Role: Associate Manager, Growth Creative Strategy
Timeframe: New Year Sale Campaign 2025
Challenge
Heading into the new year, our goal was to drive high-volume acquisition across Meta and TikTok while capitalizing on health-focused purchase behavior. The challenge was to balance strong promotional messaging with trust-building creative, all while navigating increased competition in the wellness space. Our objective was to scale efficiently without sacrificing quality - especially as we leaned more heavily into creator-led content and science-forward positioning.
Hypothesis
Data from BFCM and prior seasonal campaigns suggested that performance would be strongest when the deal was positioned as a value-add, not the headline. I focused on short-form creative that prioritized ingredient transparency, scientific benefits, and real-life application - with the offer layered in as reinforcement rather than the lead.
The Approach
I led the creative strategy and execution across Meta and TikTok, building a mix of branded, influencer, and UGC content optimized for performance. Two of the campaign’s best-performing ads were originally shot by me in a prior production cycle - due to their continued success, I recut them with New Year’s overlays and reintroduced them as evergreen assets.
To expand performance coverage, I also briefed creators on pregnancy-focused storytelling, emphasizing authenticity, soft visual hooks, and trust-building language. I tested ASMR-inspired sequences, “mom-to-be” callouts, and ASMR shots - all styled natively for platform behavior and paired with time-sensitive offer CTAs. These assets performed especially well across both new customer acquisition and engagement metrics.
Results
The campaign reaffirmed my approach of leading with product education and credibility, even in high-discount moments. Creator-led and evergreen content drove the strongest returns, validating the strategy of repurposing proven winners and integrating deals without diluting the message. These learnings shaped my creative roadmap for the following quarter, reinforcing the power of clear benefit messaging, smart repurposing, and platform-native storytelling.
About Ritual
Ritual is a health and wellness brand offering traceable, science-backed supplements designed to support foundational health. Known for its transparent formulation and clean, vegan ingredients, Ritual connects with consumers through authentic, education-driven content across digital platforms.
