Ashley Bra
by Bella Fit
Goal
Reach cold audiences and break the belief that wireless bras can't offer real support.
Target audience
Women with larger breasts
Awareness stage
Unaware / Problem-aware
Funnel stage
Top of funnel
My role
Research / Strategy / Scripting / Editing
What they struggle with before seeing the ad
Before writing a single word I dug into the product and the audience.
N. 01 - Painpoints/solutions
Wires from other bras poke and dig into their skin
N. 02 - Painpoints/solutions
Other bras cause back fat and back rolls that show through every outfit
N. 03 - Painpoints & hidden beliefs
Other bras can't handle the weight of larger breasts leaving their back in pain
N. 04 - Painpoints & hidden beliefs
Wireless bras don't give them the lift they want
What they believe before seeing the ad
Before writing a single word I dug into the product and the audience.
x
"Wireless bras don't give enough support for larger breasts"
x
"You need underwire to get real lift"
x
"Poking wires are just normal, I've accepted it"
x
"Cheap wireless bras are not good enough"
Content that proved it works
These are the organic or paid videos that proved the format I went for works before I wrote a single word of the script.
Organic TikTok Shop
Before/after format
- 1M+ organic TikTok Shop views proves this format converts before spending a dollar on ads
- Zero brand mention in the first seconds removes the "ad feeling" which is perfect for a top of the funnel audience
- The visual hook creates instant curiosity without needing words
Organic TikTok Shop
UGC review format
- With 167M+ organic TikTok Shop views this format has proven itself before spending a dollar on ads.
- Seeing the avatar getting the desired result removes the biggest buying objection
- Authenticity builds trust because it feels like a friend's recommendation, not an ad
Organic TikTok Shop
Raw reaction
- With 4.2M organic views this format proves raw emotion converts
- Authentic reactions build instant trust wich you can't script genuine shock
- The reaction creates an open loop which keeps viewers watching because they need to know why.
How I turned all this into an ad
Based on this research, this is what I went for.
Press timestamp
Raw reaction visual hook
As we saw in the research, this format has already proven itself organically with millions of views. Here is why it works so well for this ad:
- The visual hook builds trust instantly
- No brand mention in the first seconds removes the ad feeling, perfect for a top of funnel audience
- Creates an open loop that keeps viewers watching
Open loop text hook
To make the visual hook even stronger I added a text hook that amplifies the open loop.
Because by referring to a "boob lift", normally makes people think of surgery. Which triggers so many questions that can only be answered by watching further.
Perfect for a top of funnel audience.
Because by referring to a "boob lift", normally makes people think of surgery. Which triggers so many questions that can only be answered by watching further.
Perfect for a top of funnel audience.
"I saw this trend where woman draw where their girls used to sit"
I wrote this line to trigger a FOMO response because we humans naturally want to be part of something.
And if you're a top of the funnel viewer who's never seen this trend before, you're going to keep watching just to figure out what's going on.
And if you're a top of the funnel viewer who's never seen this trend before, you're going to keep watching just to figure out what's going on.
"and what makes this so funny"
This line is a callback to the hook because the viewer has been wondering why she was laughing in the first place.
By doing this the viewer thinks they are about to get the reveal which keeps them watching even longer.
By doing this the viewer thinks they are about to get the reveal which keeps them watching even longer.
"this is all from a bra with no underwire"
This is where I give the viewer the reveal which results in a dopamine hit because their questions from the hook are finally answered.
At the same time, this is the moment where the audience who recognize this pain point, gets hooked on the product, while viewers who doesn't, will drop off here.
Which is exaclty what we want.
At the same time, this is the moment where the audience who recognize this pain point, gets hooked on the product, while viewers who doesn't, will drop off here.
Which is exaclty what we want.
"I always thought wireless bra's didn't give much support"
After the viewer gets their answer and decides to keep watching, the human brain immediately gets triggered with beliefs about why this product is not for them.
This is the brain's way of protecting itself, which is exactly why we debunk those beliefs in the very next line.
This is the brain's way of protecting itself, which is exactly why we debunk those beliefs in the very next line.
"but with this one, you could literally put two watermelons in there, and it woud still hold everything up"
Show don't tell is the goal here. This visual is an incredibly important moment in the ad because it does so many things at once.
- It breaks the belief the viewer had right before
- It immediately shifts their focus to the product, which now communicates quality without saying a word
- It keeps them watching because of the schocking thing she is doing right here
"but with this one, you could literally put two watermelons in there, and it woud still hold everything up"
Show don't tell is the goal here. This visual is an incredibly important moment in the ad because it does so many things at once.
- It breaks the belief the viewer had right before
- It immediately shifts their focus to the product, which now communicates quality without saying a word
- It keeps them watching because of the schocking thing she is doing right here
Debunking painpoints and believes
By the time the viewer reaches this point it means they are likely very interested.
So from here it is all about continuing to debunk as many pain points and beliefs as possible until they are convinced enough to click on the ad.
"so if your girls touch your belly too and you're done feeling uncomfortable"
Humor is one of the best ways the get them over the line. It shows personallity and could release the last bit of tension they have to click.
Call to action with urgency
If that viewer is still watching after all this, there is only one thing left the get them over the line and that is a bit of FOMO.
So I built a CTA with everything in it. A discount, a deal, and most importantly urgency to act now before it is gone.
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