TikTok — Spark Ads + In-Feed · iOS installs · US
Format: 15–30s vertical video, UGC-creator style. Hook within first 2 seconds. CTA overlay at second 7. App Store link in bio. Use Spark Ads to amplify organic creator posts. Target: 22–42, US, interests: wellness, self-improvement, mental health, productivity.
Script 01 — score mechanic hook (recommended lead creative)
TK-01 · UGC Creator POV Lead creative
"I took a happiness test and it said I was failing at life."
[0:00–0:02] Creator looks directly at camera, slightly shocked expression. "I took a happiness test… and it said I was failing at life." [0:03–0:07] Screen recording of JoyScore onboarding quiz. "This app called JoyScore asks you 12 questions about your mind, your body, and your actual life. Then it gives you a score." [0:08–0:15] Reveal the score on screen — low number (e.g. 38/100). "Mine was a 38. Out of 100. Which, honestly? Made sense. I was running on 5 hours of sleep, skipping every gym session, and hadn't called my mom in three weeks." [0:16–0:22] 30-day progress montage — quick cuts. "30 days later. Same quiz." [0:23–0:27] Score reveal: 74/100. Creator reacts genuinely. "74. Not perfect. But I actually feel it." [0:28–0:30] End card with App Store CTA. "Link in bio — it's free to start."
Hook: Curiosity + self-relevance Format: UGC creator POV CTA: "Get your free JoyScore" → App Store
Script 02 — Prof. Joy founder story
TK-02 · Founder direct-to-camera Test B
"A professor spent 20 years studying happiness. Then he built an app."
[0:00–0:02] Prof. Joy (Prof. Bob Singhal) to camera, warm but direct. "I spent 20 years studying what makes people truly happy. Not just less stressed — actually happy." [0:03–0:09] Simple phone screen showing JoyScore dashboard. "Most apps fix one thing — your sleep, or your workouts, or your stress. But joy doesn't work that way. It's all three. Together." [0:10–0:18] Animated three-pillar visual: Mind. Body. Life. "I built JoyScore around three pillars: your mind, your body, and your life. You get a real score — like a fitness tracker, but for your whole self." [0:19–0:25] User testimonial soundbite overlay (text on screen). "'My score went from 41 to 79 in a month.' — Sarah, Ohio" [0:26–0:30] Prof. Joy smiles. App Store badge appears. "See yours free. Link in bio."
Hook: Authority + curiosity Format: Founder story CTA: "See yours free" → App Store
Script 03 — contrast hook vs. Calm / Joy 101
TK-03 · Pattern interrupt · Direct contrast Test C
"Meditation apps fix your mind. Fitness apps fix your body. Neither fixes your life."
[0:00–0:03] Creator holds up fingers, counting apps. "I've tried Calm. I've tried Headspace. I've tried every wellness app on the App Store." [0:04–0:08] Exasperated expression. "They all help a little. But my life still felt… off. My relationships were a mess. My purpose felt blurry. No app had an answer for that." [0:09–0:16] Phone screen shows JoyScore's three pillars. "Then I found JoyScore. It actually measures all three — your mental health, your physical health, AND your life score. Relationships, purpose, meaning." [0:17–0:22] Score improving on screen. Creator nods. "It's the only one that treats you like a whole person. Not just a brain that can't sleep." [0:23–0:27] CTA overlay. "Free to try. Link in bio. See where you score."
Hook: Pattern interrupt + relatability Format: Comparison POV CTA: "See where you score" → App Store
Script 04 — 30-day challenge format (organic + paid)
TK-04 · Challenge series · Part 1 of 4 Series
"Day 1 of the 30-Day JoyScore Challenge. My score is 34."
[0:00–0:03] Creator holds phone showing score: 34/100. "Day 1. JoyScore gave me a 34 out of 100. Let's go." [0:04–0:10] Creator reads their breakdown on screen. "Mind: 28. Body: 41. Life: 33. Ouch. Apparently I have good physical habits but my mental and life scores are dragging everything down." [0:11–0:18] App shows personalized daily tasks. "The app gave me three things to do today: a 5-minute breathwork session, drink water before coffee, and text someone I've been avoiding." [0:19–0:25] Creator completes one of the tasks on screen. "Doing the breathwork now. Follow along — I'll post Day 7 and Day 30 results." [0:26–0:30] App Store badge. "Start your own score free — link in bio. #JoyScoreChallenge"
Hook: Serial / FOMO follow-along Format: Challenge day 1 CTA: "#JoyScoreChallenge — link in bio"
Script 05 — night scroll context hook
TK-05 · Late-night scroll targeting · 15s Short form
"Scrolling TikTok at midnight isn't going to make you happier. But this might."
