Creative Brief — Nimble × Q2 Launch Campaign

Brief

Client Snapshot

Brand

Nimble

What They Sell

Daily wellness supplements — nootropics, adaptogens, sleep support. Subscription-first DTC model.

Campaign Goal

Drive net-new subscriptions from the High-Value segment. Target: 300 new subscribers by May 1.

Primary Offer

20% off first subscription + free starter kit

Target Audience

High-LTV customers — repeat buyers, 35–54, health-conscious, $80k+ HHI. Not first-time wellness shoppers.

Core Desire

Feel sharper, sleep better, perform at their peak — without stimulants or a complicated routine.

Primary CTA

① "Start Your Ritual" ② "Get Your Free Starter Kit"

Landing Page

nimble.co/start — subscription intro page with offer

Brand Language & Voice

Tone — write and design this way

Clean, confident, science-backed — not clinical

Speaks to aspiration, not desperation

Premium but accessible — relatable to a 40-year-old exec

Uses "ritual" and "system" — not "routine"

Do not say "biohacker," "hack," or "optimize" in copy

Do not use clinical language ("clinically proven," "FDA")

Proven Phrases — use or riff on these

Feel the difference in 7 days Your brain on Nimble Built for people who don't settle Real results. No crash. Subscription that pays for itself Your ritual starts here

Brand Colors

#1B1B2F
Deep Navy

#E8F4F2
Sage White

#4ECBA1
Nimble Green

#F0B429
Warm Gold

Competitive Context — what the category does (don't follow)

Category Clichés to Avoid

Before/after body transformation imagery

"Clinically proven" without specificity

Overwhelmingly white/clinical aesthetic

Founder story as primary hook

Wellness buzzword stacking (clean, whole, pure, natural)

Opportunities to Lean Into

Outcome specificity — "sharper at 3pm" not "more focus"

Show the High-Value customer IN their context (desk, gym bag, morning)

Social proof from repeat buyers, not just new customers

Lean into subscription as smart investment, not commitment

Premium dark tones vs. everyone else's white

Asset Inventory — what you have to work with

Available Assets

✓

Brand Kit (Logos, Fonts)

Figma link in project workspace · Navy + Green lockup

Ready

✓

Product Photography

40 images — bottles, capsules, lifestyle shots

Ready

✓

UGC Video Library

12 clips from repeat customers — testimonial style

Ready

✓

Existing Winning Ad (Static)

Q1 Feed ad — "Real results. No crash." — ROAS 4.2x

Reference

Needs to be Created

!

Email Header Image

600px wide hero image for email creative — see Email specs

Create

!

Offer Badge Overlay

"20% off" graphic element — reusable across all channels

Create

!

Starter Kit Flatlay

Product + kit contents, styled on dark surface

Shoot

~

Social Proof Numbers

Confirm current subscriber count for ads

Verify w/ CMO

Concepts & Creative Direction

Overarching Theme: "Achievement Mode"

Show what life looks like when you're operating at your best. Not the product. The person using it. Every concept leads with the customer's world before it shows the product.

Paid Social — Meta (3 Concepts)

Concept A — The Loyalist

"I've tried everything. This is what I kept."

Angle: Repeat customer UGC testimonial · conversion-led

Format & Placements

UGC Video 15sFeed + Reels + Stories

Visual Direction — shoot / build this

Selfie-style video. Customer (35–50, professional, relatable) at their desk or kitchen in morning light. Frame 1: "I've tried everything…" (0–3s). Frame 2: holds product, confident. Frame 3: outcome statement + offer lock-up (final 4s). No studio. No color-corrected background. Keep it real.

Copy in Creative

HOOK (text overlay, 0–3s):
"I've tried everything. This is what I kept."

BODY (spoken, 4–12s):
"40k+ people take this every morning. Been 8 months for me."

CTA LOCK-UP (final 4s):
"See why 40k+ subscribe → 20% off your first month"

Output Files Required

            nimble-conceptA-feed-1080x1080.mp4

            nimble-conceptA-reels-1080x1920.mp4

            nimble-conceptA-stories-1080x1920.mp4

Performance Target

Hook rate ≥ 30% · CPA target $28

Concept B — The Contrast

"Your 8am brain. Your 3pm brain. The difference is Nimble."

Angle: Before/after state — no product in frame 1

Format & Placements

Static Carousel (3 cards)Feed only

Visual Direction — shoot / build this

Card 1: Person at 8am — sharp, coffee, morning light. No product. Text: "8am. Let's go." Card 2: Same person at 3pm — text: "Still going." Product subtle in background. Card 3: Product hero shot + offer. Text: "The difference? Nimble." Dark backgrounds across all cards. Warm, premium feel.

