Nutrafol

The challenge

Nutrafol kept getting their Meta ads shut off. Hair-loss copy reads as a drug claim to ad reviewers, and supplement creatives get pulled even when the wording is careful. They needed reach somewhere paid couldn't touch them, and they needed creators who wouldn't make the brand look sketchy.

How we ran it

• 01Looked for credentialed creators instead of running from them. Real dermatologists telling their own story carry more trust than any lifestyle voice we could have cast, and the creator's caption can literally say 'ask your dermatologist' without raising flags.
• 02Built the brief around postpartum hair, which is one of the highest-intent buying moments for this kind of supplement. The story was personal, the timing was real, and the audience knew exactly when they'd need it.
• 03Leaned on the safety story up front: breastfeeding-safe ingredients, clinical testing, published data. Brands in this category usually hide that stuff in the footer. We put it in the first 10 seconds.
• 04Pulled 10 creators from a 40-deep shortlist. Each one had a clean posting history in supplements, no prior strikes, and a real audience that comes to them for health questions.
• 05Spread the 10 posts across 45 days so the brand stayed in feeds without it feeling like a coordinated drop.