SootheSciatica
A library of static ad creatives and video ad briefs for Soothe Sciatica, a sciatica-relief app, built to convert cold paid traffic through honest, no fake urgency messaging instead of the exaggerated claims typical of the category.
Overview
Soothe Sciatica is a movement and wellness app that helps adults 40+ manage sciatica through a 10-minute daily routine built with a licensed physical therapist. The brand needed a scalable library of static ad creative and video ad briefs that could convert paid traffic without leaning on the fake reviews, fake urgency, or fabricated doctor personas common across competitors in this space. Every piece of copy had to trace back to something real, an actual mechanism, an actual price, an actual guarantee.
The Approach
The creative system was built around one real mechanism, sciatica starts at a compressed nerve, not where the pain is felt, expressed through several native feeling static formats (Notes app screenshots, myth busting anatomy statics, before and after statics) and a set of video ad briefs adapting the same mechanism into scripted, timed concepts. Angles were then refined directly against live performance data from the ad account.
- Initial angle: mechanism led hooks explaining why common remedies fail (e.g. "The cooling cream was the wrong move")
- Variant tested: plain, direct diagnostic questions built around a single trigger — sitting (e.g. "Do you feel back pain after sitting?")
- What the data showed: the direct question sitting hooks consistently outperformed the more explanatory, mechanism-first ones, leading to prioritizing that angle and scaling a full static + video hook set around it