Hoft Collective

Client's legal team is reviewing PDPA compliance and how client information is accessed, tracked and shared with external parties.

Hoft Collective X Atlas

Client wants the WA lead notification setup separated so Atlas only receives and monitors leads generated specifically through the Meta ads campaigns, not all website enquiries.

Hoft Collective X Atlas

Client wants the actual CPL calculated strictly as ad spend divided by verified paid-ad leads, not including all website enquiries or relying solely on platform-reported attribution.

Hoft Collective X Atlas

Media buyer reports CPL now $75.28 across the campaign, below the under-$100 target and down from ~$155 earlier in the cycle; comparison static ad strongest at $48.53/lead, lifestyle video also outperforming earlier creatives.

Hoft Collective X Atlas

The huge lead over-count (5 jumping to 55) is most likely the client's own CAPI/CRM firing server-side lead events, plus 1-day-view / 7-day-click attribution picking up organic conversions.

Change the Meta custom conversion rule from "equals" to "contains" for the thank-you page URL match, so continuing UTM parameters don't break the match and cause the wrong leads to be counted.

Atlas and Bone ads were pointing to the wrong product pages and must be re-linked: the make-to-pair 1–10 carousel to the new arrivals page, "new limited" direct to the campaign page, item 79 to tech chino shorts, items 59 and 25 to the regular t-shirt.

Hoft is design-centric and doesn't want scammy CTAs — use "See Details" or "Learn More"; event ads use "Book Now".

Product catalog must be 100% off on all ads at all times, or it can link up to another client's catalog in the shared business account.

Exclude placements like Audience Network at campaign level, not via account-level controls.

Campaign runs indefinitely at $60/day with no lifetime end dates; the two-week figure is only the client's payment cycle.

Campaign will optimise for the custom Meta lead conversion rather than the standard lead event, and the campaign will not be reset.

Pixel removed from the contact page; the lead event now only fires on the thank-you page.

CAPI/conversion-API work is higher-level media buying and could justify charging more, or an upsell into a dedicated landing page.

Alexander is not confident in the tracking setup despite the fixes; Event Manager must be monitored closely over the next day to confirm custom lead conversions are counting.

A company in the client's group hit a CaseTrust accreditation issue — the whole trust angle for the event — forcing last-minute rewrites of all the scripts and a re-shoot.

Keep the Google Ads campaign paused until Alexander says otherwise; don't turn it back on assuming it was paused by accident.

Never run an ad from the wrong page — treated as equivalent in severity to a wrong landing page link.

Jil wants ad previews shared for review, not links to the destination page.

A lead blacklist has been implemented that feeds junk leads back to Meta to reduce similar leads over time — not an immediate fix, it just lessens how often this happens.

Hoft Collective X Atlas

From 1 Oct, budget will focus on Reels, Feed and Stories placements, where intent is strongest.

Hoft Collective X Atlas

"There seems to me quite a number of like 'fake' leads, whereby the names numbers etc are weird weird and doesn't respond. Why are there such leads and how can we filter them"

Hoft Collective X Atlas

Cost per lead is currently around ~$155; some messaging angles are landing better than others — the "us vs them" angle isn't doing as well.

Hoft Collective X Atlas

Refreshed campaign goes live 1 Oct, targeting a cost per lead under $100 for the rest of the cycle.

Hoft Collective X Atlas

Tracking setup on the website has been cleaned up, so lead attribution will be more accurate going forward.

Hoft Collective X Atlas

Creative refresh: launching a new set of 4 creatives from the first batch edited, testing different angles to see what connects best.

Hoft Collective X Atlas

Use daily budgets only — never lifetime budgets. Start 1 October at ~$60/day, ramp to $120/day once tracking accuracy is confirmed, roughly $50 per ad.

Update the client that we're scheduling more of the existing creatives, with the goal of bringing cost per lead under $100 (current cycle CPL $155), and tell them once Google source tracking is working.

