Paid Social Campaign

Nutrafol Men Paid Ads

Concepting, Paid Social Copy

The ask

Having worked with the folks at Nutrafol Men on their social voice, I was asked to contribute a few ideas and social copy (overlays, headlines, post copy, etc) for their Business As Usual new paid social campaign towards the ends of 2023.

The brief was verbose and complicated. The audiences were split into prospecting ads and retargeting ads. The social team there had done great work adding audience data, insights, messaging and design considerations—and then an entire outline of what they were thinking for each paid ad. The ask was for 12 ads in total, some with multiple versions.

That included references (a lot of memes), trends on Instagram and TikTok, and more. I first came up with a format that served to include everything they were looking for in one simple way.

The copy

I took the brief and parsed it down to its simplest parts: image, text. Then I formatted it so that it looked simple to read through each full ad, whether it was a video ad, carousel, or still image.

Some of the ads were a fun little challenge. One ask was for a series of Tweets (X-posts?) from the CEO about why he made Nutrafol Men. Another was a meme format of before 😥/ after 😁. Another was a video checklist.

In any case, I laid out each of these styles of ads in a format that was easy to understand and showed the entire ad.

The design

A lot changed with the design and about five rounds of feedback with the client. You can see here the evolution of ads

• #2 - checklist video, more or less the same
• #4 - fake Tweets/X’s/Posts from the CEO that morphed into the company
• #10 - carousel that became a much simpler comparison chart.

I was involved in the feedback process, but credit to Nutrafol Men’s designers who turned a relatively complicated brief and my copy into some great paid ads.