Creative Strategy

I'm the strategist who is also the creator, building concepts, hooks and testing roadmaps for paid social, especially for health, wellness and regulated brands.

You get the plan and the person who can actually film it. No handoff gap between the brief and the content.

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Services

Pick how deep you want to go

Start with a one-time sprint, keep the testing engine running with a retainer, or pair strategy with the UGC itself.

One-time

Strategy Sprint

$1,500
  • Creative and account audit
  • 30-60 day testing roadmap
  • 15-20 concepts with hooks
Ongoing

Strategy Retainer

$2,500 /mo
  • Two testing rounds per month
  • 12-16 concepts
  • Briefs and scripts
  • Performance read
Strategy + content

Strategy + UGC Bundle

Custom
  • Strategy and UGC under one roof
  • Concepts I write, then film
  • Scoped to your goals and budget

Case Study

6-month paid social retainer with a health brand

Concepts, hooks, scripts and on-camera content, built to be tested as paid ads on Meta/Instagram in a regulated category.

7.17xPeak ROAS at $66.90 CPA
4.27xROAS at $112.91 CPA, second campaign
1.22-1.37%CTR
1.4M+Views on one Reel, 279K+ accounts reached
The challenge

Paid-social creative that felt like a real woman's story instead of an ad, in a category with strict rules on claims and framing. Every hook had to stop the scroll without crossing a compliance line. The goal: get people to click through and sign up.

The strategy

Every batch of videos was a test, not a one-off. Each round had a hypothesis, a single variable and a metric that decided the next round. Concepts and scripts stayed inside the brand's compliance rules before filming.

What I tested

Lead with the viewer's biggest objection, which is cost, then flip it into a benefit. Variable: the hook, with the body held steady. Judged by hook rate and CTR first, then CPA and ROAS.

The $133/month Reel, frame by frame

Hook
"Paying $133/month for my glp-1.."

Leads with the number people worry about, and the trailing dots open a loop.

Payoff
"but saving money on groceries, alcohol & takeaway.. so it all works out"

Turns the cost objection into net savings in one line.

Format
Selfie-style at home, iced coffee in hand

Reads like a friend's story, not an ad. It is framed around a personal budget, not medical outcomes.

Paid results

MetricStronger campaignSecond campaign
ROAS7.17x4.27x
CPA$66.90$112.91
Impressions654K+170K+

824K+ paid impressions across both, with CTR between 1.22% and 1.37%. Both ROAS figures are confirmed in a reference letter from the brand's marketing manager, who called me "low-maintenance and high-yield."

Top Reels from the retainer

"Paying $133/month for my glp-1.."
Views
1,405,552
Accounts reached
279,273
From non-followers
100%
Comments
28
"2026 mood:"
Views
165,315
Accounts reached
107,088
From non-followers
99.7%
Comments
4

Almost every view came from people who did not follow me, so the hook did the work, not an existing audience. The brand chose to run the top Reel as a paid ad because of how it performed.

What we learned

Efficiency held at volumeCPA dropped about 41% ($112.91 to $66.90) and ROAS rose about 68% (4.27x to 7.17x) on nearly 4x the impressions.
Open with the objectionThe 1.4M view Reel led with a monthly price, then flipped it into savings.
Keep it shortSeven of eight videos under 10 seconds averaged 100%+ viewed on YouTube. The one 69 second video averaged 27.1%.

My own content performs too: the ChatGPT lab results video reached 827K views, and I have driven $77.2K in TikTok Shop GMV.

Hook Bank

Hook patterns from my best performers

Brand and product details swapped for placeholders. Each one is a starting point for a test, not a guarantee.

Price flip
Instagram insights for the $133/month Reel: 1,405,552 views, 279,273 accounts reached

“Paying $[X]/month for [product].. but saving money on [A, B & C].. so it all works out”

Proof1.4M views, 279K accounts reached. The brand ran it as a paid ad.
Why it worksLeads with the objection, then flips it into savings
Command + credibility gap
TikTok: Upload your lab results into ChatGPT, 34.2K likes, 13.7K savesTikTok: ChatGPT reply video, 713 likes, 612 saves

“[Do this thing] RIGHT NOW (my [experts] have NEVER been this [accurate or detailed])”

Proof827K views, 34.2K likes, 13.7K saves
Why it worksA direct order and a contrast that makes people want the answer
Wish I knew sooner
TikTok analytics for the homemade electrolyte water video: 49K views, 954 likes, 530 savesTikTok: homemade electrolyte water video

“The [homemade or simple thing] I WISH I knew about sooner!”

Proof49K views, 954 likes, 530 saves
Why it worksPromises a shortcut, and people save it for later
Reframe
YouTube Short: my body didn't need punishment, it needed [Brand]

“My [body] didn't need [punishment], it needed [solution]”

Proof135.22% avg viewed on a 6 second Short
Why it worksFlips the blame in one line and is short enough to rewatch
Celebration
YouTube Short: Round of applause for calming the food noise

“Round of applause for [fixing the problem]”

Proof113.62% avg viewed on an 8 second Short
Why it worksOpens on a win, so the viewer wants the how
Problem label
YouTube Short: Congrats on your past diet failures

“[Two-word problem]”

Proof187.58% avg viewed on a 6 second Short
Why it worksNames the pain instantly, with no setup
Trend label
Instagram insights for the 2026 mood Reel: 165,315 views, 107,088 accounts reached

“[Year] mood:”

Proof165K views, 107K accounts reached, 99.7% non-followers
Why it worksA familiar format that cold audiences read at a glance
Validation POV
TikTok: PCOS POV, 1,203 likesTikTok: PCOS reply, 1,453 likes

“pov: you FINALLY had a [provider] listen to you & test you for [condition]”

Proof1,203 and 1,453 likes on two videos
Why it worksSpeaks to a feeling the audience already has

Average viewed above 100% means people watched more than once. The YouTube Shorts figures are a small sample, so treat them as signals to test.

Testing Roadmap

How I'd apply this to your brand

Every round is built so the result tells you what to do next.

1

Audit

Your ads and competitors' ads, to find the angles that are already saturated.

2

Roadmap

3 concepts, 2 hooks each, one variable per test.

3

Brief and script

Written inside your compliance rules, then filmed or directed.

4

Read the data

Hook rate, CTR, CPA and ROAS decide what to scale, iterate or kill.

5

Recap

A short recap after every batch, so the next round starts from data, not guesses.

Hypothesis

One clear belief about why an angle will win.

Variable

Only one thing changes, so the result is readable.

Metric

Hook rate and CTR for the opening, CPA and ROAS for the business.

Decision

Scale it, iterate it, or kill it.

Let's build your testing roadmap

Grab a free 30 minute call and tell me where your paid social is stuck.

Book a Discovery Call