A Very Roman Valentine’s Day

Driving CPA reduction with Creative Diversification

Client: Roman ED

Role: Creative Strategist

The DTC Men’s Health space is fiercely competitive. Roman ED had been experiencing creative fatigue and needed to identify new ways of engaging their audience.

I designed and conducted a workshop to help Roman identify new creative territories to diversify ad concepts and generate more value from Meta’s platform.

We saw an opportunity to seize the creative ‘white space.’ Other competitors focused on convenience, discretion, the man’s POV, and the functional benefits of ED medication.

We saw a gap in creative and messaging that Roman ED could fill authentically (the CEO talks about his own ED in ads!)—representing more types of couples, talking about intimacy (not just sex), and seeing real couples in relationships.

Of the 11 new creative concepts we brainstormed, the first idea they executed was the Valentine’s Day Quiz—a series in which real couples answered relationship questions to each other about sex and intimacy.

Results showed within the 3-week period the campaign ran, CPA was reduced by 28%, significantly beating their average CPA, and helping couples across the country get a little closer.