[0:00–0:02] Creator in bed, phone lit up, slightly guilty look. "Scrolling TikTok at midnight isn't going to make you happier." [0:03–0:07] Switches to JoyScore app. "But spending 3 minutes on JoyScore actually might. It gives you a real happiness score and tells you exactly what's pulling it down." [0:08–0:12] Shows score improving from last week. "Mine went up 11 points this week. Biggest thing? I started actually sleeping before 1am." [0:13–0:15] Wink. App Store CTA. "Link in bio. Free."
Hook: Self-aware context Format: 15s quick hit CTA: "Free — link in bio"
Instagram Reels · In-Feed + Explore · US iOS
Format: 15–30s vertical video. Hook text overlay in first 2 frames. Caption copy is as important as video — Instagram indexes caption text. Target: 25–44, US, interests: wellness, mindfulness, self-improvement, mental health. Mix paid Reels + Spark-equivalent (boosted organic) strategy.
Reel 01 — score reveal hook
IG-R01 · Reels · Score reveal Lead creative
On-screen text overlay: "What's your happiness score?"
VIDEO: Creator on screen, casual indoor setting. Text overlay fades in. [0:00–0:03] "What if happiness had a score — like credit?" Show phone screen: JoyScore quiz loading. [0:04–0:10] "This app measures your mind, your body, and your life and gives you an actual number." Screen recording: quiz answers, three pillars lighting up. [0:11–0:18] Score reveal animation. Creator reacts honestly. "I got a 52 the first time. Not bad — but my Life score was a 29. Relationships, purpose, meaning. Things I'd been ignoring." [0:19–0:25] 3-week montage: small daily habits on screen. "Three weeks of JoyScore's daily plan. New score: 71." [0:26–0:30] Close on app icon and App Store badge. "Free to start. Link in bio." CAPTION COPY: "I never thought I'd say an app changed how I feel about my life — but here we are. JoyScore measures 3 things most wellness apps ignore: your mental health, physical health, AND your actual life (purpose, relationships, joy). Started at 52. Now at 71. The difference? Finally paying attention to the parts I was avoiding. Get your free score — link in bio. #JoyScore #WellnessApp #HappinessScore #MentalHealth #SelfImprovement"
Hook: Curiosity + aspirational Caption: Story + hashtags CTA: "Link in bio" → App Store
Reel 02 — "three apps in one" contrast
IG-R02 · Reels · Competitive contrast Test B
On-screen text: "Stop paying for 3 apps when one does everything."
VIDEO: Split-screen or quick cuts between Calm, MyFitnessPal, and a journaling app — then JoyScore. CAPTION COPY: "You have a meditation app for stress. A fitness app for your body. A journal app for your feelings. JoyScore is all three — with an AI coach that connects them and gives you a real score. Not because you need another app. Because you deserve one that actually works on the whole picture. Mind. Body. Life. One score. Get yours free today — link in bio. #JoyScore #WellnessRoutine #MindBodyLife #HolisticHealth #AppStore"
Hook: Consolidation + value Format: Quick-cut contrast CTA: "Get yours free today"
Reel 03 — Prof. Joy authority reel
IG-R03 · Founder story · 30s Credibility
On-screen text: "A professor measured happiness like a fitness score."
CAPTION COPY: "Professor Bob Singhal spent 20 years studying what makes people truly, lastingly happy. His answer? It's not one thing. It's three — your mind, your body, and your life. And they're all connected. He built JoyScore to measure all three, give you a real score, and guide you toward the version of yourself that's actually thriving. This isn't a meditation app. It's not a fitness tracker. It's a life coach that runs on science. Start your JoyScore free — link in bio. #ProfJoy #JoyScore #HappinessScience #WellnessApp #ScienceBackedWellness"
Hook: Authority + intellectual curiosity Audience: 28–45 educated professionals CTA: "Start your JoyScore free"
Meta Feed — Facebook + Instagram · Carousel + Static · US iOS
Strategy: Run 3 segment campaigns in parallel — Mind pillar (stress/burnout audience), Body pillar (fitness/energy audience), Life pillar (purpose/meaning audience). Each has a dedicated hook, copy, and landing. Test carousel vs. static image. Target: 25–45, US, lookalike from app installer list + interest stacks.
