Biotrue or False

Brief: Drive sampling and awareness with an integrated campaign — including a New York City sampling activation and TikTok man-on-the-street social content shoot starring Dr. Jennifer Tsai, OD (@drjenandjuice). Complement with in-feed ads to move even more samples.

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

Role: Senior Copywriter

• Concepted and scripted interview videos and graphic ads, including location briefs and production details, as well as ad placement copy

• Led creative direction through development and production, reviewing and giving feedback to senior art director + freelance video editor

• Presented work to direct client and in client PRC (legal, regulatory) review

Wins:

• Four months of Biotrue samples were claimed in three weeks (75,000!)

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

• At a 3.49% CTR, the “Pop-up” in-feed video ad almost doubled Meta benchmarks