At the end of April, we hosted a meetup at Bïrch's office for advertising professionals from Barcelona and other locations. Among our guests was Alex from Loop Earplugs, a product loved by our team.
We've gathered a few insights from Alex's interview to Iskander and Mike, the co-founders of Bïrch.
Experiment at scale, beyond headlines and colors: to be successful with advertising, it’s important to conduct a variety of experiments. It's not only about tweaking the wording in your headlines or changing the background color; you need to explore many different approaches. The more experiments Loop conducted, the more revenue the company generated.
Begin with detailed, insightful briefs: examine your customers and industry to gain valuable insights. It all begins with a well-crafted brief. The more quality briefs you have, the better your advertisements will be. It's no coincidence that medium and large companies employ people whose sole responsibility is to write these briefs—and for good reason.
Creative strategy is the heart of performance: for Alexander, creative isn’t just execution—it’s the lever that drives performance. He argues that “the creative strategist” is the most critical and underrated role in a growth team. It’s the person who bridges insight and concept—someone who can digest a brief, understand the audience, and propose angles that actually move the needle.
The creative strategist is the person that makes the difference between okay ads and great ads. Most teams underestimate how hard that job is.
Loop invests heavily in generating and testing creative ideas, not just variants—treating every new angle like a hypothesis. The performance gains come not from small tweaks, but from big swings grounded in insight and creativity.
Balancing quality and quantity of ideas: while having guidelines on aesthetics and clarity, Loop marketers don't stick to them rigidly. Depending on the audiences, they can choose whether to focus on communicating important information or bringing in more aesthetics.
Ownership from A to Z: At Loop, marketers own the full experiment process, from gathering insights to analyzing results. Holding end-to-end responsibility uncovers opportunities even in routine tasks.
Experiment with niche audiences: Loop doesn’t just market typical customers—they actively pursue unconventional audiences. For example, they partnered with McLaren on earplug campaigns for car racers, explored K‑pop fan segments in Korea, and introduced earplugs for parents.
Unique creatives, niche interests.
Advertising in the near future will look like this: you simply throw your creative ideas into a folder, and AI will find the right audience for you on different platforms. This future is closer than we think. Yet today’s advertising AI remains a black box. Even experienced marketers often struggle to construct clear customer journeys for their audiences.
Stick to measurable channels first: Loop prioritizes measurable channels. Risk is only introduced in harder-to-measure media once measurable channels underperform. Taking risks for the sake of novelty isn’t part of their approach.
Watch the full interview with Alex on Bïrch YouTube channel
