Creative Challenge #1: Explaining Complex Science Simply
Context: Viome’s advanced metatranscriptomic technology and AI-driven supplement personalization is cutting-edge — but it's also highly complex, and difficult to explain in 15–30 seconds of creative without overwhelming or confusing the viewer.
Outcome:
- Used creator explainers and B-roll to walk users through the test process in an approachable tone.
Creative Challenge #2: Unboxing + At-Home Testing Fatigue
Context: The at-home test kit space is crowded, and standard unboxing formats don’t differentiate Viome — especially when targeting the “healthy & wealthy” and aging audiences.
Outcome:
- Reframed unboxings to transformation journeys (e.g. “I was bloated every day until this…”).
- Positioned test kits as the gateway to smarter wellness, not just another product.
- Created narrative-driven user journey ads showing life before/after Viome insights.
Creative Challenge #3: Serving 4 Distinct Audiences with Unique Messaging Needs
Context: Viome speaks to health-conscious consumers, people with digestive issues, biohackers, and older adults — each with radically different pain points, motivations, and digital behaviors.
Outcome:
- Segmented UGC by audience (e.g. "I’m 56 and finally feel in control of my health again" vs. "I’m a biohacker who tracks everything").
- Aligned tone and creators with each demo (younger, science-savvy creators for biohackers; mature, calming voices for the aging audience).
Creative Challenge #4: Navigating Compliance (No Health Claims)
Context: Viome cannot make health claims or suggest diagnosis/cure — this makes it harder to directly promise relief or transformation, which is typically high-performing UGC messaging.
Outcome:
- Focused scripts around empowerment, insight, and data ownership rather than outcomes.
- Highlighted the testing process and user experience rather than “results.”
- Used testimonials that emphasized user decisions, not direct health outcomes (e.g. “After seeing my results, I cut X food and feel so much better.”)
Creative Challenge #5: Visualizing an Invisible Problem
Context: Gut health isn’t visible like acne or weight — showing the problem Viome solves can be difficult.
Outcome:
- Scripted testimonials around specific symptoms (bloating, brain fog, fatigue) to make the pain points feel tangible.
Performance Challenge 1: Driving At-Home Test Adoption
It’s a unique brand in a sense that they don’t directly sell stuff but rather convince people to take the at-home test and then decide on their plan and programme. For this particular brand, they need creatives that convert and speak to a particular demo.
We produced multiple concepts for them that resonated with their target demo and help them fast-track their growth. During our collaboration, they have spent over $2.7m so far on our creatives.
Performance Challenge 2: Sustaining High Ad Spend Without Creative Fatigue
Getting creatives that can sustain large amount of spend without exhaustion was a big challenge for them as some of their creatives had a strong start and then faded.
Outcome: We produced multiple creatives that spent over $100k for them!
