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3. Conceptualization

In here, we take the information we gathered from the previous pages and make use of them to come up with our own video concepts.
First, we have to understand that there are 3 major content pillars:
Entertain - this is self-explanatory. Most people are on social media to be entertained. This is definitely a most-picked core for online content as any content should be entertaining even in a small degree to keep people watching or consuming the content.
Educate - Although most of the population likes to be solely entertained, there are still a majority of people who like to get new and fresh information online. This core is a bit tricky but if utilized correctly, it can definitely build a strong and lasting impression to the target audience.
Romanticize - This pillar is centered around beauty. While some people might stop for entertainment or information, there are also some people who would stop to admire beauty or aesthetic. Some common video concepts that uses this pillar are “day in the life”, unboxing, setup videos, hauls, and many more.
Once you’ve decided which pillar to pick as your concept core, you may then start filling out the Concept Development Template below:

Concept Development Template
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7/17/2023
Adam struggles with heel pain, particularly in the morning and after long periods of standing. His pain is impacting his ability to perform at his job and participate in his usual physical activities. Adam has tried over-the-counter pain relievers and ice, but they provide only temporary relief.
7/18/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
7/19/2023
Adam struggles with heel pain, particularly in the morning and after long periods of standing. His pain is impacting his ability to perform at his job and participate in his usual physical activities. Adam has tried over-the-counter pain relievers and ice, but they provide only temporary relief.
7/20/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
7/21/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
7/24/2023
Adam struggles with heel pain, particularly in the morning and after long periods of standing. His pain is impacting his ability to perform at his job and participate in his usual physical activities. Adam has tried over-the-counter pain relievers and ice, but they provide only temporary relief.
7/25/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
7/26/2023
Mike struggles with severe heel pain, especially in the mornings or after long periods of sitting. His pain is affecting his mobility and discouraging him from becoming more active. Mike has tried different diet plans in the past but has had difficulty sticking with them.
7/27/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
7/28/2023
Adam struggles with heel pain, particularly in the morning and after long periods of standing. His pain is impacting his ability to perform at his job and participate in his usual physical activities. Adam has tried over-the-counter pain relievers and ice, but they provide only temporary relief.
7/31/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/1/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/2/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/3/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/4/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/7/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/8/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/9/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/10/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/11/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/14/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/15/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/16/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/17/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/18/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/21/2023
Ruth struggles with knee arthritis which limits her mobility and makes gardening and playing with her grandchildren challenging. She fears becoming dependent on others due to her condition. Ruth wants to remain active in her community but is often held back by her arthritis pain.
8/22/2023
Ruth struggles with knee arthritis which limits her mobility and makes gardening and playing with her grandchildren challenging. She fears becoming dependent on others due to her condition. Ruth wants to remain active in her community but is often held back by her arthritis pain.
8/23/2023
Ruth struggles with knee arthritis which limits her mobility and makes gardening and playing with her grandchildren challenging. She fears becoming dependent on others due to her condition. Ruth wants to remain active in her community but is often held back by her arthritis pain.
8/24/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/25/2023
Oliver struggles with knee arthritis, exacerbated by his overweight condition. He finds it difficult to participate in physical activities due to pain in his knee. His sedentary job further contributes to his weight gain and poor physical health.
8/28/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
8/29/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
8/30/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
8/31/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
9/1/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
9/4/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
9/5/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
