How I Use Claude Cowork as a Creative Strategist transcript

So, this is how I'm using Claude Co-work in my creative strategy workflow today. So, here's the thing. Most creative strategists and digital marketers are using AI completely wrong. And it's not necessarily because they're bad at prompting or even that they're using the wrong tools. It's cuz they're asking AI to do the wrong job. So, I've spent over a hundred million dollars on Meta ads and I've worked in this industry as a creative strategist and media buyer for over 10 years and I will say that AI only really started to click for me when I stopped using it as my replacement.

Instead, I treat AI like it's my junior creative strategist or my marketing assistant. So, today I'm going to walk you through my five best use cases for Claude Co-work in creative strategy. You'll see my actual prompts and how I'm thinking through this platform right now. Because the goal isn't to replace your strategic thinking, it's to amplify it so that you can spot opportunities faster that you would have never seen without it.

But first, I want to give you a 60-second rundown on Co-work. Please feel free to skip it if you're already familiar. So, Claude has three big functions: chat, Co-work, and code. Chat is your basic chat interface. You probably already have a lot of experience with that. Now, Co-work is where Claude can actually do the work for you. It can open your browser, read your files, and complete tasks on your behalf. Some people might call this an agent.

And code is for developers. It's a command-line tool that helps you build apps and websites. So, if this isn't you, just feel free to skip that one for now. Now, this video is very specifically about Co-work because I want us to concentrate on getting real work done, not just information being generated. Now, in order for you to access Co-work, you are going to need the desktop app, not just in browser. And as far as pricing, I will say at a minimum you are going to need the pro plan.

I personally use the max plan, but that's just me. And the final thing that I'm going to note here with Co-work is that in order for Claude to access different parts of your computer and different apps, you're going to have to give it access through connectors. And for everything that we're going to go through today, make sure that you at least have Chrome connected as well as Slack. Now, let's dive into this first one, analyzing ad libraries.

Now, essentially what this does is it's going to analyze a Facebook ad library for you, aka the ads that are currently being run by any brand right now. And it's going to give you a report that contains incredible and actionable data for you to use. You can do format breakdowns and a deep dive on the creators they're working with via partnership ads and just an overall scope of their creative strategy. Now, the reason why this is so impressive is because I used to do this exact report for my clients every single month.

Now, here's the prompt that we're going to be using to generate this. Let's go ahead and put this into Claude co-work and see what happens. So, the basic prompt structure looks like this. Number one, you're going to say, "Can you do an analysis on brand?" Let's go ahead and just do Ridge Wallet, right? And then we're also going to get a link that goes directly to their ads library. I've found that when I'm doing this, if I just say go to Ridge's ad library, it often won't get the right thing.

So, I just want to make sure, "Hey, let's have it exact." So, we have our prompt right here, and the first thing that you're going to do is just select a project that you're going to work in. I always just have everything be put into a Claude folder. And then another thing that you can potentially select is, "Oh, do you want it to be Opus, which is like the highest computing power?" Sometimes I use Sonnet, but since I have the Max plan, I'm going to go ahead and just use Opus for the best results.

I already have the Facebook ads link directly to the ads library open, and we're just going to go. And you can see here immediately it starts the progress. So, it's going to show you everything that it's going to do step by step. And you can also see that the connector is also searching. And you can, if you want to, really go through and see how it is starting to conduct these tasks. Now, what you'll see here, too, is, "Oh, Facebook's domain is direct from direct fetching." But if if you can see right here, Claude, not me, just pulled up this entire window, and it's starting to go through Ridge Wallet's ad library, which is pretty cool.

So, I'm going to go ahead and collapse that and let it do its thing. Sometimes it can take a few minutes to actually generate the entire thing, and you can actually see it moving in the background. That's not me. It's crazy. Ah, and there it is. Okay, it's giving me a little summary. Let's open it up, shall we? Wow. Okay, so we can see for Ridge, they have 291 active ads, four product lines, four creator partners, and 94 ads were launched on April 4th alone.

And the longest running ad is 158 [music] days. All right, let's dive in. This is such cool data. Okay, we have a video versus image breakdown, pretty even, 50/50 split. We can also see the video duration distribution. I actually see this quite a bit with videos where they're 45 to 60 seconds long. Now, I can see the percentage of partnership ads is pretty low, only 4.5%. Now, something that I'd probably do a follow-up here is ask, "Hey, where are these ranking in terms of impressions?" Sometimes this report will automatically show it, sometimes it doesn't.

