CIF, creative insights
Use the Creative Insight Framework to turn what customers search for and say, and what competitors run, into ideas for your ad creative.
The Creative Insight Framework (CIF) gathers what people search for and say online, and what competitors run in their ads. It turns that into ideas for your ad creative: angles, hooks and messages grounded in what customers actually say.
What CIF looks at
- What people search for on Amazon.
- What they say on Reddit.
- What is trending on Google.
- What competitors run in Meta ads, including the words spoken in their videos.
What CIF reads and the creative ideas it turns that into.
When to use it
- Before a new campaign, to find angles that match what customers care about.
- To see how competitors talk about a product or category.
- When a brief needs fresh hooks backed by real customer language.
Use CIF in a chat
Open a chat in Manas.
Turn on the CIF tools. Depending on how CIF was shared with you, they are either in the tools menu under the message box, or in an agent called CIF in Agent Marketplace.
Say what you are working on: the product or category, the audience, and what you need back. For example: "For an ayurvedic hair oil for dandruff, what are people searching on Amazon and saying on Reddit, what are competitors running in Meta ads, and what five creative angles does that suggest?"
Read the findings and the ideas. Then ask follow-up questions: more hooks, a different audience, or a script outline from one idea.
Switch on the CIF tools under the message box before you ask.
CIF's findings and the creative angles it suggests.
Tips
- Be specific about the product and the customer. Broad questions get broad answers.
- Ask it to quote the customer language it found, so you can use real words in your copy.
- Hand a strong idea to Kala to turn it into a script and a video.
Good to know
- CIF works from public searches, posts and ads. Treat what it finds as a starting point, and check anything you plan to quote.
- Using CIF uses your daily allowance, like any chat.
If something goes wrong
- You can't find CIF. Ask the Manas team to share it with you.
- A CIF tool returns an error. Try again. If it keeps failing, tell the Manas team which part failed (Amazon, Reddit, Google or Meta ads).
- The ideas are too generic. Narrow the question: one product, one audience, one goal.