Nick Shackelford - The new formula to run Meta ads in 2025
⚡️ BTS & More: https://openresidency.com/nick-shackelfordIn this episode, I sit down with Nick Shackelford, Head of Retention and Partner at BREZ, to break down modern customer acquisition and retention strategies for 2025.Nick has managed over $200M in ad spend and brings hard-won insights from scaling multiple brands — including his own agencies, Structured and Konstant Kreative — into this conversation.We get into:Why creative is now the new targeting, with Nick giving the keys on Meta’s evolving algorithmThe ideal framework for customer acquisition in today’s landscapeHow to structure your testing budget between proven winners and fresh creativeConversion tactics that immediately lift performance — from mobile-first design to offer structureThe retention strategies behind BREZ’s drop in subscription churn from 24% to 17%, on a mission toward sub-5%The tactics powering BREZ, one of the fastest-growing beverage brands in the country, on pace to hit $50M in just two yearsHow celebrities like Drake and Druski use subtle content strategies to drive massive viewership — and what brands can learn from itThis is a deep dive on what’s actually working in marketing in 2025.Enjoy the conversation!Chapters00:00 Trailer00:57 Customer Acquisition & Creative Testing05:52 How to Optimize Ads with Smart Creative09:13 Targeting in a Post-iOS World11:56 Media Buying Meets Creative Strategy18:03 Influencer Army19:35 Clipping Culture (Cheat Code)25:13 Running Ads as a Founder + Managing Creative33:38 Marketing Funnel Breakdown39:32 Organic Content’s Role in Paid Performance43:24 Learnings from Running a Creative Agency45:30 Conversion Optimization & Offer Strategy55:32 Retention Marketing + Subscription Tactics01:04:35 Building Products & Activating Loyal Customers01:08:06 Smart Product Strategy and Feedback Loops01:16:20 Building a Brand in Public (Pros & Cons)01:24:43 Playing the Long Game: Brand, Business & Burnout01:27:49 Work-Life Balance, Tools & Final Reflections01:35:00 How Big can Brez Be?01:36:00 Outro