Sample creative plan: Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level
Updated 2026-08-15 · Risk-term list version 2026-08-15c
This is a complete, readable sample of the creative plan a product link produces. It is the whole deliverable, not an excerpt.
It contains three scored and explained ad angles, a Chinese and an English script and storyboard for each, a creator-ready brief, an A/B matrix with kill and scale criteria, a ROAS review sheet, and 3 flagged phrasings found in the seller's own copy.
We do not make the video. This document is what you hand to your creator, your production partner, or any generation tool. Demo sample, fictional product.
What this sample demonstrates
- The angles are scored: Social proof, Day-in-the-life, Pain / Solution. Every point is itemised in the score breakdown inside the angle matrix below.
- The script exists in both languages, not as a translation — hooks, pacing and CTA conventions differ between them.
- The risk flags scan the seller's own copy: this sample's selling points hit 3 phrasings, each with a reason and a replacement.
- The brief is ready to send: persona, setting, props checklist, shooting and post notes, delivery specs for five placements.
- The last two sections are the ledger: the A/B matrix says what each cell tests, and the review sheet gets filled in after the flight.
This whole page was produced by the product's own pipeline and rendered by the same renderer as the "download .html" export. What you see here is what a user gets — there is no separate marketing version.
Note: this is not the beachhead category. Pet supplies runs on the generic profile — neither the angle library nor the term list is built out here. It is included to show what the same pipeline looks like in another category. The beachhead is shapewear and functional intimates.
Demo sample, fictional product. The title, shop name, specs and review counts are invented and point at no real seller. The selling points deliberately keep the high-risk phrasings that real listings use, so you can see what the risk flags actually catch.
1. Product file
- TitleUltra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level
- Chinese title静音猫用自动循环饮水机 2.5L 三层过滤
- PlatformTemu
- Price$18.99（$29.99）
- Rating / reviews4.7 ｜ 12,630
- ShopPawSpring Home（演示用虚构店铺）
- Data provenanceBuilt-in demo sample (hand-written, fictional product)
- URL
https://www.temu.com/us/cat-water-fountain-2-5l-ultra-quiet-g-601234567890.html
Specs
| Field | Value |
|---|---|
| 容量 | 2.5L（单猫约一周） |
| 噪音 | <25dB 静音泵 |
| 过滤 | 活性炭 + 棉芯 + 不锈钢滤网（三层） |
| 材质 | PP 食品级树脂 / 可拆洗 |
| 供电 | USB-C，5V 低压 |
| 滤芯更换 | 建议每月一次 |
Seller’s own selling points (unedited — do not copy straight into a script)
- 循环活水设计，让猫更愿意主动喝水
- 静音泵 <25dB，夜间不扰眠
- 三层过滤，滤芯十秒拆装
- 有效预防猫咪泌尿结石问题
- 2.5L 大容量，出差三天不用管
2. Angle matrix
| Rank | Angle | Fit | Who | Why this angle |
|---|---|---|---|---|
| 1 | Social proof | 97 | Buyers who are hesitating and want to know they are not the first. | Pet owners are a tight community; "the comments are full of people saying their cat drank from it the next day" beats any spec. Product adjustments: 12,630 reviews — plenty of social-proof material (+9); 4.7 rating — can go on screen as evidence (+4); Temu: heavy in-app price comparison; price and trust are the battleground (+6). |
| 2 | Day-in-the-life | 94 | Buyers who are not actively shopping and need to recognise the situation before they want the thing. | The pet is the strongest visual asset you have; watch-through with a cat or dog on screen beats any product close-up, and this angle lets the product be a supporting character. Product adjustments: $18.99 ticket — impulse-buy range (+4). |
| 3 | Pain / Solution | 84 | Buyers who already feel the problem and are looking for something that fixes it. | Pet-owner pain is frequent and concrete (will not drink water, washing the bowl daily, nobody to cover a trip) and one line evokes it. No product adjustments — the score is the category prior. |
Score breakdown (the angle was not picked on a hunch)
- Social proof = 97
- Pet supplies category prior: +78
- 12,630 reviews — plenty of social-proof material: +9
- 4.7 rating — can go on screen as evidence: +4
- Temu: heavy in-app price comparison; price and trust are the battleground: +6
- Day-in-the-life = 94
- Pet supplies category prior: +90
- $18.99 ticket — impulse-buy range: +4
- Pain / Solution = 84
- Pet supplies category prior: +84
3.1 Angle: Social proof
Lead with the fact that many people already bought it and were happy.