Segment A — Mind pillar (stress + burnout audience)
FB-M01 · Mind Segment · Static/Video Segment A lead
Primary text (first 3 lines visible before "See more"):
Your brain is tired. Not "need a vacation" tired. "Something is quietly wrong and I can't name it" tired. JoyScore is the first app that measures your mental wellbeing, your physical health, AND your life satisfaction — then gives you an actual score. Most people score lower on "Life" than anything else. Purpose. Relationships. Meaning. The stuff we keep pushing to someday. See your score free. Takes 3 minutes. No credit card. Download JoyScore — free on the App Store.
Headline: "What's your happiness score?" Description: "Free 3-minute assessment. Science-backed." CTA button: "Download"
Segment B — Body pillar (fitness/energy audience)
FB-B01 · Body Segment · Static/Video Segment B lead
Primary text:
You track your steps. You track your macros. You track your sleep. But you've never tracked your actual happiness. JoyScore gives you a score for your mind, your body, and your life — and shows you exactly which one is dragging the others down. Fitness without joy is just exhaustion with better abs. Get your free JoyScore — 3 minutes, on iPhone. Download free on the App Store.
Headline: "The fitness tracker for your whole life." Description: "Mind. Body. Life. One score." CTA button: "Download"
Segment C — Life pillar (purpose / meaning audience)
FB-L01 · Life Segment · Static/Video Segment C lead
Primary text:
You're doing everything right on paper. The workouts. The sleep routine. The meditation app. But there's still something missing. Something in the "life" department that no wellness app ever touches. JoyScore measures it — your purpose, your relationships, your sense of meaning — and gives it a score alongside your mental and physical health. Then it tells you exactly what to work on first. Finally, an app that treats you like a whole person. Free on iPhone — link below.
Headline: "Wellness apps forgot about your life." Description: "JoyScore measures what they miss." CTA button: "Download"
Carousel ad — 5-card "score breakdown" format
FB-CAR01 · Carousel · 5 cards
CARD 1 (hook): "What if happiness had a score — like your credit rating?" Visual: JoyScore app icon on clean background. Score: 68/100. CARD 2 (Mind): "Your Mind Score — are you actually rested, focused, and calm?" Visual: Brain icon. Score gauge. "Most users: 54/100 on first attempt." CARD 3 (Body): "Your Body Score — not just fitness. Energy, sleep, nutrition habits." Visual: Body icon. Score gauge. "More than steps tracked." CARD 4 (Life): "Your Life Score — the one most people ignore." Visual: Compass icon. "Purpose. Relationships. Meaning. The score that changes everything." CARD 5 (CTA): "See your full JoyScore in 3 minutes. Free on iPhone." Visual: App Store download badge. Score: Your score here ?. Primary text: "Most wellness apps measure one thing. JoyScore measures three — and gives you a real score to work from. Free on the App Store." Headline: "Get your free JoyScore today." CTA: "Download"
Format: 5-card carousel Best for: Cold audiences, consideration stage CTA: "Download"
Instagram + Facebook Stories · Full-screen vertical · US iOS
Format: 9:16 full-screen. Copy must be readable in silence — bold text overlays required. 15s max for Stories. Swipe-up / "Download" sticker. Run alongside Feed ads — Stories+Feed combined delivers +4.3pt brand awareness lift (Headspace Meta case study).
Story 01 — fast score reveal (15s)
ST-01 · Story · Score reveal Recommended
FRAME 1 (0–3s): Bold text centre screen: "What's your happiness score?" Subtext: "Most people have never measured it." Visual: Minimal. Score dial at 0, ticking up. FRAME 2 (4–8s): "JoyScore measures your Mind, Body + Life." App screen recording showing three score rings filling up. Subtle music: upbeat but calm. FRAME 3 (9–13s): User testimonial text (white on dark): "Went from 38 to 74 in 30 days." — @username, New York FRAME 4 (14–15s): App Store badge + download sticker. "Free on iPhone. Tap to download." CTA sticker: "Get My Score"
Duration: 15s Sound: Optional (text-first) CTA sticker: "Get My Score"
Story 02 — contrast (Calm/Headspace users)
ST-02 · Story · Retargeting
FRAME 1 (0–4s): "You already meditate. You already work out." Subtext: "So why doesn't life feel… complete?" FRAME 2 (5–10s): "JoyScore adds the missing piece — your Life score." Visual: Three rings. Two are green. Life ring is low. FRAME 3 (11–15s): "Relationships. Purpose. Meaning. Finally measured." App Store CTA: "Try Free — iPhone"
Audience: Calm/Headspace users retargeting Duration: 15s CTA: "Try Free — iPhone"
Google Search + Display + Demand Gen · US iOS install
Keyword strategy: Bid on 3 intent clusters — joy/happiness ("happiness app", "joy score app"), wellness ("holistic wellness app", "life balance app"), and competitor conquesting ("calm alternative", "headspace alternative"). iOS-specific: use "iPhone app" modifiers. Demand Gen: extend winning TikTok/Meta video to YouTube + Discover + Gmail.
