Nick Shackelford - The new formula to run Meta ads in 2025
Open Residency19 Juni 2025

Nick Shackelford - The new formula to run Meta ads in 2025

In this episode, I sit down with Nick Shackelford, Head of Retention and Partner at BREZ, to break down modern customer acquisition and retention strategies for 2025.

Nick has managed over $200M in ad spend and brings hard-won insights from scaling multiple brands — including his own agencies, Structured and Konstant Kreative — into this conversation.

We get into:

  • Why creative is now the new targeting, with Nick giving the keys on Meta’s evolving algorithm

  • The ideal framework for customer acquisition in today’s landscape

  • How to structure your testing budget between proven winners and fresh creative

  • Conversion tactics that immediately lift performance — from mobile-first design to offer structure

  • The retention strategies behind BREZ’s drop in subscription churn from 24% to 17%, on a mission toward sub-5%

  • The tactics powering BREZ, one of the fastest-growing beverage brands in the country, on pace to hit $50M in just two years

  • How celebrities like Drake and Druski use subtle content strategies to drive massive viewership — and what brands can learn from it

This is a deep dive on what’s actually working in marketing in 2025.

Enjoy the conversation!

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