences. |
| Solution Aware | MOFU | Benefit | Trust · Excitement · Longing | Introduce the category. Show a better way to travel. Drive installs + trip exploration. |
| Product Aware | MOFU | Benefit | Trust · FOMO | Position Flotr as the best option. Build trust, remove objections. |
| Most Aware | BOFU | Benefit | Urgency · Excitement | Create urgency. Drive bookings. Strong CTA. |
| Customer | Retention | Benefit | Nostalgia · Belonging | Rebook, refer, create UGC, build loyalty. |
Checklist Template — applied to every new concept
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Prompt Library — reusable image / video / voice prompts
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Known Issues & Workarounds — across all concepts
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