9/6/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
9/7/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
9/8/2023
Adam struggles with heel pain, particularly in the morning and after long periods of standing. His pain is impacting his ability to perform at his job and participate in his usual physical activities. Adam has tried over-the-counter pain relievers and ice, but they provide only temporary relief.
9/11/2023
Adam struggles with heel pain, particularly in the morning and after long periods of standing. His pain is impacting his ability to perform at his job and participate in his usual physical activities. Adam has tried over-the-counter pain relievers and ice, but they provide only temporary relief.
9/12/2023
Adam struggles with heel pain, particularly in the morning and after long periods of standing. His pain is impacting his ability to perform at his job and participate in his usual physical activities. Adam has tried over-the-counter pain relievers and ice, but they provide only temporary relief.
9/13/2023
Adam struggles with heel pain, particularly in the morning and after long periods of standing. His pain is impacting his ability to perform at his job and participate in his usual physical activities. Adam has tried over-the-counter pain relievers and ice, but they provide only temporary relief.
9/14/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
9/15/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
9/18/2023
Adam struggles with heel pain, particularly in the morning and after long periods of standing. His pain is impacting his ability to perform at his job and participate in his usual physical activities. Adam has tried over-the-counter pain relievers and ice, but they provide only temporary relief.
9/19/2023
Nancy struggles with chronic heel pain due to plantar fasciitis, worsened by long hours on her feet at work. She's tried numerous types of footwear, but has yet to find a pair that provides the support and comfort she needs. Nancy is struggling to enjoy her walks and bird watching due to her heel pain.
9/20/2023
Mike struggles with severe heel pain, especially in the mornings or after long periods of sitting. His pain is affecting his mobility and discouraging him from becoming more active. Mike has tried different diet plans in the past but has had difficulty sticking with them.
9/21/2023
Adam struggles with heel pain, particularly in the morning and after long periods of standing. His pain is impacting his ability to perform at his job and participate in his usual physical activities. Adam has tried over-the-counter pain relievers and ice, but they provide only temporary relief.
9/22/2023
9/25/2023
9/26/2023
9/27/2023
9/28/2023
9/29/2023
10/2/2023
10/3/2023
10/4/2023
10/5/2023
10/6/2023
7/17/2023
Product
Foot Sleeves
Content Pillar/Core
Entertain
Concept
Advice, Tips, Hacks, & Secrets
Customer Persona
PF - Adam
Persona - Demographics
Age: 48
Gender: Male
Occupation: High school physical education teacher
Family Status: Married with two children
Location: Lives in a suburban neighborhood in the Midwest, USA
Income: $60,000 per year
Persona - Hobbies
Running: Adam loves running and frequently participates in local races or marathons. He enjoys the physical challenge and the sense of community.
Strength Training: Adam also enjoys going to the gym for strength training. He finds it an effective way to stay fit and improve his overall athletic performance.
Coaching: Given his job as a physical education teacher, Adam might also enjoy coaching in his free time. This could be a school sports team or a local community team.
Outdoor Activities: Adam is an active person, so he might enjoy other outdoor activities like hiking, biking, or swimming.
Nutrition and Cooking: To support his active lifestyle, Adam might have an interest in nutrition and enjoy cooking healthy meals.
Reading Sports Literature: To keep up with the latest trends in fitness and sports education, Adam might enjoy reading sports literature or research.
Watching Sports: Like many sports enthusiasts, Adam might enjoy watching sports on TV or attending live events in his free time.
Challenges and Pain Points
Adam struggles with heel pain, particularly in the morning and after long periods of standing.
His pain is impacting his ability to perform at his job and participate in his usual physical activities.
Adam has tried over-the-counter pain relievers and ice, but they provide only temporary relief.
Product USPs & Benefit that'll resolve the pain point
Relieve pain in minutes
Reference from Competitor Analysis
Poppi Soda
Reference Link
Additional Reference Link
Hook
Curiosity Pique
Product Intro
Body
Benefits
Storytelling
Deposition
CTA
Reaction
Why it works?
I think this ad targets people with high energy and who love to drink soda without the ridiculous amount of sugar. I think one of the main reasons why it is interesting is because the video speaks very well with the avatar. The ASMR-ish sound of the can opening is also a huge plus. Another notable fact here is that the model/content creator is famous with more than 600K followers so that could also be why the ad has 3M plays within 24 days.
What can we do? Why?
This video is nothing too complicated, but the messaging is pretty clear and straightforward. What I think we should do is replicate the exact structure of the building blocks used for the video. We are not copying the entire video but using the same formula they used here. Let’s always note to keep our tone aligned with our chosen avatar.

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