First Response

Most brands in the pregnancy test category play it safe — clinical, reassuring, focused entirely on the moment of hoping for a positive result. I built a campaign around a different truth: sometimes a negative test is a relief, and Gen Z deserved to see that reflected back at them.

The creative ran on two tracks simultaneously — a Gen Z vodcast sponsorship and IRL slumber party event built around the launch of Blabbermouths, and a third season of Baby Steps for Millennial women navigating fertility more seriously. Both tracks were grounded in honest, humorous storytelling that made First Response feel like a brand that understands the full complexity of being a woman, not just a brand that sells tests.

A Comscore Brand Lift Study confirmed what good creative strategy does when it's actually working: it doesn't just move impressions, it moves people.

Stats:

• 27.1M Impressions (105% to goal)

• #1 competitive ranking across all lower-funnel metrics

• +26-pt lift in purchase consideration (beating health benchmarks by 86%)

• +24-pt lift in brand favorability

• +15-pt lift in purchase intent

• 83% of exposed audience would recommend the brand