Biotrue or False

We sold our big idea — and our campaign cleared four months of samples in one week.

The brief? A static sampling campaign for Facebook. But we pitched and won a much larger social-first sampling activation and content shoot with Dr. Jennifer Tsai, OD (@drjenandjuice), an optometrist and beauty creator.

As Senior Copywriter, I created social video concepts, writing scripts and placement copy. These interviews were fully scripted and adhered to Biotrue’s claims list. I ushered the work through client approval as well as rounds of medical and legal review (MLR/PRC).

For the shoot I built a production book and location brief with my partner, adding and revising creative direction.

Wins:

• Interview videos smashed Reels and TikTok CTR benchmarks by 42%

• Even the “Pop-up” in-feed video ad (3.49% CTR) 2x’d Meta category benchmarks

• Got 60k samples into mailboxes (and dry eyes) everywhere. Originally budgeted for 4 months, the samples were claimed in one week.

Deliverables: TikTok/Reels interview videos; Meta in-feed video ads

Role: Senior Copywriter

Senior Art Director: Hayley Frazier

Creative Director: Eleni Flory