The goal is to hold HOFT until mid next month, the end of their cycle; if they show unhappiness, recovery offers are a landing page (preferred) or a free month of media buying.

HOFT hit their ~$2K monthly account spend cap (client-set, not ours) because they boosted two Instagram posts for ~$900 in September, which paused all ads for about 3 days.

Run 4 new creatives from the 8 unused ones — videos 2 and 4 (1 and 3 already ran), plus a new image and a new carousel — and keep the remaining four as backup; do not reuse any of the four creatives currently running.

A hidden pixel code left in the header of the contact page was causing triple counting of form submissions; Alexander removed it and all three of us are to watch every incoming lead in WhatsApp against the tracking sheet and Meta.

Meta reported 65 leads for ~$2.2K in cycle one (16 Aug–15 Sep) but the lead sheet showed only 7–11 attributed leads, putting real CPL near $200 instead of $34; cycle two is $620 spend / 4 attributed leads = ~$155 CPL.

Audience Network must be excluded on all ad sets, the 5% audience expansion setting turned off, and 'visual touchups'/automatic cropping disabled — standing SOP for all accounts, not just HOFT.

Nuke and restart the current Meta campaign rather than trying to fix it — turn everything off but do not delete it, so the spend data is preserved.

CTR is 6%, above average, indicating creatives and messaging are working. Winning creative is a direct problem statement callout — 'If your current design process isn't working' — paired with a warm house interior.

Hoft Collective X Atlas

Client asked for the full media plan and ad framework: campaign strategy and structure, how long each campaign/ad set has run, what variables are being A/B tested, key learnings to date, and next optimisation steps — plus how Meta fits with their SEO, boosted content and own tracking.

Hoft Collective X Atlas

Client is scrutinising how Meta spend fits the broader marketing ecosystem alongside their own SEO, boosted content and tracking tools, and wants to know how success is measured.

Hoft Collective X Atlas

Creative was originally built at 1:1, so it looks slightly off on 9:16 placements like Reels and IGS — we're already updating the resizing to full 9:16 so it fills the screen properly.

Hoft Collective X Atlas

We'll move forward with the thank-you page and send over how it looks once done for you guys to approve

Hoft Collective X Atlas

Client will research on their end and let us know if they need help implementing a sub channel for the diversion of lead submissions.

Hoft Collective X Atlas

A separate landing page would mean 2 submission channels; rationale is Meta pixel inaccuracy post-iOS 14 and more room for funnel optimisation without affecting website SEO.

Hoft Collective X Atlas

If a separate landing page (best practice) is needed in the future, that would come with an additional cost.

Hoft Collective X Atlas

Since we are already working on the Meta campaign, we can count this integration under setting up of the tracking. No additional or hidden costs.

Hoft Collective X Atlas

Jonathan (Jon) introduced themselves as doing paid ads, based in Malaysia.

Hoft Collective X Atlas

Client asked whether there is any additional or hidden cost for the GA4 setup integration, or redoing/configuring the event tags on the new page, and wants confirmation it is 100% covered under existing scope.

Hoft Collective X Atlas

Go-ahead to set up a separate Thank You page redirect and configure the tracking pixel there.

Hoft Collective X Atlas

Set up GA4 and Microsoft Clarity so we have full visibility over real leads.

Hoft Collective X Atlas

The new Thank You page must maintain a similar format to what we have now.

Hoft Collective X Atlas

Can we do a separate landing page for ads instead of hosting it on Squarespace? We can recreate another submission form via a simple link for testing.

Hoft Collective X Atlas

Squarespace is configured to trigger a conversion event regardless of whether the fields are filled up or not — the thank you message is embedded in the form, which causes the page to "reload" when triggered.

Hoft Collective X Atlas

We can split the budget — I can provide the statics. Best to split the job benefits as different clear messaging, e.g. commission of xxx for one, team trips to xxx for another.

