Paid Social
My Role:
Led paid creative strategy and design for the SPF campaign, building a reusable testing framework informed by messaging that had already shown strong conversion signals.
The Approach:
I built four creative pillars around distinct funnel objectives. Problem–solution messaging created relevance with cold audiences, benefit-led creative drove product consideration, while social proof and convenience addressed barriers for high-intent audiences.
Each message was tested across the same lifestyle and studio visual worlds, allowing us to isolate messaging as the primary variable, identify what was driving performance, and apply those learnings to future iterations.
TOP FUNNEL:
Problem → Solution
Challenge existing SPF assumptions and introduce a clear reason to consider Primally Pure.
MID FUNNEL:
Benefit-Led
Turn initial interest into product consideration by communicating what makes this formula different.
BOTTOM FUNNEL:
Convenience + Social Proof
Reduce final purchase barriers with social proof, ease of use, and clear reasons to believe.
