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Oct 7 - 11

Batch 1 - Brief 5 - Armadillo Carrier - 3 Reasons Why

Brief Overview

Ad Sizes: 4x5 & 9:16

Concept:

3 Reasons Why - Listicle Style Ad

B-roll content with added voiceover

More of an organic look and feel

Testing 4 hooks variations - all with different visuals and script

Based on the customer reviews, the 3 most referred to benefits are:

1. the Armadillo is incredibly comfortable

2. It’s chic and stylish - it’s part of the outfit but also has some great functional elements

3. it’s suitable for newborn up to 45lbs. grows WITH baby.

Video Inspo:

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https://app.tryatria.com/ad/m1990421214686231⁠

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I really like this edit with the text style and emojis throughout - makes it very dynamic

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https://app.tryatria.com/ad/m1039242371210792⁠

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this example shows what we’re going for with the b-roll footage and added voiceover.

Hook brainstorm:

This is the one baby item i can’t live without, let me tell you why

This is the one item I’ve used every single day since___

This is the only baby carrier you need on your baby registry, let me tell you why

Why every new mom needs this baby carrier

My biggest regret is not getting this carrier for my first baby

Brand Guide:

This brand is very brand conscious and really values aesthetics - please be mindful of using the brand guide and overall designing for a higher end luxury look and feel.

This is a ‘cool mom’ brand - ads should come off as aspirational.

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STYLE GUIDE.pdf

942 kB

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Product:

The Armadillo Baby Carrier

SCRIPT/STORYBOARD

Testing 4 different hook variations

Note: approved content from the brand is linked below if you feel you need additional b-roll

VO audio clips linked below this storyboard.

Add upbeat background music

Block

Script

Visual

Notes

HOOK 1

This is the one baby item i can’t live without, let me tell you why

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8_IG_reel_georgiatrehane_2024-08-03.mp4⁠

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Text on screen: The baby item that got me through the first year of motherhood.

HOOK 2

I’ve used this every single day since my baby was born, here’s why I love it.

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bianca_king.08.04.2023.mp4⁠

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Text on screen: The one item I’ve used every single day since bringing baby home.

HOOK 3

3 reasons every new mom needs this baby carrier

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6_IG_reel_ash_paris_2024-05-31.mp4⁠

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Text on screen: 3 reasons every new mom needs an Armadillo carrier Add audio ‘Ding’ when VO says ‘this’ with sparkle-type element around carrier

HOOK 4

My biggest regret is not getting this carrier for my first baby. Here’s why it’s my best purchase yet.

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27_IG_reel_ash_paris_2024-08-21.mp4⁠

6s-9s

Text on screen: My biggest regret? Not getting the Armadillo carrier sooner.

Reason 1

First, it’s UNBELIEVABLY comfortable for both me AND my little one. The padded lumbar support has honestly saved my back, I can wear it for hours AND my baby’s nice and snug.

Product Demo:

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bianca_king.08.04.2023.mp4⁠

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Lumbar support:

6_IG_reel_ash_paris_2024-05-31.mp4⁠

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Closeup of fabric:

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27_TT_post_clairebuscher_2024-07-11.mp4⁠

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Text on screen:

SO comfortable for both me AND baby ✅ padded lumbar support ✅ soft quilted shell

Reason 2

It also doesn’t look like typical baby gear - it’s something I actually feel good wearing and becomes part of my outfit. Plus, the phone pocket and hidden sunshade have been SO useful.

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poppylist_without_captions.mov⁠

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styled outfit:

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download (2).mp4⁠

sunshade + zip:

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poppylist_without_captions.mov⁠

Text on screen:

2. doesn’t look like typical baby gear ✅comes in 10 gorgeous colors ✅has pockets for essentials ✅sunshade to protect baby

Reason 3

Third, it’s the ONLY carrier I’ll need from the newborn days through to toddler years because the Armadillo is safe to use from 7 to 45 pounds.

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27_IG_reel_ash_paris_2024-08-21.mp4⁠

8_IG_reel_georgiatrehane_2024-08-03.mp4⁠

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bianca_king.08.04.2023.mp4⁠

27_TT_post_clairebuscher_2024-07-11.mp4⁠

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4-way split screen showing babies of different ages

Text on screen:

3.Fits newborns to toddlers ✅ safe to use from 7lbs all the way to 45lbs

CTA

If you want a baby carrier that’s comfortable, chic AND functional, get the Armadillo. Trust me, you won’t regret it.

