Playbook replay
Messaging pillars
Three non-overlapping content themes, each with the belief it exists to shift, and a warning about the one that will eat the feed.
Run for Lumira, a demo brand we invented for this page. No customer data. Nothing here runs against a live account.
Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
Three features could easily become three pillars, which would be a product list wearing a strategy costume. The pillars need to be about what the customer currently believes.
Reading the product doc so the pillars sit on features rather than on moods. Then I will pin each one to the belief it is trying to move, because a theme with no belief attached becomes a content bucket nobody knows how to fill.
1. Less is the point
Simplicity as a deliberate choice rather than a budget one. This pillar exists because your audience has been sold complexity for a decade and reads three steps as a smaller product.
Belief to shift: more steps means more care.
- The four-minute routine, filmed unedited in real time.
- What we deliberately left out, and the sales we lose by leaving it out.
2. The second month
Everything about continuing rather than starting. Almost nobody in the category talks about week five onwards, which is exactly why it is available.
Belief to shift: results come from starting well.
- What your skin looks like at week six versus week one.
- The refill arriving, as a moment rather than a logistics update.
3. The bottle stays
The refill system, told as a money and waste story rather than a sustainability one.
Belief to shift: refillable means fiddly and more expensive.
- The maths, on screen: bottle once, refill four times.
- What people actually do with the empty pouch.
The one you will overuse: pillar 3. It is the most visual, the easiest to shoot, and the one with a product in every frame. Left alone it becomes 60% of the feed within two months, and the account turns into a packaging brand. Cap it at one post in four.
The hardest: pillar 2. It needs customers who have been on the product for six weeks and are willing to be filmed. You cannot make that content this month, so plan for the shortfall rather than discovering it.
Naise created an artifact
Three themes with the belief each one exists to shift, plus two post ideas apiece.
The pillars
| Pillar | Belief it shifts |
|---|---|
| Less is the point | More steps means more care |
| The second month | Results come from starting well |
| The bottle stays | Refillable means fiddly and pricier |
Overuse risk: "The bottle stays" is the easiest to shoot and will become 60% of the feed. Cap at 1 in 4.
Hardest to produce: "The second month" needs six-week customers on camera. Not available this month.
That was a sample. Run it on your own brand.
Naise reads your brand, your channels, and your market, then does this against your real data.
Run this playbook free