02 · Format

Three signs framework, problem unaware audience

03 · Insights & learnings

Three signs framework in the hook to grab attention, then the scientific mechanism behind the problem, closing with reviews to back the solution.

02 · Format

Solution aware, AI VO with B-rolls

03 · Insights & learnings

Opens on the problem, then moves straight into the product as the solution.

02 · Format

Short-form UGC with text overlay and TikTok viral-style music

03 · Insights & learnings

Problem aware callout targeting women dealing with hormonal balance who are sick of pharmaceutical meds.

02 · Format

Short-form UGC testimonial with text overlay

03 · Insights & learnings

Shows a visible transformation journey in a review-style ad using a Then vs Now approach.

02 · Format

Text-only short, problem unaware style

03 · Insights & learnings

Targets symptoms of high cortisol including belly fat, hair loss and neck hump. The “Hidden signs” hook creates intrigue, which works especially well for a TOF problem unaware market.

02 · Format

Mini VSL

03 · Insights & learnings

Goes after the belly fat and weight gain angle tied to high cortisol, told in a mini VSL style.

02 · Format

Pixar-style animation

03 · Insights & learnings

Builds curiosity around common herbs being used the wrong way, and the right recipe nobody uses.

02 · Format

Mini VSL

03 · Insights & learnings

Uses common foods to demonstrate hidden potential in them that almost no one knows about.

02 · Format

Problem aware, testimonial-style VSL

03 · Insights & learnings

A “wall test” hook diagnoses forward head posture as the root cause of neck pain, then positions the product as the only at-home, long-term solution.

02 · Format

Problem aware mini VSL, green screen talking head

03 · Insights & learnings

The hook leads with a short test anyone can do to check for forward head posture. That lead drives higher engagement, and the rest of the ad follows a VSL structure.

02 · Format

UGC-style simple demo with music

03 · Insights & learnings

Problem/solution approach targeting prescription glasses wearers. The ad visually proves the fit-over design works with regular glasses without sacrificing style or adding bulk.

02 · Format

UGC review / product demo

03 · Insights & learnings

Targets people who wear glasses and solves the hassle of buying expensive prescription sunglasses or constantly switching and storing glasses.

02 · Format

TikTok viral video mashup

03 · Insights & learnings

A swim cap that keeps hair dry. The ad is built on the reveal: different creators pulling off the cap after swimming to show dry hair.

02 · Format

Problem aware / unaware

03 · Insights & learnings

Targets the harmful effects of smoking and addictive stimulants and offers a green alternative with mushrooms. The concept leans into self-improvement and being true to yourself.

02 · Format

Problem aware, personal storytelling

03 · Insights & learnings

Speaks to an audience that knows little about the product or the solution itself, and educates them on a practical fix for focus and stress.

02 · Format

Problem aware talking head with B-rolls, testimonial with personal storytelling and product demo

03 · Insights & learnings

Targets people stiff with swollen hands and ankles who are frustrated with temporary relief from ice, elevation and pills. A “treat the cause, not just the symptoms” angle positions sleeping grounded as an easy overnight solution, backed by references to studies and the creator’s own improvement.

02 · Format

Problem aware, short-form product footage with text overlays

03 · Insights & learnings

Targets women who feel they’ve tried everything but still wake up with swollen, painful joints. Frames the product as a two-week trial, using a “500 women wanted” callout and limited places to create exclusivity and urgency.

02 · Format

Problem unaware, Pixar-style AI animation with a “hidden dangers” hook

03 · Insights & learnings

Targets everyday liquid detergent users who assume their clothes are safe after washing. Raises concern around chemical residue and skin exposure, frames liquid detergent as mostly water, and positions Earth Breeze sheets as the gentler, concentrated alternative. The goal is a switch in detergent format, not just brand.

02 · Format

Behind-the-scenes with product demos and an offer-led hook

03 · Insights & learnings

Broad cold-audience appeal, including problem unaware viewers. Speaks to shoppers who value domestic manufacturing and ingredient quality but need reassurance before switching. Production footage builds trust, while a UV demo shows the residue left by conventional detergents.

02 · Format

Podcast style, problem unaware listicle

03 · Insights & learnings

Targets an audience that doesn’t know the problem yet, so it defines the problem first and positions Calvris as the side-effect free solution.

02 · Format

AI UGC, solution aware listicle

03 · Insights & learnings

Speaks to an audience that already knows the usual solutions and reframes them as mistakes, then pitches Calvris as the product that targets the main symptoms others miss, without side effects.

02 · Format

UGC, problem aware

03 · Insights & learnings

Targets people who want cafe-level coffee without the cafe lines or the hassle of other options, and positions Jot as the answer on convenience, taste and variety.

02 · Format

Mashup, product aware

03 · Insights & learnings

Hooks viewers with the offer, then communicates the benefits and convenience of the coffee through demonstration and testimonial clips.

02 · Format

Talking head with B-rolls, solution aware

03 · Insights & learnings

Targets an exact avatar with a THIS vs THAT format, listing the objections to inferior options and telling the story of how Ravine was created to solve them.

02 · Format

UGC, product aware

03 · Insights & learnings

Pitches the product as a hunting necessity, explaining benefits and features with real examples of how it makes hunting easier.