Role: Creative Ad Copywriter & Concept Strategist Platform: TikTok & Meta (Facebook/Instagram) Core Skills: Direct Response Copywriting, UGC Scripting, Creative Strategy, Concept Development

The brand needed to scale their social spend for their "All-Inclusive" product line while maintaining efficiency. They were facing creative fatigue with static, text-heavy ads on Meta and needed to crack the code on TikTok, where overly stylized "commercial" content was failing to resonate with audiences.

My approach moved away from generic feature lists and static imagery. Instead, I focused on high-energy, human-centric storytelling and "hook-first" copywriting.

1. The "3-Second Rule" on TikTok Data showed that users were dropping off before seeing the product benefits. I rewrote video scripts to front-load the Value Proposition.

Strategy: Instead of a slow "Before & After" intro, we pushed Product Shots and USP (Unique Selling Proposition) Callouts into the first 3–5 seconds.

The Win: "One Tool That Does It All" messaging became a top performer (0.21% CTR) by immediately addressing the user's desire for convenience.

2. Benefit-Led Copy vs. Technical Jargon On Meta, I found that technical terms like "Active Heat Mode" were flopping. I pivoted the copy strategy to focus on tangible user benefits.

The Shift: We tested "Active Heat Mode" against claims like "8 Tools in 1" and "Styles that last 96 hours."

The Result: The tangible benefit angles won by a landslide. The "8 Ways to Style" angle drove a competitive ROAS of $1.9, proving that specific, relatable claims outperform broad tech specs.

3. Humanizing the Brand I identified that "stylized" ads felt too cold and less native to the platforms. I shifted our creative brief to prioritize "Playful Human Presence."

Execution: I scripted UGC (User Generated Content) that felt native to the platform—using bold captions, direct eye contact, and playful demonstrations rather than polished commercial shots.

Impact: Ads featuring personalities (e.g., the "Emily 9x16" creative) drove the highest spend allocation and a 1.71% CTR on Meta, vastly outperforming static assets.

By implementing this creative refresh—focusing on human-led video content and benefit-first copy—we achieved massive year-over-year growth.

📈 ROAS: >200% Increase

💰 Revenue: >200% Increase

🛒 AOV (Average Order Value): +119% (Driven by high-value "All-Inclusive" bundles)

👀 Reach: +200%

📢 Impressions: +150%

📉 Investment: Successfully scaled spend by 200% while maintaining steady engagement.

Creative copy is not just about words; it is about timing. By moving key hooks to the first 3 seconds and trading technical features for human benefits, we turned creative fatigue into record-breaking efficiency.