CASE STUDY 2
YOR Health
Premium lifestyle wellness that delivers a simplified, all-in-one system of nutrition products to help people take control of their health every day.
01. Insight → 02. Strategy → 03. Creative → 04. Execution → 05. Testing & Optimization
The Problem:
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The consumer knows they should be healthier, but lacks the time, consistency, or knowledge to do it right. They feel overwhelmed and inconsistent, lacking a simple, trustworthy daily system that actually sticks. Research → Buy → Try → Forget → Repeat.
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Launch YOR Health on Amazon and build awareness. YOR superGreens is the hero product.
The Opportunity:
Become the go-to daily wellness system by turning health into one simple, easy-to-stick routine. Convert information overload → effortless understanding.
My Role:
Creative Strategist (Brand & Performance)
Developed a full-funnel creative strategy, translating customer psychology and competitor analysis into scalable ad systems across Social Media, Email Marketing, and Amazon.
32%
Email Open Rate
2.8%
Conversion
+712%
Amazon Awareness
01. Insight
“Smart, efficient investment, not another expense. Insurance for the future.”
GENERATIONAL INSIGHTS
Gen Z (18-29) - "Treat Culture"
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Digital-native, TikTok-driven discovery, does not trust mass media / brand authority
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Doomspending impulsive purchases
MICRO-MOMENTS
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He gets sick again, ends up in bed scrolling, and as he watches people his age thriving, he can’t help but wonder why his body can’t keep up and what actually works.
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It’s a chaotic morning getting the kids out the door, and by the time she finally sits down to work, she realizes she's taken care of everyone else but completely forgot about herself.
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He’s traveling nonstop, training instructors all day, and by 2:30pm he hits a wall and wonders how he’s supposed to keep his energy up for the rest of the day.
Millennials (30-45) - "Cautious Splurger"
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Higher disposable income, but needs validation that it's smart and high-value
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Research-heavy, cautious spending
WHITESPACE GAPS
Current wellness marketing is failing these users by being too "noisy" and "aspirational".
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Anti-Overwhelm: 52% of consumers find keeping up with wellness trends overwhelming.
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The "Safety Net" Framing: Instead of demanding a "perfect diet," we position the hero product as a "floor" for real life, one they can build upon and tailor to their individual lifestyle needs (the full wellness system all in one place).
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Peer-to-Peer Aesthetics: Avoid "studio-lit" hero shots, which trigger a "skip" reflex. The creative must look like it was recommended in a group chat, not broadcast from a stage.
"A simple, reliable system that replaces the chaos."
Meet customers inside the moment, not above it, with a modular system that meets them where they are and scales with them.
02. Strategy
1
Start Simple
Lead with one product: YOR SuperGreens
2
Layer Over Time
Introduce additional products based on needs
3
Build a System,
Not a Stack
"Build your routine"
03. Creative System
Full-funnel Strategy
TOF:
AWARENESS
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Relatability + entry point clarity
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Creative focuses on one problem, one product, one moment
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“Tired of waking up tired everyday, start here”
MOF: EDUCATION/
CONSIDERATION
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Show how the system fits together
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A guided, modular system
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“My routine simplified”
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“What I take and why”
BOF:
CONVERSION
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Remove confusion and convert
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Email + Amazon PDP
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Limited-time promotional offer
04. Execution
Tested a range of creative approaches across, from voiceover-led storytelling to music-driven, scroll-stopping content, while building out a consistent organic social calendar. Here are a few examples.
Learnings & Optimization
Make the creative relatable, simple, and easy to follow.
1. Simplicity Drives Conversion, Sequencing Drives AOV
Leading with a single entry product like YOR SuperGreens reduces overwhelm and increases conversion, but customers don’t naturally understand how to expand into the full system on their own.
Optimization: Introduce clearer “next step” pathways across email, PDP, and retargeting.
2. Too Much Technical Detail = Drop-Off, Not Trust
While ingredient depth and scientific credibility matter, leading with overly technical information increases the overwhelm.
Optimization:
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Lead with outcomes and use cases
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Translate complexity into “what this does for you”
3. Superior Taste
Initial Amazon reviews revealed that customers consistently highlighted the superior taste of YOR SuperGreens compared to other greens products, reinforcing taste as a key competitive advantage, not just a minor benefit.
Optimization: Adapt the creative strategy to make taste a central message, targeting consumers who had tried other greens products.
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"Finally, greens that don't taste like the bottom of a gym bag"
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“Tired of drinking dirt? Meet greens you actually enjoy.”
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"No more hold-your-nose greens"