SkinnyFit
Performance Testing Ecosystem
For SkinnyFit, I lead angle-based paid creative exploration across Meta, structuring campaigns around distinct audience pockets and psychological hooks. The goal: diversify creative signals, test conversion hypotheses, and scale acquisition through iterative performance cycles.
Transformation & Timeline Psychology
Progression-based messaging that visualizes results over time, using milestones and habit reinforcement to make transformation feel achievable.
Appetite Psychology & Visual Metaphors
Concept-driven creatives using visual metaphor and emotional contrast to communicate cravings, discipline, and appetite control in bold, relatable ways.
Benefit-Driven Product Messaging
Benefit-driven creatives designed to quickly communicate product outcomes and functional support through clear visual callouts.
Product-Focused Creative
Product-focused creatives that place the supplement and capsule format at the center of the story, using minimal layouts and ingredient callouts to build trust and create scroll-stopping clarity.
Ingredient Education & Mechanism
Supplement formulas can be complex for new customers. These creatives translate ingredient science into simple visual explanations that clarify what’s inside the product and how it supports results.
Health & Wellness Authority
Expert-led, aspirational messaging designed to build credibility within structured wellness routines. These creatives position the product as part of a balanced, science-informed approach to health.
Social Proof & Results Validation
Conversion-driven creatives leveraging ratings, reviews, and testimonials to reinforce trust and real-world results.
Mom Lifestyle Pocket
Relatable, identity-driven messaging designed for busy moms, integrating appetite support into everyday routines and responsibilities.
Wedding & Seasonal Targeting
Event-driven creatives aligning product benefits with milestone-based motivation tied to weddings and seasonal moments.
Offer-Driven Direct Response
Direct-response creatives built around pricing anchors, promotional badges, and high-contrast calls to action.
Laundry Sauce
Full-Funnel Creative Architecture
Creative structured around funnel-stage intent — acquisition, retargeting, add-to-cart recovery, and intro-offer acceleration. Each lane required distinct psychological objectives while preserving a premium, fashion-forward brand aesthetic.
Acquisition
Acquisition creative structured to disrupt category norms and reposition Laundry Sauce as a luxury alternative. Concepts introduce the brand through emotional reframing, social proof, and seasonal entry points designed to create demand from cold audiences.
Retargeting
Retargeting creative structured to guide high-intent audiences from reminder to reassurance to risk-free commitment — preserving brand equity while accelerating conversion.
Add-To-Cart Recovery
Creative structured to convert high-intent shoppers by reinforcing desire, simplifying the decision, and removing final hesitation before checkout.
Intro Offer
Creative structured to amplify first-purchase value through bonus stacking, urgency framing, and clear value articulation — accelerating initial conversion.
PERFORMANCE CREATIVE
See the Creative Testing Behind the Ads
Winning paid social ads rarely happen by accident. These campaigns were developed through structured creative testing across messaging psychology, audience segments, and visual experimentation.