Phia is a fashion-tech shopping app co-founded by Phoebe Gates (Yes, Bill Gate's daughter!) and Sophia Kianni, built to help shoppers instantly check if they’re overpaying by finding cheaper new and secondhand options across the internet.

While the product itself is powerful, the challenge wasn’t awareness, it was translating those conversations into ads. The founders host a podcast called The Burnouts, where Phia was often mentioned organically by the founders, celebrities, and high-profile guests. However, these long-form discussions weren’t optimized for TikTok-native, direct-response formats.

The opportunity: Turn credibility-heavy podcast moments into scroll-stopping, performance-driven short-form TikTok Ads.

The goal: Leverage authority and social proof → package it into TikTok-first creative → clearly demonstrate how Phia works → convert.

• Identified high-signal moments from long-form podcast episodes

• Structured ads to follow a clear flow: Authority → curiosity → demo → payoff, ensuring viewers immediately understood what Phia does and why it matters.

• Paired podcast clips with TikTok Videos that visually proved the claim

• Created multiple iterations from a single podcast clip

• Adapted messaging to feel native, conversational, and platform-safe, avoiding overly technical explanations while keeping the value immediately clear.

• Turned credibility-driven content into scalable ad frameworks, allowing one podcast appearance to power dozens of creative variations across TikTok.