Core messaging strategies, durability, toughness, lifetime guarantee, sales. Wow, wow, wow. Um, and we can see like the big pillars here, specifically for wallets, it looks like. Now, this is what I really love is seeing the inferred target personas. Now, something that I really like to do as part of my process, especially when it comes to persona mapping, is mapping the personas that you seem to be targeting from your creatives versus who your actual customers are, aka the analysis from the actual reviews, and then the top 10 ads by impressions.

Okay, none of the partnership ads, it seems. But some of them are like the Legends in Bloom. Of course, I think they're actually probably pushing spend to that, maybe on like a reach or an awareness campaign just because it is limited edition. Next up, let's talk about some other social media reports that I'm generating. Now, one is going to be for creators because in addition to owning an ad agency, I am also a content creator.

And then the other is for brands that you're interested in spying on, aka your competitors. Now, let's first dive into the creator one because I actually made that one first because I actually used to have my assistant generate this report for me every single week and month, and now it is completely automated by Claude. Okay, so here's the prompt. Let's run this thing. Okay, so again, you can have it compile in whatever type of format you want via pitch deck.

I like the HTML graphics, but you could also do it in a sheet format if you wanted. So I have all of my links here, and I don't have any Chrome tabs open. Sometimes, too, what I'll say is it'll hit a wall and say, "Hey, we can't access these." So I will tell it to "Make sure you open these links with the Chrome connector. Let's go. Oh, and this is cool. It's going to ask me a user question, which I love. "When you say last week, which date range do you mean?" Great question.

Um let's do Let's do this one. "What engagement metrics matter the most to you for best performing?" All of the above, baby. "How detailed should the do less of recommendations be?" High-level, detailed with examples. Call me out. I actually did this maybe a week or two ago for something, and it read me to filth. Up, and it just pulled up my tab, too. We love to see it. And it's on my LinkedIn. Crazy. Okay, I'll get back to you when the report's ready.

Okay, now it's here. Very cool. Let's open it up. Now, of course, you can give it other specifications if you want it in a different color or whatever. But let's see. Okay, last week I did 10 posts on LinkedIn. Not bad. Six on Instagram, one on YouTube, which was a short, two on Twitter, and two on TikTok. And here was my top performer. It says it went viral. It did not. They put ad spend behind it, but good to know.

Your brand breakdown and process content drove the highest saves. Not surprised. So, the oats overnight post, that many saves, and the three processes reel. Very good. Yeah, I did get a lot of impressions on that Caraway home one, and the AI video content, of course. See, it's just so cool to have this type of data at a glance for creators. Especially, too, when it does it by platform in the different posts that I have.

So, I get a LinkedIn breakdown. That's awesome. Very cool to for me to refer back to. And then, Instagram breakdown. Do less Amazon partnership posts. Whoops. >> [laughter] >> Fair enough observation. Had an incredible 4.8 save rate. And this is where I'm like, "Ugh, you're reading me to filth." YouTube and X are significantly underserved. Do less generic sponsored content. Whoop, happens. Your cross-posting heavily on LinkedIn and IG and TikTok.

Yeah, fair. Personal posts without a professional hunt. Okay. But, I love getting this report. You can also tell Co-Create, "Be sure [music] you send this to me in Slack and now that they have scheduled tasks, you can make sure that this runs every single week, which is what I do. Now, the next one is for a brand or competitor analysis that I like to run for a few different use cases. Number one, you can do this for your competitor.

So, I'll actually have CoWork do this analysis for me monthly so I can keep tabs on what the competition is doing organically. Again, I used to do something like this, which while it did focus more on the paid aspect, I would also pull in elements from time to time organically. And another way that I'm using it is with my clients' competitors to really map out what their strengths and gaps are and if there's anything that we should capitalize on.

And sometimes, just cuz I'm hell-a nosy, I'll run it on some of the big brands or brands that I really admire. And what I really like about this, too, is when you're finished generating this report, you can also ask CoWork follow-up questions to that data. And here. Now, again, I'm having the final format be in a summary, a spreadsheet, and an HTML file. And you can really do this for as many brands or as few brands as you want.

