“Someone made this video before we ever reached out to them. It wasn't about Opal — it was just about the space. They wrote back and said actually I use Opal and I love it. We said can we use this video as an ad and they said yeah sure.”

Mission-Aligned Creators Who Already Use the Product Outperform Agency Creative

Opal's best-performing ad was filmed by a creator who had never been paid by the company. It didn't even show the product — it captured the mission of reclaiming time from your phone. Opal repurposed it with minor tweaks and it dominated their campaigns. Finding creators who already use the app and care about the problem proved more reliable than agency or contractor creative.