Creative Work
Ad Creative: Liftyz
Four hook formats from the Liftyz creative library, each targeting the same audience with a different entry point.
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Performance creative strategist with 2.5+ years of hands-on experience building and scaling my own DTC brand from scratch. I specialise in direct response marketing. I have managed over £200k in ad spend, tested 1,200+ ad creatives and had individual ads scale to £10k, £20k, £30k and £50k+ in spend. Below is a full breakdown of how I built one of those brands.
A gym grip product in a competitive fitness market, going up against brands with bigger budgets, established audiences and full creative teams. Built and run solo. Here is how systematic creative strategy scaled it.
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.
The brand launched targeting the obvious demographic: Men. ROAS was 0.47, CVR was 1.6%. Systematic testing revealed the real buyer was women aged 35 to 50. Meta spend breakdown confirmed it: over 70% of optimised spend concentrated in the 35 to 50 bracket, with 35 to 44 taking the largest share. As the data sharpened, so did the creative direction. The 18 to 24 demographic was naturally filtered out as the strategy evolved.
Finding the audience was only half the work. The next phase was building a framework to speak to that audience with precision and test it until the signals were clear.
Led with "your grip keeps failing you" across multiple formats: POV caption, pattern interrupt opener, comment-reply objection handling and age-specific direct address. Briefed and directed UGC creators to produce content in each format. Hook rates reached 40 to 52% on winning variants.
Generic grip content was replaced with specific exercises. RDL-focused creative outperformed bench press content significantly. Specificity of context drove relevance and improved CVR.
Purchase data revealed what the actual buyer looked like. Creative talent was rebuilt to match. Ads featuring talent that reflected the real customer outperformed generic gym content.
Started with deep research into the niche: community groups, forums, comment sections and direct conversations with real buyers. Built a complete customer language bank from what they were already saying. Their exact words and motivations went directly into ad copy and landing page messaging.
Competitors sold a single SKU. I built a tiered bundle structure: 1, 2, or 3 packs with escalating free gifts. The 2-pack was pre-selected as Most Popular to anchor AOV. The 3-pack included resistance bands tied directly to the customer's core goal: glute training. This made the bundle a training solution, not just a product. AOV increased, conversion held. Advertorial funnels were also tested. Direct to PDP outperformed and was validated across spend before being scaled.
A snapshot from Meta Ads Manager showing combined spend per creative across all ad sets. These are the top performers by total spend across the account.
| Ad | Spend | Hook Rate | Hold Rate | ROAS |
|---|---|---|---|---|
| Ad 1 | £35,219 | 45.27% | 36.58% | 2.4+ |
| Ad 2 | £22,315 | 24.57% | 68.47% | 2.1+ |
| Ad 3 | £26,108 | 50.53% | 39.68% | 2.3+ |
| Ad 4 | £11,882 | 42.33% | 36.60% | 2.0+ |
| Ad 5 | £9,078 | 36.10% | 39.11% | 2.0+ |
Four hook formats from the Liftyz creative library, each targeting the same audience with a different entry point.
DTC brands and performance creative agencies. If you want a strategist with real skin in the game, get in touch.