Direct-Response Ad Series for Subscription Growth

Objective:

To drive new subscriptions for Everyday Dose by producing direct-response video ads that positioned the brand against “Big Coffee,” highlighting its negative health effects while emotionally connecting with audiences around energy, focus, and showing up for loved ones.

My Role:

I led the creative strategy and production process end to end, including:

  • Writing scripts tailored to an older male demo, establishing authority and trust.

  • Directing an actor in a founder-style podcast format inspired by Diary of a CEO.

  • Coordinating with the DP, casting, and editors to ensure strong visual identity and pacing.

  • Purchasing and staging props to increase retention and create dynamic interactions on set.

Approach:

Content Strategy

  1. Crafted a founder-led podcast narrative positioning Big Coffee as the problem and Everyday Dose as the solution.

  2. Built an emotional through-line around lost energy and missed moments with loved ones, leading into subscription as the answer.

  3. Took inspiration from a high-performing protein brand storytelling ad, reframing it for cognitive and wellness benefits.

Production & Authenticity

  1. Worked with the DP to establish a clean, authoritative podcast look and feel.

  2. Shot supplementary b-roll on location in Los Angeles to build authenticity.

  3. Directed talent to deliver in a natural, testimonial-style tone that aligned with brand voice.

Editing & Optimization

  1. Guided editors with comps of successful ads to model pacing and engagement.

  2. Oversaw 2 rounds of revisions focused on J and L cuts, energy, and brand-aligned color grading.

  3. Ensured final cuts were optimized for social distribution and retention.

While specific metrics are under NDA, the campaign exceeded predefined goals for new subscriptions and ROI, demonstrating the effectiveness of the storytelling and creative strategy.

Results:

The campaign exceeded weekly ad spend goals and drove new subscription sign-ups.

Key Takeaways:

This project reinforced the value of blending authority with relatability. By reframing a founder-led narrative through a professional actor, anchoring the story in consumer pain points, and executing with a podcast-style format, the creative cut through noise and scaled subscription growth effectively.