- Fit score97
- Who it targetsBuyers who are hesitating and want to know they are not the first.
- Why this anglePet owners are a tight community; "the comments are full of people saying their cat drank from it the next day" beats any spec. Product adjustments: 12,630 reviews — plenty of social-proof material (+9); 4.7 rating — can go on screen as evidence (+4); Temu: heavy in-app price comparison; price and trust are the battleground (+6).
Risk notes for this angle
- Review counts and ratings must be real and current; a stale number is a false claim.
- Do not stage testimonials or imply an endorsement you cannot produce.
Script · Chinese (Simplified)
- 12,630 条评价、4.7 分，评论区一半在说同一句话。
- 养猫这几年，这是我少数会回购的东西。
- 我家两只猫，用了一个月，说几句实话。
| Time | Beat | Voiceover | Caption |
|---|---|---|---|
| 00:00.0–00:04.8 | Hook | 12,630 条评价、4.7 分，评论区一半在说同一句话。 | 评论区一半在说同一句话 |
| 00:04.8–00:14.5 | Proof | 评价里被提到最多的一句是"不用每天蹲下来刷碗"，评论区一半在说"第二天就自己去喝了"。 | 评价里提最多的一点 |
| 00:14.5–00:23.2 | Demo | 我拿到手也确认了：把水箱拆下来冲一遍再装回去，水一直是流动的，猫会主动去喝。 | 我也验证了 |
| 00:23.2–00:28.0 | Offer | $18.99，一提猫罐头的钱 | $18.99，一提猫罐头的钱 |
| 00:28.0–00:31.9 | CTA | 想给猫换的点小黄车 | 想给猫换的点小黄车 |
Script · English (US)
- 12,630 reviews at 4.7 stars, and half the comments say the same sentence.
- Years of cat ownership, and this is one of the few things I have re-bought.
- Two cats, one month of use. Here is the honest version.
| Time | Beat | Voiceover | Caption |
|---|---|---|---|
| 00:00.0–00:04.8 | Hook | 12,630 reviews at 4.7 stars, and half the comments say the same sentence. | 12,630 reviews at 4.7 stars |
| 00:04.8–00:14.5 | Proof | The line that shows up most in the reviews is "no more crouching down to scrub a bowl" — half the comments say "mine was drinking from it by day two". | Most-repeated review line |
| 00:14.5–00:23.2 | Demo | I checked it myself too: pull the tank out, rinse it, click it back in, the water keeps moving, so she goes over on her own. | Verified it myself |
| 00:23.2–00:28.0 | Offer | $18.99 — about what a case of wet food costs | $18.99 — about what a case of wet food costs |
| 00:28.0–00:31.9 | CTA | Comment "link" and I will send it over | Comment "link" and I will send it over |
Storyboard · voiceover language Chinese (Simplified)
| # | Time | Visual | Camera | Voiceover | Caption | Props | Music |
|---|---|---|---|---|---|---|---|
| 1 | 00:00.0–00:04.8 | Waist-up talking head, eyes on the lens, background: The spot at home where the pet actually eats or drinks, in natural light; no teleprompter feel | This shot decides completion: action first, core message inside 3 seconds | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | Angle reminder: Review counts and ratings must be real and current; a stale number is a false claim. | 12,630 条评价、4.7 分，评论区一半在说同一句话。 | 评论区一半在说同一句话 | The pet | No music or ambient only — the voice carries it; any bed in the first 3 seconds dilutes the message |
| 2 | 00:04.8–00:14.5 | Full-screen text card over a product still (Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level); the text must match the voiceover so the price can be swapped later | Shoot something checkable (a spec, a timer, a seam) and overlay the number | Still frame, composited in the editing software — nothing to shoot | 评价里被提到最多的一句是"不用每天蹲下来刷碗"，评论区一半在说"第二天就自己去喝了"。 | 评价里提最多的一点 | The old bowl or fountain as the control | Duck the bed to -26 dB so the numbers are clear |
| 3 | 00:14.5–00:23.2 | Product close-up / macro, shallow depth of field, focus on Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level; keep The pet in frame for scale | Shoot the whole action uncut; the viewer has to see how it is done | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | 我拿到手也确认了：把水箱拆下来冲一遍再装回去，水一直是流动的，猫会主动去喝。 | 我也验证了 | A cleaning cloth | Upbeat bed comes in at -18 dB, cut to the action |
| 4 | 00:23.2–00:28.0 | Full-screen text card over a product still (Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level); the text must match the voiceover so the price can be swapped later | Price and offer on their own layer so they can be swapped — do not burn them in | Still frame, composited in the editing software — nothing to shoot | $18.99，一提猫罐头的钱 | $18.99，一提猫罐头的钱 | A measuring cup | Energy rises, one short sting |
