Street interview creative for brands already spending on paid social.
Five ads. A third of the account.
Real Mad Honey spent €863,979 on Meta last year. €289,525 of it went to five Stradvert street interview ads, at a blended 2.73 return. Their own words on why are below. New to the format? Start with what are street interview ads and street interview ads vs creator UGC.
A 30 minute call with Ryan about your current creative, the first test and the right scope.
Every screenshot below is a source image from a client account, unedited and published with permission. Figures we have calculated are labelled as such.
Three accounts
Real Mad Honey
Consumable, DTC
- €289,525 spend across five ads
- 2.73 blended return, calculated
- 33.5% of account spend
DOT Trading
Fintech app
- 15,071 reported purchase events
- €1.41 blended cost per event
- 1.32m impressions
Pulse of Potential
Wellness
- €53,112 spend on the surviving group
- 2.84 return
- 5 of 12 ads survived
Case 01. Real Mad Honey, consumable DTC brand
Five street interview ads carried a third of a year's spend.
€289,525
Spend on our five ads
2.73
Blended return on those five, calculated
€25.84
Cost per purchase on the highest spend ad
33.5%
Share of total account spend
Reported in Motion from the client's Meta account, rolling last 365 day view, 7 day attribution. Account totals over the same window: €863,979.71 spend and 31,809 purchases across all creative, ours and theirs.
Real Mad Honey is a consumable DTC brand, and its Meta account is what most brands of that size look like: one main account, a mix of ad formats running at once, and a reporting window that rolls forward every day rather than a fixed campaign start and end. The figures on this page are pulled from Motion, the client's connected reporting dashboard, on a rolling last 365 day view with 7 day attribution. Over that window the account as a whole spent €863,979.71 and reported €2,306,295.04 in revenue across 31,809 purchases, for a blended 2.67 return covering every ad in the account, ours and the client's own. That account total is the backdrop against which the five street interview ads below sit. It is shown for context on account size, not claimed as revenue Stradvert produced on its own.
The problem, in the client's words
Martijn's account had a distribution problem rather than a creative shortage: Meta concentrated delivery on a small number of ads, and the rest of the library struggled to pick up spend at all.
Our role
Concepts, street casting, filming and editing of the five interview ads below, delivered as upload ready cuts. The client ran the media buying and set the budgets. We did not touch the ad account, did not set the daily budget, and did not choose which ad Meta served to which audience. Our part of the job stopped at delivery of the finished files.
That separation matters for reading this case correctly. What follows is not a story about a media buying trick. It is a story about what happened once ordinary street interview creative sat inside a normal account alongside the client's other video ads, with Meta's delivery system making every call about where the budget actually went.
Our five ads in the account
| Ad | ROAS | Spend |
|---|---|---|
| RMH603 | 2.77 | €107,958 |
| RMH103 | 2.76 | €90,615 |
| RMH291 | 2.50 | €54,347 |
| RMH604 | 2.95 | €22,665 |
| RMH032M | 2.72 | €13,940 |
Spend totals €289,525, which is 33.5% of the account's €863,979.71. Multiplying each displayed spend by its displayed ROAS gives about €789,787 at a 2.73 blended return. That revenue figure is calculated by us from the creative level figures shown, not read from a single dashboard field.
Read across the five rows and the shape is consistent rather than a single outlier carrying the rest: every one of the five sits between a 2.50 and a 2.95 return, and the spend ranges from €13,940 on the smallest to €107,958 on the largest. Nothing here depends on one lucky ad. Five separate pieces of street interview creative, filmed on the same day, each cleared Meta's own delivery bar on its own terms.
What Meta did with the budget
Nobody at Real Mad Honey or Stradvert chose to push a third of a year's spend into five street interview ads. Meta's delivery system did that on its own, the same way it decides where every euro goes inside any account running more than one active ad. The client's job, as Martijn describes it below, became reacting to that allocation rather than directing it: raising the overall budget so the rest of the creative library could still get spend at all, because Meta kept concentrating delivery on the street interview ads whenever the ceiling allowed it to.
Every figure from this account, both tables and the method behind them, is set out in the full allocation report.
"Meta decides where spend goes. If it pushes spend only to the street interview, we have to raise the budget until the rest of the ads get spend at all."
"It's still running and used as a top of funnel ad. The purchases done by other ads and Google as bottom of funnel aren't measured, so the impact of this is actually much higher."
