UpWellness’s mobile-first Facebook campaigns combine bold visuals, strategic hierarchy, and social proof to stop the scroll, build trust, and drive conversions across multiple supplement products.
03 | CASE STUDY
UPWELLNESS MOBILE ADS
As the sole Director of Graphic Design at UpWellness, I led the creative direction and execution of high-performing Facebook (Meta) ads across the brand’s supplement portfolio. This case study highlights three mobile-first ads I designed for two best-selling products—Cartilage Revive + and Ultra Liver—created as part of ongoing, performance-driven paid social campaigns.
Each ad was designed in-house, end-to-end, and optimized specifically for how users encounter content inside the Facebook mobile feed—balancing bold claims, trust signals, and promotional urgency while maintaining brand consistency across the UpWellness ecosystem.
PROJECT OVERVIEW
OBJECTIVES
Create a set of Facebook ads that:
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Immediately capture attention in a crowded mobile feed
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Clearly communicate key product benefits and breakthroughs
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Build trust through social proof, reviews, and authority-driven messaging
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Leverage color psychology, contrast, and hierarchy to improve readability on mobile
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Drive conversions through urgency-based promotions and clear value propositions
PROCESS
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Developed scroll-stopping paid social ads using contrarian headlines, benefit-driven claims, and urgency cues to challenge skepticism and drive action.
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Applied strong visual hierarchy and mobile-first layouts to ensure claims, product, and social proof were instantly readable in-feed.
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Used ingredient storytelling and product-centric compositions to reinforce transparency, scientific credibility, and perceived value.
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Leveraged color psychology, contrast, and pattern interrupts to stand out in crowded social environments and elevate promotions.
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Integrated social proof, trust signals, and optimized CTAs to support conversion-focused performance across educational and promotional ads.
OUTCOME
The final ad set delivered three strategically distinct creatives—each optimized for mobile consumption and aligned with different stages of the customer journey:
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Curiosity & authority-driven discovery
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High-urgency promotional conversion
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Educational reinforcement with a strong offer
Together, the ads reinforced UpWellness’s credibility while maximizing visual impact, clarity, and conversion potential within the Facebook ecosystem.
KEY TAKEAWAYS
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Strong headline hierarchy is critical for stopping the scroll on mobile.
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Social proof (ratings, reviews, customer counts) dramatically increases trust in supplement advertising.
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Color contrast and visual framing improve readability and thumb-stop performance.
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Varying creative approaches within a single campaign helps capture different audience motivations.
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Designing within a realistic Facebook feed context ensures performance-ready creative—not just good visuals.
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