Who Made the Iterable Ads?

Who is Iterable? 

Iterable is a leading cross-channel marketing platform that empowers brands to create, execute, and optimize customer experiences through real-time personalization, AI-driven insights, and seamless automation. Their Moments-Based Marketing framework helps companies engage their customers with the right message at the right time—no engineers required. Iterable is designed for marketers who are ready to move beyond rigid, outdated campaign calendars and embrace smarter, more dynamic strategies.

Goal

The goal of Iterable's "Ditch the Ritual" campaign was to spark a movement: the death of the traditional marketing campaign. Iterable wanted to reposition the idea of campaign-driven marketing as absurdly outdated and show how their platform empowers marketers to trade manual, episodic efforts for AI-powered automation, real-time personalization, and truly efficient workflows.

Our Strategy

The old way of marketing—batch-and-blast, calendar-driven, static—is still surprisingly dominant. But why? Because it’s familiar. We set out to challenge that comfort zone by making it look downright ridiculous. We didn’t just highlight the inefficiencies of outdated campaign methods—we turned them into a literal cult.

The strategy? Show just how crazy campaign-based marketing looks when you really think about it. The message? Ditch the ritual.

Our Process

We started by diving deep into Iterable's value proposition, target audience, and key differentiators. What we found was a brand that empowers marketers to get real results without relying on overcomplicated systems or engineering teams. Their unique approach to Moments-Based Marketing gave us a fresh way to frame the problem: legacy platforms weren’t just old-school—they were practically mystical in their reliance on arbitrary rituals.

That inspired a creative concept set in a dimly lit storage closet, where a group of marketers-turned-cultists perform bizarre rituals around outdated marketing practices. Our audience surrogate, a level-headed New Hire, stumbles upon this chaos and helps them discover there’s a smarter way forward.

The Video Brothers Secret Sauce 

We built a full-funnel ad suite for Iterable, designed to guide prospects from curiosity to conversion. Here’s how the assets break down:

• 15-second Teaser Ad: Sets the hook, relates to the audience, and leaves them wanting more. 

• 30-second Hero Ad: We’ve teased them, not it’s time to deliver. The Hero puts the pain front and center so the target audience can’t look away. 

• 15-second Follow-Up Ad: Where we hammer home the transformation, positioning Iterable as the ultimate solution. 

• 6-12 second Reminder Ads (x2): BOFU content that keeps the brand name, logo, and the problem they solve, fresh in the audience’s mind for when they’re ready to make a purchasing decision. 

Each piece was designed with platform-specific versions and funnel-stage utility in mind, maximizing impact while minimizing wasted ad spend.

What’s an "Ad Suite"?

An ad suite is a collection of strategically developed creative assets that guide a target audience from awareness to conversion. For Iterable, that meant teaser content for top-of-funnel attention, a hero spot to tell the core story, follow-ups to reinforce key benefits, and reminders to keep the message fresh and the brand top-of-mind. Distribution wasn’t an afterthought—it was baked into the entire creative process.

Key Takeaways:

• Marketers are tired of outdated rituals. Iterable gives them a smarter, simpler, AI-powered way forward.

• Humor highlights absurdity. Turning batch-and-blast marketing into a cult ritual made a complex message immediately understandable.

• Great creative starts with great strategy—every ad in this suite was crafted with a clear purpose in the funnel.

This is OUR Call To Action!

Still chanting around a spreadsheet hoping for conversions? It’s time to Ditch the Ritual. Book a call with our Co-founder Chandler Quintin or check out the Video Brothers LinkedIn Page to see how we help brands like Iterable deliver smarter B2B campaigns with real humor and even realer ROI.

As a bonus, if you can accurately guess which Video Brothers team member plays a role in this ad, we’ll send him to your house in a Spiderman costume for your kid’s next birthday party.