Pioneering Ad Strategy Process

Case Study | Paid Campaign Creative Strategy

Role: Senior Content Strategist
Company: Scale Media
Brand: 1MD Nutrition

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Overview

Over the course of my 3.5 years at Scale Media, I created roughly ~500+ ad creatives + ad copy banks.

• trained and set up butter for video ads and motion graphics ads.

• tested and templatized successful ads to use across 1MD Nutrition acquisition campaigns.

• planned iterations in advance and as data from new launched ads come in

• using AI to expedite ad strategy and creation process.

• Challenges

  Paid channels became more saturated and compliance requirements tightened, causing existing creative approaches to lose effectiveness.

  I needed to reestablish performance while operating within stricter guidelines and a highly competitive landscape.

  • Paid performance plateaued

  • Market competition intensified

  • Compliance restrictions increased

  • Messaging flexibility narrowed

• My Role

  Owned end-to-end creative and content strategy for LiverMD acquisition efforts.

  • Defined compliant messaging architecture across ads and pages

  • Led creative strategy for video, static, and UGC ads

  • Developed new hooks and angles to reduce saturation

  • Led strategy and execution for the branded LiverMD sales page

  • Partnered cross-functionally to test and iterate creative and page content 

  • Wrote and guided UGC scripts and paid copy

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Ad Strategy Workflow

helped create new ads

• Overall Strategy

  Insight-Driven Creative Angles
  Identified non-obvious hooks to reduce category saturation

  Creative Aligned to Funnel Intent
  Ads primed users for conversion

  A/B Testing Framework
  Tested messaging and page content to refine performance

  Compliance-Approved Messaging
  Reframed restricted claims through education and authority

  Message Continuity
  Maintained a consistent narrative across ads and pages

  Dual-Surface Funnel Design
  Review pages built trust; branded LiverMD page converted

• UGC

  Developed ad creative to support a branded, compliance-safe conversion experience.

  Authority-Driven Video Ads
  Doctor-led, educational formats designed to build trust without restricted language

  UGC for Relatability & Scale
  Scripted UGC focused on everyday concerns to test hooks, different creators, and

  Insight-Driven Creative Angles
  Research-led, non-obvious hooks designed to avoid saturated category claims

  Testing-Led Iteration
  Ongoing A/B testing to refine hooks, formats, and messaging

• Authority-Driven

  Led strategy, messaging, and creative direction for the LiverMD branded sales page.

  • Paid social drove directly to the branded page

  • Review pages funneled high-intent users to conversion

  • Page converted both top- and mid-funnel traffic

  • Balanced performance with long-term brand trust

• Motion Graphics

  Performance was continuously improved through structured experimentation.

  Biweekly A/B testing on all LiverMD Top & Mid-Funnel pages

  Goal: Share learnings across ads and page content to improve overall conversion

• Long-Form VS Short-Form Ad Co

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Top-Performing Paid Ad Creatives Q1 - Q3 2025

Length: 30sec
CTR: +24% vs prior video control
Engagement Rate: +22%

Format: Static
CTR: +24% vs prior video control

Length: 60sec
Engagement Rate: +27%
CTR: +19% vs prior video control

*Metrics shown are representative and directional due to data confidentiality.

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