You have 3 seconds to stop the scroll. Most ads waste 2 of them. This project was a Facebook and Instagram ad campaign for a Vitamin C serum brand targeting women aged 25–40 in the US market. The Challenge: Skincare ads are everywhere. The audience is skeptical, scroll-happy, and immune to generic "glow up" claims. The copy needed to hit an emotional nerve — fast. My Approach: I used the PAS framework — but led with specificity, not hype. Opened by naming the exact problem (dull, uneven skin tone — not just "bad skin"). Agitated it with emotional stakes (confidence, time, money already wasted). Then introduced the serum as the logical, almost obvious solution. Wrote 3 ad variations — each with a different hook angle — to test what resonates best with cold traffic. The Result: 3 scroll-stopping ad variations — hook, body, CTA — ready to run on Facebook and Instagram, written to convert cold audiences into first-time buyers.