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Sugarbaby — Glow Wash

Adapting a proven ad structure to a new audience — without breaking what worked

Brief adaptation → approved, revenue-generating paid ad

22.9%
Hook rate
$220.37
Earned in 1 week
1.70%
Link CTR

Objective

Sugarbaby’s creator brief and proven ad structure for Glow Wash were built around a male audience. The task was to adapt the same product into the female-oriented brief the brand provided, without straying from the six-part structure their own data already showed converted.

Consumer insight

Female skincare consumers in this category weren’t resistant to the product — they were resistant to past failures (hydroquinone, retinol, dermatologist visits) and a specific fear: that a brightening product would bleach or shift their overall skin tone. That fear needed to be named and answered directly, not implied.

Execution

  • Reframed the lead pain point around dark spots, melasma, and past product failures
  • Added a reassurance beat — fades spots without bleaching overall tone
  • Kept the brand’s hook → problem → reveal → proof structure intact

Performance

As the ad keeps running, with the repurposed cuts included:

  • Hook rate: 22.9%
  • Average watch time: 13.6s (59.0% of the video)
  • Link CTR: 1.70% — 164 link clicks
  • Earnings: $220.37

Takeaway

Hook rate and CTR here weren’t vanity numbers — they were the brand’s own bar for ad-readiness. Clearing it meant the adaptation didn’t just fit the brief; it earned media spend on its own merit.

Proof, straight from the dashboard

Hook rate, watch time, CTR, and link clicks — straight from the ad platform.
Hook rate, watch time, CTR, and link clicks — straight from the ad platform.
The platform labels this "Last 30 days," but the $220.37 was earned in the first week alone — the 30-day total keeps climbing daily as the ad keeps running.
The platform labels this "Last 30 days," but the $220.37 was earned in the first week alone — the 30-day total keeps climbing daily as the ad keeps running.

More videos

Here are a few more videos I created for this brand, repurposing the same video that was already running as a paid ad. With a steady, calculated hook and structure, the same core video can be repurposed again and again, and still bring in comparable results.

Cut 2
Cut 3
Cut 4
Cut 5
Cut 6
Cut 7

$220.37 earned across the first week the repurposed cuts were live — the combined result of running them together, not just one video on its own.