Opens on A flat printed box with a question on screen
First words On screen: Looking for a gift to really make someone smile?
- Spend
- £138
- Sales
- 11
- ROAS
- 3.03x
- Per sale
- £13
- Watched 3s
- 7%
- Held to 15s
- 18%
Kova Commerce · Sew Heart Felt · Concept tests, 14 Oct to 10 Nov 2026
What our hooks taught us
48 video cuts across 7 concepts, over two rounds of testing. Inside each concept the copy stayed the same, so the differences between ads come from the video: mostly the first three seconds. Here is what sold, what got watched but didn't sell, and why.
48video cuts tested across 7 concepts
1.38x → 1.97xROAS, round 1 to round 2
199sales in round 2 from £3,465
£23 → £17cost per sale, round 1 to round 2
What the hooks taught us
Each lesson puts two ads side by side: the first three seconds of each, then what they returned. Open any ad to watch it in full.
1
Name who it's for, or what it beats, in the first line
"A gift for mum that lasts a lot longer than flowers" won in both rounds. It names the person and the thing she'd otherwise get, so the viewer pictures one real person to buy for. The softer version of the same idea sold less than a third as much.
Heart & Flowers Sheep · same founder video, different first line
Ad 114 Re-edit V3
Hi, I'm Sonia… If you're looking for a gift for mum that lasts a lot longer than flowers…
3.23x21 sales · £14 each · £294 spend
Ad 113 Re-edit V2
Hi, I'm Sonia… I love the idea of giving mum something that brings the same feeling as flowers…
1.67x6 sales · £17 each · £99 spend
The same line opened Ad 91 in round 1, which took 96% of that ad set's money and has since done 163 sales in Evergreen.
2
Get the character into someone's hand within 2 seconds
These two Knitting Nell ads share the same voice and footage, and neither shows a price. The only change is the opening: one starts with Nell coming out of the house box, the other holds on a flat box with a general question. Showing her straight away sold for less per sale.
Knitting Nell · same video and voice, different opening
Ad 109 Mum-details opening, no price
If your mum is someone who notices all the little details in handmade things…
4.14x9 sales · £8 each · £69 spend
Ad 108 Box + question opening, no price
On screen: Looking for a gift to really make someone smile?
3.03x11 sales · £13 each · £138 spend
Across both price versions: character first (107 + 109) = 22 sales at £8.60 each. Box and question first (106 + 108) = 17 sales at £12 each.
3
For the founder story, Sonia introduces herself first
"Hi, I'm Sonia" was the opening Meta backed in round 1 (Ad 89) and again in round 2 (Ad 102). Moving the emotional line, "the most special part is when they open it", to the very start lost the context: you don't know who is talking or who the gift is for yet.
Founder Sonia · same video, opening line moved
Ad 102 Original opening, short
Hi, I'm Sonia, founder and designer at Sew Heart Felt. Maybe it's your cricket mad dad…
2.45x25 sales · £13 each · £315 spend
Ad 104 New opening, short
But the most special part is when they open it, knowing that it's going to bring them love and joy…
1.72x3 sales · £23 each · £69 spend
Ad 105 (the long version of the new opening) did 3 sales on £133, so the result held at both lengths.
4
The gifting remakes lost the review, and the question didn't replace it
The round 1 review video that sold best opened on the character and then showed a real customer review on screen. The round 2 remakes open on a closed box with a general question and no review. They got watched more but sold for less.
Gifting reviews · round 1 original against round 2 remake
Ad 100 Video 6
On screen review: I absolutely love the quality of the woolly sheep, I am addicted to them… (no voice)
3.23x8 sales · £8 each · £66 spend
Ad 112 Remake 7 · Knitting Nell
On screen: Looking for a gift that makes their day? (no voice)
1.08x33 sales · £28 each · £928 spend
Ads 111 and 112 use identical footage. Only the opening question differs: "Looking for a gift to really make someone smile?" (2.06x, 32 sales) against "Looking for a gift that makes their day?" (1.08x, 33 sales on £928). Meta put the most money of the whole round into 112.
5
Showing the price at the end made no difference
Knitting Nell and Nurse Mouse were each cut with and without a closing price card. Pair by pair the results point opposite ways, and in total they are level, so the price card is optional.
Knitting Nell · same hook, price card on or off
Ad 109 Mum-details opening, no price
If your mum is someone who notices all the little details in handmade things…
4.14x9 sales · £8 each · £69 spend
Ad 107 Mum-details opening, price at end
If your mum is someone who notices all the little details in handmade things…
2.89x13 sales · £9 each · £120 spend
All four Knitting Nell cuts: price card on = 19 sales from £187, off = 20 sales from £207. On the box-and-question opening, the price version did better (Ad 106 3.21x against Ad 108 3.03x); on the mum-details opening, the no-price version did (this pair).
