Case Study
Jovi
Jovi was struggling to break through the noise in the women’s health space on Meta. Their messaging felt clinical and product-centric, missing the emotional connection that would resonate with people dealing with debilitating period pain. The creative was inconsistentâsome ads focused on the technology, others on features, but nothing truly captured the life-changing relief women were experiencing. Testing was sporadic, and there was no strategic framework to identify which angles drove conversions. They needed a media buyer who understood not just campaign optimization, but how to craft a creative strategy that spoke directly to the frustration and hope of their audience.
I came in as their media buyer and immediately repositioned the creative narrative. Instead of leading with product specs, I focused on transformationâshowing real women going from being sidelined by their periods to thriving through them. I developed a testing system built around emotionally-driven hooks: teachers who could finally work through their cycles, athletes who stopped missing practice, women reclaiming their lives month after month. By combining UGC testimonials with lifestyle-focused content and aligning creative decisions with performance data, we found winning formulas fast. CPAs dropped 40%, ROAS climbed significantly, and we built a repeatable creative system that consistently delivered performers. Jovi could now scale with confidence, knowing their message was resonating deeply with the women who needed them most.
Profitably scaled spend 3x in 120 days
Sustained 3.5x+ ROAS on transformation-focused creative
CPA reduced 40% with UGC testimonial strategy
3x
3x scaled spend
3.5x+
3.5x+ ROAS
40%
40% CPA reduced