Direct Response Ad Series: “Biohacking”

Objective:

To promote a new protein supplement via Facebook, using a biohacking theme to engage health-conscious and fitness-oriented audiences. The campaign aimed to mimic user-generated content (UGC) styles, blending seamlessly into social media feeds and avoiding the overt appearance of an ad.

My Role:

I led the project end-to-end, including casting, scriptwriting, directing, producing, and final delivery to Facebook media buyers. My focus was to create a conversational, testimonial-style ad that encouraged viewers to watch the VSL (video sales letter) as the next step.

Challenges & Solutions:

The biggest challenge was ensuring the UGC-style testimonial felt authentic and natural, similar to TikTok videos. By collaborating closely with the actor and production team, we developed a conversational delivery that resonated with the target audience, enhancing engagement and credibility.

Team Collaboration:

• Pre-production: Worked with three team members to refine the script, align messaging with marketing goals, and coordinate production schedules.

• Production: Directed a team of five to execute the creative vision during filming.

• Post-production: Collaborated with an editor and two additional team members to polish the video and ensure it met performance benchmarks.

Outcome:

While specific metrics are NDA-protected, the campaign achieved its goals for budget efficiency, ROI, and average order value, driving measurable success.

Professional Insight:

This project reinforced the importance of authenticity and audience engagement in digital marketing, especially when designing ads for modern social media consumption trends.