Every concept, round 1 against round 2
Return on ad spend (ROAS) per concept. The round 2 re-cuts lifted three of the five concepts we re-cut.
Round 1 · 14 to 22 OctRound 2 (new cuts) · 28 Oct to 10 Nov
Watched is not the same as bought
Each dot is one ad. The cuts most people watched past 3 seconds were rarely the ones that sold best. The highest-watched ads opened on a box or a general question; the best sellers opened on a person or the character.
Round 1Round 2Dot size = spend. Ads with £30+ spend.
Concept by concept, every cut
Every cut, newest round first. Strips show the video at 0, 1.5 and 3 seconds, then the end card. Meta chooses how much each cut spends inside its ad set, so a cut it gave little money to is a result too.
Knitting Nell
Round 1 1.19x · 7 sales · £148
Round 2 3.21x · 39 sales · £394
Biggest jump of the round: from 1.19x to 3.21x and the lowest cost per sale (£10). The winning line is round 1's Ad 84 hook, "If your mum is someone who notices all the little details", re-cut so Nell is in hand from the first second.
Round 2 · new cuts · 28 Oct to 10 Nov
Opens on The house box opening, Nell in hand by 1.5 seconds
First words If your mum is someone who notices all the little details in handmade things…
- Spend
- £120
- Sales
- 13
- ROAS
- 2.89x
- Per sale
- £9
- Watched 3s
- 4%
- Held to 15s
- 23%
Opens on The house box opening, Nell in hand by 1.5 seconds
First words If your mum is someone who notices all the little details in handmade things…
- Spend
- £69
- Sales
- 9
- ROAS
- 4.14x
- Per sale
- £8
- Watched 3s
- 9%
- Held to 15s
- 25%
Opens on A flat printed box ("Tiny animal inside") with a question on screen
First words On screen: Looking for a gift to really make someone smile?
- Spend
- £67
- Sales
- 6
- ROAS
- 3.21x
- Per sale
- £11
- Watched 3s
- 1%
- Held to 15s
- 37%
Round 1 · first cuts · 14 to 22 Oct
Opens on A closed house box on a table; Nell appears at 2 seconds
First words I saw this knitting sheep from Sew Heart Felt and immediately thought of my mum…
- Spend
- £76
- Sales
- 2
- ROAS
- 0.61x
- Per sale
- £38
- Watched 3s
- 7%
- Held to 15s
- 18%
Opens on The house box opened by hands, Nell by 1 second
First words If your mum is someone who notices all the little details in handmade things…
- Spend
- £38
- Sales
- 2
- ROAS
- 1.15x
- Per sale
- £19
- Watched 3s
- 16%
- Held to 15s
- 26%
Opens on Creator holding Nell up to camera
First words The second I saw this little sheep from Sew Heart Felt I immediately thought of my mum…
- Spend
- £34
- Sales
- 3
- ROAS
- 2.55x
- Per sale
- £11
- Watched 3s
- 11%
- Held to 15s
- 24%
Heart & Flowers Sheep
Round 1 1.54x · 37 sales · £749
Round 2 2.84x · 27 sales · £393
"A gift for mum that lasts a lot longer than flowers" won both rounds (Ad 91, then Ad 114). The round 2 cut opens on Sonia, then the line, then the box opening by 1.5 seconds.
Round 2 · new cuts · 28 Oct to 10 Nov
Opens on Sonia, then the house box opening and the sheep with flowers by 3 seconds
First words Hi, I'm Sonia… If you're looking for a gift for mum that lasts a lot longer than flowers…
- Spend
- £294
- Sales
- 21
- ROAS
- 3.23x
- Per sale
- £14
- Watched 3s
- 14%
- Held to 15s
- 20%
Opens on Sonia at her desk, then her sketches
First words Hi, I'm Sonia… I love the idea of giving mum something that brings the same feeling as flowers…
- Spend
- £99
- Sales
- 6
- ROAS
- 1.67x
- Per sale
- £17
- Watched 3s
- 8%
- Held to 15s
- 33%
Round 1 · first cuts · 14 to 22 Oct
Opens on Hands opening the house box, the sheep with flowers straight away
First words If you're looking for a gift for mum that lasts a lot longer than flowers…
- Spend
- £716
- Sales
- 34
- ROAS
- 1.46x
- Per sale
- £21
- Watched 3s
- 23%
- Held to 15s
- 18%
Opens on The sheep up close with its heart and flowers
First words What you buy your mum when you want to buy something that she'll really cherish…
- Spend
- £31
- Sales
- 3
- ROAS
- 3.47x
- Per sale
- £10
- Watched 3s
- 23%
- Held to 15s
- 27%
2 more cuts Meta gave little delivery (under £10)
Opens on The sheep on Sonia's desk beside coloured pencils
First words I want to introduce you to little Heart and Flowers Sheep…
Meta gave this cut little delivery (£1), so there is nothing to read yet.
