Context
IVF Matters wanted to create a case study around a real egg freezing journey to support prospective clients considering treatment.
Problem
The real client was happy to share her experience – but did not want to appear on camera. Without a face-led story, the risk was losing emotional connection and trust, which are critical in fertility-related decisions.
Approach
We built the video around the real story, using a scripted narrative based directly on the client’s experience.
To protect anonymity while maintaining impact:
- We hired a professional actor to portray the story
- Secured a domestic location to reflect a realistic environment
- Ensured full transparency around the use of an actor
From a single production, we created:
- A longer-form case study video for consideration-stage audiences
- Supporting b-roll to demonstrate the support provided
- Multiple short-form cutdowns (with wardrobe changes) for LinkedIn and awareness-stage content
Commercial Value / Outcome
The result is a highly relatable, emotionally engaging case study that:
- Builds trust without compromising client privacy
- Supports conversion further down the funnel
- Generates top-of-funnel engagement through social content
A sensitive story turned into a structured, multi-stage marketing asset.
