Performance Creative Strategy

1. Brand Overview

Product: Vitawell Lion’s Mane Gummies

Category: Cognitive Support / Wellness

Formula: Lion’s Mane, Pantothenic Acid (B5), Zinc, Iodine

Format: Raspberry & pomegranate gummies

Industry Position:

• Vogue: “Best Lion’s Mane Supplement for Beginners”
• Holland & Barrett, Morrisons, Tesco, TKMaxx retail presence

Project Goal:

Create a paid ads creative strategy that increases TOF → MOF → BOF conversion, using symptom-first storytelling and UGC-led clarity.

2. Advertising Challenge

Vitawell’s paid creative suffers from:

• Overreliance on product-first visuals
• Weak, non-emotional hooks
• No symptom-first messaging
• No benefit hierarchy
• No TikTok ads running