Opens on Hands opening the house box, the sheep holding a heart
First words If you're thinking of buying your mum something such as flowers, have a look at Heart & Flowers…
Meta gave this cut little delivery (£1), so there is nothing to read yet.
Founder Sonia
Round 1 2.26x · 12 sales · £195
Round 2 2.26x · 36 sales · £573
"Hi, I'm Sonia" plus a named person ("your cricket mad dad") won in both rounds. Openings that started on the product or an emotional line, without Sonia first, sold less.
Round 2 · new cuts · 28 Oct to 10 Nov
Opens on Sonia at her desk, characters and sketches beside her
First words Hi, I'm Sonia, founder and designer at Sew Heart Felt. Maybe it's your cricket mad dad…
- Spend
- £315
- Sales
- 25
- ROAS
- 2.45x
- Per sale
- £13
- Watched 3s
- 17%
- Held to 15s
- 27%
Opens on A mouse walking a tiny dog, then Sonia, then the box
First words But the most special part is when they open it…
- Spend
- £133
- Sales
- 3
- ROAS
- 1.22x
- Per sale
- £44
- Watched 3s
- 9%
- Held to 15s
- 29%
Opens on A mouse walking a tiny dog, then Sonia, then the box
First words But the most special part is when they open it, knowing that it's going to bring them love and joy…
- Spend
- £69
- Sales
- 3
- ROAS
- 1.72x
- Per sale
- £23
- Watched 3s
- 5%
- Held to 15s
- 19%
Opens on Sonia at her desk, same as Ad 102 with a tighter middle
First words Hi, I'm Sonia, founder and designer at Sew Heart Felt…
- Spend
- £56
- Sales
- 5
- ROAS
- 4.35x
- Per sale
- £11
- Watched 3s
- 9%
- Held to 15s
- 23%
Round 1 · first cuts · 14 to 22 Oct
Opens on Sonia smiling at her desk with drawings and characters
First words Hi, I'm Sonia, founder and designer at Sew Heart Felt. Maybe it's your cricket mad dad…
- Spend
- £131
- Sales
- 9
- ROAS
- 2.30x
- Per sale
- £15
- Watched 3s
- 35%
- Held to 15s
- 22%
Opens on Sonia at her desk with characters
First words Here are three of my favourite little animals, which I've designed around people's personalities.
- Spend
- £52
- Sales
- 2
- ROAS
- 1.62x
- Per sale
- £26
- Watched 3s
- 30%
- Held to 15s
- 26%
Opens on Sonia at her desk with characters
First words Are you looking for something truly personal?…
- Spend
- £10
- Sales
- 1
- ROAS
- 5.34x
- Per sale
- £10
- Watched 3s
- 23%
- Held to 15s
- 22%
3 more cuts Meta gave little delivery (under £10)
Opens on Sonia at her desk with paper and pencils
First words Here are three of my favourite little animals and every one of them starts right here with a simple sketch…
Meta gave this cut little delivery (£1), so there is nothing to read yet.
Opens on Sonia at her desk holding a character
First words Finding a gift which is genuinely personal isn't always easy…
Meta gave this cut little delivery (£0), so there is nothing to read yet.
Opens on Sonia at her desk with pencils and characters
First words When I'm designing a character I'm always thinking about the person it might remind you of.
Meta gave this cut little delivery (£0), so there is nothing to read yet.
Gifting Reviews
Round 1 1.57x · 11 sales · £179
Round 2 1.50x · 82 sales · £1,807
Took half the round 2 budget at 1.50x. The remakes open on a closed box with a question and no review, unlike round 1's Ad 100, which opened on the character and showed a real customer review.
