SELF-INITIATED RESEARCH · AFTER THE MOTION BOOTCAMP
I DID
All of it, on my own.
THE LIMIT
Research only, so no results to report.
AI IMAGE · MY DESIGN · NOT NEVEN’S ASSET
Meta
ADS PULLED FROM THE AD LIBRARY
Reviews
READ ON BBB AND TRUSTPILOT
2
UNDERSERVED GROUPS FOUND
4
GAPS AFTER PURCHASE
THE ONE LINE
Every Neven ad is led by the deal. The reviews with the most heart come from women who found it for the style, and the ads almost never talk to them.
WHAT I SAW
CREATIVE FATIGUE RISK
The oldest ad I pulled has run since May 2025, and all five use the same structure: the offer, the guarantee, free shipping. Nearly a year of one message.
A GROUP THE ADS MISS
Women and active buyers show up in the reviews and on TikTok. They are missing from the ads I pulled.
NO STORY AFTER THE PURCHASE
The brand’s voice stops at checkout. Nothing for the loyal buyer, the repeat buyer, or the community.
WHAT I LOOKED AT
HOW I DID IT
01 · AD LIBRARY AUDIT
Pulled Neven’s running ads from the Meta Ad Library, sorted by total impressions. Logged the format, the message, the hook, and who each ad talks to.
META AD LIBRARY · HOOK ANALYSIS · FORMAT MAPPING
02 · REVIEW MINING
Read reviews on Neven’s own site, Trustpilot, BBB and TikTok. Coded them by the words people use, how strongly they feel, who they sound like, and what bothered them. Five buyer types came out of real customer language.
TRUSTPILOT · BBB · TIKTOK · SENTIMENT
03 · GAP ANALYSIS
Put what the ads talk about next to who is actually buying. Looked for groups the ads miss, stages after purchase with no content, and hooks nobody has tested.
PERSONA MAPPING · JOURNEY MAPPING
04 · ROADMAP
Built a phased content plan: highest confidence first, fastest to make first, with quick wins kept apart from big swings.
CONTENT ROADMAP · CREATIVE BRIEF
WHAT I FOUND
The ads speak to a value seeking skeptic who cares about durability and UV protection, a deal driven shopper, and a family or group buyer. The reviews tell a wider story: outdoor and blue collar workers, athletes, loyal repeat buyers, and couples buying together. Women shoppers show up in the reviews and on TikTok, but the ads lean heavily male coded.
THE GAP
The ads speak to the skeptic. The reviews speak to the convert. Once someone buys they get loyal, but the content never tells that story: no identity content, and nothing that says this is who wears Neven.
WHAT I’D TEST NEXT
Content for two groups the ads mostly miss: women shoppers, and fitness and active buyers. And four gaps after purchase: identity content, fit and sizing confidence, the Everlast Guarantee story, and content for repeat buyers.
FIVE BUYERS, FROM THE REVIEWS
The ex Oakley buyer who felt overcharged, about 35% of reviews. The trades and outdoor worker who destroys sunglasses, about 25%. The family and gift buyer, about 18%. The runner and cyclist, about 14%. The woman who found Neven on TikTok for the style, about 8%, though she writes the most excited reviews and makes videos about them without being asked.
She is the smallest group and the loudest. That is why I would start with her.
PRIMARY · 35 TO 55 · MEN
The Loyalist Defector
Ex Oakley or Costa buyer who felt overcharged. Buy one get two free lowered the risk. Once the glasses held up on a job site, he became the brand’s loudest fan.
SECONDARY · 28 TO 48 · MEN
The Blue Collar Hard User
Trades, construction, outdoor work. Destroys sunglasses regularly. Needs durability and a price he does not feel guilty about. Neven checked both.
THE GAP · 22 TO 45 · WOMEN
The Women’s Style Seeker
Found Neven on TikTok, for the style. Writes the most excited reviews and makes videos about them without being asked. Almost absent from the ads.
TERTIARY · 25 TO 45 · MEN AND WOMEN
The Active and Fitness Buyer
Runners, cyclists, motorcyclists. Needs polarized performance but will not pay Oakley Sport prices. Tags Neven without being asked.
TERTIARY · 30 TO 55 · MEN AND WOMEN
The Family and Gift Buyer
Buy one get two free becomes a household event. Buys for a spouse and kids, and the whole family adopts the brand, which drives repeat purchases.
BY REVIEW VOLUME, MY ESTIMATE
The Loyalist Defector, about 35%
The Blue Collar Hard User, about 25%
The Family and Gift Buyer, about 18%
The Active and Fitness Buyer, about 14%
The Women’s Style Seeker, about 8%, likely undercounted
BY HOW STRONGLY THEY FEEL
The Women’s Style Seeker: peak excitement, wants to share
The Loyalist Defector: vindication, evangelical tone
The Active and Fitness Buyer: gratitude, surprise at the performance
The Blue Collar Hard User: plain satisfaction
The Family and Gift Buyer: warmth, smart shopper pride
She ranks lowest by volume and highest by feeling. Small, passionate groups make the best creative material, especially for testimonial and lifestyle content: her reviews already read like ads. She is the most undercapitalized buyer in the library.
WHERE THE STORY STOPS
Sees the ad: the deal lands and the skeptic converts. Then buys: three pairs ordered, excitement peaks. Then the package arrives: a great product, with no brand follow through. After that: no content, no community, no identity.
