At Ready Set, I had the opportunity to lead creative strategy for the Hims brand, a company that generated over $700 million in revenue in 2023 and is projected to reach between $1.37 billion and $1.4 billion by the end of 2024. As a leader in the telehealth space and a top-performing e-commerce brand, Hims & Hers presented ambitious CPA targets aimed at growing their customer base to support this rapid expansion. Our agency was responsible for developing creative solutions that aligned with these performance goals. Below are examples of successful creatives we produced to help drive their growth trajectory.
Hims ED - Date Night Secret
In our work on the erectile dysfunction medication vertical, our goal was to differentiate our creative from the more clichéd and exploitative content prevalent in this space. We focused on crafting an ad that was tasteful, respectful, and empowering for the female talent featured. Rather than following traditional approaches, we positioned the ad as if it were designed for a female audience, with the talent conveying the message in a way that felt like she was sharing a personal insight or secret with another woman.
This creative approach significantly outperformed expectations, delivering a Thumbstop rate that doubled the account average and a click-through rate that exceeded the account average by 400%. It also boasted an excellent cost-per-acqusition, which led to more spend being allocated to it. We attribute this success to the clear, straightforward messaging, the delivery by the talent, and the subversive nature of the ad’s context, which resonated with viewers in a fresh and engaging way.
Hims Hair - Barber’s Secret
For the Hims Hair vertical, I developed a successful ad concept called "Barber’s Secret," which was inspired by personal experiences discussing hair care with my barber. This ad was actually the third iteration of the campaign. Initially, I repurposed some existing b-roll footage and paired it with a voiceover narrative about someone receiving hair regrowth advice from their barber. The ad resonated strongly with our audience, leading us to scale it further with excellent results.
Building on this success, we decided to elevate the campaign by collaborating with a real-life barber who specializes in hair regrowth treatments. This authentic UGC content has since become one of the highest-performing ads in the account, achieving a Thumbstop 30% above account average and a cost-per-acqusition 30% below target. To ensure quality and authenticity, we filmed on-site at the barber’s shop with a professional videographer, creating high-quality footage that perfectly captured the genuine feel we were aiming for.