# Nohan Decimus

Nohan Decimus is a creative strategist who works on Meta and TikTok ads for French direct-to-consumer brands, including skincare, haircare and food companies. Their work focuses on testing ad concepts, hooks and formats to improve performance.

- Profile: https://b2binfluencer.marketing/creators/nohan-decimus/
- LinkedIn: https://www.linkedin.com/in/nohan-decimus
- LinkedIn followers: 1,498
- YouTube: https://www.youtube.com/channel/UCLp0mIjJejQ5xmUEx-AXA0Q
- Topics: paid-ads, meta-ads, creative-testing
- Based on 11 dated posts, latest 2026-09-05

## Summary

Useful for auditing cold-traffic Meta and TikTok ad creative and building clearer tests for French DTC brands.

- Best for: French DTC skincare, haircare or food brand needing cold-traffic creative audit or testing plan.
- Not for: A sponsored UGC campaign with guaranteed reach, fixed deliverables, usage terms and exclusivity.
- Check first: Confirm independently verified campaign results and a performance case study before contacting them.

### Takeaways

- 30 new ads are not a meaningful test if they repeat the same message.
- AAR framework separates awareness, angle, retention, changing one variable at a time.
- Rising CPA: check hook rate, top-spending ad age, awareness across recent creative.

## Main ideas

- **More creatives is not more testing: change one variable per round**: Nohan Decimus argues that DTC teams often think they are testing when they are really declining the same message into many thumbnails: same angle, same awareness level, same proof mechanism. The AAR framework names three variables: Awareness (which Schwartz stage the ad addresses: Unaware, Problem Aware, Solution Aware, Product Aware, Most Aware); Angle (the psychological mechanism under the promise, such as naming a shame versus projecting a gain, or disqualifying alternatives versus comparing directly); and Retention (what holds attention after three seconds, such as a product demo, before-and-after, numbers or user-generated content). The rule is to move one letter per cohort, never two, so the team can tell what actually shifted cost per acquisition.
- **Hook format signals awareness level; the wrong one burns cold-traffic budget**: Nohan Decimus argues that the same product, creator and pain angle can perform very differently solely because of the opening format. A reply-to-comment opening reads as a reply rather than a pitch, lowers viewers' guard, suits Problem Aware viewers who already know they have the problem, and lets visual proof land early. A conventional face-camera introduction announces itself as an ad within the first second, tends to address Most Aware viewers rather than the cold audience, and delays proof until around the fifteenth second, after much of the audience has skipped. The recommendation is to keep face cam for retargeting and warm audiences.
- **Read the account before ordering more creative**: When cost per acquisition rises, the argument goes, the productive move is measurement, not production. Nohan Decimus recommends starting with three signals, not click-through rate or thumbnails: hook rate at three seconds, the launch date of the top five spending creatives, and awareness mapping across the last 30 creatives. Falling click-through with a stable hook rate points to the offer rather than the ad; a collapsing hook rate means the creatives all open the same way; top spenders older than eight weeks mean a handful of tired winners are consuming most of the budget; and 28 of 30 creatives on Solution Aware or Product Aware means the account is repeating the same call to an audience it has already saturated. The advice is to stop production for seven days, redo those readings, and relaunch three creatives — one angle per awareness level.
- **Competitor research needs entry and exit rules, or it becomes procrastination**: Nohan Decimus argues that saving dozens of brands creates a screenshot graveyard, not a watchlist: at briefing time, the screenshots turn up scattered and without context. The method caps the active watchlist at six DTC brands in the same vertical as the current client. A brand qualifies only if it has at least three creatives running for more than 45 days on the same Meta page. The team tracks the same four dimensions each time: main hook, dominant format, proof mechanism and awareness level addressed. A weekly cross-check looks for signals such as a new active creative appearing across three brands or the same format recurring across two different verticals.
- **Market feedback should outrank credentials**: A personal post sets out a priority rather than a method: school teaches people to wait for a mark to learn what they are worth, while the market teaches them to build something that produces a result and then measure it. The post frames the work as attention mechanics — which ads scale, which hooks stop the thumb, why one piece of user-generated content reaches millions of views and another dies at a few thousand — learned by studying Meta Ads Library directly rather than through a credential. It closes by asking readers which teacher, manager or parent once sorted them into a box, and what that person now consumes without knowing it came from them.

