In health and wellness, aesthetics don’t convert on their own.
People ask:
Will this actually work for me?
Is this safe?
Is this just marketing?
Most of the work here is about reducing doubt and increasing trust.
Across supplements, lactation products, oral care and functional nutrition, the challenge is similar: turn skepticism into confidence without overpromising.
→ Proof over polish
→ Education over hype
→ Real customer language over brand claims
→ Specific outcomes over vague benefits
The best creatives here feel less like ads and more like answers.
Focus
Addressing skepticism and anxiety around milk supply.
Creative shift
Moved from generic benefit-led messaging to answers built directly from real customer comments and reviews. Used the exact language mothers use to talk about low supply, stress and guilt, paired with indulgent, comforting product visuals.
Effect
Built trust by showing understanding first. Creatives felt like reassurance, not persuasion, improving engagement and conversion among highly skeptical first-time buyers.
Focus
Explaining a non-obvious product difference.
Creative shift
Introduced educational, comparison-led creatives (micro vs nano hydroxyapatite) to show how the product works, not just what it claims. Turned technical science into simple visual explanations.
Effect
Reduced confusion around ingredients and mechanisms, helping buyers justify the switch from familiar toothpaste to a new, unfamiliar format.
Focus
Comfort and mobility for an older, high-intent audience.
Creative shift
Customer reviews and buying patterns showed a strong base of 55–60+ buyers looking for everyday relief while sitting for long periods. Creative moved away from generic desk posture visuals to relatable, real-life situations like dialysis sessions, chemo visits, and long travel. Used testimonial-led stories and clinician-backed claims to build trust and reassurance.
Effect
The product was reframed as practical daily support rather than a generic ergonomic accessory. Speaking directly to real mobility needs and using trusted voices led to a clear lift in conversions from the highest-buying age group.
