HBA needed the whole funnel, and one face to carry it
HBA didn't order a video. They ordered the whole funnel. The full 511 Video Funnel: five top-of-funnel ad variations to test hooks at scale, one full-length VSL to anchor the long-form sales beat, and one post-opt-in confirmation video to lift show-up rate to the offer.
Devante came in with a constrained test budget and a clear ask. Not a brand-led campaign, not yet. He wanted the right ingredients first: a strong hook, customer-pain framing, and ad creative that talked to HBA's audience instead of about HBA.
The brief left no room to wander. One presenter across every touchpoint. Fast turnaround, so the team could plug the videos into existing campaigns. Brand-aligned editing tuned for the pacing of a paid feed.
Five hooks. One VSL. One confirmation. One voice.
I presented every video, and we built the funnel around that. Five top-of-funnel ad variations filmed in a single session for hook A/B testing. One VSL anchoring the funnel as the long-form pitch. One confirmation video closing the loop after opt-in.
One face, every touchpoint. Same presenter from first ad impression to post-opt-in nurture, so the funnel reads as one continuous voice.
PENDING
Sample creative from the HBA funnel is awaiting client approval for public use. Until then, the format sample below shows what a 511 VSL looks like.
Status. As of April 2026The funnel is built. The numbers are next.
The full 511 Funnel is built and ready to deploy. Cost per lead, ROAS, and conversion-rate numbers are pending from HBA's campaign data, and public sample creative is pending the HBA team's approval. When both land, they go here.