The Problem

ManUp was speaking to men who already knew they had a problem. The creative was full of medical language and feature lists. It was preaching to the converted and ignoring the much larger group, men who didn't yet identify with the problem.

ROAS sat at 1.4x. Not terrible. Not scalable.

What We Did

We shifted the creative strategy from problem-aware to unaware. New hook angle: identity and aspiration first, product second.

"The men who perform at their best don't leave it to chance" beat "Clinically formulated testosterone support" by 3:1 in click-through rate.

We rebuilt the entire top-of-funnel creative library around this new angle. 12 new concepts. Three new hero hooks. A retargeting system that re-engaged high-intent viewers with social proof.

The Result

• ROAS: 1.4x to 2.9x in 60 days
• Top-performing hook held creative control for 90 days without fatigue
• Full funnel creative system built and documented