ApproachAt-home health testing subscription
Building a User-Centric Ads Strategy
Finding an ad-creative strategy that genuinely resonated with the product's core user segments.
- Product
- At-home health testing subscription
- Model
- Annual subscription at $180/yr
- Timeframe
- 1 month
The approach
- Polled users directly to identify core needs ("Which of these is most valuable to you?")
- Identified the key user value props from the responses
- Cost savings over the alternatives
- Achieving specific health goals
- Doctor or trusted-expert approval
- Solving a specific, urgent need
- Translated each validated value prop into its own ad-creative territory, hook, and messaging framework
Most ad-creative strategy starts from what the team wants to say. This started from what users said they valued. Direct polling turned a guessing game into four distinct creative territories, each anchored to a value prop we already knew resonated, ready to test with real spend.
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