Felix Health
Creative Direction / Social Strategy / Video Editing / Design / Copywriting
I was tasked with the opportunity to improve the performance of Felix’s paid ads on Facebook & Instagram. Across 5 verticals (erectile dysfunction, acne, hair loss, birth control, and weight loss) we worked together on over 150 campaigns.
Felix’s top priority was originally to see a major lift in performance for their ED ads (pun intended). The following campaign was inspired by “oddly satisfying” content, which focuses on strange yet pleasing sensory experiences that capture your attention - a trend that saw over 32 billion views on YouTube in 2023 alone. We experimented with many timelapse videos to see what clicked, but also made sense creatively with the medication Felix wanted to sell - Viagra. A winning concept was soon crowned that saw the results we wanted - and inspired many jokes, learnings, and iterations.
Viagra & Erectile Dysfunction
Results
Average CTR (click-through rate)
40% cheaper customer acquisition cost
Ranked ad (by total ad spend & impressions)
Other Top Performers
Acne & Skin
Felix’s previous acne ads were experiencing ad fatigue and needed a refresh - these video & image campaigns were inspired by brands such as Sephora, and the Ordinary skincare.
Results
cheaper customer acquisition cost than previous ads
#1 ranked ad (by total ad spend) for this ailment for over 3 months
Weight Loss Program
In the summer of 2023, Felix launched their online prescription weight loss program - with the goal of helping Canadians get access to prescription weight loss medications such as Ozempic, as well as providing a holistic program that offers ongoing support. Myself & my team assisted with creative direction & edits on a series of ten videos that were intended to help program members lose weight sustainably and educate them.
Myself & the team at Kitty’s had the opportunity to create the first paid video ads for the program - a mix of motion and user-generated driven creatives. The goal was to increase program registrations with creatives that helped guide users through the process.
Weight Loss Ads
Results
The average registration amount
The average CTR (click-through rate) on UGC ads