Alexander Lodeweyckx is the Global Head of Performance at Loop Earplugs.
His team scaled Loop from $20M to $300M in revenue, running over $150M in profitable media spend, and producing 5,000+ creatives every month.

His biggest takeaway?
More new ads beat optimized ads—every time.

Here’s why, and how you can apply it.

💡 New > Optimized
We’ve all been taught to A/B test, tweak copy, update hooks, and polish our best-performing ads.

Alexander says that mindset is killing your scale.

When Loop tested this idea—comparing optimized ads vs brand new creatives—they found:

  • Polishing existing winners led to a decrease in revenue over time
  • Launching fresh angles consistently unlocked exponential growth
  • The first 80% of a creative’s revenue came from early days—after that, ROI faded

“Good enough is good enough. Let it run. Focus on what’s next.”

– Alexander Lodeweyckx

🚀 What To Do Instead: Creative Diversity Framework
Loop’s winning system is simple, repeatable, and scalable.

Here’s the formula:

1️⃣ Build Use Case-Based Content

Don’t advertise to demographics—advertise to motivations.


Loop identified 5+ use cases:
Use Cases
Each month, they create new content per use case—because you never know which benefit will unlock purchase intent in a different mind.

2️⃣ Multiply Angles

Each use case gets multiple emotional hooks:

  • “Find calm from chaos”

  • “Control your environment”

  • “Be your best self”

  • “Stay focused in any situation”

Each emotional message targets different mental and emotional triggers.

3️⃣ Stack Content Formats

To reach more buyers across Meta and other paid channels, they test:

  • High-production video

  • Low-fi, native-looking UGC

  • Static image ads

  • Animations and motion graphics

  • Informational vs testimonial styles
Content Buckets
Every creative angle gets multiple executions to match audience preferences and algorithm behavior.

Lesson 1: “For every person, there’s an ad.”

Lesson 2: “New outperforms optimized.”

Lesson 3: “More creatives = more revenue.”
✅ Bonus Tip: Build a Creative Dream Team

Alexander’s final insight?
“The most valuable hires in 2025 are creative strategists.”

At Loop, it took 824 interviews to build a team that could fuel this engine. The ROI? Exponential.

If you want revenue at scale, don’t just build systems. Hire people who can think in angles.