Case Study
Formulation Factory
Formulation Factory was running Meta ads in one of the most competitive spaces: men’s supplements. But their approach wasn’t cutting through. The creative leaned heavily on ingredient lists and clinical terminology that felt generic and forgettable in a market flooded with similar claims. They weren’t tapping into the real aspirations driving their audience: confidence, performance, and transformation. With dozens of SKUs across different health categories, their messaging lacked focus, and ad fatigue set in quickly. They had high-quality products but were hemorrhaging budget without a cohesive creative strategy. They needed a media buyer who could distill their value into scroll-stopping content and build a scalable testing system that turned skeptics into believers.
I stepped in as their media buyer and completely overhauled the creative approach. Instead of leading with formulas and ingredients, I built campaigns around identity and aspiration: showing men who looked better, felt stronger, and performed at their peak. I developed a multi-angle testing strategy that segmented their product line by specific outcomes: explosive energy for the gym rats, deep recovery for the overworked, visible confidence for the image-conscious. By pairing raw UGC testimonials with bold, benefit-driven hooks and leveraging their “10-in-1” positioning as a simplicity play, we turned their variety into an advantage. The result: CPAs dropped 45%, ROAS doubled on their flagship “Self Obsessed” line, and we established a repeatable creative playbook across all their SKUs. Formulation Factory went from blending in to owning their lane, with a creative engine that could scale profitably across every category they touched.
ROAS doubled from 2.1x to 4.3x on "Self Obsessed"
Scaled monthly spend from $80K to $280K profitably
Hook Rate jumped from 28% to 45% with aspiration-focused creative
4.3x
4.3x ROAS
$280K
$280K spend scaled
45%
45% Hook Rate Improvement