Challenge

Waking Up's archive held a deep library of guided practices and lessons, but a rotating library of content is easy for users to overlook once they've settled into a routine. Waking Up needed messaging that made "there's more here" feel worth exploring, not overwhelming.

Strategic Approach

I executed creative briefs through strategy and copy that spotlighted specific practices and teachers within the archive rather than promoting it as one undifferentiated library. I worked closely with our designers to translate each concept into ad creative that reflected the app's calm, intentional brand.

Key Innovation

Naming specific teachers and practices gave each ad a concrete entry point, making a large content library feel approachable.

Business Impact

Creative strategy paired with consistent execution kept Waking Up's archive content in front of users, turning a passive content library into an active, ongoing reason to open the app.