Anastasiia Andriychuk
Performance ads for apps and web funnels: hooks, UGC scripts and creator briefs, built for the feed.
Selected work
The countdown challenge
One script frame, run across three apps and two formats. Each ad names who it is for, sets a Monday start date and promises three checkpoints on the calendar.
The idea
“Seven minutes a day” is a plan you can always start tomorrow. “On Monday, February 3rd” is an event with a start line. The countdown frame turns a generic workout plan into a dated challenge, then walks the viewer through what happens on each date after it.
The frame
- Call-out. Name the viewer: “Ladies over 50”, “OK bro”.
- Start date. A Monday, said out loud and set on screen.
- Plan. A beginner plan, often “just 7 minutes a day”.
- Date ladder. Feel it, see it, have it, each tied to a date or a week.
- Call to action. “Tap the screen to join.”
By April 21st, you’ll feel it.
By May 5th, you’ll see it.
By May 19th, you’ll have a toned body.
From the voiceover of “Dad bod to summer bod”, Muscle Booster.Same frame, three apps
| App | Hook | Start | Length |
|---|---|---|---|
| Yoga-Go | Women over 50, “time to disappear for a month”; chair yoga | Mon, Feb 3 | 19 s |
| Muscle Booster | Dad bod to summer bod in 8 weeks | Mon, Apr 7 | 30 s |
| Muscle Booster | Hang chest to epic chest; adds a before-state cut-out and an app end card | Mon, Apr 28 | 28 s |
| Muscle Booster | XXL to L in four weeks; opens on a wide-angle selfie | Mon, May 12 | 30 s |
| WalkFit | Unrecognizable by Christmas; indoor walking with muscle-map overlays | Mon, Dec 1 | 39 s |
| Yoga-Go | “Hey, Menopause Sis!”; the whole frame as one animated winter card, no voice | Mon, Jan 13 | 50 s |
Dates turn a generic plan into an event with a start line.
What changes between versions
The audience, the body-part promise and the season move; the order of the beats stays. Yoga-Go speaks to women over 50 with serif kinetic type in pink and yellow. Muscle Booster talks to men in a “bro” register with bold yellow captions. WalkFit hangs the countdown on Christmas. The Yoga-Go winter card drops the creator entirely: the full script sits on screen as text, with animated figures doing the moves.
The podcast that answers back
An interviewer asks the questions a doubtful viewer would ask; the expert answers each one. The objections become the script.
The idea
Most people scroll past a fitness ad with a reason not to start already in mind: too old, out of shape, the gym is better anyway. A podcast set lets a second voice say those reasons out loud, so the ad can answer them one by one, in the order a real conversation would raise them.
The frame
- Opener. Proof or provocation before the podcast starts: a creator’s weight-loss promise to herself, or “never do crunches if you’re over 45”.
- The question. Someone asks on behalf of a partner: a wife who can’t lose weight, a husband before a vacation.
- Age. “How old is she?” “53.” “Perfect age.”
- Objections. Hasn’t exercised in years? “Even better.” Isn’t 10,000 steps or the gym better? Answered.
- What it takes. Minutes a day, no equipment.
- First step. “Click the link.”
Same frame, two apps
| App | Before the podcast | Length |
|---|---|---|
| WalkFit | Tai Chi walking: a creator promises herself a vacation if she loses the weight, then cuts to the beach | 57 s |
| Muscle Booster | Military calisthenics: “never do crunches after 45”, then a day 1 / day 28 garden plank | 1:20 |
| Muscle Booster | Long-form mix: a restaurant scene, the podcast, a talk-show push-up challenge, a coach on stage and an expert explainer | 5:40 |
Every objection gets a line of its own.
The long cut
The five-and-a-half-minute version strings several scenes together around the same offer. Each scene can stand alone as a short ad; together they give the viewer who keeps watching one more reason at every turn.
Chair workouts for men over 50
A seven-minute chair challenge for men who would never walk into a gym. Shared footage runs for two apps with different openers, and a Spanish version brings its own creator.
