A variety of scripts written across health, skincare and wellness brands.
If you're a woman losing your hair on Ozempic, this is the part your doctor forgot to mention.
Explains the mechanism behind the problem before ever selling the fix.
I spent four years putting steroid cream on my eczema before I realised the thing making it flare was the bar of soap I was using.
Story ad built around a hidden everyday culprit.
I've never spent a penny on skincare and somehow my skin has ended up better than ever.
Built on an angle competing brands can't run.
I always thought I just had bad skin.
Flips a false belief with one simple reveal.
Pureskin has gotten so popular that cheap copies are showing up everywhere now.
Turns copycats into a trust signal.
In a remote village in southern China the average man lives past ninety.
Discovery-led VSL using curiosity and storytelling to introduce the product naturally.
A gym grip product in a competitive fitness market, up against brands with bigger budgets, established audiences and full creative teams. Built and run solo.
A gym grip product in a sophisticated market, going up against brands with larger creative teams, bigger budgets and existing audiences. No safety net. Every decision came with real financial consequences.
Originally launched targeting men. Deep customer research across fitness forums, Facebook groups, Reddit and competitor comment sections, as well as initial spend data, uncovered the real customer. Women 35 to 50 who were aiming to increase the weight they lift on their RDL and deadlift but their grip was holding them back.
A framework built to speak to that audience with precision, then tested until the signals were clear.
"Your grip keeps failing you" was a winning hook. With winning ad hook rates hitting 40 to 52%.
RDL focused creatives beat generic grip content. Being precise in calling out the customer drove CVR.
Creative talent rebuilt to match the real buyer. This outperformed generic gym content.
Customers' exact words mined from forums and comments went straight into ad copy.
Four hook formats from the Liftyz creative library, each targeting the same audience with a different entry point.
A snapshot from Meta Ads Manager showing combined spend per creative across all ad sets. These are the top performers by spend on the account.
| Ad | Spend | Hook Rate | Hold Rate | ROAS |
|---|---|---|---|---|
| Ad 1 | £0 | 0% | 0% | 0+ |
| Ad 2 | £0 | 0% | 0% | 0+ |
| Ad 3 | £0 | 0% | 0% | 0+ |
| Ad 4 | £0 | 0% | 0% | 0+ |
| Ad 5 | £0 | 0% | 0% | 0+ |
DTC brands and performance marketing agencies. If you want a strategist with real skin in the game, get in touch.
djrattray03@gmail.com