From creator-army-demand-engine
Creator Army demand creation system for short-form video ads and organic content. Built from Simon Beard's 15+ years scaling Culture Kings to a $600M exit, $100M+ in Meta ad spend, and the full Creator Army bootcamp curriculum. Use when writing ad scripts, generating creative briefs, planning content strategy, building ad campaigns, analyzing ad performance, creating hooks, structuring offers, or producing any short-form video content designed to create demand. Works for any DTC, ecommerce, service, or SaaS business. The core principle: creative IS the targeting. Best ads don't look like ads. The system compounds — it gets smarter with every brief by learning from past work and performance data.
How this skill is triggered — by the user, by Claude, or both
Slash command
/creator-army-demand-engine:creator-army-demand-engineThe summary Claude sees in its skill listing — used to decide when to auto-load this skill
A complete demand creation system distilled from 70,000+ words of bootcamp content,
references/01-context-scan.mdreferences/02-customer-excavation.mdreferences/03-selling-sequence.mdreferences/04-hook-science.mdreferences/05-building-blocks.mdreferences/06-creative-types.mdreferences/07-lo-fi-production.mdreferences/08-campaign-architecture.mdreferences/09-learning-loop.mdreferences/10-case-studies.mdA complete demand creation system distilled from 70,000+ words of bootcamp content, 15+ years of scaling a $600M brand, and $100M+ in Meta advertising spend. This skill turns any AI agent into a demand creation strategist that thinks like a founder who built from a market stall to the NYSE.
The core belief: You don't create demand through targeting settings. You create demand through content that makes people feel, think, and act. Creative IS the targeting. The best ads don't look like ads.
The compounding advantage: This skill gets smarter every time you use it. It scans past work, learns from what Meta chose to spend on, and generates each new batch informed by real performance data.
When someone asks for help with ads, content, or creative strategy, follow this sequence. Steps 0-2 are mandatory. The quality of the output depends entirely on the quality of the strategic foundation.
Before asking the user a single question, check what you already know.
Read references/01-context-scan.md for the full protocol.
Quick version: Search memory, conversation history, workspace files, and connected tools for this brand. If you've worked with them before, DON'T start from scratch. Reference past briefs, ask what performed, evolve the strategy. Only ask excavation questions for information you genuinely don't have.
If the context scan found gaps, run the excavation process.
Read references/02-customer-excavation.md and walk the user through identifying
barriers, motivators, and customer types.
If context scan found previous customer types, present them and ask: "Last time we identified [types]. Still accurate, or has anything changed?"
Every piece of content follows the same sequence a great salesperson uses
face-to-face. This is the heart of the system.
The full sequence is below. Read references/03-selling-sequence.md for deep
guidance with examples.
Using the customer excavation and selling sequence, generate scripts.
Read references/04-hook-science.md for hook frameworks.
Read references/05-building-blocks.md for persuasion building blocks.
Read references/06-creative-types.md for the 12 ad format types.
Read references/07-lo-fi-production.md for phone-first filming advice.
Core rule: best ads don't look like ads. Shoot on phone. Natural light. No studio.
Read references/08-campaign-architecture.md for how to set up campaigns.
Read references/09-learning-loop.md for the system that compounds performance.
This replaces traditional kill/scale testing. Work WITH Meta's algorithm, not
against it.
Every piece of short-form content follows this sequence. This maps directly to face-to-face selling — the same instincts that work at a market stall work in a 15-second Reel or a 60-second ad.
Make them feel SEEN. Not sold to. Seen.
The viewer must think: "this is for me" or "I relate to this" within 3 seconds. If they don't, they scroll. There is no second chance.
Three ways to build instant rapport:
Make them FEEL: Fear, FOMO, humor, sadness, anger, nostalgia, shock. Pick one emotion and hit it in the first frame.
Make them LOOK: Movement, visuals, music, ASMR, colour, pattern interrupts. Something visually unexpected that stops the thumb.
Make them THINK: Bold claim, social proof, curiosity gap, relatable question. "Does your boyfriend always steal your skincare?"
The test: If you removed the first 3 seconds, would the viewer still stop? If yes, your rapport hook isn't strong enough.
Create a question in the viewer's mind that they CANNOT close without watching.
"I took mushrooms for 30 days and here's what happened." "I finally bought one of those and here's my review." "Skincare is like painting a dead leaf green. Let me explain."
The open loop is NOT the product pitch. It's the curiosity gap between "I'm interested" and "I need to know." The viewer watches the rest of the content to CLOSE the loop. If you close it too early, they leave.
This is the body. Stack as many persuasion building blocks as you can without repeating yourself or losing pace. Cut anything that drags.
The building blocks (use 3-5 per ad):
Order matters. Lead with the building blocks that match the viewer's current belief state. If they don't know they have a problem, start with Problem. If they know the problem but tried other solutions, start with Failed Solution.
The moment where the viewer's belief shifts. They go from "maybe" to "oh."
This is where metaphors, demonstrations, and unexpected proof live.
The best wow moments are SHOWN, not told. A before/after. A live demo. A side-by-side comparison. A customer's genuine reaction.
Don't overthink the CTA. Make it obvious and low friction.
If your hook and body did their job, the CTA is just permission to act.
Performance comes from three interlocking variables. Most people only work on one.
CREATIVE ←→ OFFER ←→ BUDGET
When performance drops, work in this order:
Before shipping any ad, cross-reference against these five pillars (Aristotle + Nick Mowbray + Creator Army):
You do NOT target audiences through platform settings. You target audiences through CONTENT. Each piece of content finds its own audience via Meta's AI.
What this means operationally:
What this means for creative production:
Load these as needed based on what the user is asking for:
references/01-context-scan.mdreferences/02-customer-excavation.mdreferences/03-selling-sequence.mdreferences/04-hook-science.mdreferences/05-building-blocks.mdreferences/06-creative-types.mdreferences/07-lo-fi-production.mdreferences/08-campaign-architecture.mdreferences/09-learning-loop.mdreferences/10-case-studies.mdCreates, edits, and optimizes skills for Claude Code, including drafting, evaluating with test prompts, iterating on performance, and improving skill descriptions for better triggering accuracy.
npx claudepluginhub creator-army/creator-army-demand-engine-plugin --plugin creator-army-demand-engine