Client statements, given during the campaign and kept here as attributed historical testimony. We have not verified delivery on any date after the reporting window shown.
Martijn's second point is worth sitting with. RMH603 is used as a top of funnel ad, and the purchases it drives further down the funnel through other ads and through Google are not captured in the 2.77 return shown here. The number on this page is very likely a floor, not a ceiling, on what this one ad is actually worth to the account. We are not claiming a larger figure ourselves; we are reporting what the client told us and leaving the stated 365 day, 7 day attribution ROAS as the number we stand behind.
Highest spend ad: RMH603
2.77
ROAS
€107,958
Spend
€25.84
Cost per purchase
2.28%
Link click CTR
62.69%
Thumbstop
22.81%
Hold rate
Selected examples of other video creative in the same account
Four other video ads from the same account and the same reporting window, picked as examples rather than as the full library. Each took between €225 and €372 of spend. This is not a controlled creative test: the client set budgets and Meta decided delivery, which is the point Martijn makes above.
Selected examples, same account, same window
| Ad | ROAS | Spend |
|---|---|---|
| RMH058M | 1.18 | €371 |
| RMH762 | 1.78 | €316 |
| RMH070 | 1.74 | €312 |
| RMH625 | 1.68 | €225 |
Side by side, the gap is stark. The four other video ads range from a 1.18 to a 1.78 return and never cleared €372 of spend. The five street interview ads range from 2.50 to 2.95 and cleared over €289,000 combined. We are not saying the other creative is poorly made; we simply do not have visibility into how it was produced or briefed. What we can say is that, inside this account and this reporting window, Meta's own delivery system consistently preferred the street interview format once it was in the mix.
What to take from this if you are buying creative
This account is one data point, not a universal law about street interview ads. What it does show is that ordinary interview footage, filmed on one day and dropped into a live account next to a brand's existing video creative, can end up carrying a disproportionate share of spend once Meta's delivery system is left to decide on its own. That is the same production pattern behind every account on this page: one filming day, a batch of ad variants, and the client's own team running the media buying from there. If you are assessing whether the format could do the same inside your account, the honest answer is that we cannot promise a specific outcome for a different brand, a different budget or a different market. We can show you exactly what happened here, with the underlying screenshots, and let you judge whether the same production approach is worth testing in your own street interview ads programme.
This is one of three published accounts. See the DOT Trading account and the Pulse of Potential account. All three are produced the same way: a single filming day turned into a batch of street interview ads, handed to the client to run through their own account.
Two more accounts below. Or skip the reading.
Case 02. DOT Trading, fintech app
Cheap clicks at volume from one shoot day.
15,071
Reported purchase events
€1.41
Blended cost per reported event
1.32m
Impressions
€0.44
Cost per link click, named ad
Meta Ads Manager, DOT Trading UK account, campaign to date at the time of capture. Published with client permission. Exact figures: 1,318,453 impressions and 15,071 platform reported purchase events. Meta counts events, so we do not describe these as unique paying customers.
DOT Trading is a fintech app, and the account behind these figures is reported directly out of Meta Ads Manager rather than a third party dashboard. That matters for how you read the numbers: what is shown here is the campaign to date view at the moment of capture, covering one UK campaign built from a single Stradvert shoot day. Finance is not a cheap vertical to buy in. The general benchmark cost per click for the category runs €3.00 to €4.50, which is the context against which the figures below sit.
What we filmed and where
A fintech app buying cold traffic in the UK needed creative that could keep click costs down at real volume. We filmed one day of street interviews in Birmingham and delivered the finished ads. The client ran the campaigns, set the budgets and managed the account structure. Our involvement was concepting, casting members of the public on the street, filming and editing, then handing over upload ready cuts.
The client also chose to run two of the Stradvert ads at €600 and €610 a day respectively, spent side by side over the same period, which is part of why the volume figures below reach into six and seven figure impression counts from a single day of production.
Lowest cost per link click: "UK, Interview, Nieuwe guy"
3,973 reported purchase events at €0.86, from 287,182 impressions and 7,826 link clicks, at €0.44 per link click.
Highest volume ad: "UK, ZM, Oude vrouw"
9,569 reported purchase events, 526,764 people reached.