Copy in Creative

CARD 1: "8am. Let's go." (sub: before your ritual)
CARD 2: "Still going." (sub: 3pm, no crash, no jitters)
CARD 3: "Start Your Ritual" + offer badge

Output Files Required

            nimble-conceptB-feed-card1-1080x1080.png

            nimble-conceptB-feed-card2-1080x1080.png

            nimble-conceptB-feed-card3-1080x1080.png

Performance Target

CTR ≥ 1.8% · ROAS target 3.5x

Concept C — The Offer

"Try it free. Keep it forever."

Angle: Subscription intro offer — clarity and confidence

Format & Placements

Static Single ImageFeed + Stories

Visual Direction — shoot / build this

Product flatlay on dark surface — starter kit + flagship bottle. Large offer badge centered: "20% off + Free Starter Kit." This is a pure offer ad — no lifestyle, no person. Clean product photography. Premium, not loud. CTA button mockup at bottom of image.

Copy in Creative

HEADLINE: "Try it free. Keep it forever."
OFFER: 20% off first subscription + free starter kit
SUB: "40k+ subscribers. 4.8 stars."
CTA: "Get Your Free Starter Kit"

Output Files Required

            nimble-conceptC-feed-1080x1080.png

            nimble-conceptC-stories-1080x1920.png

Performance Target

CPA target $24 · CVR ≥ 2.5%

Email Creative (1 Hero Email)

Email D — The Reactivation Push

"You've been here before. This time, make it a ritual."

Target: Lapsed subscribers (bought once, not on sub) · Offer-led email

Visual Direction

Dark-background email. Hero image (600px): product on desk, morning light, minimal. Single column. Header: Nimble logo centered in white on dark. Below hero: bold headline, short 3-line body, large CTA button (Nimble Green #4ECBA1, white text). Keep it short — this email has 3 text blocks max.

Email Structure

① Logo header (dark BG, white logo)

② Hero image — 600×300px (see asset inventory)

③ Headline — "You've been here before…"

④ Body — 3 lines max (see Copy section)

⑤ CTA button — "Start Your Ritual" (#4ECBA1)

⑥ Offer callout — "20% off · Free starter kit"

⑦ Footer — standard Nimble footer, unsubscribe

Output Files Required

          nimble-email-hero-image-600x300.png  ·  nimble-email-full-design.fig (Figma)  ·  nimble-email-exported.html (for dev handoff)
        

Landing Page Refresh

LP E — Subscription Intro Page (nimble.co/start)

Page update to reflect Q2 offer and high-value audience messaging.

Scope: Hero section refresh only — not a full page redesign

Hero Section — update these elements only

① Headline: "Start Your Ritual. Feel the Difference in 7 Days."

② Subhead: "20% off your first subscription + free starter kit. Shipped in 2 days."

③ Hero image: swap to starter kit flatlay (Concept C photography)

④ CTA button: "Get My Starter Kit" (same #4ECBA1)

⑤ Social proof bar: "40,000+ subscribers · 4.8 stars · Free returns"

Do Not Touch

Navigation or site structure

Product description sections below fold

Ingredient or science section

Footer / trust badges / checkout flow

Output Files Required

            nimble-lp-hero-desktop-1440x800.png (mockup)

            nimble-lp-hero-mobile-375x667.png (mockup)

            nimble-lp-hero-figma-updated.fig

Production Specs

Meta — Paid Social

Format	Placement	Dimensions	Max File Size	Duration	Text Limits	File Type
Static Square	Feed	1080 × 1080 px	30 MB	—	Primary text: 125 chars · Headline: 27 chars	PNG / JPG
Static Vertical	Stories / Reels	1080 × 1920 px	30 MB	—	Keep text 250px from top & bottom edges	PNG / JPG
Video Square	Feed	1080 × 1080 px	4 GB	1–15 sec	Captions on — include .srt file	MP4 / MOV
Video Vertical	Reels / Stories	1080 × 1920 px	4 GB	1–60 sec	Safe zone: no UI in bottom 20%	MP4 / MOV
Carousel Card	Feed	1080 × 1080 px	30 MB per card	—	3 cards minimum · Each card = independent CTA	PNG / JPG

Email Creative

Element	Width	Max Height	File Size	Format	Notes
Hero Image	600 px	300 px	< 150 KB	PNG / JPG	2x for retina: export at 1200×600, declare at 600×300
Logo	150–200 px	auto	< 30 KB	PNG (transparent)	White version for dark header
CTA Button	min 200 px	44 px	—	Bulletproof HTML	Use VML button — not image. Color: #4ECBA1
Subject Line	45–60 characters (preview: 90 chars incl. preheader)				A/B test 2 variants
Preheader	40–50 characters				Complements subject, don't repeat it

Landing Page

Element	Desktop	Mobile	Notes
Hero Image	1440 × 800 px	375 × 667 px	Provide both. Actual implementation by dev.
Headline Font	Nimble brand font (Figma brand kit)		Bold weight · Max 2 lines on mobile
CTA Button	Full width on mobile · Min 44px tap target		Deliver as Figma component
Deliverable Format	Figma frames (desktop + mobile) + exported PNG mockups for review

Copy — Ready to Use

All copy is pre-written. Use as-is or adapt to match visual flow. Do not rewrite strategy — flag to CMO if something feels off-brand.