| 5 | 00:28.0–00:31.9 | Waist-up talking head, eyes on the lens, background: The spot at home where the pet actually eats or drinks, in natural light; no teleprompter feel | Look at the lens, bring the tone down, hold 1 s at the end | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | 想给猫换的点小黄车 | 想给猫换的点小黄车 | The pet | Outro sting + 1 s hold so it loops cleanly |
Storyboard · voiceover language English (US)
| # | Time | Visual | Camera | Voiceover | Caption | Props | Music |
|---|---|---|---|---|---|---|---|
| 1 | 00:00.0–00:04.8 | Waist-up talking head, eyes on the lens, background: The spot at home where the pet actually eats or drinks, in natural light; no teleprompter feel | This shot decides completion: action first, core message inside 3 seconds | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | Angle reminder: Review counts and ratings must be real and current; a stale number is a false claim. | 12,630 reviews at 4.7 stars, and half the comments say the same sentence. | 12,630 reviews at 4.7 stars | The pet | No music or ambient only — the voice carries it; any bed in the first 3 seconds dilutes the message |
| 2 | 00:04.8–00:14.5 | Full-screen text card over a product still (Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level); the text must match the voiceover so the price can be swapped later | Shoot something checkable (a spec, a timer, a seam) and overlay the number | Still frame, composited in the editing software — nothing to shoot | The line that shows up most in the reviews is "no more crouching down to scrub a bowl" — half the comments say "mine was drinking from it by day two". | Most-repeated review line | The old bowl or fountain as the control | Duck the bed to -26 dB so the numbers are clear |
| 3 | 00:14.5–00:23.2 | Product close-up / macro, shallow depth of field, focus on Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level; keep The pet in frame for scale | Shoot the whole action uncut; the viewer has to see how it is done | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | I checked it myself too: pull the tank out, rinse it, click it back in, the water keeps moving, so she goes over on her own. | Verified it myself | A cleaning cloth | Upbeat bed comes in at -18 dB, cut to the action |
| 4 | 00:23.2–00:28.0 | Full-screen text card over a product still (Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level); the text must match the voiceover so the price can be swapped later | Price and offer on their own layer so they can be swapped — do not burn them in | Still frame, composited in the editing software — nothing to shoot | $18.99 — about what a case of wet food costs | $18.99 — about what a case of wet food costs | A measuring cup | Energy rises, one short sting |
| 5 | 00:28.0–00:31.9 | Waist-up talking head, eyes on the lens, background: The spot at home where the pet actually eats or drinks, in natural light; no teleprompter feel | Look at the lens, bring the tone down, hold 1 s at the end | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | Comment "link" and I will send it over | Comment "link" and I will send it over | The pet | Outro sting + 1 s hold so it loops cleanly |
Creative brief (send this to a creator or production partner as-is)
- On-camera personaA pet owner aged 22–45 filming their own animal (26-38)
- StylingHome clothes; the pet is the subject, not the person
- ToneWarm and practical, owner to owner
- SettingThe spot at home where the pet actually eats or drinks, in natural light
Props checklist
- The pet
- The old bowl or fountain as the control
- A cleaning cloth
- A measuring cup
- The product itself: Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level
- Price card asset (list price and current price on their own layer, so the price can be swapped)
Shooting notes
- Let the animal behave; do not stage a reaction
- Show the disassembly in one continuous take so cleaning looks real
- Record the noise level in a quiet room rather than describing it
- Narrative premise of this angle: Lead with the fact that many people already bought it and were happy.
