Creative Strategist& UGC Creator

Oakcha sells fragrances inspired by luxury perfume at a fraction of the price. I came on to build an always on conversion ad, and over the next few months the job grew to include a launch into a national beauty retailer and then a tiered holiday sale.

The rules were tight. We could not name the designer perfumes behind the scents, every video needed a spoken voiceover, and every video had to say the fragrance was long lasting and affordable.

That last rule gave me my first question, because I needed to know how far those claims could honestly go before I wrote anything.

I started with a reputation analysis, going through the same research journey a customer would, and then I mined the reviews for golden nugget phrases.

I also compared the brand with the biggest competitors. One read as cheap and utilitarian, and another as a mass market discount house, so the premium feel of these bottles became part of the pitch.

The real objections sat in two places. Quality could vary from bottle to bottle, and some customers worried about blind buying. One reviewer said it plainly: "there's a 50% chance I'll hate the smell."

This changed the level of awareness I was writing for. These shoppers already knew the idea, so explaining why a dupe is smart would have wasted the first three seconds. They were comparing brands, and they wanted to know whether this one would deliver.

The strongest proof turned out to be something the brand was not advertising at all. Customer service was the most repeated praise in the reviews, because it answered the fear underneath the purchase. People trusted that if a bottle disappointed them, the brand would make it right.

I also wrote down what to avoid, which was shame. This audience is confident and playful, so an ad that told her she could not afford luxury would have failed even if the numbers made sense on paper.

For the sale, I turned three behaviours from the reviews into three angles, which were the savings hack, the gifting hack and the stock up. Each one came with its own emotion and its own lines, and each creator had to cover every offer tier before repeating one.

I also rewrote the briefs around what the winners had in common, so creators opened with the bottles in hand and led with the deal.

A sale always lifts return, so I do not read the holiday number on its own. The fairer comparison is sale against sale, where the holiday batch reached 5.2x against 2.1x for the earlier discount. These figures come from the top 50 ads by spend in the account.

What I would test next: customer service has still not had its own ad, and it is the biggest trust lever in the research, so that is my next test.

Flo is one of the most downloaded cycle apps in the world, so the account did not need saving. I asked a harder question, which was where the next wave of growth would come from, and I built a full strategy for TikTok with app installs as the objective.

Nobody asked me to go this far. I wanted to show how I think before anyone had hired me to think.

I went through app store reviews, Trustpilot and Reddit, and I reviewed the 133 ads running in the account. I sorted the reviews into personas and emotional clusters, and I kept the golden nugget phrases word for word.

I also looked at the biggest competitor. It owned data privacy, so I decided the creative should not fight there and should lean on depth of knowledge and community instead.

When I compared the personas in the reviews with the personas in the ads, three gaps showed up.

The compliance line mattered here as well. Flo is not a diagnostic tool, so every script says the app helped her recognise a pattern and understand her body, and a doctor is always the one who confirms anything.

I took both concepts all the way to scripts, a production timeline and a budget, so that a brand could say yes and start. The full deck is below.

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This deck helped me land my first creative strategist role. Because it was a mock, there are no ad results to show, so what I want you to see here is the thinking. I took a brand with no obvious problem, found the gaps and turned them into a plan someone could run.

Strawberry.me matches people with professional career coaches. They hired me to write and film a Meta Partnership Ad, and they gave me a list of the people they wanted to reach, including professionals who feel stuck and high earners in the wrong career.

One pain point on their list stopped me, which was the shame of wanting more despite already having a good career. That was my own story. I had spent five years as a project manager, I was good at it, and I still wanted out.

There was also a hard line. Strawberry.me coaches do not treat anything, so no script could sound like therapy or mental health care. That rule shaped every word.

I mined the reviews and Reddit threads for golden nugget phrases, because I wanted the words people use when the brand is not in the room.

I read the reviews the client shared, along with Trustpilot and Reddit threads from people changing careers. One reviewer had spent three months quietly preparing for a layoff, and by the time the email came, they were ready. I noticed the shape of that story more than the topic. Someone does the work in secret, and then the moment arrives.

That was what I had done too, so I knew the feeling was true.

Most coaching ads open with a promise about clarity. This audience has heard that already, and they will scroll past it. What they have not heard is someone naming the private thing they are doing at night after work, and I thought that recognition would hold them far longer than a benefit could.

Each part of the script has its own visual change, so the viewer gets a new angle, a screen recording or b-roll every few seconds while the story keeps moving.

This ad ran as a Meta Partnership Ad with over $40K behind it. Brands do not keep funding a creator ad unless it is working, and Strawberry.me came back to me for another project.

I can see the spend on this ad, and the client keeps its conversion numbers private, so I do not quote a ROAS here.

What I did next: my next concept picks up where this story ends. The first ad ended with me landing the strategist role, so the second one opens inside a real coaching session about my business, with my coach asking what it would take to give it more than four hours a week. It is built on the pattern I found in the reviews, where customers keep saying the value was the question their coach asked.