Objective:

• Playbook Creator's existing acquisition ads weren't converting, the offer was unclear and the creative wasn't stopping the scroll
• Goal was to sharpen messaging, simplify creative, and improve ROAS across paid social

What I Did

• Conducted market research using Foreplay to analyze top-performing ads in the fitness and creator space
• Identified winning creative patterns, hooks, and messaging angles from competitor and industry ads
• Built a creative workflow from research through production — briefing, concepting, design, and delivery
• Concepted and designed a full suite of static ad creative in Figma and Adobe Photoshop
• Organized ad sets by messaging niche to enable structured A/B testing across audience segments
• Iterated creative based on performance data to double down on top converters

Results

• Achieved ROAS as high as 7.5x
• Improved conversion rates through cleaner offer messaging and stronger visual hierarchy
• Creative workflow and research process became the repeatable foundation for ongoing acquisition campaigns

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