As Dugbe works to build awareness for our own brand, we’ve had to confront an uncomfortable truth: Social ads, on their own, aren’t going to cut it. That’s not because the ecosystem is broken. It’s because everyone—including us—has access to the same playbook. Same formats. Same hooks. Same targeting logic—everywhere. And when everyone plays the same game, differentiation becomes really hard. We started with a simple gut check: if Dugbe showed up as an Instagram ad, would it