HiggsfieldClaudeElevenLabsArtlistPhotoshopFigmaAfter EffectsPremiere Pro
Looping excerpt
01 — Brief
A calorie tracker for your skincare routine.
MyShelfScore scores a routine out of 100. For this Voodoo case study, the job was to find the angle, write the Meta ads and build the onboarding funnel.
The space is already taken by Yuka, OnSkin, SkinSort and Luvly. That is where I started: what each one promises, and the room left over.
Stills from the 16:9 film
02 — Audience
“11 products, still the same skin.”
The audience: women around 30. Before writing anything, I called several of them, aged 26 to 30.
What comes up is doubt more than fear: is my routine doing anything? The trends point the same way, with skin fasting (205M views on #skinfasting) and shelf decluttering.
9:16 UGC visuals
03 — Campaign
“Is your routine doing more harm than good?”
Two Meta ads, 30s and 10s, on the same structure: hook, conflict, score, call to action. Then a 60s 16:9 film from an open brief.
The funnel takes its cue from Yazio and Flo: six screens from skin type to paywall, with a score that goes from 42 to 81.
Meta ad 30s · Meta ad 10s · funnel animation · end card
Onboarding funnel · 6 screens
04 — Metrics
A campaign built to be measured.
Four metrics to steer it: hook rate, CTR, cost per sign-up, cost per payer.
HiggsfieldClaudeElevenLabsArtlistPhotoshopFigmaAfter EffectsPremiere Pro
Looping excerpt
01 — Brief
A calorie tracker for your skincare routine.
MyShelfScore scores a routine out of 100. For this Voodoo case study, the job was to find the angle, write the Meta ads and build the onboarding funnel.
The space is already taken by Yuka, OnSkin, SkinSort and Luvly. That is where I started: what each one promises, and the room left over.
Stills from the 16:9 film
02 — Audience
“11 products, still the same skin.”
The audience: women around 30. Before writing anything, I called several of them, aged 26 to 30.
What comes up is doubt more than fear: is my routine doing anything? The trends point the same way, with skin fasting (205M views on #skinfasting) and shelf decluttering.
9:16 UGC visuals
03 — Campaign
“Is your routine doing more harm than good?”
Two Meta ads, 30s and 10s, on the same structure: hook, conflict, score, call to action. Then a 60s 16:9 film from an open brief.
The funnel takes its cue from Yazio and Flo: six screens from skin type to paywall, with a score that goes from 42 to 81.
Meta ad 30s · Meta ad 10s · funnel animation · end card
Onboarding funnel · 6 screens
04 — Metrics
A campaign built to be measured.
Four metrics to steer it: hook rate, CTR, cost per sign-up, cost per payer.
HiggsfieldClaudeElevenLabsArtlistPhotoshopFigmaAfter EffectsPremiere Pro
Looping excerpt
01 — Brief
A calorie tracker for your skincare routine.
MyShelfScore scores a routine out of 100. For this Voodoo case study, the job was to find the angle, write the Meta ads and build the onboarding funnel.
The space is already taken by Yuka, OnSkin, SkinSort and Luvly. That is where I started: what each one promises, and the room left over.
Stills from the 16:9 film
02 — Audience
“11 products, still the same skin.”
The audience: women around 30. Before writing anything, I called several of them, aged 26 to 30.
What comes up is doubt more than fear: is my routine doing anything? The trends point the same way, with skin fasting (205M views on #skinfasting) and shelf decluttering.
9:16 UGC visuals
03 — Campaign
“Is your routine doing more harm than good?”
Two Meta ads, 30s and 10s, on the same structure: hook, conflict, score, call to action. Then a 60s 16:9 film from an open brief.
The funnel takes its cue from Yazio and Flo: six screens from skin type to paywall, with a score that goes from 42 to 81.
Meta ad 30s · Meta ad 10s · funnel animation · end card
Onboarding funnel · 6 screens
04 — Metrics
A campaign built to be measured.
Four metrics to steer it: hook rate, CTR, cost per sign-up, cost per payer.
