How Craftd Advertises on Meta

# Ad summary This ad is a customer testimonial for Craftd jewelry. It highlights the quality and affordability of their jewelry and variety of designs. It also mentions that the jewelry is safe to wear during workouts and swimming because it is tarnish-free and doesn't turn your neck green. # Brand positioning Craftd is presented as a provider of high-quality, affordable jewelry with a wide variety of designs. The brand positions itself as a reliable choice for durable jewelry that is suitable for everyday wear, even during activities like working out or swimming, without tarnishing or causing skin discoloration. The ad implies that Craftd offers a worry-free, stylish solution for customers seeking versatile and long-lasting jewelry. # Product The advertised product is jewelry from Craftd. The ad highlights several features of the jewelry, including its quality, affordable pricing, variety of designs, and durability. The jewelry is presented as suitable for wearing in various environments such as "in the gym, pool all holiday". It is promoted as not tarnishing or causing a "green neck," addressing a common concern with some jewelry. The product is for anyone looking for durable, versatile, and affordable jewelry that can withstand daily activities and travel, while maintaining its quality and appearance. # Visual style The ad has a UGC style, appearing to be a candid, unfiltered snapshot with text overlaid. The production quality is relatively low-polish, resembling a quick post made on a platform like Instagram Stories. The typography is simple and direct, and the overall effect is casual and approachable, prioritizing scannability over high design. # Hooks Headline: *unrelated photo* but @craftd was my best find of 2025!! # Funnel stage Consideration # Pain points The pain point addressed is the frustration of jewelry that tarnishes, causes skin discoloration, or is not versatile enough for various activities. Quote: "Wear it in the gym, pool all holiday no tarnishing or green neck." # Value propositions - Quality jewelry - Great affordable pricing - Wear it in the gym, pool all holiday no tarnishing or green neck - Loads of variety of designs # Benefits - Quality jewelry - Great affordable pricing - Wear it in the gym, pool all holiday no tarnishing or green neck - Loads of variety of designs # Features - Quality jewelry - Great affordable pricing - Wear it in the gym, pool all holiday no tarnishing or green neck - Loads of variety of designs # Call to action None used. # Social proof - "but @craftd was my best find of 2025!!" - "can't recommend them enough!" # Point of view - Customer: The customer's POV is present in the opening and closing statements, as well as the overall endorsement of the brand, conveying a personal experience and satisfaction with the product. This is shown in the opening and closing statements. # Storyline - The image begins with an opening statement acknowledging that the photo is unrelated, immediately followed by a declaration from someone, presumably a customer, identifying @craftd as "my best find of 2025!!". The message intends to grab attention with a forward-looking endorsement, suggesting the brand is exceptional and worth discovering. - The ad continues with a list of bulleted points, told from the brand's perspective, detailing the benefits of their jewelry: diamond emoji "Quality jewelry", corn emoji "Great affordable pricing", parasol emoji "Wear it in the gym, pool all holiday no tarnishing or green neck", and trojan helmet emoji "Loads of variety of designs". This portion aims to deliver specific reasons why the customer should consider purchasing Craftd jewelry, emphasizing both quality and practicality. - The ad concludes with the implied customer stating "can't recommend them enough!". This reaffirms the positive endorsement from the start, reinforcing the brand's value through a strong, personal recommendation.

# Ad summary This ad showcases a CRAFTD necklace with a compass pendant, highlighting the theme of self-belief through a minimalist design. # Brand positioning CRAFTD is positioned as a brand offering jewelry that serves as a personal statement and daily reminder for self-empowerment. The brand aligns with values of self-belief and personal identity, offering products that go beyond mere accessories to become meaningful symbols. Its jewelry is designed to inspire confidence and individuality, allowing customers to express their inner selves through quality craftsmanship. # Product The advertised product is a gold pendant necklace from CRAFTD. The pendant is round and features a compass design with a prominent star at the center, symbolizing direction and guidance. Small rhinestones decorate the outer ring of the pendant. The words "NEVER FOLLOW" are inscribed around the lower edge of the compass on the pendant. The necklace chain appears to be made of twisted gold links, which complements the overall aesthetic. This piece is intended to be a talisman that promotes self-belief. # Visual style The ad presents a clean and sophisticated visual style. The image is well-lit with a focus on the product. The neutral background enhances the focus on the product and its symbolic messaging. The overall aesthetic is minimalist and elegant, appealing to an audience that appreciates understated luxury. # Hooks Headline: A SYMBOL OF SELF BELIEF. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The necklace is not just an accessory but a personal talisman that inspires confidence and individuality. # Benefits - Serves as a daily reminder for self-empowerment - Promotes self-belief - Symbol of direction and guidance # Features - Gold pendant necklace - Compass design - Star at the center - "NEVER FOLLOW" inscription # Call to action None used. # Social proof - None used. # Point of view - Brand: The text stating, "A SYMBOL OF SELF BELIEF," communicates a message from the brand, positioning their product as more than just an accessory. # Storyline - The ad opens by presenting the CRAFTD brand name. This aims to establish the product's origin and quality, aligning the viewer with a reputable source of fashionable jewelry. - The central message emphasizes that the necklace is 'A SYMBOL OF SELF BELIEF.' This is included to connect the physical product with a deeper, emotional meaning. The brand is telling the viewer what the necklace is intended to represent. - The image concludes with a detailed shot of the gold compass pendant necklace, showcasing its design and craftsmanship. The brand offers a tangible example of how the necklace can be a constant reminder of personal empowerment.

# Ad summary This image ad features CRAFTD London jewelry alongside running apparel, suggesting a lifestyle that blends fitness with fashion and personal expression. # Brand positioning CRAFTD London is positioned as a brand that adds a touch of style and personal expression to an active lifestyle. The ad subtly conveys a sense of luxury and self-reward by associating the brand's jewelry with fitness goals. It pushes against the norm of purely functional athletic gear by showcasing how personal style and self-expression can be integrated into even the most active routines. The brand occupies a space in the market where fashion meets fitness, appealing to consumers who value both performance and aesthetics. This positioning is primarily emotional, focusing on how the brand makes the customer feel confident and stylish while pursuing their fitness goals. # Product The featured product is a silver CRAFTD London compass pendant necklace. It features a detailed compass design. The pendant has the brand name along the edge of the compass. The necklace is a silver chain. The product is positioned as a lucky and essential accessory, as highlighted in the New Year's resolution. The product is shown in a lifestyle setting with running apparel to suggest it can be worn while pursuing fitness goals. The ad communicates that the necklace is more than just an accessory; it's a personal emblem of motivation and style, suitable for everyday wear and even athletic activities. # Visual style The ad employs a monochromatic color scheme, which gives it a modern and streamlined feel, focusing the viewer's attention on the product and message. The production quality suggests a casual, lifestyle aesthetic, possibly shot on a smartphone, aligning with user-generated content trends on social media. The layout is simple and uncluttered, with the key elements arranged to create a sense of effortless style. The typography is integrated cleanly, mimicking a platform-native style like a Notes app, enhancing scannability and stop power within the feed. # Hooks Headline: New Years Resolutions # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the tendency to overspend on hobby-related items, as highlighted by the resolution to 'Stop buying more running shoes'. # Value propositions - The necklace is a personal emblem of motivation and style - Adds luck to running routine - Style meets fitness # Benefits - Adds a touch of style - Personal expression to an active lifestyle # Features - Silver chain necklace - Compass pendant # Call to action None used. # Social proof - None used. # Point of view - Customer: The notes app and New Year's Resolutions list establishes the perspective as a personal, intimate one, resembling a user's reflection on their own goals and desires. # Storyline - The ad opens with a 'New Years Resolutions' list displayed on a phone screen, which is shown from the customer's perspective. This immediately sets a relatable context, tapping into the common practice of goal-setting at the start of the year, especially in regard to fitness. - The list includes fitness-related resolutions like 'Sub 20 5k,' 'Do more park runs,' and 'Get marathon ready,' interspersed with 'Don't run without my lucky CRAFTD chain,' delivered from the perspective of the user. This integrates the brand's product directly into the viewer's aspirations for self-improvement. The resolutions humanize the brand while also highlighting the product in the context of the active lifestyle. - The final resolution, 'Stop buying more running shoes,' acknowledges a common consumer behavior, presented as a humorous aside from the customer's POV. This serves to lighten the tone and create a point of connection with viewers who may also struggle with impulse purchases related to their hobbies, positioning the necklace as a more lasting and meaningful accessory compared to the shoes.

# Ad summary This ad showcases a man wearing various pieces of men's jewelry, including rings, bracelets, and necklaces. The ad emphasizes a clean and simple aesthetic, suggesting that the jewelry is designed for individuals who appreciate minimalist style. # Brand positioning The brand is presented as offering clean and simple jewelry for men. The brand aligns with values of minimalism and understated elegance, suggesting a lifestyle that is refined and effortlessly stylish. The brand pushes against the norm of flashy or overly ornate jewelry, instead focusing on timeless pieces that complement a man's personal style without overpowering it. The brand positioning is both functional, in terms of providing quality accessories, and emotional, in terms of enhancing the wearer's confidence and style. # Product The featured products are men's jewelry, including rings, bracelets, and necklaces. The jewelry is designed with a clean and simple aesthetic, featuring minimalist designs and metallic finishes. The rings come in various styles, including braided and textured bands. The bracelets are chain-link designs, and the necklaces are simple chains. The products are intended for men who appreciate understated elegance and want to enhance their personal style with subtle accessories. The ad emphasizes the versatility of the jewelry, suggesting that it can be worn for any occasion. The ad addresses the purchase barrier of overly flashy or ornate jewelry by offering a more refined and minimalist alternative. # Visual style The ad has a polished and minimalist aesthetic, with a focus on clean lines and neutral colors. The editing style is simple, with smooth transitions between shots. The production quality is high-end, with a focus on showcasing the jewelry in a sophisticated and stylish manner. The pacing is slow and deliberate, allowing viewers to appreciate the details of the jewelry. # Hooks Spoken: 00:00–00:07: POV: Clean. Simple. That's your vibe. Text overlay: 00:00–00:07: POV: Clean. Simple. That's your vibe. Visual: 00:00–00:02: Close-up shot of a man's hands adorned with multiple silver rings and a silver chain bracelet. The man is wearing a light-colored shirt. The background is blurred. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of overly flashy or ornate jewelry that doesn't align with a minimalist aesthetic. The ad offers a more refined and understated alternative for men who appreciate simplicity and elegance. # Value propositions - Clean and simple jewelry that complements your personal style - Understated elegance for any occasion # Benefits - Enhances personal style - Understated elegance - Versatile for any occasion # Features - Clean design - Simple aesthetic - Metallic finish # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing its products and aesthetic. # Storyline - 00:00–00:02 The ad opens with a close-up shot of a man's hands adorned with rings and a bracelet. - 00:02–00:04 The camera then transitions to a shot of a man wearing a chain necklace. - 00:04–00:05 The ad returns to a close-up of the man's hands, showcasing the rings and bracelet again. - 00:05–00:07 The ad concludes with a shot of the man standing on a balcony, wearing the necklace and rings.

# Ad summary This ad showcases CRAFTD's new gemstone pendants, highlighting their variety of colors and elegant design. # Brand positioning CRAFTD is presented as a modern jewelry brand that specializes in creating high-quality, stylish pendants. The brand emphasizes elegance and variety, offering gemstone pendants in multiple colors to suit different tastes. The brand aims to occupy a space in the consumer's mind as a provider of fashionable and versatile jewelry pieces that can be worn for various occasions. The brand aligns with a lifestyle that values personal expression through accessories, pushing against the norms of traditional, less customizable jewelry options. The brand positioning is both functional, offering a range of colors, and emotional, appealing to the desire for self-expression and style. # Product The featured product is a gemstone pendant from CRAFTD, consisting of a gold chain and a rectangular gemstone set in a gold frame. The pendants are available in four different gemstone colors: green, black, blue, and red. The product is designed for individuals who want to add a touch of elegance and color to their outfits. Each pendant features a polished gemstone with a gold bail and chain, creating a cohesive and luxurious look. The ad highlights the variety of colors available, suggesting that customers can choose a pendant that matches their personal style or outfit. The pendants are presented as a way to elevate one's look and make a statement with a simple accessory. # Visual style The ad has a clean and elegant visual style, characterized by its minimalist composition and polished product photography. The production quality is high, with studio-shot lighting and a neutral background that emphasizes the jewelry. The image treatment includes soft lighting and subtle color grading to enhance the gemstones' vibrancy. The typography is simple and modern, contributing to the overall sophisticated aesthetic. The visual style is designed to be scannable and eye-catching in a social media feed, with a focus on showcasing the product's design and variety. # Hooks Headline: NEW IN: GEMSTONE PENDANTS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Variety of colors to match personal style - Elegant design suitable for various occasions # Benefits - Adds a touch of elegance to any outfit - Allows for personal expression through color choice # Features - Gemstone pendants - Available in green, black, blue, and red # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's perspective, showcasing their new product line and reinforcing their brand identity. # Storyline - The ad begins by showcasing four gemstone pendants in different colors (green, black, blue, and red), each hanging from a gold chain. This is intended to immediately capture the viewer's attention and highlight the variety of options available. The brand is presenting this initial view. - The ad then transitions to text that reads "NEW IN: GEMSTONE PENDANTS", which is intended to inform the viewer about the latest addition to the brand's product line. The brand is telling the viewer about the new product. - Finally, the ad concludes with the brand name "CRAFTD", reinforcing brand recognition and providing a clear identifier of the product's origin. The brand is reinforcing its identity.

# Ad summary This ad showcases Craftd's stone pendants, highlighting their design and aesthetic appeal. The ad features close-up shots of the pendants against a luxurious backdrop, emphasizing their quality and style. # Brand positioning Craftd is presented as a brand that offers high-quality, stylish jewelry, particularly pendants. The brand aligns with a lifestyle of luxury and attention to detail, as suggested by the opulent visuals and close-up shots of the jewelry. Craftd seems to ignore the trend of minimalist jewelry, instead focusing on pieces that make a statement. The brand positioning is both functional, in terms of the jewelry's design and materials, and emotional, appealing to customers who value style and luxury. # Product The featured product is Craftd's stone pendants, which are presented as stylish and high-quality jewelry pieces. The pendants come in various designs, including a gold cross pendant and pendants with stone embellishments. The ad emphasizes the aesthetic appeal and design details of the pendants, showcasing them against a luxurious backdrop. The pendants are for individuals who appreciate stylish and high-quality jewelry. The ad addresses the purchase barrier of perceived value by highlighting the design and materials of the pendants, suggesting they are worth the investment. # Visual style The ad has a polished and luxurious aesthetic, with close-up shots and a dark background to emphasize the jewelry's shine. The editing style is static, with no quick cuts or transitions. The production quality is high-end, supporting the intended tone of luxury and sophistication. The pacing is slow and deliberate, allowing viewers to appreciate the details of the jewelry. # Hooks Text overlay: 00:00–00:05 / 00:00–00:05 NEW IN: / 00:00–00:05 STONE PENDANTS / 00:00–00:05 CRAFTD Visual: 00:00–00:05: Close-up shot of a gold cross pendant hanging from a crystal chandelier. The background is dark, emphasizing the pendant's shine. Text overlay: "NEW IN: STONE PENDANTS" and the brand logo "CRAFTD" at the bottom. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Stylish and high-quality jewelry pieces that make a statement. # Benefits - Stylish design - High-quality materials # Features - Stone pendants - Gold cross pendant # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product's features and aesthetic appeal. # Storyline - 00:00–00:05 The ad opens with a close-up shot of a gold cross pendant hanging from a chandelier.

# Ad summary This ad features three cross pendants in different finishes with the text "A SYMBOL OF SELF BELIEF". # Brand positioning CRAFTD London positions itself as a provider of modern, bold jewelry pieces for men and women. The brand centers its image around a specific, urban lifestyle. They seem to oppose traditional jewelry brands, which often target older demographics with more conservative designs. CRAFTD London creates jewelry that resonates with the younger generation, embracing contemporary styles and individuality. # Product The ad showcases CRAFTD London's cross pendant necklaces, available in three metal finishes: gold, silver, and rose gold. The pendants feature a traditional crucifix design, with the figure of Christ displayed on the cross. The product is clearly positioned as more than just a religious symbol, instead promoted as an expression of personal empowerment and self-belief. The necklaces are designed for everyday wear, allowing customers to express their individuality and values through a stylish accessory. # Visual style The ad features a minimalist and modern visual style with a dark and edgy aesthetic, as evident from the dark grey textured background. The product is well-lit and the cross necklaces are at various angles, creating visual interest and emphasizing the design. The clean typography and strategically placed logo contribute to the overall sophisticated and visually appealing presentation. # Hooks Headline: A SYMBOL OF SELF BELIEF # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The cross necklaces are a symbol of self belief. # Call to action None used. # Social proof - None used. # Point of view - Brand: All text and visuals are clearly presented from the brand's perspective, aiming to showcase the product and communicate its values. # Storyline - The ad opens by showcasing three different metal finishes for the cross necklace. The angle is slightly askew, creating an eye-catching product display. The intent here is to grab attention through visual appeal, presenting the product as both stylish and desirable. This is from the brand's perspective. - Next, the ad includes the text "A SYMBOL OF SELF BELIEF", which explains the brand's message and encourages viewers to align with the product's values. This helps to highlight the potential feeling of empowerment that comes with purchasing a CRAFTD London product. This is from the brand's perspective. - Finally, the ad includes the logo for CRAFTD London, reinforcing brand recognition and guiding the viewer toward purchase. This is from the brand's perspective.

# Ad summary This ad showcases a silver cross necklace, emphasizing its strength and quality. The video features close-up shots of the necklace worn by a man, highlighting its design and durability. The ad aims to appeal to individuals seeking faith-based jewelry that reflects their values and beliefs. # Brand positioning The brand is presented as a provider of faith-based jewelry that is both aesthetically pleasing and durable. It aims to occupy a space in the consumer's mind as a brand that values strength, quality, and the visual representation of faith. The brand aligns with values of resilience and conviction, pushing against the norm of delicate or fragile religious jewelry. The brand positioning is both functional (durability) and emotional (representing strength of faith). # Product The featured product is a silver cross necklace designed for men. It consists of a detailed crucifix pendant on a silver chain, with an additional shorter chain layered above it. The necklace is presented as a symbol of faith that is also strong and durable. The ad emphasizes the quality and design of the jewelry, suggesting it is worth buying for its aesthetic appeal and representation of personal values. # Visual style The ad has a clean and polished aesthetic with bright, even lighting and close-up shots. The editing style is simple with slow zooms and static shots. The production quality is high, giving it a commercial feel. The pacing is slow and deliberate, emphasizing the details of the jewelry. # Hooks Text overlay: 00:00–00:08: POV: You wanted faith jewelry that looks as strong as what it represents. Visual: 00:00–00:02: Close-up shot of a man's chest and neck, wearing a white t-shirt and two silver necklaces. The lower necklace features a detailed silver crucifix pendant. The background is a plain white surface. The camera slowly zooms in on the cross. The lighting is bright and even, highlighting the texture of the metal. / 00:02–00:04: Extreme close-up of the silver crucifix pendant against a white background. The camera zooms in further to showcase the details of the crucifix. The lighting remains bright and even, emphasizing the texture and design of the pendant. / 00:04–00:06: The camera zooms out slightly to show the man's chest and neck again, with the silver cross necklace in focus. The white t-shirt and layered chains are visible. The background remains a plain white surface. The lighting is consistent, highlighting the necklace. / 00:06–00:08: Extreme close-up of the silver crucifix pendant against a white background, mirroring the shot from 00:02–00:04. The camera zooms in further to showcase the details of the crucifix. The lighting remains bright and even, emphasizing the texture and design of the pendant. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of wanting faith jewelry that is both meaningful and visually strong, rather than delicate or fragile. # Value propositions - Faith jewelry that looks as strong as what it represents. # Benefits - Represents faith - Strong and durable design - Aesthetically pleasing # Features - Silver cross pendant - Detailed crucifix design - Silver chain - Layered chain style # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer seeking strong and meaningful faith jewelry. # Storyline - 00:00–00:08 00:00–00:08: The video opens with a close-up shot of a man wearing a silver cross necklace. The camera focuses on the pendant and the layered chains. Text overlay introduces the concept of faith jewelry that looks as strong as what it represents. The perspective is from the customer, showing what they might be looking for in faith-based jewelry. The tone is aspirational, suggesting the product meets a specific need.

# Ad summary This ad showcases a variety of CRAFTD London necklaces in both gold and silver. The ad highlights the brand's best-selling styles and emphasizes the waterproof, heatproof, and sweatproof qualities of the jewelry. # Brand positioning CRAFTD London is presented as a brand that offers expertly matched, best-selling jewelry styles. The brand emphasizes the durability and quality of its products, highlighting that they are waterproof, heatproof, and sweatproof. This positions CRAFTD London as a provider of stylish and resilient jewelry, suitable for everyday wear and active lifestyles. The brand aligns with a modern, urban lifestyle, offering pieces that are both fashionable and functional. The brand pushes against the norm of delicate jewelry that requires careful handling, instead promoting pieces that can withstand various conditions. # Product CRAFTD London offers a variety of necklaces in both gold and silver. These necklaces come in different styles, including rope chains and pendant necklaces featuring designs such as compasses, angels, crosses, roses, and other symbolic motifs. The necklaces are highlighted as being waterproof, heatproof, and sweatproof, making them suitable for various activities and conditions. The brand emphasizes that the necklaces are 'CRAFTD to last,' indicating their durability and quality. The ad showcases the ability to 'MAKE YOUR OWN SET' by expertly matching different styles, suggesting a customizable and personalized approach to accessorizing. # Visual style The ad has a polished and modern aesthetic with a focus on clean visuals and clear product presentation. The editing style features quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The production quality is high-end, with professional lighting and camera work. The pacing is fast, with cuts timed to the music beats, enhancing the overall rhythm and energy of the ad. # Hooks Spoken: [inaudible] Text overlay: MAKE YOUR OWN SET / OUR BEST SELLING STYLES, / EXPERTLY MATCHED. Visual: 00:00-00:01: A close-up shot of a hand holding several gold necklaces against a dark background. The necklaces are layered and feature different pendants. The lighting is focused on the jewelry, creating a sense of luxury and style. The camera is stationary, allowing the viewer to focus on the details of the necklaces. / 00:01-00:02: A close-up shot of a hand holding several gold necklaces against a white background. The necklaces are layered and feature different pendants. The lighting is bright and even, highlighting the details of the jewelry. The camera is stationary, allowing the viewer to focus on the details of the necklaces. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of jewelry that is not durable or suitable for everyday wear. This is signaled by the emphasis on the necklaces being waterproof, heatproof, and sweatproof. # Value propositions - MAKE YOUR OWN SET: Offers a personalized and customizable approach to accessorizing. - OUR BEST SELLING STYLES, EXPERTLY MATCHED: Provides assurance of quality and style, making it easier for customers to choose. - WATERPROOF, HEATPROOF, SWEATPROOF: Highlights the durability and practicality of the necklaces, making them suitable for various activities and conditions. - CRAFTD TO LAST: Emphasizes the brand's commitment to quality and longevity, ensuring a worthwhile investment. # Benefits - Ability to create your own set - Expertly matched styles - Waterproof - Heatproof - Sweatproof - Craftd to last # Features - Best selling styles - Waterproof - Heatproof - Sweatproof - Craftd to last # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing product features and benefits. # Storyline - 00:00–00:02 The ad opens with close-up shots of various CRAFTD London necklaces in gold and silver, held in hands against different backgrounds. The text overlay 'MAKE YOUR OWN SET. OUR BEST SELLING STYLES, EXPERTLY MATCHED.' appears, introducing the brand's offering and value proposition. This moment is intended to grab the viewer's attention and highlight the brand's customizable options. The perspective is from the brand, showcasing its product range and expertise. The tone is stylish and modern, aiming to appeal to a fashion-conscious audience. - 00:02–00:04 A young adult male is shown wearing a black t-shirt and a set of gold CRAFTD London necklaces. The text overlay 'WATERPROOF' appears, emphasizing a key product feature. This moment aims to highlight the durability and practicality of the necklaces. The perspective is from the brand, showcasing the product in use. The tone is confident and straightforward, focusing on the product's functional benefits. - 00:04–00:06 Close-up shots of various gold and silver CRAFTD London necklaces are shown, with a hand holding a silver pendant. The text overlay 'HEATPROOF' appears, further emphasizing the product's durability. This moment continues to build on the product's value proposition of being resilient and long-lasting. The perspective is from the brand, reinforcing the product's features. The tone remains focused on the functional benefits. - 00:06–00:07 A person is shown hanging silver CRAFTD London necklaces on a display rack. This visual provides context for how the necklaces are organized and presented. The perspective is from the brand, showcasing the product in a retail setting. The tone is neutral and informative. - 00:07–00:09 The young adult male is again shown wearing a black t-shirt and a set of silver CRAFTD London necklaces. The text overlay 'SWEATPROOF' appears, completing the trio of durability claims. This moment reinforces the product's suitability for active lifestyles. The perspective is from the brand, highlighting the product's versatility. The tone remains focused on the functional benefits. - 00:09–00:14 Close-up shots of various CRAFTD London necklaces in gold and silver are shown, with the text overlay 'CRAFTD TO LAST' appearing. This moment emphasizes the brand's commitment to quality and longevity. The perspective is from the brand, reinforcing the product's value proposition. The tone is confident and reassuring. - 00:14–00:19 The young adult male is shown again, putting on a set of silver CRAFTD London necklaces. A circular graphic appears around him, drawing attention to the product. This moment provides a final visual of the product in use. The perspective is from the brand, showcasing the product's style and appeal. The tone is stylish and modern, aiming to leave a lasting impression.

# Ad summary This ad showcases a variety of gemstone pendants from CRAFTD, highlighting their new collection. The ad features a close-up shot of a person wearing multiple pendants, emphasizing the variety of colors and styles available. # Brand positioning CRAFTD is presented as a modern jewelry brand specializing in pendants. The brand is positioned as offering a variety of gemstone pendants, suggesting a focus on trendy and fashionable accessories. The brand's name is prominently displayed, reinforcing brand recognition and recall. The brand seems to be targeting a younger demographic interested in accessorizing with eye-catching jewelry. # Product The product being advertised is gemstone pendants from CRAFTD. The pendants feature rectangular gemstones in various colors, including red, green, blue, and black. Each pendant is attached to a chain, with some chains appearing in gold and others in silver. The pendants are worn together, showcasing how they can be layered for a personalized look. The ad emphasizes the variety of colors available in the new collection, suggesting that customers can choose pendants that match their individual style or outfit. The pendants are presented as fashionable accessories suitable for everyday wear. # Visual style The ad has a clean and modern visual style, with a focus on showcasing the product in a visually appealing way. The close-up shot and blurred background create a sense of depth and draw attention to the pendants. The use of natural lighting and neutral colors gives the ad a sophisticated and understated feel. The overall aesthetic is consistent with contemporary fashion and jewelry advertising. # Hooks Headline: NEW IN: GEMSTONE PENDANTS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - New gemstone pendants for a trendy look # Benefits - Fashionable accessories - Personalized style # Features - Gemstone pendants - Variety of colors # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing their new gemstone pendants and reinforcing brand recognition. # Storyline - The ad opens with a close-up shot of a person wearing multiple gemstone pendants, immediately drawing attention to the product. This is intended to showcase the variety of colors and styles available, capturing the viewer's interest from the start. The perspective is from the brand, highlighting the visual appeal of the pendants. - The text "NEW IN: GEMSTONE PENDANTS" is displayed, informing the audience about the latest addition to the brand's collection. This is intended to create a sense of novelty and encourage viewers to explore the new offerings. The perspective is from the brand, announcing the arrival of new products. - The brand name "CRAFTD" is shown, reinforcing brand recognition and recall. This is intended to establish the brand as the source of the featured pendants. The perspective is from the brand, promoting its identity and products.

# Ad summary A man stops people at Grand Central Station and asks them if they wear jewelry to the gym. He then tells them about CRAFTD, which is designed to be worn daily and will not turn your neck green. It also has a lifetime guarantee, so if you break it, they will replace it for free. # Brand positioning CRAFTD is a brand positioned to produce jewelry that is designed to be worn every day. CRAFTD seeks to solve the problem of being able to wear jewelry during activities such as workouts, without the jewelry tarnishing, or turning the wearer's neck green. Their jewelry comes with a lifetime guarantee, as they will replace it if it breaks. # Product CRAFTD is jewelry that is designed to be worn daily, even through workouts and activities where there may be sweat or water. It will not turn your neck green and comes with a lifetime guarantee that if you ever break it, it will be replaced absolutely free. # Visual style The ad uses a hybrid visual style, combining a UGC feel with some more polished commercial shots. It has quick cuts, and a consistent, upbeat pace. The editing is timed to the music and voiceover, supporting the message. # Hooks Spoken: You ever wear jewelry to the gym? Text overlay: WEAR JEWELRY Visual: 00:00–00:02: A man with short dark hair and a mustache is holding a microphone and talking to a man with glasses, a black baseball cap, and a black jacket in what appears to be a train station. There are people walking around in the background. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points A pain point is wearing jewelry through activities such as workouts, sweat, and water, which can damage the jewelry and cause the wearer's neck to turn green. "You don't have to worry about it turning your neck green." # Value propositions - Designed to be worn daily, whether it's workouts, sweat, water, you don't have to worry about it turning your neck green. # Benefits - You can wear it through workouts - You can wear it through sweat - You can wear it through water # Features - Designed to be worn daily - Won't turn your neck green - Lifetime guarantee # Call to action Go checked out craftd.com # Social proof - That's fire as hell – Man 2 (Interviewee) - I think I look pretty fire – Man 2 (Interviewee) - I look sharp – Man 2 (Interviewee) # Point of view - Brand 90% – The voiceover is of a CRAFTD employee. # Storyline - 00:00–00:02 The video begins with a man holding a mic and asking people if they ever wear jewelry to the gym. - 00:02–00:04 The man then asks if when they go to the gym, do they usually take off their jewelry. - 00:04–00:07 The first person said that sometimes they do, and sometimes they like to leave it on. - 00:07–00:10 The man responds that if you want to leave your jewelry on, he has what you need. He says it is called CRAFTD. - 00:10–00:14 The man says it is designed to be worn daily through workouts, sweat, and water. - 00:14–00:15 He continues by saying that you do not have to worry about it turning your neck green. - 00:15–00:17 The first person interviewed stated that it is fire as hell. - 00:17–00:21 The man says there is a lifetime guarantee, and if you ever break it, they will replace it absolutely free. - 00:21–00:28 The first person interviewed states that he thinks he looks pretty fire and he looks sharp and will check it out. - 00:28–00:30 The man asks if he would wear it to the gym, and the first person says that he would. - 00:30–00:34 The man concludes by saying that if you want something that you can wear every day without having to worry about it turning your neck green, go check out CRAFTD.

# Ad summary This ad for Crafd features Alex, the co-founder, recommending the brand's jewelry. The ad showcases a set of silver necklaces in a box, emphasizing a 30% discount and a price of $99. # Brand positioning Crafd is presented as a modern jewelry brand for men, emphasizing style and quality. The brand aligns with a confident and fashionable lifestyle, positioning itself as a go-to for contemporary male accessories. The brand uses its co-founder as a brand ambassador, which suggests authenticity and a personal connection to the products. The brand positioning is both functional, offering stylish accessories, and emotional, appealing to men who want to enhance their personal style and confidence. # Product The featured product is a set of silver necklaces for men, presented in a black Crafd box. The set includes multiple necklaces of varying lengths and designs, including a compass pendant. The necklaces are designed to be worn together for a layered look. The ad highlights a discount, reducing the price to $99, addressing a potential purchase barrier by offering value. The product is for men who want to elevate their style with modern accessories. # Visual style The ad has a clean and modern aesthetic with a focus on the product. The editing is static, with no transitions or camera movements. The production quality is polished, giving it a commercial feel. The pacing is slow and consistent. # Hooks Text overlay: 00:00–00:09 ALEX CO-FOUNDER CRAFTD / 00:00–00:09 MY #1 RECOMMENDATION / 00:00–00:09 SAVE UP TO 30% / 00:00–00:09 $99 Visual: 00:00–00:09: A vertical shot with a dark green background. On the left, Alex, the co-founder of Crafd, is shown from the chest up, wearing multiple gold necklaces. He has dark hair, a beard, and tattoos on his chest and shoulder. To the right is a black box with the CRAFTD logo, containing three silver necklaces. Text overlays include "ALEX CO-FOUNDER CRAFTD," "MY #1 RECOMMENDATION," "SAVE UP TO 30%," and "$99." A white arrow points from the text to the necklace box. # Funnel stage Consideration # Pain points None used. # Value propositions - 30% discount - Price of $99 # Benefits - Elevated style - Modern accessories - Layered look # Features - Silver necklaces - Multiple necklaces in a set - Compass pendant # Call to action None used. # Social proof - "MY #1 RECOMMENDATION" – Alex (Co-founder) # Point of view - Brand 100% – The ad is presented from the brand's perspective, with the co-founder endorsing the product. # Storyline - 00:00–00:02 The ad opens with Alex, the co-founder of Crafd, standing next to a box of silver necklaces. - 00:02–00:09 The ad highlights the product and the discount.

# Ad summary This ad features interviews with random people who wear jewelry to the gym. They talk about jewelry turning their neck green and then are presented with the jewelry from Craftd. They are asked to rate the jewelry from Craftd.com. Craftd jewelry is guaranteed to not turn your neck green and has a lifetime guarantee. # Brand positioning Craftd jewelry is designed for everyday wear. It is jewelry that can be worn while working out, sweating, and swimming. The brand also emphasizes that their jewelry is designed to not turn your neck green. The brand wants to occupy the space in the consumer's mind that you can wear this jewelry everywhere without having to worry about the quality being subpar. # Product Craftd jewelry is designed for everyday wear. The jewelry pieces are bracelets and necklaces that are gold. The jewelry is guaranteed not to turn your neck green, and has a lifetime warranty. The products can be worn while working out, sweating, and swimming. The value proposition is high quality jewelry at an affordable price that can be worn everyday. # Visual style The visual style is a mix between UGC and polished. It starts with UGC of street interviews and then shows polished shots of the jewelry. The editing style uses quick cuts. The pacing of the ad is quick. # Hooks Spoken: Do you ever wear jewelry to the gym? Text overlay: 00:00–00:01 Visual: 00:00–00:01: A man with brown hair, a mustache, and wearing a gray shirt with a necklace on is standing in front of a grand staircase. There are escalators to the left. The man is holding a microphone up to another man to interview him. # Funnel stage Consideration # Pain points Jewelry turning your neck green. # Value propositions - Quality jewelry - Wear everyday - Don't have to take off at the gym # Benefits - Won't turn your neck green - If you ever break it, they'll replace it absolutely free # Features - Designed for everyday wear - Lifetime Guarantee # Call to action Go check out Craftd. # Social proof - It's nice. I like it. I like the color. It's gold, it's nice. – Male 2 (Customer) - I like it. It's not too heavy but it's not too light and it looks like it's really good quality. – Male 3 (Customer) # Point of view - Customer 70% – The customer's POV is communicated through the interviewer talking to random people on the street. - Brand 30% – The brand POV is communicated through stating the features of the product. # Storyline - 00:00–00:01 The ad starts with interviewing random people about wearing jewelry to the gym. - 00:01–00:03 People respond that they wear jewelry to the gym. - 00:03–00:05 The interviewer asks if the people ever had jewelry turn their neck green. - 00:05–00:09 The interviewees mention that they sometimes wear jewelry that are not high end and that they usually turn green. - 00:09–00:12 The interviewer states that he wants to show off some pieces from Craftd. - 00:12–00:16 The ad cuts to a shirtless man putting on the jewelry in front of the mirror. The ad shows the jewelry being worn while working out and swimming. - 00:16–00:19 The interviewer states that you can wear the Craftd jewelry while working out, sweating, and swimming without the worry that your neck is going to turn green. - 00:19–00:21 One of the interviewees says that is what he likes to look for in good jewelry. - 00:21–00:24 The interviewer states that Craftd has a lifetime guarantee so they will replace it for free if you ever break it. - 00:24–00:27 The interviewer asks one of the interviewees what he thinks about the jewelry and the interviewee states that he likes the jewelry. - 00:27–00:32 Another one of the interviewees touches the bracelet and says that the bracelet is not too heavy and not too light and looks like it is of good quality. - 00:32–00:36 The interviewer says that if you are looking for something that you can wear everyday and don't have to take off at the gym, then go check out Craftd. - 00:36–00:38 The ad ends with one of the interviewees stating to go check out Craftd.

# Ad summary This ad features a man interviewing people on the street about CRAFTD chains. The people interviewed share their first impressions of the chains, and the man shares that they are affordable, premium material, sweatproof, and waterproof. The people interviewed say they would consider buying one and recommend CRAFTD. # Brand positioning CRAFTD is presented as a brand that offers affordable, premium-quality jewelry. The brand aims to occupy a space in the consumer's mind as a provider of durable and stylish accessories. The brand aligns with a lifestyle that values both quality and affordability, appealing to individuals who seek fashionable items without breaking the bank. CRAFTD pushes against the norm of overpriced jewelry by offering premium materials at an accessible price point. The brand positioning is both functional, emphasizing the durability and quality of the materials, and emotional, as it provides customers with stylish accessories that enhance their personal style. # Product CRAFTD chains are presented as affordable, premium-quality jewelry. The chains are available in various styles, including silver and gold options. The product is for individuals who seek stylish and durable accessories. The chains are made from premium materials, ensuring a solid and high-quality feel. The chains are sweatproof and waterproof, making them suitable for everyday wear and various activities. The ad addresses the purchase barrier of high prices by emphasizing the affordability of the chains. The ad tells the viewer that CRAFTD chains are worth trying or buying because they offer a combination of style, durability, and affordability. # Visual style The ad has a UGC feel, with a handheld camera and natural lighting. The editing style includes quick cuts and split screens. The production quality is a hybrid of UGC and polished commercial, which supports the intended tone of authenticity and relatability. The pacing is consistent, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:01 Here are some CRAFTD chains. Text overlay: 00:00–00:01 CRAFTD CHAINS Visual: 00:00–00:01 A man with a microphone stands in a park, holding a gold chain. He is wearing a white t-shirt and a light gray baseball cap. The CRAFTD logo is displayed in the center of the screen. # Funnel stage Consideration # Pain points The ad addresses the frustration of overpriced jewelry by offering premium materials at an affordable price point. The ad states that the chains are "super affordable." # Value propositions - Affordable premium material: High-quality jewelry at an accessible price point. - Sweatproof and waterproof: Durable jewelry suitable for everyday wear and various activities. # Benefits - Affordable - Solid feel - High quality - Lightweight # Features - Premium material - Sweatproof - Waterproof # Call to action None used. # Social proof - "They look very solid. This one's quite heavy, which I like." – Male 1 - "High quality and shiny." – Male 2 - "Nice quality. I really like this silver one with the lightweight." – Male 3 - "Absolutely. This is a viable option." – Male 3 - "These are fantastic. I'll make sure to check them out online." – Male 1 - "I would recommend buying something like this." – Male 2 # Point of view - Customer 70% – The ad features testimonials from people on the street who share their first impressions of the CRAFTD chains. - Brand 30% – The man holding the microphone introduces the product and highlights its features and benefits. # Storyline - 00:00–00:01 The ad begins with a man holding a microphone and CRAFTD chains, introducing the product to the audience. - 00:01–00:02 The man approaches people on the street and asks for their first impressions of the CRAFTD chains. - 00:02–00:09 The interviewees share their positive impressions, noting the solid feel, high quality, and lightweight design of the chains. - 00:09–00:15 The man highlights the affordability and premium material of the CRAFTD chains, emphasizing their sweatproof and waterproof qualities. - 00:15–00:20 The man asks if the interviewees would consider buying one, and they respond positively, expressing their interest in checking them out online. - 00:20–00:23 One of the interviewees recommends buying something like this from craftd.com.

# Ad summary This ad showcases Craftd's new gemstone pendants. The ad features a close-up of a man wearing different gemstone pendants on a chain. The pendants come in a variety of colors and metals. # Brand positioning Craftd is presented as a modern jewelry brand that focuses on providing stylish and high-quality pieces for men. The brand aims to occupy a space in the consumer's mind as a go-to for contemporary jewelry that enhances personal style. The brand aligns with values of self-expression and confidence, promoting a lifestyle where accessories play a key role in defining one's identity. Craftd appears to ignore traditional norms by focusing on men's jewelry, which is often an underserved market. The brand positioning is both functional, offering durable and well-crafted products, and emotional, empowering customers to express themselves through their accessories. The brand offers a variety of pendants in different colors and metals. # Product The featured product is a collection of gemstone pendants from Craftd. These pendants are designed to be worn on a chain and come in a variety of colors, including red, black, blue, green, and purple. Each pendant features a rectangular gemstone set in a metal frame, available in both gold and silver. The pendants are designed for men who want to add a touch of color and style to their look. The ad highlights the variety of colors and metal options available, allowing customers to choose a pendant that suits their personal style. The ad addresses the purchase barrier of limited options by showcasing a wide range of gemstone colors and metal finishes, making the product appealing to a broad audience. # Visual style The ad has a clean and modern aesthetic with a focus on showcasing the product. The editing style is simple with static shots and smooth transitions. The production quality is polished, giving the ad a high-end commercial feel. The pacing is consistent, with slow and deliberate changes to highlight each pendant. # Hooks Text overlay: NEW IN: / GEMSTONE PENDANTS / CRAFTD Visual: 00:00–00:01: A close-up shot of a man's neck and chest. He is wearing a black t-shirt and a gold chain with a red gemstone pendant. The background is plain and dark. The camera is stationary and focused on the pendant. / 00:01–00:02: The pendant changes to a black gemstone. / 00:02–00:03: The pendant changes to a blue gemstone. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Variety of colors and metal options to suit personal style - High-quality materials for durability and style # Benefits - Enhance personal style - Add a touch of color to your look # Features - Gemstone pendants - Available in a variety of colors - Available in gold and silver # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:01 The ad opens with a close-up of a man wearing a gold chain with a red gemstone pendant. - 00:01–00:02 The pendant changes to a black gemstone. - 00:02–00:03 The pendant changes to a blue gemstone. - 00:03–00:04 The pendant changes to a red gemstone. - 00:04–00:05 The pendant changes to a black gemstone. - 00:05–00:06 The pendant changes to a green gemstone. - 00:06–00:07 The pendant changes to a silver chain with a red gemstone pendant. - 00:07–00:08 The pendant changes to a black gemstone. - 00:08–00:09 The pendant changes to a green gemstone. - 00:09–00:10 The pendant changes to a blue gemstone. - 00:10–00:11 The pendant changes to a silver chain with a black gemstone pendant. - 00:11–00:12 The pendant changes to a green gemstone. - 00:12–00:13 The pendant changes to a blue gemstone.

# Ad summary This ad showcases a silver chain necklace with a red gemstone pendant from CRAFTO. The ad focuses on the necklace's design and aesthetic. # Brand positioning CRAFTO is presented as a modern jewelry brand that focuses on creating simple yet elegant pieces. The brand seems to target a younger demographic that values minimalist design and quality craftsmanship. The brand's positioning is functional, emphasizing the aesthetic appeal and versatility of its jewelry. # Product The featured product is a silver chain necklace with a rectangular red gemstone pendant. The pendant is small and delicate, adding a subtle pop of color to the necklace. The chain is a thin, classic design that complements the pendant. The necklace is designed for everyday wear and can be styled with various outfits. The ad highlights the necklace's simplicity and elegance, making it an appealing accessory for those who appreciate minimalist jewelry. # Visual style The ad has a polished and clean aesthetic with a focus on showcasing the product in a simple and elegant manner. The editing style is minimal, with static shots and smooth transitions. The production quality is high, giving the ad a professional and refined feel. The pacing is slow and deliberate, allowing the viewer to focus on the details of the necklace. # Hooks Text overlay: 00:00–00:05 CRAFTO Visual: 00:00–00:03 Close-up shot of a person wearing a silver chain necklace with a red gemstone pendant. The person is wearing a black t-shirt. The background is a neutral, light gray. The camera is stationary, focusing on the necklace. The lighting is soft and even, highlighting the necklace's details. The brand name "CRAFTO" is displayed at the bottom of the frame. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Simple yet elegant design suitable for various outfits - High-quality craftsmanship ensures durability and lasting appeal # Benefits - Elegant aesthetic - Versatile accessory - Everyday wear # Features - Silver chain - Red gemstone pendant - Minimalist design # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:03 00:00–00:03 The ad begins with a close-up shot of a person wearing the silver chain necklace with a red gemstone pendant. The focus is on showcasing the necklace's design and how it looks when worn. This is intended to immediately capture the viewer's attention and highlight the product's aesthetic appeal. The perspective is from an external observer, allowing the audience to see the necklace in detail. The tone is elegant and refined. - 00:03–00:05 00:03–00:05 A hand reaches in to hold the necklace up, providing a clearer view of the pendant and chain. This allows the viewer to see the details of the jewelry up close. The perspective shifts to a closer, more intimate view of the product. The tone remains focused on showcasing the product's quality and design.

# Ad summary This ad showcases CRAFTD's new gemstone pendants. The ad features close-up shots of the pendants in different colors and metal finishes, worn on a person and held up to a plain background. The ad highlights the pendants' design and variety. # Brand positioning CRAFTD is presented as a modern jewelry brand that specializes in pendants and necklaces. The brand seems to target a younger demographic interested in fashion and personal expression through accessories. The brand offers a range of pendants in different colors and metal finishes, suggesting a focus on variety and personalization. CRAFTD positions itself as a brand that keeps up with current trends, as indicated by the "New In" announcement. The brand's positioning is functional, offering a variety of stylish pendants, and emotional, allowing customers to express their personal style. # Product The ad features CRAFTD gemstone pendants. These pendants feature a rectangular gemstone set in a metal frame, available in gold or silver finish. The gemstones come in various colors, including green, red, blue, and black. The pendants are shown worn on a thin chain necklace. The ad highlights the newness of the gemstone pendants, indicating they are a recent addition to the CRAFTD product line. The pendants are designed for everyday wear and personal expression, allowing customers to choose a color and finish that suits their style. The ad addresses the purchase barrier of limited options by showcasing a variety of colors and finishes. # Visual style The ad has a clean and modern aesthetic with bright lighting and a focus on product details. The editing style consists of quick cuts between different pendants and metal finishes. The production quality is polished, giving the ad a professional commercial feel. The pacing is consistent, with quick cuts to maintain viewer engagement. # Hooks Text overlay: 00:00–00:11 NEW IN: / 00:00–00:11 GEMSTONE PENDANTS / 00:00–00:11 CRAFTD Visual: 00:00–00:02 Close-up shot of a man's chest wearing a black t-shirt and a gold chain necklace with a green gemstone pendant. The background is blurred. The lighting is bright, highlighting the pendant's details. The camera is stationary. Text overlay: "NEW IN: GEMSTONE PENDANTS" and the brand name "CRAFTD". # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - New gemstone pendants offer a fresh and trendy accessory option - Variety of colors and finishes allows customers to personalize their style # Benefits - Allows for personal expression through accessories - Offers a variety of stylish pendants to choose from # Features - Gemstone pendants - Available in gold or silver finish - Gemstones in various colors: green, red, blue, and black # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video is presented from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a close-up shot of a man wearing a gold chain necklace with a green gemstone pendant. The camera focuses on the pendant, highlighting its design and color. The message conveyed is to showcase the new gemstone pendant and its aesthetic appeal. The perspective is from the brand, presenting the product in an attractive way. The tone is stylish and modern. - 00:02–00:02 00:02–00:02 A hand holds the gold chain necklace with the green gemstone pendant against a white background. The message conveyed is to showcase the pendant's design and color. The perspective is from the brand, presenting the product in an attractive way. The tone is stylish and modern. - 00:02–00:04 00:02–00:04 The ad transitions to a man wearing a silver chain necklace with a red gemstone pendant. The camera focuses on the pendant, highlighting its design and color. The message conveyed is to showcase the new gemstone pendant and its aesthetic appeal. The perspective is from the brand, presenting the product in an attractive way. The tone is stylish and modern. - 00:04–00:05 00:04–00:05 A hand holds the silver chain necklace with the red gemstone pendant against a white background. The message conveyed is to showcase the pendant's design and color. The perspective is from the brand, presenting the product in an attractive way. The tone is stylish and modern. - 00:05–00:07 00:05–00:07 The ad transitions to a man wearing a silver chain necklace with a blue gemstone pendant. The camera focuses on the pendant, highlighting its design and color. The message conveyed is to showcase the new gemstone pendant and its aesthetic appeal. The perspective is from the brand, presenting the product in an attractive way. The tone is stylish and modern. - 00:07–00:08 00:07–00:08 A hand holds the silver chain necklace with the blue gemstone pendant against a white background. The message conveyed is to showcase the pendant's design and color. The perspective is from the brand, presenting the product in an attractive way. The tone is stylish and modern. - 00:08–00:10 00:08–00:10 The ad transitions to a man wearing a silver chain necklace with a black gemstone pendant. The camera focuses on the pendant, highlighting its design and color. The message conveyed is to showcase the new gemstone pendant and its aesthetic appeal. The perspective is from the brand, presenting the product in an attractive way. The tone is stylish and modern. - 00:10–00:11 00:10–00:11 A hand holds the silver chain necklace with the black gemstone pendant against a white background. The message conveyed is to showcase the pendant's design and color. The perspective is from the brand, presenting the product in an attractive way. The tone is stylish and modern.