Hoft Collective X Atlas

For the ad statics, recommended size is 4:5.

Hoft Collective X Atlas

The in-house role is needed fast — maybe I just boost post for that; the sales designer we try to do an ads one for it

Hoft Collective X Atlas

For the in-house role I only need 1 person

Hoft Collective X Atlas

JDs for the 2 roles are a bit different, but I can provide you [both]

Hoft Collective X Atlas

An empty source field on lead notifications means organic, or a lead who clicked an ad and later revisited the website to submit rather than coming straight from the ad.

Hoft Collective X Atlas

Gabriel is on reservist duty and slow to respond/review as of 30 Jul.

Hoft Collective X Atlas

Atlas offered to draft the captions and schedule the posting for the three home tours; client had not yet responded ("sorry in reservist now").

Hoft Collective X Atlas

Atlas has editor access to the client's Squarespace but cannot edit website settings, blocking insertion of the Meta Pixel needed for ad setup; asked whether alex@atlasmedia.sg has full admin access.

Hoft Collective X Atlas

Music choice looks good — please also add an outro like the one in a previous video we did (Instagram reel DbCcQTdkSoX).

Hoft Collective X Atlas

Client asked to add an outro to the home tour like one used in a previous video of theirs (Instagram reel reference shared).

Hoft Collective X Atlas

Client chose to drive traffic to a landing page on their website rather than Facebook lead forms; Meta ads will point to the website contact page.

Hoft Collective X Atlas

Toa Payoh V2 direction is ok, but a better beat-synced music choice would be more ideal; otherwise workable.

Hoft Collective X Atlas

On the Toa Payoh V2 cut: "this type is ok but able to find a beat more syncing would be more ideal" — otherwise workable.

Hoft Collective X Atlas

This type is ok but a beat that syncs more would be more ideal; other than that we can work with it.

Hoft Collective X Atlas

Ad 1 and Ad 2 revisions approved — "Ok we can just go ahead with it".

Hoft Collective X Atlas

Edit the Toa Payoh home tour first; once the direction is nailed down, move ahead with the other two home tours.

Hoft Collective X Atlas

Client confirmed they are okay and open to elevating the edit with existing footage through pacing, music selection and shot sequencing, accepting it won't fully replicate the human-presence references.

Hoft Collective X Atlas

Script 8 thumbnail approved by client (marked ✅ on the pending-client checklist).

Hoft Collective X Atlas

Client agreed to Atlas's approach: elevate the existing footage to feel as lifestyle-forward as possible through pacing, music selection and shot sequencing, accepting it won't fully replicate references that rely on human presence.

Hoft Collective X Atlas

Our standard scope includes up to 2 rounds of revisions per video; we've been flexible and already gone through several rounds, so let's compile everything into one comprehensive list to wrap up in one shot.

Hoft Collective X Atlas

Hiring ad direction is not settled — Sherman will confirm format and intensity with Gabriel and Sheldon before any design work starts.

The current 'ugly ad' look was deliberate: big blocky high-contrast text to win attention, following a 70/20/10 image-to-headline-to-support ratio.

Current ad designs feel 'too in your face' — typography and visual hierarchy don't sit well.

July ads shift to brand awareness and a cleaner, magazine-style aesthetic with less text, rather than direct conversion.

Sherman would not run hiring as video — statics or carousels with salary, benefits and job scope get the point across better.

With the aesthetic/awareness ads, expect high impressions but far fewer clicks, DMs and WhatsApps.

Atlas suggests putting hiring on the social calendar and boosting/pinning it rather than spending ad budget and ad creative slots on it.

July content is educational / thought-leadership — Hoft's philosophy on designing around lifestyle rather than looks.

Renovation tips video drops from 5 tips to 3, shot around the sofa already in the studio.

The 'meet the team' follow-up becomes a company-wide workflow showcase instead of individual designer profiles.

Keep additional shoots to a minimum — the June batch needed a lot of extra footage and the coordination was a stretch.

