BratBuster Parenting: Meta Ad (Spec)

Client: BratBusters Parenting provides coaching for parents struggling with bad behavior in kids across all age groups. The brand’s tone is “no nonsense” and firm. 

Challenge: The goal of this project was to get frustrated parents into the funnel by having them download the Behavior Board as an introduction to her brand. There is an overwhelming amount of parenting content online, so this had to stand out and clearly demonstrate her approach so that it would resonate with the right parents.

Solution: First, I wanted to clearly delineate this coach from the gentle parenting community without disparaging anyone. I intentionally omitted any language frequently used by gentle parenting coaches, and instead used very direct language and specifically mentioned “leadership” “expectations” and “consequences”. Then I built in specificity and narrowed the focus by creating a persona limited to parents of teenagers; the larger strategy would be to create ads for many different parent personas. Next, I created a tension-and-relief loop, mirroring the stress parenting can cause and the relief of having someone on their side. To remove the final blocks, I made sure the cost (Free) and time required (15 minutes) were clearly called out.