Verticalisation Test — Solopreneur
The brief
An audience test, not just a creative one: could speaking directly to one specific industry outperform speaking broadly to everyone at once. This version targeted solopreneurs specifically, podcast-style, authority-led, straightforward rather than comedic.
The approach
Rather than adapting the existing broad-audience creative, this meant building something that felt native to how a solopreneur actually consumes content, competence and credibility over jokes, with a 7-day trial offer to convert on the spot.
My role
Helped ideate the concept, directed and produced the ad, sourced the actors and wardrobe, reviewed the final cut.
The result
Part of a wider verticalisation test that lifted sign-ups, confirming the underlying hypothesis, that narrower targeting could outperform broad.