Cover-Pools Organic Social Strategy

Case Study | Cover-Pools Organic Social

Role: Digital Media Specialist
Company: Fluidra North America
Brand: Cover-Pools

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Overview

Led creative and content strategy for LiverMD’s paid acquisition campaigns, designing a hybrid system across third-party review pages and branded sales pages.

The result: restored consistent growth and 20–23% of 1MD Nutrition’s new ecommerce paid revenue (2022–2025).

• 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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Strategy

Designed a creative and content system to support paid acquisition. I focused on messaging, narrative, and conversion experience.

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