## Work to read

- [The AAR framework: Awareness, Angle, Retention](https://www.linkedin.com/posts/nohan-decimus_30-cr%C3%A9as-lanc%C3%A9es-le-mois-dernier-tu-as-test%C3%A9-activity-7464926292908404736-Kvrr)
- [Three ad account columns to check before making more creative](https://www.linkedin.com/posts/nohan-decimus_tu-produis-30-cr%C3%A9as-par-mois-ton-cpa-grimpe-activity-7460213037342515200-No1C)
- [Hook format changes cold-traffic performance: comment reply versus face cam](https://www.linkedin.com/posts/nohan-decimus_r%C3%A9ponse-commentaire-ou-face-cam-m%C3%AAme-produit-activity-7462760373545390080--P5V)
- [A six-brand watchlist with entry and exit criteria](https://www.linkedin.com/posts/nohan-decimus_une-veille-concurrentielle-sur-40-marques-activity-7462042828685287424-cOX_)
- [From construction site to creative strategist](https://www.linkedin.com/posts/nohan-decimus_aujourdhui-mon-prof-de-3%C3%A8me-consomme-probablement-activity-7463112269627834369-t-VM)

## Partnerships

Nohan Decimus publishes as a creative strategist working on Meta and TikTok ads for French direct-to-consumer brands in skincare, haircare and food. Their posts discuss ad testing, hook formats and awareness mapping, not commercial terms. Two posts invite readers to comment with a keyword or their product's main objection in exchange for a resource or two calibrated angles; these are engagement devices, not stated paid formats. The posts publish no rate card, deliverable specification, usage or exclusivity terms, turnaround, approval process, cancellation terms or enquiry route for paid collaborations. Before planning a partnership, ask Decimus to confirm the commercial terms and how to enquire.

## Alternatives

- Marie Robin: Consider Marie Robin when the hard part of a skincare campaign aimed at improving cold-traffic performance is not the ad itself but how the work gets organised around it: how an in-house content function or candidate agency sharpens its positioning, what supports the offer, and which growth levers to pull when competition has intensified. The posts offer a practical checklist for judging a creative partner — a clearly defined ICP, case studies with numbers, a proprietary method that solves a narrow problem — and point to agency formats worth studying, such as behind-the-scenes video, podcasts and TikTok series. For a brand deciding whether its agency or internal team is set up to improve cold-traffic performance, that is the more useful lens.
- Cédric Bidet: Consider Cédric Bidet when the bottleneck behind the campaign is operational rather than creative: repetitive reporting, manual data extraction, e-commerce figures that have to be reconciled with the CRM and sales targets, meeting recaps, or attachments filed by hand. The posts describe building lightweight AI agents for small and mid-sized companies to remove exactly those irritants, argue that an agent has to fit an organisation's processes, confidentiality constraints and existing tools rather than sit on top of them, and state a starting price of €150 per month with no commitment. For a skincare brand already producing many creatives and drowning in reporting, that solves a real constraint.
- Pierre Duvergé: Consider Pierre Duvergé when the question is wider than creative: when the brand, or the group behind it, needs to check acquisition economics before spending more. The posts set out a marketing audit built on ICP and real promise, a radiology of every channel, regeneration of the components that actually convert, and translation of the audit into a cleaned CRM, clarified messaging and ready outbound sequences with a 90-day horizon. They also publish cost benchmarks — B2B acquisition costs up 40 to 60% between 2023 and 2025, LinkedIn cost per lead between €900 and €1,850 in B2B services, cold outbound around €1,820, referral around €140 — and a free spreadsheet for recalculating real CAC. That is the right fit when cost assumptions dating from 2022 are more likely to be the problem than the hooks.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/