UGC - Crying Hooks i.e. “when your anti-p fails you” - AD-969
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Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required content within 5 days of receiving the product (if any*).
Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
Project Summary
The Brief
We want to create a super engaging thumb stopping moment where for the Opening Hook we want to experiment with the “crying girl” Ad trend, where you’re sad and upset and teary due the a different range of hooks to grab and then educate people about Fussy Natural Deodorant.
Note: If selected you will need to provide a script on how you'll film this/ what you plan on saying that needs to be signed off by Fussy.
Note: Please show the product within the first 5 seconds of the video as having this upfront performs well
Note: For the 9x16 (Portrait version). We will be using this dimension on TikTok, so please make sure overlays and key messages for the 9x16 version are not cut of by TikTok's UI or Ad caption space. Creators will need to consider the safety zones. See TikToks preview tool where you can see how it looks in situ (toggle to show in-feed ads) HERE
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Code to buy our product will be shared once selected.
Hook 1 - “When your antiperspirant Fails you”
Open with the above statement. In this opening Hook we want you to be visibly upset and close to tears (really dramatise this so it looks like you’re really upset). Within the opening hook showcase an anti-perspirant can whilst you’re crying (NOTE: Hide the branding) and then transition quickly into showcase Fussy Natural deodorant and explain why Fussy never fails you due to it’s unique effective probiotic formula that LASTS ALL DAY. Explain how we use lactobacillus (the same probiotic in yoghurts) to target the bacteria in your armpit that causes BO. Important to explain that the product is vegan (some people get confused due to name of the bacteria and association with yoghurts). Please then go on to explain our 3x core USPs (see below).
Hook 2 - “When you stink of BO”
Open with the above statement. In this opening Hook we want you to be visibly upset and close to tears as you take sniffs of your armpits because they smell terrible, really dramatise this to stop people scrolling to grab their attention. Quickly then transition into showcasing Fussy Natural Deodorant and explain why Fussy never fails you due to it’s unique effective probiotic formula that LASTS ALL DAY. Explain how we use lactobacillus (the same probiotic in yoghurts) to target the bacteria in your armpit that causes BO. Important to explain that the product is vegan (some people get confused due to name of the bacteria and association with yoghurts). Please then go on to explain our 3x core USPs (see below).
In the video you also need to communicate the following three messages:
- 24hr Protection backed by science. We use a neutralising probiotic formula that eats sweat for breakfast. Emphasise this is a natural deodorant that lasts ALL DAY!!!
- Easy To Refill. Show how easy it is to refill Fussy with our plastic-free refills delivered straight to your armpits every 3 months
- Natural Ingredients. 100% vegan and cruelty free, with no aluminium or parabens.
Please communicate the above key message within your content.
Has to be a great actor for the crying scenes, along with bein comfortable making social first content, and be skilled at editing.
DO
- Please film in natural bright light
- Add engaging captions to your video! remember to submit the version with and without! (SafeZone Tool)
- Keep it lively and energetic - we want to encourage the audience!
- Shoot high-res
- Submit all formats after sign off
DON'T
- Don't sound like you're reading off a script
- Don't film via TikTok app. MUST use back camera and edit via CapCut or similar.
Hook 3 - “When your regular antiperspirant causes red irritated pits”
Open with the above statement. In this opening Hook we want you to be visibly upset and close to tears as you showcase your armpits that are red and irritated. Really amp this up to get people to stop scrolling and grab their attention. Quickly then transition into showcasing Fussy Natural Deodorant and explain how you heard about it on Dragons Den (green screen a clip of us on the show), see Youtube clip HERE. From 11 - 18 as it shows our product and the Dragons. Then explain how you saw loads of 5-Star Trustpilot reviews of Fussy talking about how effective our Natural Deodorant has been for people with sensitive pits. Green Screen the following screenshots HERE that we want you to showcase i.e. loads of people vouch for it. See example from a content creator who showcased reviews well as a reference HERE.
Hook 4 - When your natural deodorant doesn’t work.
Open with the above statement. In this opening Hook we want you to be visibly upset and close to tears as you’re visibly upset with your natural deodorant. In the hook whilst HIDING the branding of the product i.e. Salt of The Earth please throw this away and then quickly transition into showcasing Fussy Natural deodorant and explain why Fussy never fails you due to it’s unique effective probiotic formula that LASTS ALL DAY. Explain how we use lactobacillus (the same probiotic in yoghurts) to target the bacteria in your armpit that causes BO. Important to explain that the product is vegan (some people get confused due to name of the bacteria and association with yoghurts).
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We are Fussy... about everything in our mission to banish single-use plastic from your bathroom with natural personal care products that are simple, effective and beautifully designed.
As seen on Dragons' Den, our award-winning design features a durable outer case made with recycled plastic. And home compostable refills made from waste sugarcane which once done with will just decompose in your garden or the bin.
But as we all know it’s what’s on the inside that counts and we’ve been extra Fussy with this. Backed by science with only premium natural ingredients, our formula contains an odour-neutralising probiotic that literally eats sweat for breakfast. So now you can say no to BO and yes to saving the planet.
What’s more we’re vegan, free from aluminium and parabens and of course we only ever test on smelly people, never animals. To get started, simply choose a case and from one of our beautifully refined scents that you'll want to sniff on repeat.
We truly believe that by being Fussy and elevating the everyday products we have all come to know and love, we can create a better smelling planet for everybody.
Power to your pits!
Wild/ AKT/ Mainstream antiperspirants
Please check our UGC Brand Guideline deck here: https://docs.google.com/presentation/d/1hF5geMeLaYADzFIZOXgnR1n0b7uNqUU9I9__XHVdHbw/edit?usp=sharing
Wild/ AKT/ Mainstream antiperspirants
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