The flagship campaign built around two celebrities the audience already trusted, from concept through a testing loop that turned it into an all-time-high performer. Scroll through the breakdown below, presented the way the strategy behind it actually gets built: as a diary, not a highlight reel.
Early data showed many of the customers Meta was already targeting for Kind Science were Ellen fans to begin with. That overlap became the opening: build the hook around Ellen and Portia's real chemistry so the audience recognizes what they're getting in the first frame, instead of waiting for a reveal.
I didn't come into this role with a strategist background. I grew into it, learning to read the numbers because the work demanded it. That meant briefing 40+ variations off one concept and reading performance straight from the Meta Ads Library, which kept the loop fast enough to act on weekly. The clip on the left is a real example: a V3 iteration of an Ellen solo ad, re-cut to extend its life instead of retiring it, which is how this concept held its performance for 10+ consecutive weeks.
The clip on the left is the actual Ellen solo ad that became this program's all-time top performer, sustained across weeks of creative optimization: 9M+ impressions, a 70% reduction in cost per order, and a direct contribution to Kind Science's revenue growth of 2x (2023), 3x (2024) and 4x (2025), with a 31% LTV across the broader program.
Figures shown are the aggregate results I report publicly on my resume. Week-by-week internal metrics are withheld out of respect for client confidentiality.
A small sample from the account's creative library. This is what "creative diversity" looks like in practice, not just in a strategy deck. Hover any tile to preview.
A split-screen hook built around Portia, run as an iteration alongside the Ellen-led ads to widen the talent mix without losing brand recognition.
An exclusive Valentine's Day sale ad built entirely with AI tooling from a single product soldier shot, no reshoot required.
Our all-time best-performing UGC ad, proof that a well-briefed creator can outperform even celebrity-led content on the right day.
After learning most customers skew 40+, we built a nostalgia-forward take mimicking an old phone interface to meet that audience where their references live.
A new hook style for the Ads Library: real assembly-line footage paired with UGC to tell an authentic manufacturer-to-customer story.
A social-first format that mimics native scroll and search behavior instead of a traditional ad frame, expanding the account's format diversity.
Our best Mother's Day performer, mixing Ellen and influencer content into a single "deal duet" format built around the seasonal moment.
Three lightweight GIF/video product-display ads built for a seasonal summer sale push, cycling through the full range: quick to produce, easy to rotate.