BACKGROUND
This project was for a client in the running coaching space, running a personal brand awareness campaign for the head coach. The goal was to build awareness among recreational runners who had plateaued and drive page follows and website visits.
I wrote the ad in the coach's personal voice rather than the brand's company voice, because coaches on Facebook perform better as people, and the primary text was written to deliver a genuinely useful insight before making any ask at all. The creative direction favored a candid outdoor coaching moment over anything staged, because the authenticity of the image needs to match the authenticity of the copy. The result was an awareness ad that builds trust by being useful first and promotional second.
