Performance Creative
Grupo Primo / Finclass — Performance Creative System
A continuous performance-creative system for Grupo Primo and Finclass — high-volume ad production, a documented testing framework, and long-form VSLs feeding one acquisition funnel.
Period
Jul 2024–present
Role
Creative lead — editing, motion, performance creative and QC
Team
Embedded in Grupo Primo's marketing team, alongside copywriters, designers and media buyers.
Formats
9:16 / 1:1 / 16:9 / VSL
Platform
Meta / YouTube / TikTok
Volume
241 assets in a single campaign · 1,231+ video files
Challenge
Acquisition campaigns needed a steady stream of new creative — not single hero assets, but structured sets built for testing — without sacrificing craft or brand consistency, across dozens of campaigns without starting from zero each time.
Approach
Every ad was built and reviewed against a documented framework — Hook, Context, Connection, Call-to-Action (H3C) — and tested along specific emotional angles: loss aversion, social authority, social proof, missed opportunity. Variations were named systematically (v1/v2/v3, C1/C2/C3) so a result could be attributed to a specific change, not guessed at after the fact. Best-performing creatives were reviewed on a weekly cadence — learnings from one week's data shaped the next week's scripts, hooks and edits. Assets weren't rebuilt from scratch at every campaign phase either: a creative that ran during acquisition typically carried into the sales window under a standardized edit brief, so proven creative kept working instead of being replaced on a fixed schedule.
VSL & Direct Response
The same production line also covers long-form direct response: VSLs built for acquisition and sales campaigns, where the edit has to hold attention while progressively building the argument toward a conversion objective — narrative structure, hook and opening optimization, retention-focused pacing, motion graphics, subtitle animation and sound design, with the same AI-assisted production layer used where it helps.
The Work
Finclass Ads
Grupo Primo — VSL
Versioning — One Brief, Many Outputs
One base ad concept → 50–60 tested variations within selected campaign structures
A systematic naming convention (v1/v2/v3, C1/C2/C3) makes every result attributable to a specific change, not guessed at after the fact.
One concept, 6 real cuts — “Carteira de Renda”
Results
R$29M+
Attributed revenue across the 10 campaigns with full revenue tracking.
34.53x
Best campaign ROAS — Vitalício, Dia da Independência Financeira 2025. R$1.62M attributed revenue.
4.28x
ROAS on the Black Friday 2024 acquisition phase. R$8.88M attributed revenue.
241
Creative assets produced for the Black Friday 2024 campaign alone (147 video, 94 static).
1,231+
Video files produced across the full testing cycle.
50–60
Variations tested within selected campaign structures.
20+
Tracked campaign codes across roughly two years.
H3C
Hook, Context, Connection, Call-to-Action — the documented testing framework applied to every ad.
Creative-Level Results
LEGO
Aniversário Finclass 2024
ROAS
4.38x
Sales
3,101
Revenue
R$1.67M
Vários Thiagos 2
Aniversário Finclass 2024
ROAS
5.74x
Sales
1,191
Revenue
R$658.2K
Direto
Aniversário Finclass 2024
ROAS
3.53x
Sales
940
Revenue
R$504.7K
LEGO NOVO
Black Friday 2024
ROAS
3.16x
Sales
814
Revenue
R$416.5K
LEGO and LEGO NOVO are the same concept, reworked across two campaigns — Aniversário Finclass and Black Friday — proof it held up under different pressures. Figures above are Meta/Google ad-platform attribution for each creative individually, not the full campaign's tracked revenue (see Campaigns below for that).
Campaigns
A continuous production line, not a single event.
- Black Friday — 20258.93x ROAS
- Vitalício — Dia da Independência Financeira — 202534.53x Best campaign ROAS
- Consultor de Elite
- Aniversário Finclass — 2025
- Vitalício Perpétuo — 2025
- O Mês dos Investimentos
- Virada de Ano
- Oferta de Natal
- Dia da Independência Financeira — Aquisição — 2025
- Black Friday 2024 — Aquisição — 2024
- Ultra Black Friday Infinita — Captação — 2025
Attributed revenue from campaign tracking. Results reflect the full campaign — creative, copy and media — not creative alone.
Role
As the creative lead on this account, responsibilities spanned editing, motion design, AI-assisted production and quality control — building campaign sets at speed across hooks, pacing, structure and platform-native formatting, then reviewing performance weekly to feed what worked (and what didn't) back into the next round of scripts and edits. The same ownership extends to long-form VSL production: narrative structure, hook optimization, motion graphics and sound design for direct-response video.
“Vinicius is competent, dedicated, receptive to feedback and always willing to make things better. Working with him was synonymous with partnership. I recommend him without hesitation to any company looking for a truly qualified professional.”
— Thayná Nogueira Moraes — Copywriter, worked on the same team as Vinicius at Grupo Primo (translated from Portuguese)