biotrue

“Biotrue or False”

A fun mix of TikTok-style interviews and graphics to drive sampling of Biotrue Hydration Boost eye drops. Filmed in Manhattan, where all the “real” man-on-the-street content happens, these ads smashed projections and blew through four months of samples in a few weeks.

In TikTok CTR, interview ads performed 50-60% over benchmark. And graphic ads hit 120-190% of Meta CTR benchmarks.

Creative Director: Eleni Flory

Senior Copywriter: Patrick McMahon

Senior Art Director: Hayley Frazier

Talent: Dr. Jennifer Tsai, OD (@drjenandjuice)