Four case studies

Senior Copywriter, Bonafide Health

2023-2025

Case study one

the product launch

I collaborated with our product & legal teams to create 31 unique marketing claims for user testing.
From these learnings, I developed a product playbook detailing Thermella’s messaging strategy:
- Best practices
- Tonal mapping
- Product mechanism of action
- Appendix of clinical research
In addition, I executed all of the copy assets for Thermella’s eCommerce launch, including its product page.
Finally, I managed the emotional territory for Thermella’s TV commercial by writing the interview questions for real customer testimonials.
Key partners
- $200k in launch revenue (day 0-14)
- $1.9 million in product revenue over six months
Thermella’s TV commercial successfully increased awareness & conversion. The week it launched, Bonafide saw an immediate 62% increase in product-related search queries, & a 9.8% increase in new customers.

I created the messaging strategy for a first-of-its-kind hot flash supplement.

Case study Two

The seasonal campaign

I led creative concepting & executed all copy for this Black Friday/Cyber Monday campaign.

I led creative concepting for our 2024 holiday campaign, working closely with a senior designer to create thumb-stopping assets with a unifying theme.
To execute strategic storytelling, I developed & presented three creative concepts to channel leaders. Once a winning direction was selected, I wrote copy for every campaign asset.
Key partners
- Campaign launch day generated 17% more revenue than the previous year
- CAC was reduced by 14% YoY
This end-of-year campaign went on to drive the most successful month of revenue in Bonafide’s history.

Case study three

My display & packaging copy supported Bonafide’s transition from DTC eCommerce to brick-&-mortar retail.

With the goal of optimizing language for retail assets, I partnered with launch strategists on claims testing. Specifically, I proved two hypotheses crucial to evolving our brand tone:
1. Positive word choice will perform better than negative.
2. In retail settings, women will prefer discretion over directness.
In addition to messaging strategy, I worked closely with our legal team to arrive at language that resonates with consumers while being ethical & compliant.
I also managed our copy assets for Target online by editing & overseeing the work of a junior copywriter.
Key partners
Bonafide’s launch at Target was successful, driving more than a half a million dollars in revenue within six weeks. Bonafide also successfully captured market share from other menopause brands, growing 20% while competitors lost -5% on average.
Ristela Mixes outperformed expectations, becoming our second-best seller. This may be attributed to pivots in retail messaging that were informed by my claims testing.

Case study four

I successfully launched a content franchise at the intersection of product science & storytelling.

We devised a franchise of engaging content focused on our products’ mechanisms of action. The goal is to communicate product efficacy while building Bonafide’s scientific authority.
But before implementing a cross-channel content strategy, we built an email newsletter to test & learn from our audience.
By analyzing our top blog posts’ conversion & bounce rates, I was able to identify topics that would drive engagement & revenue.
To name the series, I partnered with Bonafide’s creative director to test different options. “Body of Knowledge” became the winning selection.
Key partners
- 75% open rate (17% improvement over average)
- 1.5% average click rate (130% improvement over average)
- 88% improvement in revenue for non-promotional emails
Copy modules from our two most successful emails are displayed below in a gallery format.
We are planning to expand the franchise from email to SEO channels.