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demi_mccormack_without_text.mov⁠

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bianca_king.08.04.2023.mp4⁠

saraheika.1.12.mp4⁠

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Captions

There are no rows in this table

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AUDIO Clip - Hook 1:

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ElevenLabs_2024-10-08T18_54_42_Hope - upbeat and clear_pvc_s86_sb75_t2.mp3

632.8 kB

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AUDIO Clip - Hook 2:

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ElevenLabs_2024-10-08T19_06_06_Hope - upbeat and clear_pvc_s86_sb75_t2.mp3

645.7 kB

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AUDIO Clip - Hook 3:

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ElevenLabs_2024-10-08T19_06_55_Hope - upbeat and clear_pvc_s86_sb75_t2.mp3

626.1 kB

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AUDIO Clip - Hook 4:

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ElevenLabs_2024-10-08T19_07_25_Hope - upbeat and clear_pvc_s86_sb75_t2.mp3

653.7 kB

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Approved Content:

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https://www.dropbox.com/scl/fi/6w499plvwukaznbg6p66s/poppylist_without_captions.mov?rlkey=ud6bfe9yafsmscrebamtp837p&st=lurlx3fq&dl=0⁠
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https://www.dropbox.com/scl/fi/93v6iz84qn3nl6lv1zz97/8_IG_reel_georgiatrehane_2024-08-03.mp4?rlkey=hlrt353r03091us6e2qhbna2j&st=qw4yj38p&dl=0⁠
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https://www.dropbox.com/scl/fi/eivph6unanmv8q5vf7oii/bianca_king.08.04.2023.mp4?rlkey=63ozqcae7bidx3n4j8tbvz5nl&st=duhztug6&dl=0⁠
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https://www.dropbox.com/scl/fi/j7ylc1ubey0ntal9gbp0u/littlesouthernwife_without_text.mov?rlkey=i23ywunm513tbyqd7w2fkjxfd&st=jfujmwty&dl=0⁠
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https://www.dropbox.com/scl/fi/cp3u97o5q0al2monln24s/77_IG_story_littlesouthernwife_2024-08-18.mp4?rlkey=k25r55l3exe6l4oxem46vkila&st=ju8yd7bh&dl=0⁠
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https://www.dropbox.com/scl/fi/dj9zricr2r8t8uft22i46/6_IG_reel_ash_paris_2024-05-31.mp4?rlkey=sai86btgtp980y904jfz9uvk5&st=uhv03ff5&dl=0⁠
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https://www.dropbox.com/scl/fi/rzsy6yd6e6ceepj6h9axv/27_IG_reel_ash_paris_2024-08-21.mp4?rlkey=s816up2um8hhwd9fawcdytxsq&st=ns13sv91&dl=0⁠
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https://www.dropbox.com/scl/fi/vmnwp21akzes87ds9enk3/saraheika.1.12.mp4?rlkey=4aqvfgfqt0ldvhvpct37yc3n3&st=ctp0oqjs&dl=0⁠
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https://www.dropbox.com/scl/fi/utmjiysma7jsxwn88akp9/111_IG_story_0_chachigonzales_2024-09-09.mp4?rlkey=6f7re8gzjndvcnsjt9ot6brk5&st=k9y3bbfp&dl=0⁠
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https://www.dropbox.com/scl/fi/1n0g019fdllgni34ehlas/27_TT_post_clairebuscher_2024-07-11.mp4?rlkey=1j3whzqtdb96p91174ct6y7rq&st=l1mn840b&dl=0⁠
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https://www.dropbox.com/scl/fi/vlkv7c4xw5zubh1dptu9h/georgiatrehane_withouttext.jpg?rlkey=hud2h3nsrctckiu6z2eu1dmdb&st=vz86j03c&dl=0⁠
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https://www.dropbox.com/scl/fi/fwy4744tyfynye4istlfp/download-2.mp4?rlkey=npm1gxjk69hlrpexgc4oes5ga&st=ikch5p4d&dl=0⁠
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https://www.dropbox.com/scl/fi/45qgftub9js6klumozkeq/demi_mccormack_without_text.mov?rlkey=4tnqma4clt7vy575giwq3316q&st=bnbjc8sx&dl=0⁠
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