Set the two named ads next to each other and you can see two different jobs being done by the same shoot day. "UK, Interview, Nieuwe guy" is the efficiency play: the lowest cost per link click in the set, at €0.44, off a comparatively modest 287,182 impressions. "UK, ZM, Oude vrouw" is the volume play: 526,764 people reached and 9,569 reported purchase events, the largest single contributor to the account's totals. Neither ad is inherently better than the other. They answer different questions: one is cheap traffic, the other is scale.
What Meta did with the budget
Across the whole campaign, roughly €21,200 of spend produced the 1,318,453 impressions, 40,546 link clicks and 15,071 reported purchase events, for a blended €1.41 cost per event. The client's own daily budgets on the two named ads, €600 and €610 a day, ran concurrently rather than sequentially, so the totals reflect two of the Stradvert ads competing for and winning delivery inside the same UK account at the same time. As with the other two accounts on this page, Stradvert did not set those budgets or choose that delivery split. The client ran the account; we produced the creative that account was running.
What to take from this if you are buying creative
The headline is not that street interview ads are always cheap. It is that a single day of production, filmed on location rather than in a studio, produced creative that beat a published finance category benchmark by a wide margin on at least one ad, and did it at volume across more than 1.3 million impressions. That combination, low cost per click and real reach, is what a fintech buyer with a cold traffic problem is usually trying to solve for. We are reporting what the client's own Ads Manager recorded, not a projection for any other account, and we have deliberately left out any cost per joiner or cost per signup figure because Meta's purchase event here is not the same thing as a completed signup, and we do not want to imply it is.
This is one of three published accounts. See the Real Mad Honey account and the Pulse of Potential account. All three are produced the same way: a single filming day turned into a batch of street interview ads, handed to the client to run through their own account.
Case 03. Pulse of Potential, wellness
Twelve ads filmed in an hour. Five survived and took the spend.
€53,112
Spend on the surviving group
2.84
Return reported on that group
5 of 12
Ads still running from the shoot
Meta Ads Manager, Pulse of Potential account. Exact spend: €53,112.46 against the grouping labelled "5 ads" in the screenshot below. Published with client permission from Maria.
Pulse of Potential is a wellness brand, and this is the smallest production window of the three accounts on this page: one hour of filming in Manchester, against a full shoot day for Real Mad Honey and DOT Trading. The figures here are read directly from Meta Ads Manager on the client's own account, published with permission given by Maria on the client's behalf. We do not have a quote from Maria to publish here, only her permission to show the account's figures, and we are not going to invent one.
/ Ryan walks through this shoot
What happened
One hour of filming in Manchester produced twelve ads. Seven were switched off. The five that survived are the grouping shown in the dashboard, carrying €53,112.46 of spend at a 2.84 reported return. That is how the format is bought: a batch of chances, not one certain winner.
Twelve ads from one hour is the extreme end of the batch approach we use across all three accounts on this page: film once, cut many variants, then let the account's own performance data decide which ones keep running. Here, five of twelve made the cut, and those five went on to produce about $164,000 of revenue in their first 30 days, on €53,112.46 (about $57,000) of spend.
The ad by ad picture
We do not have a per ad breakdown for this account in the way we do for Real Mad Honey and DOT Trading. What the client's dashboard shows is a single grouping labelled "5 ads", the survivors of the original twelve, with €53,112.46 of combined spend and a 2.84 reported return sitting against that group. We are showing the screenshot exactly as captured rather than splitting it into rows we cannot verify individually.
What Meta did with the budget
As with the other two accounts, the client ran the media buying, and Meta's delivery system decided which of the twelve ads kept getting spend. Seven were switched off, which we read as the account and Meta together concluding those seven were not worth continued budget. The remaining five kept earning spend, and the €53,112.46 shown above is what accumulated behind that group over the period covered by the screenshot. We were not involved in the decision to switch any ad off; that call sits with the client and their own read of Meta's reporting.
What to take from this if you are buying creative
The plain reading of this account is that most of the value came from less than half of what was filmed, and that the filming itself took an hour. If you are weighing whether a short shoot can still produce a workable batch of street interview ads, this is the account to look at: a small production window, most of the output discarded, and the surviving handful carrying real revenue in the first 30 days. We are not saying five of twelve is a typical ratio to expect, only that it is what happened here, recorded in the client's own account and shown above rather than described from memory.
