Modular Scripting Guide for Paid Social Assets at Kettle and Fire
Modular scripting is the process of assembling and reassembling pre-approved elements into different types of content for use across channels. Using a modular approach allows us to break down a creative brief systematically with detailed instruction on what to include.
Angle - The angle is the main message of the ad. It’s the “big idea” that captures audience interest, influences their emotional response and inspires them to take action. Your angle should resonate with the centre of the centre of your target market.
- A great angle should call out their #1 hair-on-fire problem and show how your product is the solution to that. The problem needs to be so visceral to the person that they’ll take immediate action to solve it.
Block - A block is a distinct segment within the creative. These are the building blocks that make up the entire ad. Blocks are modular - they can be rearranged and restructured to make a virtually limitless number of assets.
Frameworks - Frameworks are a specific combination of elements that can be recreated and applied to multiple concepts. Proven frameworks make scripting a much faster process.
Shot Type - The shot type describes what needs to be in each video segment. They provide visual direction to what you want filmed from the creator.
Anatomy of an Ad
From a structural standpoint, every ad should have a hook, body, and CTA. Think of these structural elements like a story arc - beginning, middle and end.