Scripts 3 (meet the designer) and 5 (before and after) are approved and good to go.

Script 2 v2 needs only one change — make the '01' numeral smaller but thicker to balance visual hierarchy against the larger 'Warm Japan' text.

Remove the opening 'Designed by Hoft Collective' scene from script 6 and start directly — it takes 7 seconds before viewers understand the content.

FAQ-style content approved as both organic content and an ad; Atlas will curate the questions and send them to Hoft for review.

Avoid direct comparisons that diminish competitors — e.g. claims that other firms say 'their designs are the best'. Framing like 'most start with design, we start with your lifestyle' is fine.

Thumbnail text strategy still open — Hoft to discuss with Gabriel and revert; working direction is to alternate text-heavy and text-free covers rather than putting text on everything.

All social posts come from Atlas's side only; Sherman will not be posting from his own account for now, and will flag if that changes.

Voiceover for script 4 not yet recorded — Hoft to record it on a phone in a quiet environment and send it over; Sherman to upload extra footage options to the drive today.

Gabriel was away for this meeting; brand aesthetic decisions (e.g. thumbnail text) go through him. Sheldon was expected to join but did not.

Mid-century modern (script 1) footage folder is still empty — Sherman is still trying to get the footage; other scripts' footage is uploaded as completed.

The remaining script 8 filming is on Saturday 20 June at 1 p.m.

Two-hour ad shoot proposed for 17 or 18 June, afternoon preferred so showroom lighting is consistent; Hoft to confirm the day internally by Wed–Thu next week.

Nigel to amend the ad scripts to the comparison/positioning comments and send them back; Hoft to review and fact-check the figures on their end.

The 'nine-stage roadmap' is just Hoft's internal workflow, not a formally branded process they talk about.

Ads are structured into four shorter scripts across funnel stages (top/middle/bottom), talking head plus overlaid b-roll, with four variations to prevent content fatigue.

Where video b-roll can't be arranged in time, photos (including phone/BTS photos) are accepted as a temporary substitute and will be keyframed so the main edit can proceed.

B-roll must match the design theme being talked about in the script — e.g. don't show another theme while the script talks about Japandi modern Zen or Cosmopolitan.

B-roll to be shot vertical, 4K, 30fps, clips 10–20 seconds, in a 3x3 structure: wide, mid and close-up, using static, orbit and dolly in/out movements (orbit mainly for mid and close-up; static can be under 10s).

Agreed reference style for the home tour footage: Stack Homes, plus the previously shared references and a past Hoft Instagram post Gabriel showed on the call, which Nigel said was good enough minus the text.

A new team member (introduced by Gabriel) will handle Hoft's social media account; Sheldon is the other founder and joined partway through for the ads discussion.

Hoft cannot reliably produce professional b-roll themselves — scheduling with homeowners is slow, houses are lived-in and need clearing, they aren't videographers and only shoot on phones, and they no longer have the old photos or videos.

Hoft will go ahead with the 6-house videography bundle to try it out, shooting 2 homes per day (AM and PM slots) across the 2–3 day span, 2 hours per home.

Gabriel felt the "founder story" ad format doesn't align with what Hoft want and doubted audiences are really interested in it.

Hoft want ads to stay slow and mellow in line with their branding rather than jumping on fast-paced hook-driven trends; they are not chasing maximum leads right now.

Gabriel to shortlist roughly 40 images for script 5 so Atlas designers can create the AI before-and-after visuals.

Script 8 needs a significant financial contrast between the houses shown — e.g. 80k vs 120k — to exaggerate the difference in renovation spend.

For script 4, Hoft must supply voice-overs headlining what is being checked (e.g. "we are checking for gaps in the wall"), and b-roll should show the team actively working rather than just the object being worked on.

Hoft to send footage/assets for scripts 2 and 3 by next Wednesday; script 4 assets by today or tomorrow; script 1 is being edited for release by Friday.