This is one of three published accounts. See the Real Mad Honey account and the DOT Trading account. All three are produced the same way: a single filming day turned into a batch of street interview ads, handed to the client to run through their own account.
How concepts and hook variations work.
One concept
A single question, aimed at the problem your product solves. The question is scripted; the answers on the street are not.
Many faces
We film the same concept with different people in different places, so one shoot day yields a library rather than one video.
Hook variations
Each concept is cut into several openings, so you can test hooks against the same body and refresh a tiring ad without a reshoot.
Scope.
01. Test
Try the format
- · 3 concepts, 4 hooks each
- · 12 ads
- · One brand
- · Baked in captions, native vertical
- · One included reshoot
- · Unlimited edit revisions
- · Delivery in 14 days
02. Scale
Find a scalable winner
- · 8 concepts, 5 hooks each
- · 40 ads
- · One brand
- · Raw footage delivered
- · One included reshoot
- · Unlimited edit revisions
- · Delivery in 14 days
03. Premier
Full creative engine
- · 20 concepts, 5 hooks each
- · 100 ads
- · One brand, or split across two
- · Full raw library and B roll
- · Two included reshoots
- · Priority booking
- · Unlimited edit revisions
- · First 50 in 14 days, all 100 by day 28
Scale is the package most brands run. Organic engagement and direct response versions with an end card are included, and they are versions of those ads rather than extra concepts. London and Manchester are our default production locations, Bali and Barcelona are available with additional production arrangements, and any other city is quoted separately. Longer commitments are optional and discussed on the call.
If you're unhappy after a fair test, we'll film again for free.
We agree the testing period with you before launch. After that test, share your performance data, including CPA. If you're unhappy with the results, we'll use your package's included reshoot to film again for free.
Test and Scale include one reshoot. Premier includes two.
- What do I actually get from one filming day?
- Concepts, casting on the street, filming, editing and delivery of finished ads cut into hook variations, ready to upload.
- Who runs the media?
- You or your buying team. We produce and deliver the creative. Where we quote account numbers on this page, the client was buying the media.
- Will every ad win?
- No. The format is a volume test: on Pulse of Potential, seven of twelve ads were switched off and five carried the spend. Plan for a batch, not a single hero ad.
- Does street interview creative fatigue?
- All creative fatigues eventually. Different faces and different hooks give you more variations from one shoot day, which is what slows it down.
- Where do you film?
- London and Manchester are our default production locations. Bali and Barcelona are available with additional production arrangements. We have filmed in Birmingham, New York, Los Angeles, Miami, Bangkok and Sydney before, and any other city is quoted separately.
- What does it cost?
- We recommend the right scope on the call and send a tailored proposal.
The questions buyers actually ask.
What is a concept, and what is a variation?
A concept is a distinct idea: a different question, angle or setting, filmed with different people. A hook variation keeps the concept and changes the opening question or the first few seconds. Test is 3 concepts with 4 hooks each, Scale is 8 concepts with 5 hooks each, Premier is 20 concepts with 5 hooks each. Organic engagement and direct response versions with an end card are included, and they are versions of those ads, not extra concepts.
Do I get the raw footage?
Scale includes the raw footage from your shoot. Premier includes the full raw library and B roll. Test is a finished ads package and does not include raw footage.
Who is on camera, and are releases signed?
Real people, stopped on a real street by a human crew. Every person on camera signs a release. Nothing is AI generated.
Can I run these as paid ads?
Yes. You get paid usage rights across Meta, TikTok, YouTube and other platforms.
How fast is delivery?
Test and Scale are delivered in 14 days. Premier delivers the first 50 ads in 14 days and all 100 by day 28. That is our delivery of the files to you. When your ads go live is your team's call, so we do not put a launch date on it.
How many rounds of edits do I get?
Unlimited edit revisions on every package, so a cut gets to where you want it before you run it.
What if the first batch does not perform?
We agree the testing period with you before launch. After that test, share your performance data, including CPA. If you are unhappy with the results, we use your package's included reshoot to film again for free. Test and Scale include one reshoot, Premier includes two.
What does it cost?
We recommend the right scope on the call and send a tailored proposal.
What is the next step?
A 30 minute call with Ryan about your current creative, the first test and the right scope. Longer commitments are optional and discussed on the call.
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A 30 minute call with Ryan about your current creative, the first test and the right scope.