The idea
For a man over 50, the chair is the point: no floor work, no equipment, nothing to be embarrassed about. The ads show older men doing it, then show the plan inside the app, so the viewer sees both the moves and the structure that keeps him going.
The frame
- Opener. A podcast host on men who eat salads and live at the gym; a bold on-screen promise for plus-size beginners; or, in Spanish, “this is how you lose the belly after 50”.
- Demo. Two men on chairs, moves you can copy from the couch.
- The plan. A grid of challenge days and a progress ring from the app.
- Word of mouth. “I recommended this app to my dad”, or a friend’s recommendation told as on-screen text.
- Week ladder. Week 1 feel it, week 2 see it, week 3 people notice, week 4 the family joins in: the countdown from Case 01, told in weeks.
Three versions
| Version | App | Language | Cut | Length |
|---|---|---|---|---|
| Salads and gym hours | Yoga-Go | English | 4:5 | 1:00 |
| Chair workout for my dad | Muscle Booster | English | 4:5 | 1:09 |
| Así se pierde la barriga | Yoga-Go | Spanish | 9:16 | 0:56 |
The chair is not a compromise; it is the hook.
Four ways into one quiz
Futurio’s Soulmate Sketch promises to draw the face of your future partner from your birth date. Every ad leads to the same quiz; each one opens the door differently.
The idea
The product is a reveal: a face you have not seen yet. So the ads sell curiosity, not features. One asks the viewer to play along, one tells a story with a twist, and two statics show the promise in the same pencil-and-watercolour style as the sketch itself.
Four openings
- Play along. “Quick, think of a colour.” A creator at sunset turns the first second into a mini-test, then the sketch appears mid-video.
- A story with a twist. A customer asks for a refund because the sketch looks like her ex-husband. Fourteen days later she writes back: he had texted.
- The promise. “I will draw your next husband”: a couple portrait under a full moon with a hand-drawn button.
- The dare. “We drew the face of the man you’ll marry. Are you brave enough to see him?”
Built for placements
| Creative | Format | Cuts |
|---|---|---|
| Think of a colour | UGC talking head, word-by-word captions | 9:16 · 4:5 · 16:9 |
| The refund story | Story montage: talk-show set, sketch vs. photo, quiz demo, alternative end cards | 9:16 · 4:5 · 16:9 |
| Next husband | Watercolour static | 9:16 · 4:5 |
| The man you’ll marry | Watercolour static | 9:16 |
The ad looks like the product: the sketch is the hook.
Where it ran
Meta dynamic creative ads across Facebook, Instagram, Messenger, Threads and Audience Network, with several texts and cuts in one ad. See them in the Meta Ad Library.
About
Four years and more in performance creative: in-house at Welltech, then freelance across health & fitness, astrology, pets, AI and nutrition. Mobile apps and web-to-web funnels, working between Production, UA and PMM.
- Experience
-
Freelance Creative Producer · Health & Fitness, Astrology, Pets, AI, Nutrition
Jul 2025 – present
Creative Producer, Welltech · health & fitness mobile apps
Oct 2022 – Jul 2025
Marketing B2C Intern, Stud-Point · online courses
Oct 2021 – Mar 2022
SMM Manager, Franklin Covey “Leader in Me” · project-based; grew an account from 0 to 400 followers without paid ads
Jul – Oct 2021 - Skills
- Ad creation, UGC script writing, creative strategy for mobile apps and web-to-web funnels, audience research & personas, metrics analysis, market research, cross-functional work with Production, UA and PMM
- Tools
- Meta Ads, TikTok Ads, TikTok One, TikTok Creative Challenge, Google Sheets, Tableau, Figma, SimilarWeb, BigSpy, SocialPeta, PiPiAds, Clarsinsight
- Education
- BA Marketing, Ivan Franko National University of Lviv · Meta Certified Creative Strategy Professional (2023) · Projector Institute, Strategic Marketing (2021) · Welltech UA Marketing Camp and Creative Marketing Camp (2022)
- Languages
- Ukrainian (native), English (B2)