Happiest Baby UGC Videos

A big part of my job as a copywriter on Happiest Baby was to find new messaging and storytelling hooks for performance marketing ads. A format that always moved the needle (CTR, ROAS, view through rates, literally everything!) was native-looking UGC content, with new edits, new voice-overs and new captions. So, finding compelling and engaging points of view (almost like a ghost writer) to reuse existing influencer video content was always a fun challenge. It's like b, building with LEGO, but you only have some of the pieces and the rest you have to make up as you go.

And for creative testing, we also ran variations on the opening thumbnails and/or VOs, with identical (or similar) visuals to test what messaging landed more naturally.

Option 1:

Option 2: