Content Execution Strategy

The reel playbook.
One writing model. Every SKU.

One way of writing, applied to three formats UGC, influencer, and founder-led. A hook bank and brief for every SKU on plenaire.in. Click a product or bundle to open its working sheet.

01 Principle

Lock the bookends. Free the body.

Hooks decide 80% of performance, so we never leave them to improvisation. CTAs are locked for compliance and because tested lines convert. The middle is always the creator's voice because scripted middles read fake. Same model across every format.

Layer 01
Hook
Scripted
25 tested options per SKU. Creator picks one or performs what we assign. Word-for-word.
Layer 02
Body
Briefed
Product truths, sensory cue, landmines. Creator writes lines in own voice.
Layer 03
CTA
Locked
One line, read word-for-word. Soft, not pushy.
02 Three formats

Same writing model. Different jobs.

UGC, influencer, and founder-led content do different things for the brand. What changes by format is who picks the hook, who performs it, where it lives, and what we measure. The writing layer stays identical.

Format 01
UGC
Hired creator. No audience leverage. We own the footage.
Who picks hookWe pick. Test 5 per concept.
Who performsPaid creator
Lives in
CTASoft, link in bio
Primary KPICAC, ROAS, hook-rate
Volume target10 to 15 ads / month
Format 02
Influencer
Owns their audience. Their voice is the asset. We whitelist.
Who picks hookCreator picks or proposes in same shape
Who performsCreator on their feed
Lives inOrganic
CTACreator's own, brand-approved
Primary KPISaves, comments, whitelisted CTR
Volume target3 to 5 partners / quarter
Format 03
Founder-led
Namrata. Real authority. Highest trust signal we have.
Who picks hookWe write, Namrata answers in prompted Q&A
Who performsNamrata, own voice
Lives inOrganic + Paid
CTAOrganic: none. Paid: soft, founder voice
Primary KPIOrganic: saves. Paid: hook-rate, CAC
Volume target20 min Q&A / quarter, 30 to 40 variants
03 Two lenses

Both views, one recommendation.

We pressure-tested this against the two strongest arguments in the room. They converge.

Creative Director

Brand equity, 3-year horizon

Founder content in paid is allowed, gated on the "journal entry" test. Shouty founder ads cheapen the brand and we can't unteach the market.

Hook bank is mandatory but cap at 8. More prescription means worse output. Keep landmines short and sharp.

Never run founder content with discount overlays in DPA carousels. Format fit matters more than channel fit.

Direct Response

Hook-rate, CAC, this week

Founder content is the highest-trust, lowest-CPM creative most DTC brands have. Not running it in paid leaves money on the table.

Always script the hook. Write 15 variants per concept, test 5 per ad. Founder hooks that work: "I rejected 14 versions," "The clinical results surprised me," "Most serums lie."

Film 20 minutes of Namrata answering questions. Cut into 30 to 40 variants. Run on Advantage+. Kill losers at 3 days. Scale winners.

04 Products on plenaire.in

Four India-exclusive SKUs.

Each opens in a new tab with its own hook bank and brief.

Cleansers
Cleanser
Duelle
2-in-1 brightening gel, niacinamide + rose water.
549 / 1,099→
Cleanser
Rose Jelly
Balm-to-milk makeup remover, hero SKU in India.
849 / 2,199→
Moisturiser
Moisturiser
Glacee
Super moisture milk, clinically 48hr hydration.
1,199 / 1,999→
Treatment
Treatment
Aesthetique
Retexturing serum, dual AHA, clinically proven on Fitzpatrick IV-V.
399 / 1,499 / 2,499→
05 Bundles

Four kits on plenaire.in.

Routine + value angles. Each opens in a new tab.

Kit
Double Cleanse Kit
Duelle + Rose Jelly. Day-to-night cleansing.
1,249→
AM Ritual
Matinée
Duelle + Glacee. Brighter mornings.
1,549→
PM Ritual
Beaux Rêves
Rose Jelly + Aesthetique. Restorative evening.
2,099→
Complete Ritual
Chapter One
All four. Full AM and PM routine.
3,499→
How to use this doc. Pick a product or kit. Open the brief. Send the whole thing to the creator, influencer agency, or the interviewer filming Namrata. They select 5 hooks to test across concurrent ad sets, improvise the body within the truths and landmines, and read the CTA word-for-word. Everything else is their voice.