The Brain’s Knowledge Base
Everything the Orange Line team has learned, written up. Teardowns, test recaps and hook playbooks — organised by industry, with the campaign results and the hook angles that actually moved CPA.
Legal Services Quarterly Review: Founder story hooks drove 2.3x ROAS
Across 20 creatives in the legal services account, founder story angles were the clear winner this cycle. First-person origin ('I built this after my own diagnosis') humanised the brand and lifted MOF retargeting CTR. We rotated 3 hook families against BOF cart abandon and logged what actually moved CPA.
Healthcare & Telehealth Field Notes: Relatability hooks drove 3.9x ROAS
Across 117 creatives in the healthcare & telehealth account, relatability angles were the clear winner this cycle. Hyper-specific everyday moments ('the 4pm energy crash before pickup') made the avatar feel seen. We rotated 2 hook families against BOF cart abandon and logged what actually moved CPA.
Insurance Field Notes: Statistic shock hooks drove 4.0x ROAS
Across 35 creatives in the insurance account, statistic shock angles were the clear winner this cycle. A jarring stat ('92% of these expire unused') reframed the buyer's status quo as risky. We rotated 3 hook families against Full-funnel ABO and logged what actually moved CPA.
Healthcare & Telehealth Playbook: FOMO / urgency hooks drove 2.8x ROAS
Across 50 creatives in the healthcare & telehealth account, fomo / urgency angles were the clear winner this cycle. Genuine scarcity ('Restock sold out in 9 hrs last time') drove BOF urgency. We rotated 4 hook families against Advantage+ shopping and logged what actually moved CPA.
Real Estate Teardown: Social proof hooks drove 5.3x ROAS
Across 20 creatives in the real estate account, social proof angles were the clear winner this cycle. Stacking real numbers and named reviews up front ('27,000 sold this month') de-risked the offer instantly. We rotated 2 hook families against Advantage+ shopping and logged what actually moved CPA.
Baby & Parenting Hook Library: Social proof hooks drove 2.5x ROAS
Across 95 creatives in the baby & parenting account, social proof angles were the clear winner this cycle. Stacking real numbers and named reviews up front ('27,000 sold this month') de-risked the offer instantly. We rotated 4 hook families against BOF cart abandon and logged what actually moved CPA.
Dental & Orthodontics Hook Library: Authority-led hooks drove 3.3x ROAS
Across 122 creatives in the dental & orthodontics account, authority-led angles were the clear winner this cycle. Expert framing ('Dermatologists won't tell you this') borrowed credibility. We rotated 4 hook families against Full-funnel ABO and logged what actually moved CPA.
CPG & Household Teardown: Myth-busting hooks drove 4.0x ROAS
Across 117 creatives in the cpg & household account, myth-busting angles were the clear winner this cycle. Dismantling a category belief ('More steps ≠ better skin') positioned us as the smarter choice. We rotated 4 hook families against TOF cold prospecting and logged what actually moved CPA.
Fitness & Supplements Account Deep-Dive: Question-led hooks drove 4.9x ROAS
Across 89 creatives in the fitness & supplements account, question-led angles were the clear winner this cycle. A pointed yes/no question ('Tired of bloat by 3pm?') triggered micro-commitment. We rotated 4 hook families against TOF cold prospecting and logged what actually moved CPA.
Automotive Field Notes: Relatability hooks drove 5.4x ROAS
Across 43 creatives in the automotive account, relatability angles were the clear winner this cycle. Hyper-specific everyday moments ('the 4pm energy crash before pickup') made the avatar feel seen. We rotated 4 hook families against BOF cart abandon and logged what actually moved CPA.
Pet Care Quarterly Review: Problem-led hooks drove 5.7x ROAS
Across 96 creatives in the pet care account, problem-led angles were the clear winner this cycle. Opening on the visceral pain point ('Still scrubbing burnt pans by hand?') consistently beat feature-first openers. We rotated 2 hook families against TOF cold prospecting and logged what actually moved CPA.
