What was done,
and what it produced.

• Nine-page website, rebuilt around a single booking path.
• Workshop registration handled server-side: notification to the practitioner, automatic confirmation to the visitor with the bank details, contact recorded in the emailing tool.
• The health answers on the form go only into the message to the practitioner. They never enter the emailing tool.
• Analytics, session recording and advertising pixel installed behind the consent banner.

Over that period, advertising bought visits, not bookings. That is what the measurement showed, that is what was said, and the next round's budget was set on the cost of a real visit rather than on reported views.

• Creative sourced at near-zero production cost, through a non-monetary exchange built into the platform.
• Testing protocol, selection of the creative that holds, iteration on hooks and angles.
• A second prospecting wave built after taking the first one apart, with identical structure.

Control. Over the same period, the account's impression cost rose by 29%. The gain therefore does not come from a cheaper auction.
Caveat. The two waves target neighbouring but not identical audiences. This is not a controlled test.

What the account disproved. Across the nineteen creatives that produced at least ten leads, retention did not predict cost per lead, with a correlation of -0.20, and hook rate correlated the wrong way, at +0.34. Two creatives hooking at 4.1% and at 29.6% delivered the same cost per lead. The two metrics the whole production pipeline is usually briefed on were taken out of budget decisions and kept as a casting criterion.

• Audit of the established brands in the category, before any production.
• Territory chosen: proof of clinical expertise, less contested than the before-and-after the category crowds into.
• Two creators cast, two briefs and two scripts written.

Brand supported from the very start, with no creative history and no existing content.

• Three European creators cast, three briefs and three scripts written.
• A documented production chain, from casting to delivery, usable without me.

The brand had no content of this kind. What remains after the engagement is not only a set of videos, it is the chain that produces the next ones.

• Four creators managed, one copywriter embedded in the team.
• End-to-end coordination of the video production.

As much a coordination job as a creative one: four schedules, one copywriter and one client to hold together at the same time.

• Website and newsletter, served statically, with no database to maintain.
• Full sending chain: authenticated domain, automatic message two days after signup.
• Forty-seven subscribers migrated from another platform, each with their consent source and date preserved.
• Forms protected against bots, after finding that the original guard only filtered browsers.

This project is my own. It appears here because it shows the technical chain end to end, not because it was invoiced.