POST PURCHASE IDENTITY
Buyers who convert have no content that mirrors who they are. Nothing follows the sale.
What I would make: Lifestyle content matched to each buyer type.
FIT AND SIZING CONFIDENCE
Reviews keep mentioning an unexpected fit. People are buying blind, without seeing real people wearing them.
What I would make: Directed shoots with real people in the frame.
THE GUARANTEE STORY
The Everlast Guarantee is one of their strongest trust assets, and it is buried in a bullet point in every ad.
What I would make: One story driven video about the guarantee alone.
REPEAT BUYER CONTENT
Loyal buyers on their third pair or more have nothing speaking to them. All the creative aims at cold audiences.
What I would make: Community content that turns first time buyers into fans.
THE RESEARCH CAPTURE: WHAT I WAS DOING
This is what I was looking at, using all my notes. I pulled Neven’s running ads from the Meta Ad Library and went through them one by one. For each one I logged the audience it talks to, the angle it leads with, the hook it opens on, and the format.
META AD LIBRARY · NEVEN ADS I PULLED · RESEARCH CAPTURE
THE FIVE ADS, ONE BY ONE
01 · VIDEO · SINCE MAY 2025
“Upgrade your eyewear game!”
HOOK TYPE: OFFER LEAD, UGC
02 · VIDEO · SINCE NOV 2025
“BUY ONE GET TWO FREE! Upgrade your eyewear game”
HOOK TYPE: OFFER LEAD, UGC
03 · VIDEO · SINCE OCT 2025
“BUY ONE GET TWO FREE!” over a product visual
HOOK TYPE: PRODUCT SHOWCASE
04 · VIDEO · SINCE NOV 2025
“BUY 1 GET ANY 2 PAIRS FREE”
HOOK TYPE: OFFER PLUS LIFESTYLE
05 · VIDEO · SINCE JAN 2026 · THE NEWEST
“You know quality when you feel it.”
HOOK TYPE: IDENTITY FIRST ★ THE ONLY ONE
WHAT I FOUND
Four of the five lead with the same offer, buy one get two free, and all five use the same three lines: the offer, the guarantee, free shipping. There is no story in any of them. The oldest has been running since May 2025, so nearly a year of the same message, which is how creative fatigue starts. Neven caters to men, and this capture shows it. Men are on camera in three of the five, and not one is made for women or for active buyers. The newest, from January 2026, is the only one that opens on quality instead of the deal. The library shows which ads run, not how much was spent on each.
HOW I THOUGHT ABOUT THE SCRIPT
I changed the angle, from the offer to the person. For women, the hook is style first, with no offer in the first line. For the skeptic, the hook is proof: a real person on camera who has tried them, talking straight to the viewer. Then each version gets tested against the original, one change at a time.
THE ONE AD POINTING THE WAY
One ad sells confidence, not the deal: “You know quality when you feel it.” It is the newest ad in the library and the only one like it, so the brand is already looking this way. I would start there.
AI VIDEO · MY CONCEPT · NOT NEVEN’S AD
WHAT I WOULD MAKE FIRST
Weeks 1 and 2, quick wins:
1. A women’s lifestyle video. Style first, no deal up front.
2. Three versions of the quality ad, for three different buyers.
3. A running and cycling video for the active buyers who already tag the brand.
4. One ad with real people on camera, directed by me.
Weeks 3 to 6: a short series for each buyer, plus family and gift content.
Month 2 and on: a Florida roots brand story, and the Everlast Guarantee told as one story instead of a bullet point.
Three of these, made as concept videos with AI. Made with Higgsfield and Kive.ai. They are my own ideas. They are not Neven’s ads and Neven did not ask for them.
AI VIDEO · EDITORIAL · MY DESIGN
WOMEN’S LIFESTYLE VIDEO
Audience: women who found Neven for the style. Hook: style first, no offer in the first line. What it gives the brand: a way in with the group the ads miss. I would test: how many people watch past the first 3 seconds.
AI VIDEO · TALKING HEAD · MY DESIGN
REAL PEOPLE ON CAMERA
Audience: the skeptic. Hook: proof from a real person on camera, talking straight to the viewer. What it gives the brand: trust, where the ads only give a deal. I would test: how long people keep watching, and who clicks.
AI VIDEO · EDITORIAL · MY DESIGN
IDENTITY, WHO WEARS NEVEN
Audience: people who already own Neven. Hook: this is who wears it, with no word about the deal. What it gives the brand: the identity content that is missing after someone buys. I would test: shares and saves.
THE OUTCOME
WHAT THIS RESEARCH SHOWS
Neven has loyal customers and a strong product. The foundation is solid.
The creative is one note: every ad tells the same story to the same person.
Two high feeling groups, women and active buyers, are not addressed in the ads I pulled.
The gap after purchase is real, and content is the fastest way to close it.
The newest ad’s quality first hook is the most important signal in the library. It points to where the brand needs to go.
THE PRODUCT IS THE PROOF
Every ad in the library leads with the deal. The reviews say people stay for how the glasses are made: they last, and they hold up. The newest ad is the only one that leads with that. This is the end frame I would close every series on: the product, in good light, no offer.
AI IMAGE · MY CONCEPT · NOT NEVEN’S AD
GET IN TOUCH
studio.sharonepoole@gmail.com
linkedin.com/in/sharone-poole