At-home health testing subscription

Building a User-Centric Ads Strategy

Polled real users to find what they valued most, then built each ad-creative territory directly on a validated value prop instead of guessing.

Product: At-home health testing subscription
Model: Annual subscription at $180/yr
Timeframe: 1 month

The situation

Finding an ad-creative strategy that genuinely resonated with the product's core user segments.

Ad creative built on what the team wanted to say

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

Asked users directly, then built the creative on their answers

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.

Want results like this?

We help consumer apps and products reach their next phase of growth.

Get in touch More case studies