I've worked with a lot of beauty brands before, so I'm like, oh, I want to keep tabs [music] on these specifically. Let's go. And now we wait. Now, the end result is going to be this. So, I did have the summary right here. And then I have the report. So, what's really cool is at a high level, it gives the follower accounts. Wow, Laura Geller and Jones Road Beauty are neck and neck, so cool. Celebrity collab are 10x multipliers, not surprised, especially for beauty.

And founder-led content always punches above its weight. And then it gives top reel by likes cuz I really specifically wanted to look at the video content. And then it breaks down the top five reels each and I can go ahead and it has a direct link, so cool. I love that effect. And it also like points out what they're doubling down on utility-driven content. Same thing for Laura Geller with their their but they're doubling down on celebrity partnerships and media moments.

Interesting. Multi-phase product launch campaigns, which is also very interesting cuz they're the only one that doesn't have a really front and center founder. Very very cool. And the final one is how to build persona research decks. And we're actually going to be breaking this down into three concrete steps because at any given time you might just want to do one part of this process. Number one, I'm going to show you how to scrape for reviews into actually break that data out into personas.

And then putting that data in a finalized deck. Now, one thing I'll flag here is that for a brand like Ridge that has 47,000 reviews, you're not going to want to do all those or it just might take a while. But for the purposes of this video, I'm going to do an even 3,000 just so that we can go a little bit more quickly. Let's go. Now, I'm going to go a little bit ahead. You can see here that it was able to generate for me the CSV of all these reviews.

Amazing. We love to see it. It even broke it down into the different product variants, which we love. And now what I'm going to do after this is I'm going to be pasting a another prompt right into the same chat of that. I'm going to be saying, "Hey, from a CSV of these reviews, do the following." Now, what I like to do with this first is to actually to have it put everything in a document for me so that I can review it and really understand, okay, what type of personas are they locking in on from these reviews?

This can actually make a really excellent context document that you can upload to a cloud project. If you're interested in hearing more about that, definitely let me know. Um but I also like it because it's easier to edit. So, I can export it and edit it in Google Docs, awesome. But once it's in a place where I think it's pretty good, then what I'm going to tell it is, "Hey, I want you to turn this deck into a presentation with visuals that has a graph, yadda yadda." And it's going to work, and then you're going to have something like this that [music] you can review with your team.

Now, being able to have this kind of data and documentation without you actually having to do it, I can't emphasize like truly what an unlock it is. Um and if you're seeing this and you're worried about the branding and the blah blah blah, like all of that can truly be edited. And I will say too, Claude has a connector directly to Canva. So, there are some specific like Canva style documentations that we prefer. We will actually have Claude go directly to Canva in that aspect.

And if I'm just doing my own personal work, Gamma is something that I also personally use. And full transparency, I have partnered with Gamma on my Instagram and on my LinkedIn. They are not sponsoring the YouTube channel at this point, but it is genuinely a tool that I use and really, really like. So, if you are creating a lot of reports, definitely try out the native PowerPoint, but Gamma and Canva, like there's so, so much you can do and automate.

And honestly, it has made >> [music] >> just a massive, massive impact on my day-to-day. Cuz it's, you know, kind of funny, right? Like as creative strategists, I think we often think [music] about the immediate output, which in many cases is the actual ads or the briefs, right? But the majority of my time as a creative strategist is actually spent researching. And it's so funny, actually. Ogilvy, when he finally had his namesake agency, he didn't bill himself as the creative director or even the owner, he billed himself as the research director, which really just goes to show how important research is in this process.

And yes, while I do have a lot of research here that is all automated, I'm still doing a lot of it manually, but it is this type of stuff and the visuals particularly that has just really done so much for me and >> [music] >> I love it. And I hope you guys enjoyed it, too. Now, I know that a lot of this video was super research heavy, but to be honest, as a creative strategist, [music] I spend a lot of my time conducting research.

So, these have been a massive, massive unlock for me. However, if you're curious about how we're implementing AI >> [music] >> into the rest of our workflow, specifically in briefing and QA, we've really made some great strides there. Let me know because I'm happy to expand on [music] this into a series and I'll see you guys next week. Thank you so much. Bye.