33% INCREASE IN PURCHASES

Voy faced a familiar problem in the men's health space: educating an audience that doesn't always know it has a problem (or doesn't want to admit it does). Across both TRT, hair and weight loss, the brand needed to cut through with the kind of messaging that attracts high-intent, long-term customers rather than passive scrollers.

The opportunity was clear. These offerings are in subscription categories where retention is everything, so the creative needed to attract customers ready to commit to the process.

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Education-first foundations

Our initial approach was built around clarity. We led with emotive, authentic messaging that explained low testosterone in plain language, leaning into native, organic-style content that felt relatable rather than promotional. This early framing built trust and gave us the signal we needed to push further.

Persona-led creative scaling

As the performance signal grew, we moved from broad education into identity-driven creative. The "dad persona" emerged as a high-intent scaling angle, and we built around it with real-life scenario-based storytelling and myth-busting "blame reframe" messaging that challenged how men think about their symptoms. Native low-fi UGC, text overlays, curiosity-led hooks, and emotional before/after frameworks formed the backbone of a creative system designed for scale.

Cultural moments as scale unlocks

In Hair Loss, we tapped into viral hair moments and celebrity-led conversations to find one of our biggest winners in March - a top spender that continues to absorb budget at low CPAs. Stepping on cultural relevance gave us a shortcut into audiences that traditional product-led creative couldn't reach.

Aspirational, ease-led Hair Loss creative

For Hair Loss, we applied the same persona discipline with a different emotional register. Confidence-led, aspirational messaging combined with stat-led education and voice-over/text-card formats helped normalise the conversation and attract users willing to commit long-term, not just trial.

In 6 months, Voy were running a creative system that had delivered over 500 of our creative assets, resulting in a 71% increase in outbound clicks and a 33% increase in purchases. 

On Weight Loss, our creatives delivered a 26.6% thumb-stop rate and 17.53% hold rate, with 2 top spenders in December and 3 more in January building a compounding bank of proven concepts.

On Hair Loss, the creative system led to a reduction in CPA with a 2.70% conversion rate - exceptional efficiency for a long-term subscription category. The March cultural moment campaign produced multiple top spenders that continue to scale.

These results came from a creative engine that evolved beyond education into a persona-led, emotionally resonant system - one built to attract the right customers, not just any customers.