# Ad summary A screenshot of a social media conversation is shown to promote jewelry that won't turn skin green. In the first message a person asks how someone can wear jewelry in the gym. The reply, in a blue message bubble, notes that jewelry from Craftd doesn't turn the wearer's neck green. # Brand positioning Craftd is presented as a jewelry brand that addresses the common issue of jewelry causing skin discoloration, particularly the dreaded green neck. The brand appears to stand apart by offering pieces that maintain their appearance, even during activities like working out. The ad suggests that Craftd occupies a space in the market for people who value both style and practicality and are willing to invest in jewelry that holds up and won't cause skin discoloration. # Product The advertised product appears to be gold jewelry, specifically a gold chain with a pendant, designed for everyday wear and high-activity use such as wearing to the gym. The primary selling point conveyed is that the jewelry does not discolor the wearer's skin, addressing the pain point of 'green neck' that is common with other jewelry. The ad features the product being worn during a workout, and includes a testimonial from someone who claims to have avoided wearing jewelry in the past due to discoloration issues, but now wears jewelry from Craftd. # Visual style The ad uses a social media screenshot format, aiming for a UGC feel. The image quality is high, but the overall design mimics a casual conversation, which provides scannability and stop power in the feed. # Hooks Headline: Bro how do you keep your jewelry on in the gym is that not mad uncomfortable? # Funnel stage Consideration # Pain points The pain point in the ad is skin discoloration from wearing jewelry. The person in the message says 'my neck was forever turning green!' This shows the frustration of not being able to wear jewelry without the negative side effect of skin discoloration. # Value propositions - Someone can wear jewelry while working out without skin irritation or discoloration. # Benefits - None of my old pics have jewelry in because my neck was forever turning green! # Features - Jewelry # Call to action None used. # Social proof - it was until i started wearing "craftd" none of my old pics have jewelry in because my neck was forever turning green! # Point of view - External source: The screenshot presentation positions the ad as a natural social media interaction, enhancing its authenticity. # Storyline - The ad begins with a screenshot of a social media conversation, starting with 'Replied to your story', immediately establishing a sense of authenticity and real-world interaction. The message provides context of someone replying to a story. - The conversation begins with a message from a user inquiring, 'Bro how do you keep your jewelry on in the gym is that not mad uncomfortable?' This question serves to highlight a common concern or barrier to wearing jewelry during physical activity, inviting viewers to consider whether they have similar reservations. - The story continues with the reply from the person in the image: 'It was until I started wearing “craftd” none of my old pics have jewelry in because my neck was forever turning green!' This is the testimonial that alleviates the concern that was raised, and highlights the value proposition of the Craftd jewelry.

# Ad summary This ad showcases a gold necklace and pendant set from Craftd, emphasizing its connection to faith and offering a discount. # Brand positioning Craftd is presented as a brand that offers jewelry with a deeper meaning, specifically catering to individuals who want to express their faith through their accessories. The brand positions itself as providing jewelry that is not only aesthetically pleasing but also spiritually significant, allowing customers to wear their beliefs. By focusing on faith-based designs, Craftd carves out a niche in the market, appealing to those who seek to integrate their religious identity into their personal style. The brand's tone is reverent and respectful, aligning with the values of its target audience. # Product The featured product is the "St. Michael Gift Set" from Craftd, consisting of a gold-colored necklace and pendant. The necklace appears to be made of interlocking metal links. The pendant is rectangular with an embossed image of St. Michael. The set is being promoted with a discount of €44 off the original price. The product is designed for individuals who want to express their faith through jewelry, offering a tangible way to connect with their religious beliefs. The ad emphasizes the product's ability to allow customers to wear their faith, suggesting that it serves as a constant reminder of their spiritual values. # Visual style The ad features a clean and minimalist visual style with a focus on showcasing the product. The use of a light gray background and simple text blocks creates a modern and uncluttered aesthetic. The gold jewelry stands out against the neutral background, drawing attention to its details. The overall impression is one of understated elegance and sophistication. # Hooks Headline: THE JEWELRY YOUR FAITH DESERVES # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting to express one's faith in a tangible and personal way. "THE JEWELRY YOUR FAITH DESERVES" suggests that existing options may not adequately fulfill this desire. # Value propositions - €44 OFF St. Michael Gift Set - Jewelry that allows you to wear your faith # Benefits - Express your faith through jewelry # Features - St. Michael Gift Set # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product, highlighting its value, and emphasizing its connection to faith. # Storyline - The ad begins by showcasing the "St. Michael Gift Set" and highlighting a discount of €44 off, immediately drawing attention with a value proposition. This is told from the brand's perspective, aiming to capture the viewer's interest with an attractive offer. - Next, the ad presents the core message: "THE JEWELRY YOUR FAITH DESERVES." This statement positions the product as a meaningful expression of faith, appealing to the viewer's values and beliefs. This is told from the brand's perspective, framing the jewelry as a deserving symbol of one's faith. - Finally, the ad concludes with the brand's logo, "CRAFTD," reinforcing brand recognition and providing a clear identifier for the product. This is told from the brand's perspective, solidifying the brand's presence and identity in the viewer's mind.

# Ad summary This ad for CRAFTD jewelry uses a myth vs. fact format to address the concern that jewelry can't handle sweat and workouts. The ad asserts that CRAFTD pieces are sweatproof, waterproof, and built for 24/7 wear, and that they don't cause green skin or fading. # Brand positioning CRAFTD is presented as a brand that offers durable, high-quality jewelry designed to withstand the rigors of daily life, including workouts and constant wear. The brand positions itself against the norm of delicate jewelry that cannot handle sweat or water, offering a solution for those who want to wear their jewelry without worry. The brand emphasizes the functional benefits of its products, such as being sweatproof and waterproof, while also addressing a common concern about jewelry causing green skin or fading. This positions CRAFTD as a reliable and practical choice for consumers seeking long-lasting and worry-free jewelry. # Product The ad features a variety of CRAFTD necklaces with pendants. These necklaces are presented as durable and suitable for everyday wear, including during workouts. The necklaces come in gold and silver tones, with different chain styles and pendant designs, including a compass, a winged pendant, a cross, and a St. Christopher pendant. The ad highlights that CRAFTD pieces are sweatproof, waterproof, and built for 24/7 wear, addressing the concern that jewelry can't handle sweat and workouts. It also assures customers that the jewelry will not cause green skin or fading, addressing common purchase barriers related to jewelry quality and longevity. The ad aims to convince viewers that CRAFTD jewelry is worth trying or buying because it offers both style and durability. # Visual style The ad has a clean and minimalist visual style, with a focus on showcasing the jewelry against a neutral background. The lighting is soft and even, highlighting the details of the necklaces. The use of beige and gold tones creates a sense of luxury and sophistication. The layout is simple and organized, with clear text and a balanced composition. The overall aesthetic is polished and professional. # Hooks Headline: MYTH VS FACT # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point that jewelry can't handle sweat and workouts, which limits when and where people can wear their jewelry. The ad states, "Jewelry can't handle sweat and workouts." # Value propositions - CRAFTD pieces are sweatproof, waterproof, and built for 24/7 wear. - No green skin, no fading # Benefits - No green skin - no fading # Features - sweatproof - waterproof - built for 24/7 wear # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is present in the headline "MYTH VS FACT" and the statement of fact, where it asserts the durability and quality of CRAFTD jewelry. - Customer: The customer's POV is represented by the myth that "Jewelry can't handle sweat and workouts," highlighting a common concern and pain point. # Storyline - The ad opens by showcasing a selection of CRAFTD necklaces, immediately drawing the viewer's attention to the product. This is from the brand's perspective, and it serves to introduce the variety and style of jewelry available. - The ad presents the headline "MYTH VS FACT", setting up a comparison to address a common misconception about jewelry. This is from the brand's perspective, and it aims to engage the viewer by challenging their existing beliefs. - The ad presents the myth that "Jewelry can't handle sweat and workouts," highlighting a common concern among potential customers. This is from the customer's perspective, and it identifies a specific pain point that the product aims to solve. - The ad counters the myth with the fact that "CRAFTD pieces are sweatproof, waterproof, and built for 24/7 wear," directly addressing the previously stated concern. This is from the brand's perspective, and it positions the product as a solution to the identified problem. - The ad further reinforces the product's benefits by stating, "No green skin, no fading," addressing additional concerns about jewelry quality and longevity. This is from the brand's perspective, and it aims to build trust and credibility by assuring customers of the product's durability and lasting appearance.