Ad Primary Text (paste into Meta Ads Manager)

Concept A · Loyalist

"Most supplements last 3 weeks. This one stuck. 40k+ people take Nimble every morning — here's why we stay."

Awareness · UGC tone

Concept B · Contrast

"Your brain at 8am. Your brain at 3pm. The difference isn't coffee. Start your ritual — 20% off first subscription."

Awareness → Conversion

Concept C · Offer

"Real energy. No crash. No jitters. 20% off your first subscription + free starter kit. 40,000+ subscribers. 4.8 stars."

Direct conversion

Hook Variants (first 3 words must stop the scroll)

UGC · Personal

"I've been taking this for 8 months. Here's what changed."

Social Proof

"40,000 people take this every morning. Here's why."

Retention Angle

"This is the supplement I actually kept."

Body Copy by Format

Short Form — Stories / Reels (15s video overlay)

"Real energy. No crash. No jitters. Just Nimble.
Start your ritual — 20% off."

Long Form — Feed (static / carousel)

"Most supplements promise a lot and deliver nothing. Nimble is built differently — clean ingredients, real outcomes, a subscription that pays for itself in how you feel every morning. 40,000+ subscribers. 4.8 stars. One ritual. Try it free with your starter kit."

Email Subject Lines (A/B test both)

A: "You've been here before. This time, make it a ritual."
B: "20% off + a free starter kit — just for you."

Preheader: "Your ritual starts with one box. Here's what's inside."

Email Body (3-line max)

"It's been a while. We saved your intro offer: 20% off your first subscription + a free starter kit — on us.
40k+ people take Nimble every morning. Here's what they kept coming back for."

CTA Options

Start Your Ritual Get Your Free Starter Kit Shop Now See Why 40k+ Subscribe Try It Free

Primary: "Start Your Ritual" (Concepts A, B) · "Get Your Free Starter Kit" (Concept C) · "Start Your Ritual" (Email)

Deliverables Checklist

14 files total. Submit to shared project workspace by April 7 (R1). Name files exactly as shown below.

Paid Social — Meta

nimble-conceptA-feed-1080x1080.mp4

UGC video 15s · Feed placement

nimble-conceptA-reels-1080x1920.mp4

UGC video 15s · Reels (with captions .srt)

nimble-conceptA-stories-1080x1920.mp4

UGC video 15s · Stories

nimble-conceptA-captions.srt

Caption file for all video formats

nimble-conceptB-feed-card1-1080x1080.png

Carousel Card 1 — "8am"

nimble-conceptB-feed-card2-1080x1080.png

Carousel Card 2 — "3pm"

nimble-conceptB-feed-card3-1080x1080.png

Carousel Card 3 — Product + offer

nimble-conceptC-feed-1080x1080.png

Static offer ad · Feed

nimble-conceptC-stories-1080x1920.png

Static offer ad · Stories

Email Creative

nimble-email-hero-image-600x300.png

Hero image for email · 2x export at 1200×600

nimble-email-full-design.fig

Full Figma frame for review

nimble-email-exported.html

HTML export for dev / Klaviyo upload

Landing Page

nimble-lp-hero-desktop-1440x800.png

Desktop hero mockup for review

nimble-lp-hero-mobile-375x667.png

Mobile hero mockup for review

Naming Convention: {client}-{concept}-{placement}-{dimensions}.{ext} — no spaces, no capitalization. Upload to project workspace › Creative › Q2-Launch-April.

Timeline

Backward-planned from April 14 go-live · 8 business days

Date

Milestone

Owner

Status

Apr 3

Brief intake complete + MH2 enrichment

MH2 + CMO

● Done

Apr 4

Creative brief distributed to team

CMO

○ Today

Apr 4

Creative direction aligned — flag any blockers

Creative + CMO

○ Upcoming

Apr 7

R1 complete — all 14 files submitted to workspace

Creative Team

○ Upcoming

Apr 8

Internal feedback due (CMO + Co-Pilot)

CMO + Co-Pilot

○ Upcoming

Apr 9

Internal revisions complete

Creative Team

○ Upcoming

Apr 10

Client review window opens

CMO

○ Upcoming

Apr 11

Client revisions due

[Client]

○ Upcoming

Apr 14

Final approval + Go-Live

CMO

○ Go-Live

✓ 8 business days — allows 1 internal round + 1 client round. If R1 slips past Apr 7, flag to CMO immediately — go-live date is fixed.