THE CHALLENGE

Dr Teal’s needed to scale awareness while shifting perception from functional product to daily self-care ritual, all while driving efficient engagement across platforms.

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MY ROLE

Led paid social planning + execution across TikTok and Meta
Developed channel roles + full-funnel strategy
Managed ~$1.3M in media investment
Partnered with creators + internal teams to activate and scale content
Owned performance optimization + reporting insights

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THE STRATEGIC APPROACH

I structured the campaign around three core levers:

1. Creator-Led Trust (Nina Pool)

• Amplified influencer content via Spark Ads + Meta collab posts

• Used creator credibility to humanize the brand and drive engagement

2. Social Proof at Scale (Review Amplification)

• Translated customer reviews into paid creative

• Leveraged TikTok creator ecosystem + Meta overlays to drive conversion intent

3. High-Impact Short-Form Video

• Built scroll-stopping creative designed for fast consumption

• Focused on early hook (<2s) and short-form efficiency (<6s)

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EXECUTION

• Activated across TikTok + Meta with distinct platform roles:

  • TikTok → scaled reach + discovery (TopView, Spark Ads)

  • Meta → drove deeper engagement + completion

• Managed multiple creative formats:

  • Creator content

  • ASMR product storytelling

  • Review-based statics + video

• Continuously optimized:

  • Creative rotation

  • Frequency caps (to reduce fatigue/negative sentiment)

  • Asset mix based on performance signals

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THE RESULTS

• 79.8M people reached

• 145.8M impressions

• 120.8M video views

• 1.6M engagements

• 97% video view rate

Key Wins:

• TikTok drove efficient large-scale awareness

• Meta delivered higher-intent engagement + stronger completion

• Campaign performance improved mid-flight through optimizations

 

​INSIGHTS

Key Learnings

• Creative matters more than format

  • “Bath-focused” creative outperformed → insight into consumer mindset

• Hook speed is critical

  • Strong first 2 seconds significantly improved completion rates

• Short-form wins

  • <6s videos drove better engagement efficiency

• Creator scaling requires balance

  • Adjusted frequency + diversification to avoid overfrequencing​