Hi5 Framework

LIVA (electrolytes) (DTC supplement)

One sugar-free electrolyte drink, walked across three cells of the cube - same product, three completely different ads.

Awareness: Problem-Aware

Persona: The skeptic (burned by supplements before)

Desire: Health

The concept: Founder-to-camera: "You are not hungover, you are dehydrated." Names the 3pm headache, blames missing electrolytes, ends on a 60-day money-back guarantee to disarm the skeptic.

A project-management SaaS (B2B software)

The same tool, two cells apart, reads as two different products.

Awareness: Solution-Aware

Persona: The convenience-seeker (drowning in tools)

Desire: Time

The concept: Split-screen: six tabs and a broken spreadsheet vs. one board. "The month-end that used to take a day now takes an hour." Time as the payoff, not features.

A premium skincare serum (Beauty DTC)

Most-aware buyer, status desire - a different cell again.

Awareness: Most-Aware

Persona: The quality obsessive

Desire: Status

The concept: Press / as-seen-in static: clipped magazine headline over the bottle. "The one the dermatologists actually keep on their own shelf." Authority and status, leading with the offer.

1. Awareness

Where is this person in their journey - do they even know they have the problem, or are they ready to buy?

The first axis and the hinge of the whole framework - Eugene Schwartz's five stages of customer awareness, which decide what an ad is even allowed to say. Unaware: no problem in mind, so you can only make it visible. Problem-Aware: feels the pain but does not know a fix exists, so you name and agitate it. Solution-Aware: knows solutions exist but not yours, so you explain your mechanism. Product-Aware: knows you and is comparing options, so you differentiate and handle the objection. Most-Aware: ready to buy and just needs a nudge, so you lead with the offer. Awareness is also the only axis tied to a stored tag on each angle, which is how the cube connects to the angles library.

Good answer: A sleep brand running five awareness variants of one product: a Problem-Aware ad naming the 3pm crash, a Solution-Aware ad on why magnesium beats melatonin, and a Most-Aware ad that just leads with the deal and free shipping.

Wrong answer: Treating awareness as a funnel stage to silo into separate ad sets. Under Andromeda you want the awareness spread inside one diverse pool, not split into rigid TOFU/MOFU/BOFU campaigns.

2. Persona

Who is this for - which kind of buyer, with which worldview, would react to this differently?

The second axis: five buyer personas, derived per brief rather than pulled from a fixed library - mindsets, not demographics. A generic set to start from: Budget-conscious (price is the lens they judge through), Quality-focused (wants the best version and will pay for it), Status-driven (wants to be seen with it), Convenience-seeker (wants it effortless), and Skeptic (has been burned before and needs proof). The same product, chasing the same desire, lands completely differently depending on who you cast the ad for - which is why deriving these from the ICP, reviews and sales calls is what keeps the output specific instead of generic 'busy mum' filler.

Good answer: For an electrolyte drink: the same hydration benefit pitched to a marathon runner (performance), a hungover 25-year-old (recovery), and a nurse on a double shift (endurance) - three personas, three different ads.

Wrong answer: Reaching for demographic labels instead of mindsets. "Women 25-34" is not a persona; "the skeptic who has been burned by supplements before" is.

3. Desire

What deep want is really driving the purchase underneath the feature?

The third axis: the core human desire the product actually serves, because nobody buys the feature - they buy what it gets them. Five durable desires cover most categories: Money (save it or make it), Time (get it back), Health (feel or look better), Status (be admired for it), and Security (remove a worry). The same blender is 'save money on smoothies' (Money), 'breakfast in 30 seconds' (Time), 'more greens every day' (Health) or 'the kitchen that looks like the magazine' (Status). Crossing Desire with Persona and Awareness is what makes two ads for one product feel like ads for two different products.

Good answer: A password manager sold four ways: never lose access again (Security), stop resetting passwords all day (Time), one tool instead of five (Money), the setup serious people use (Status).

Wrong answer: Defaulting every ad to the same desire (usually the rational one the product team cares about) and leaving the more emotional desires - Status, Security - on the table.

What is the Hi5 Framework?

The Hi5 Framework is a 5 x 5 x 5 ideation cube for paid social - Awareness x Persona x Desire. Crossing three independent axes of five values each turns one product into 125 distinct creative angles, so you can produce the volume and diversity Meta's Andromeda algorithm rewards without repeating yourself.

How do you create social ads at scale with Hi5?

Lock the product and offer, derive five personas and five desires for the brief, and use Schwartz's five awareness stages as the third axis. Pick the cells that fit, spread them for diversity, write the message for each, then turn each into a finished ad with the angle, format and hook libraries. Ship a diverse batch into one ad set and let the algorithm match each creative to its audience.

Is the Hi5 Framework just personas?

No. Personas are one of three axes. The power is the crossing: the same persona, at a different awareness stage, chasing a different desire, is a completely different ad. That combinatorial step is what personas alone do not give you.

How does the Hi5 Framework relate to angles, formats and hooks?

The cube decides what to say (the cell). The Ad Angles, Ad Formats and Hooks libraries decide how to say it. A finished concept is a Hi5 cell, executed through an angle, a format and a hook.