Sculpted Success Case Study
01 — Project details
In this Case Study I was tasked with making an ad for the weight loss market. The company for this case study is called Sculpted Success.
02 — Creative process
The very first step would be to analyze the market for your brand. Before you can even set a campaign goal you have to figure out what the goal should even be. There’s two major components to marketing research, the target audience analysis and the competitive analysis.
The Target Audience Analysis involves identifying key demographics, learning what their interests and lifestyles are, and figuring out what their purchasing habits are.
The Competitive Analysis involves getting a list of your direct and indirect competitors. You analyze their strengths, weaknesses, and where they stand as a potential threat to the market. Finally you visualize where you and your competitors stand within the market.
After going through these steps. I identify that there is untapped potential for men over 35.
We can now set our goal. There is a system called S.M.A.R.T that provides a solid template for goal setting.
Specific: Clearly identify what you want to achieve. In this case it’s improving our brand awareness with men over 35
Measurable: Identify how you will measure success. We will use Instagram analytics as this example
Achievable: Ensure the goals are realistic with the given resources. (This is just a case study so yes, I have been given all the resources)
Relevant: Align with broader business objectives.
Time-Bound: Set deadlines for achieving this goal. In this case we’ll have 6 months and conduct a progress review after 3 months to ensure we’re on track.
With our SMART goal set we can now craft our message. Because we are targeting men over 35 who are likely just starting to have a family we will focus on the benefits our weight loss plan has for father’s who will need time-efficient workouts and healthy eating plans. Our slogan will be “Building a Better You for a Brighter Family Future”. Depending on team size I would then assign a writer to develop the script for this video ad. But in this case I wrote it myself as you can see in the Ad Creative Draft Section. Because this is a video ad I will then go through the hiring process of obtaining the needed crew members to shoot this ad. Or use myself and other company teams who are capable of doing the work.
After the ad is complete we will then use publish it at 8AM Monday (as that is the preferred time and day to launch a campaign).
Finally, the campaign will be tracked using Instagram Analytics. And throughout the campaign we will pay great attention to the comments and likes of the campaign. We intend for the ad to hit effectively with our 35+ male target audience!
Instagram Mock-Up
Hey, fathers! Are you ready to take control of your health and set a powerful example for your kids? At Sculpted Success, we understand the unique challenges you face as a dad. Between work, family, and everything in between, it can be tough to prioritize your fitness. But remember, a healthier you means more energy for playtime, more confidence in family outings, and a longer life to create unforgettable memories!
Join our community of dads who are on a mission to get fit, feel great, and live life to the fullest. With personalized fitness plans, nutrition guidance, and a supportive network of fellow fathers, we’re here to help you every step of the way.
Call to Action:
Ready to make a change? Comment "READY" below or DM us to learn more about our program and start your journey today!
#FitDads #WeightLossJourney #HealthyLiving #DadLife #TransformYourHealth
Video Concept
[Scene opens with a montage of new dads playing with their babies, sharing smiles, and enjoying family moments.]
Voiceover: "As a new dad, your world just got a lot bigger. You want to be there for every laugh, every milestone, and every adventure."
[Cut to a dad struggling to keep up with his energetic toddler, looking a bit out of breath.]
Voiceover: "But with all the joy comes new challenges—especially when it comes to your health."
[Transition to scenes of dads preparing healthy meals, exercising with their kids, and enjoying outdoor activities together.]
Voiceover: "At Sculpted Success, we understand that your family is your motivation. That’s why we’ve created a weight loss program designed specifically for men like you—who want to be fit, active, and present for their loved ones."
[Show testimonials from real dads who have transformed their lives, smiling and engaging with their families.]
Testimonial 1: "I lost 30 pounds and gained so much more—energy, confidence, and quality time with my kids!"
[Cut to a scene of a dad lifting his child in the air, both laughing joyfully.]
Voiceover: "Join our community of fathers who are taking charge of their health. With personalized plans, expert support, and a focus on family-friendly activities, we’ll help you become the best version of yourself.”
[Scene fades out with upbeat music and images of happy families together.] Fade to company logo.
Sculpted Success: Building a Better You for a Brighter Family Future
Visit Sculpted Success dot com to learn more!
03 — Summary
This is a social media campaign for Instagram for a fictional company called Sculpted Success. They are targeting men aged 35 and up who are just starting families. This Instagram campaign the benefits our weight loss plan has for father’s who will need time-efficient workouts and healthy eating plans.
I believe this will work because my own friend group is starting to have kids and are learning first hand how much energy it is taking out of them. Using personal experience is a great way to generate authentic ideas for marketing.
Additional ideas would be getting testimonials from people who have worked with Sculpted Fitness and posting them on social media.