Fortra Life
2026Campaign Overview
A creative engine that stops the scroll — and a diagnosis of what was killing conversion
Fortra Life makes One Complete — a physician-formulated plant protein built for GLP-1 users and anyone who wants protein, fiber, vitamins, probiotics, and adaptogens in a single scoop. Paid activity before us was minimal and unproven — a limited account with no history of a working channel. I partnered with our paid media buyer to properly set up Facebook and Google, then produced a full static library across every angle: GLP-1 muscle loss, bloating and gut support, physician-formulated credibility, and the all-in-one mechanism. Every video we shipped landed in top-decile scroll-stop territory, and the top statics — "We Do All In One" and "We Built One" — led the account on hook score and CTR. We also identified the two biggest levers left to pull: keeping hooks Rx-compliant to protect CPM, and rebuilding the landing page to fix conversion.
Creative Performance
Every video was a scroll-stopper; the top statics led the account
Video thumbstop rate across every video — top-decile scroll-stop
Landing-page views across the account during the reporting period (Mar 27 – Jun 30, 2026)
Add-to-carts across the account during the reporting period (Mar 27 – Jun 30, 2026)
Highest static CTR in the account — 'We Built One'
Highest static hook/click score — 'We Do All In One'
Metrics sourced from the Fortra Lifetime Meta Creative Report and Creative Pack & Audience Brief (Mar 27 – Jun 30, 2026, Motion + Meta). 25%+ thumbstop is top-decile scroll-stop. Landing-page views and add-to-carts are account-level totals during the reporting period. Static hook/CTR benchmarks from the Motion Creative Report.
My Role
Channel partnership, creative direction, and account lead
- ✓Partnered with the paid media buyer to stand up the channels — strategized the Facebook and Google approach together, he handled in-platform execution
- ✓Produced the full static creative library — copy, image direction, and art direction across every angle (GLP-1 muscle loss, gut / bloating, physician-formulated, plant protein, all-in-one)
- ✓Interpreted weekly Meta + Motion performance and consolidated spend behind the strongest static angles
- ✓Kept hooks and copy compliant — pulled Rx drug names off-screen where needed to protect Meta CPM and Google approval
- ✓Diagnosed the landing-page conversion leak and briefed the rebuild so future creative could actually convert
- ✓Acted as the main client point of contact and growth partner
Winning Statics
The two statics that topped the account
Additional Static Creative
Multiple angles across the GLP-1 protein category
