Campaign Featuring Professional Surfer Brianna Cope

Scaling Revenue with Storytelling

Challenge

The brand wanted to enhance credibility and emotional connection by showcasing real trust drivers in its creative. Ads lacked that authentic, athlete-endorsed storytelling.
Leading competitors already featured influencer content, so to stay competitive, the brand needed a standout, performance-driven campaign.

Research & Insights

  • Competitive Analysis: Inspired by how other DTC brands leveraged athletes and testimonials effectively on Meta.

  • Audience Feedback: Customer reviews and social comments emphasized that authenticity from real athletes boosted trust and purchase intent.

  • Creative Gap: The brand hadn’t yet humanized its product messaging by combining authentic athlete storytelling with dynamic performance ads.

Creative Idea

Partnered with Kauai-born professional surfer Brianna Cope (Directed her in a relaxed wave-riding testimonial showcasing how she incorporates Clean Lean Protein into her active lifestyle.
We shot in horizontal format for flexibility, then adapted versions for Meta feed, stories, and Instagram.

Execution

  • Creative Direction & Production: Wrote creative brief and storyboard for videographers. Guided Brianna through storytelling segments (her surfing journey, nutrition routine, product use).

  • Format Adaptation: Created multiple versions for Meta—short vertical cuts for stories/reels, a horizontal ad for feed.

  • Collaboration: Worked closely with the paid media manager to set up A/B tests comparing testimonial creative to existing product-focused ads.

Results

  • Testimonial ad achieved a 3.8% CTR, 2.5x higher than the product-focused control.

  • Campaign reached a ROAS of 5.0, more than double the brand’s baseline creative performance.