Gaming & Apps Playbook: Before & after hooks drove 5.4x ROAS
Across 136 creatives in the gaming & apps account, before & after angles were the clear winner this cycle. Visual transformation in the first frame did the heavy lifting. We rotated 3 hook families against BOF cart abandon and logged what actually moved CPA.
Home & Furniture Playbook: Founder story hooks drove 2.3x ROAS
Across 78 creatives in the home & furniture account, founder story angles were the clear winner this cycle. First-person origin ('I built this after my own diagnosis') humanised the brand and lifted MOF retargeting CTR. We rotated 3 hook families against Advantage+ shopping and logged what actually moved CPA.
Dental & Orthodontics Playbook: Before & after hooks drove 2.8x ROAS
Across 37 creatives in the dental & orthodontics account, before & after angles were the clear winner this cycle. Visual transformation in the first frame did the heavy lifting. We rotated 4 hook families against Advantage+ shopping and logged what actually moved CPA.
Food & Beverage Quarterly Review: Pattern interrupt hooks drove 3.9x ROAS
Across 64 creatives in the food & beverage account, pattern interrupt angles were the clear winner this cycle. An unexpected visual or audio cue in frame one ('record-scratch' edit) lifted 3-sec view rate. We rotated 4 hook families against Advantage+ shopping and logged what actually moved CPA.
Pet Care Quarterly Review: Before & after hooks drove 5.3x ROAS
Across 25 creatives in the pet care account, before & after angles were the clear winner this cycle. Visual transformation in the first frame did the heavy lifting. We rotated 3 hook families against BOF cart abandon and logged what actually moved CPA.
Pet Care Playbook: Bold claim hooks drove 2.6x ROAS
Across 32 creatives in the pet care account, bold claim angles were the clear winner this cycle. A specific, almost-uncomfortable promise out-converted vague benefit language. We rotated 4 hook families against TOF cold prospecting and logged what actually moved CPA.
Legal Services Quarterly Review: Founder story hooks drove 3.2x ROAS
Across 40 creatives in the legal services account, founder story angles were the clear winner this cycle. First-person origin ('I built this after my own diagnosis') humanised the brand and lifted MOF retargeting CTR. We rotated 2 hook families against Full-funnel ABO and logged what actually moved CPA.
Home & Furniture Field Notes: FOMO / urgency hooks drove 5.8x ROAS
Across 37 creatives in the home & furniture account, fomo / urgency angles were the clear winner this cycle. Genuine scarcity ('Restock sold out in 9 hrs last time') drove BOF urgency. We rotated 4 hook families against TOF cold prospecting and logged what actually moved CPA.
Gaming & Apps Teardown: Before & after hooks drove 2.7x ROAS
Across 85 creatives in the gaming & apps account, before & after angles were the clear winner this cycle. Visual transformation in the first frame did the heavy lifting. We rotated 3 hook families against Full-funnel ABO and logged what actually moved CPA.
Pet Care Quarterly Review: Negative angle hooks drove 5.6x ROAS
Across 25 creatives in the pet care account, negative angle angles were the clear winner this cycle. Leading with what NOT to do ('Stop buying collagen until you read this') interrupted the scroll. We rotated 4 hook families against MOF retargeting and logged what actually moved CPA.
DTC Skincare Playbook: Question-led hooks drove 4.2x ROAS
Across 80 creatives in the dtc skincare account, question-led angles were the clear winner this cycle. A pointed yes/no question ('Tired of bloat by 3pm?') triggered micro-commitment. We rotated 2 hook families against Full-funnel ABO and logged what actually moved CPA.
Ecommerce Fashion Field Notes: Before & after hooks drove 5.0x ROAS
Across 73 creatives in the ecommerce fashion account, before & after angles were the clear winner this cycle. Visual transformation in the first frame did the heavy lifting. We rotated 4 hook families against Advantage+ shopping and logged what actually moved CPA.
Outdoor & Adventure Win Report: Social proof hooks drove 4.5x ROAS
Across 53 creatives in the outdoor & adventure account, social proof angles were the clear winner this cycle. Stacking real numbers and named reviews up front ('27,000 sold this month') de-risked the offer instantly. We rotated 3 hook families against Advantage+ shopping and logged what actually moved CPA.