Role: Strategy, Creative Direction, and Editing

Challenge

The brand needed to add authentic voices into its paid social mix. Competitors were already using influencer content effectively, and the brand risked falling behind without social proof ads to build credibility.

Research & Insights

• Competitive Research: Analyzed competitor campaigns on Meta to understand what formats resonated (short, authentic, casual style).

• Audience Insight: Customer reviews and community feedback confirmed that trust and authenticity were key purchase drivers.

• Creative Gap: The brand had product-focused ads but lacked testimonial-driven creative to address buyer hesitation.

Strategy

Developed influencer testimonial ads for Meta designed to feel platform-native and authentic, mirroring the tone and style of competitor success stories while highlighting unique brand benefits.

Execution

• Influencer Selection: Partnered with creators who matched target customer demographics.

• Creative Direction: Guided influencers in look / feel / story

• Production: Edited testimonial clips into short Meta ad variations.

• Testing: Launched A/B test comparing testimonial video against product-focused ad.

Results

• Testimonial ad achieved a 3.1% CTR, 2x higher than the product-focused control ad.

• ROAS improved from 2.0 to 4.2 when the testimonial video was introduced.

• Customers engaged longer with testimonial content, lowering CPMs by 18%.