Round 2 · new cuts · 28 Oct to 10 Nov
Opens on Same footage as Ad 111, different question
First words On screen: Looking for a gift that makes their day? (no voice)
- Spend
- £928
- Sales
- 33
- ROAS
- 1.08x
- Per sale
- £28
- Watched 3s
- 23%
- Held to 15s
- 11%
Opens on A flat printed box with a question, then the house box opening
First words On screen: Looking for a gift to really make someone smile? (no voice)
- Spend
- £604
- Sales
- 32
- ROAS
- 2.06x
- Per sale
- £19
- Watched 3s
- 20%
- Held to 15s
- 11%
Opens on A flat printed box with a question on screen, opened on a balcony
First words On screen: Looking for a gift to really make someone smile? (no voice)
- Spend
- £275
- Sales
- 17
- ROAS
- 1.69x
- Per sale
- £16
- Watched 3s
- 12%
- Held to 15s
- 13%
Round 1 · first cuts · 14 to 22 Oct
Opens on Winter Wool sheep up close; real review on screen from 6 seconds
First words On screen review: I absolutely love the quality of the woolly sheep, I am addicted to them… (no voice)
- Spend
- £66
- Sales
- 8
- ROAS
- 3.23x
- Per sale
- £8
- Watched 3s
- 20%
- Held to 15s
- 15%
Opens on A group of characters on a checked tablecloth with a review on screen
First words On screen: So cute and well made. I absolutely love these little creations… (no voice)
- Spend
- £64
- Sales
- 1
- ROAS
- 0.34x
- Per sale
- £64
- Watched 3s
- 13%
- Held to 15s
- 16%
Opens on A felt fox in a scarf on a balcony table
First words On screen: Tiny Animal Collection (no voice)
- Spend
- £42
- Sales
- 1
- ROAS
- 0.53x
- Per sale
- £42
- Watched 3s
- 18%
- Held to 15s
- 13%
3 more cuts Meta gave little delivery (under £10)
Opens on A flat printed box; character appears at 7 seconds
First words On screen review: I bought this for my Mum's birthday and she loved it (no voice)
Meta gave this cut little delivery (£4), so there is nothing to read yet.
Opens on A gift-holding mouse in hand; review appears at 6 seconds
First words On screen review: Beautiful gifting mouse… will put a smile on anyone's face (no voice)
Meta gave this cut little delivery (£1), so there is nothing to read yet.
Opens on Ballet mouse in hand on a balcony; review at 4 seconds
First words On screen review: Beautiful dancing mouse for my granddaughter (no voice)
Meta gave this cut little delivery (£1), so there is nothing to read yet.
Nurse Mouse
Round 1 0.84x · 4 sales · £152
Round 2 1.45x · 15 sales · £297
Up from 0.84x to 1.45x. The re-cut dropped the warm-up ("You know when something just feels completely right for someone?") and opens straight on "The second I saw this little nurse mouse, I thought of a friend who's been a bit poorly". Length and price card made no clear difference.
Round 2 · new cuts · 28 Oct to 10 Nov
Opens on The house box on a table, opened by hands
First words The second I saw this little nurse mouse…
- Spend
- £208
- Sales
- 10
- ROAS
- 1.35x
- Per sale
- £21
- Watched 3s
- 24%
- Held to 15s
- 22%
Opens on The house box on a table, opened by hands
First words The second I saw this little nurse mouse, I immediately thought of a friend who's been a bit poorly lately.
- Spend
- £43
- Sales
- 4
- ROAS
- 2.99x
- Per sale
- £11
- Watched 3s
- 22%
- Held to 15s
- 20%
Opens on The house box on a table, opened by hands
First words The second I saw this little nurse mouse…
- Spend
- £34
- Sales
- 1
- ROAS
- 0.65x
- Per sale
- £34
- Watched 3s
- 21%
- Held to 15s
- 15%
Opens on The house box on a table, opened by hands
First words The second I saw this little nurse mouse…
- Spend
- £12
- Sales
- 0
- ROAS
- 0.00x
- Per sale
- −
- Watched 3s
- 14%
- Held to 15s
- 17%
Round 1 · first cuts · 14 to 22 Oct
Opens on Creator holding Nurse Mouse up to camera
First words You know when something just feels completely right for someone? Well, the second I saw this little nurse mouse…
- Spend
- £140
- Sales
- 4
- ROAS
- 0.92x
- Per sale
- £35
- Watched 3s
- 26%
- Held to 15s
- 17%
Opens on Creator holding Nurse Mouse at a table
First words You know when something just feels completely right for someone?…
- Spend
- £11
- Sales
- 0
- ROAS
- 0.00x
- Per sale
- −
- Watched 3s
- 24%
- Held to 15s
- 21%
1 more cut Meta gave little delivery (under £10)
Opens on Creator holding Nurse Mouse, talking to camera
First words If you've ever wanted to send someone a little reminder that you're thinking of them…
Meta gave this cut little delivery (£2), so there is nothing to read yet.
