Driving 20% of New E-comm Paid Revenue

Creative StrategyPerformance MarketingA/B Testing & ExperimentationConversion Optimization

Jan 27

Written By Natalia C. Martinez

Case Study | LiverMD Paid Campaign Creative Strategy

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

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).

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
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

Strategy

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

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
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
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
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