byheart creative strategy

Drove 10% CAC improvements through disciplined testing ideology across 300+ video and static assets

At ByHeart I partnered closely with our creative agency Digital Donut to develop a high volume and iterative creative process by producing six hypothesis-driven concepts with four ads each month alongside our internal team's production.

My role spanned the full lifecycle: drafting concepts end-to-end, optimizing scripts for both performance and MLR (Medical/Legal/Regulatory) compliance while ensuring every asset reinforced the brand ideology.

As reflected in the portfolio I placed particular emphasis on hooks—both visual and messaging—to test different “ways in” and identify what resonated most with our audience.

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Insight: Content featuring babies consistently drove stronger hook performance and early engagement across social placements

Hypothesis: Framing messaging from a baby’s POV would create a more entertaining and platform-native way to communicate product benefits while increasing Hook Rate

Execution: Developed a humor-led baby POV concept built around relatable baby moments and exaggerated internal monologue

Creative Direction: Short-form social videos pairing baby visuals with playful narration to highlight everyday feeding moments

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Insight: TikTok trends and familiar platform moments consistently drive stronger early engagement and scroll interruption

Hypothesis: Applying recognizable TikTok formats and cultural moments to paid social creative could improve hook strength and viewer retention

Execution: Explored content styles built around trending "I'm a Y" format adapted for paid by integrating value propositions

Creative Direction: Short-form videos opening with recognizable TikTok-style hooks designed to feel native

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Insight: Parents respond well to direct, authentic new product demonstrations that show real-life use cases

Hypothesis: A talk-to-camera format highlighting portability and everyday parenting scenarios would make our new Anywhere Pack feel more practical and relevant

Execution: Developed a creator-style video concept focused on convenience and portability in real-life parenting moments

Creative Direction: Direct-to-camera storytelling showing how the product fits into everyday routines outside the home