Christmas Collection
Round 1 1.12x · 7 sales · £243
Not re-cut. Meta backed Ad 78, "Christmas decorations that actually get more meaningful the longer you keep them", at 1.05x. The collecting angle didn't sell in October; worth a retest closer to Christmas.
Round 1 · first cuts · 14 to 22 Oct
Opens on Characters and a branded box on a checked tablecloth
First words If you want Christmas decorations that actually get more meaningful the longer you keep them…
- Spend
- £211
- Sales
- 6
- ROAS
- 1.05x
- Per sale
- £35
- Watched 3s
- 21%
- Held to 15s
- 22%
Opens on Two Christmas mice, one skiing, beside small house boxes
First words If you love the idea of building a Christmas collection that grows with your family every year…
- Spend
- £15
- Sales
- 0
- ROAS
- 0.00x
- Per sale
- −
- Watched 3s
- 25%
- Held to 15s
- 32%
4 more cuts Meta gave little delivery (under £10)
Opens on Two house boxes with red bows and three Christmas characters
First words If you want to start a Christmas tradition that you keep adding to year after year…
Meta gave this cut little delivery (£8), so there is nothing to read yet.
Opens on Creator on a sofa holding two Christmas characters
First words If you're the kind of person who likes to add something new to their Christmas…
Meta gave this cut little delivery (£7), so there is nothing to read yet.
Opens on Hands taking a Christmas mouse out of its box
First words If you'd rather Christmas pieces that you'll treasure for years…
Meta gave this cut little delivery (£2), so there is nothing to read yet.
Opens on Creator in a red jumper holding Christmas characters
First words Every one of these reminds me of a different Christmas.
Meta gave this cut little delivery (£0), so there is nothing to read yet.
Christmas List
Round 1 0.51x · 4 sales · £182
Not re-cut. Ad 71 names people ("a mum who loves gardening, your cricket obsessed uncle") and had one of the highest click rates of round 1, but the ad linked to a page that didn't show those three characters, so the clicks didn't turn into sales.
Round 1 · first cuts · 14 to 22 Oct
Opens on Creator at a desk holding two mice
First words You've got a mum who loves gardening, your cricket obsessed uncle and your sister who always has her head in a book.
- Spend
- £176
- Sales
- 4
- ROAS
- 0.53x
- Per sale
- £44
- Watched 3s
- 27%
- Held to 15s
- 19%
2 more cuts Meta gave little delivery (under £10)
Opens on Creator talking to camera, holding Gardener Mouse
First words Are you still stuck on what to get mum for Christmas?
Meta gave this cut little delivery (£5), so there is nothing to read yet.
Opens on Hands scrolling the website on a phone
First words If you need to buy Christmas presents for the whole family, these Sew Heart Felt characters make it easy.
Meta gave this cut little delivery (£1), so there is nothing to read yet.
Where the round 1 winners went
After round 1, we copied the strongest three ads into Evergreen (same posts, so their likes and comments came with them). Results since 22 Oct.
| Ad | From | Now in | Spend | Sales | ROAS |
|---|---|---|---|---|---|
| Ad 91 Winner Heart & Flowers · "longer than flowers" | Round 1 · Heart & Flowers | Evergreen › Best Performers | £2,556 | 163 | 1.82x |
| Ad 89 Winner Founder Sonia · "Hi, I'm Sonia" | Round 1 · Founder Sonia | Evergreen › Best Performers | £172 | 19 | 3.27x |
| Ad 100 Winner Gifting reviews · character + review | Round 1 · Gifting Reviews | Evergreen › Best Performers | £53 | 1 | 0.42x |
Ad 91 has carried Best Performers since the move: the 'longer than flowers' line keeps selling at scale. Ad 100 has had little delivery in Evergreen so far.
What we do next
- Move the round 2 leaders into EvergreenAd 109 or 107 (Knitting Nell, "mum who notices the little details"), Ad 114 (Heart & Flowers, "longer than flowers") and Ad 102 (Sonia). Same posts, so the likes and comments carry over. Proposed, not done yet.
- Rebuild the gifting video with the character and a real reviewBring back the round 1 shape from Ad 100: character first, real review on screen. Turn Ad 112's spend down meanwhile.
- Write every new hook to the two rulesFirst line names the person or what it beats. The character is in someone's hand by 2 seconds. Change one thing per test so the result tells us why.