An unknown store, a trust problem, three ways to open.

Client: Online sneaker store, Italy
Channel: Meta Ads, 9:16
Scope: 3 ads · 5 hooks
Language: Italian

The problem

The store sells designer and hype sneakers well below boutique prices. That's the pitch, and also the problem: to a stranger scrolling Instagram, a site nobody has heard of selling expensive shoes cheap looks like a scam.

So the job wasn't just “make an ad”. It was to find the openings that get past that doubt in three seconds, and to ship them as separate files the store could test against each other.

Three angles

1
Price anchor
Luxury sneaker, resale price
Open on the boutique price everyone knows, then land on what the store actually charges. Hook A asks the question, Hook B answers a comment.
2
Objection first
“Is this site a scam?”
The store's real problem was trust: an unknown site selling expensive shoes. So the ad opens on that exact doubt. Hook A puts the creator on it, Hook B leads with the product.
3
Story-led
“The boss is on holiday”
A small story carries the discount: the boss is away, the prices drop. Real try-on and unboxing clips, cut to one voiceover.

The ads

Play them with sound. Where an ad has two hooks, switch and compare the first three seconds.

Sneaker store · Meta Ads · Italian · 43s

Luxury sneaker, resale price

Price anchor: the boutique price first, then what you actually pay.

Hook A · The question“Why does a luxury sneaker cost so much?”

Sneaker store · Meta Ads · Italian · 41s

“Is this site a scam?”

Objection first: a real doubt from the comments, answered on camera.

Hook A · The objection“Sounds like a scam? You're right to doubt.”

Hook A

Sneaker store · Meta Ads · Italian · 38s

“The boss is on holiday”

Story first: the boss is away, so prices drop. Real try-on and unboxing clips, cut to one voiceover.

Hook A · The setup“The boss is on holiday. And I have the warehouse keys.”

How it ran

BriefProducts, prices from the live site, the doubts buyers have in the comments.
Script and hooksEach script approved in writing before production. Prices checked against the site, line by line.
VoiceThe client picked the voice from a shortlist, then approved the full read before the edit.
RevisionsNotes like “keep the comment on screen longer” and “hold the product shots so the details read”, fixed and re-sent for a final OK.
DeliveryEvery hook as its own full-quality file, in one shared folder, ready to upload as separate ads.

Results

3-second view rate, best hook vs. weakest hook: +00%
Click-through rate on the winning hook: 0.0%
Cost per purchase on the winning hook: €00