Keyword cluster 1 — joy + happiness intent
joy app iphoneHigh intent · install-readyBid: high
happiness score appProprietary angle — we own thisBid: max
how to measure happinessEducational intent → quiz funnelBid: high
joy tracker appDirect match — unique to JoyScoreBid: max
happiness tracker iphoneInstall intentBid: high
life balance app iosLife pillar intentBid: medium
calm alternative appConquesting — high-value switcherBid: high
headspace alternativeConquesting — comparison intentBid: high
Ad set A — joy + happiness keywords
Ad set B — competitor conquesting
Ad set C — Google Display
Demand Gen — extend video to YouTube + Discover + Gmail
Apple Search Ads (ASA) · US · iOS install
Format: Search Match + keyword campaigns in the App Store. Highest-intent channel — users are actively looking to install. ASA ads use your app's screenshots + metadata. Win: Creative asset optimization (screenshots, preview video) is as important as bid strategy here.
Keyword bid groups
joy (exact)Core brand keyword — defend at all costsMax bid
joyscoreOwn brand — must own position 1Max bid
happiness appPrimary category keywordHigh
wellness scoreUnique angle — low competitionHigh
life balance appLife pillar intentHigh
mood trackerHigh volume, broad intentMedium
holistic wellness appFull-funnel fitMedium
calm (competitor)Conquesting — switcher intentMedium
headspace (competitor)Conquesting — switcher intentMedium
joy 101Conquesting — direct rivalHigh — urgent
mindfulness appBroad discoveryLow–medium
App Store screenshot copy — what users see in search results
Screenshot 1 (first visible)
Header text: "What's your JoyScore?"
Subtext: "The happiness number no other app measures." Visual: Score dial: 74/100. Teal/green/amber rings.
Screenshot 2
Header: "Mind. Body. Life."
Subtext: "Three scores. One complete picture of you." Visual: Three-pillar breakdown dashboard.
Screenshot 3
Header: "Your AI life coach"
Subtext: "Prof. Joy's science, personalized for you." Visual: Daily plan screen + Prof. Joy avatar.
Screenshot 4
Header: "Track your growth"
Subtext: "See your score climb week by week." Visual: Progress chart — score 38 → 74 over 30 days.
YouTube pre-roll + in-feed · US iOS
Format: 15s non-skippable + 30s skippable pre-roll. In-Feed discovery ads. Target: US, 25–45, interests: wellness, mental health, self-improvement, productivity. Time targeting: 9–11 PM (peak wellness app usage). Hook must land in first 5 seconds before skip button appears.
Script 01 — 15s non-skippable
YT-01 · 15s non-skippable Recommended
[0:00–0:03] Prof. Joy to camera, confident. "You track your steps. You track your sleep. When did you last track your happiness?" [0:04–0:09] App screen: score quiz, three pillars lighting up. "JoyScore measures your mind, your body, and your life — and gives you a real number." [0:10–0:13] Score: 68/100. Progress to 81/100. "See yours free on iPhone." [0:14–0:15] App Store badge. JoyScore logo. "Download JoyScore — free."
Hook: Authority question CTA: App Store banner + end card End card: "Download Free on iPhone"
Script 02 — 30s skippable (hook must win in 5s)
YT-02 · 30s skippable · Score contrast
[0:00–0:05] (MUST WIN BEFORE SKIP) User looks at camera. "I scored a 34 on my happiness. And it changed how I spend every single day." [0:06–0:12] App walkthrough — quiz, score reveal, pillar breakdown. "JoyScore is the first app that measures your mental health, physical health, AND your sense of purpose — then tells you what to fix first." [0:13–0:22] Real user transformation story (text overlay testimonials). "Sarah went from 41 to 79 in 30 days. Marcus went from 52 to 88 in 6 weeks." "The difference? Finally knowing which score was holding them back." [0:23–0:28] Prof. Joy voiceover or on-screen. "Built on 20 years of happiness research. Free to start." [0:29–0:30] App Store end card. "Download JoyScore free on iPhone today."
Skip-proof hook: personal transformation hook in 5s CTA at 23s and end card End card: "Download Free on iPhone"
In-feed discovery ad (appears in YouTube search results)