CASE STUDY: OCTAVE HEALTH
Client Challenge
Octave Health had a great product but a big problem: their ads looked just like everyone else’s. In fact, when I stripped away the logos and placed Octave’s ads side by side with their biggest competitors, not a single person could tell them apart... including the DESIGN TEAM who had made the ads.
Safe ads sink. Without differentiation, they were blending in and getting lost in a crowded healthcare market.
The Narwhal Approach
To help Octave stand out, I built a full-funnel creative strategy. It wasn’t about one flashy campaign: it was about rethinking how Octave told their story from the top of the funnel all the way to conversion.
Top-of-funnel: Aspirational storytelling videos that showed what life could look like after choosing Octave.
Mid-funnel: Tailored ads that spoke directly to outcomes and reached targeted demographics.
Bottom-funnel: Clear messaging designed to convert.
Organic: Developed a TikTok content strategy to reinforce paid efforts and create authentic brand affinity.
Creative Execution
To keep things cost-effective but impactful, I used stock footage and clever editing to create four foundational videos, each targeting a top condition/demographic. From there, I built nine variations of each video → a total of 36 ads, scalable across platforms.
This library gave Octave content that worked across YouTube, social, and paid ads — all aligned under one cohesive strategy.
Results & Impact
The new campaigns didn’t just get views; they changed perception. By moving away from generic, lookalike ads and toward aspirational storytelling, Octave boosted awareness, improved brand affinity, and carved out space in a highly competitive market.
Key Takeaway:
If you don’t stand out, you disappear.
Octave’s success proved that bold storytelling + smart strategy is the formula for making waves.