- Risk reminder: Review counts and ratings must be real and current; a stale number is a false claim.
- Risk reminder: Do not stage testimonials or imply an endorsement you cannot produce.
- Phrasings flagged for review — keep them out of the voiceover and captions:
预防,结石,泌尿(reasons and alternatives are in the "Risk flags / items to check" section)
Post notes
- Keep the pet audible — the sound is the proof
- Do not add a countdown or urgency overlay
- End on the cleaning interval
- [Chinese (Simplified)] Fast delivery and high information density; no pleasantries in the first 3 seconds
- [Chinese (Simplified)] Keep the listing currency ($). If this version is ever run in a Chinese-language market, swap in that market’s currency and real price — never convert out loud
- [Chinese (Simplified)] No absolutes (best / #1 / permanent): China’s Advertising Law fines them directly
- [English (US)] First person, conversational; pauses and self-deprecation are fine — sounding scripted kills conversion
- [English (US)] Use concrete numbers ("3 weeks", not "a long time"); they read as more credible
- [English (US)] The FTC requires a clear disclosure of the commercial relationship (#ad / Paid partnership)
- [Chinese (Simplified)] Must appear: 本品为宠物日常用品，不具备医疗或诊断功能
- [Chinese (Simplified)] Must appear: 不同猫只适应时间不同
- [English (US)] Must appear: This is a everyday pet product, not a medical device
- [English (US)] Must appear: Every cat takes a different amount of time to adjust
Delivery specs (one shoot, two aspect ratios)
| Platform | Aspect | Max length | Safe area | Notes |
|---|---|---|---|---|
| TikTok / TikTok Shop | 9:16 | 60s | Leave roughly 130px clear at the top and 480px at the bottom; the interaction rail on the right takes about 140px | Land the core message in the first 3 seconds; captions are on by default; AI-generated content must be disclosed by you, and the platform also labels it automatically |
| Meta (Reels and Feed) | 9:16 as the main cut, with a 1:1 delivered as backup | 30s | Keep text, logo and key elements out of roughly the top 14%, the bottom 35% and 6% on each side | Advantage+ crops automatically, so keep key elements centred; also deliver a version that reads with the sound off |
| Temu on-platform | 1:1 and 3:4 | 30s | About 8% margin on all four sides | The product must appear within the first 2 seconds and fill at least 40% of the frame; do not burn price tags into the footage, so the cut survives a price change |
| Amazon Sponsored Brands | 16:9 — the spec page says "only"; there is no vertical option | 45s | Keep text and key elements out of the bottom-right corner; no black, colour or blurred bars | 6–45 seconds, and the spec page strongly recommends 20 or under; the video language must match the marketplace (an English marketplace needs English captions or an English voiceover) |
| YouTube Shorts | 9:16 | 60s | Keep the bottom 15% clear of the title bar | Watch-through carries most of the weight; hold a still final frame for about a second so the loop feels intentional |
Risk flags / items to check
These risk flags are an assisted check. They are not a compliance ruling and not legal advice — the platform’s review and your own legal judgment decide.
| Term | Level | List | Found in | Why it is risky | Say instead |
|---|---|---|---|---|---|
预防 | High risk | Chinese list | Seller's listing copy | 暗示医疗预防功效，属违规宣称 | 让它更愿意喝水 |
结石 | High risk | Chinese list | Seller's listing copy | 涉及具体疾病，属医疗宣称 | 日常饮水量 |
泌尿 | High risk | Chinese list | Seller's listing copy | 疾病相关术语，触发平台医疗审核 | 喝水习惯 |
- 本品为宠物日常用品，不具备医疗或诊断功能
- 不同猫只适应时间不同
| Term | Level | List | Found in | Why it is risky | Say instead |
|---|---|---|---|---|---|
预防 | High risk | Chinese list | Seller's listing copy | 暗示医疗预防功效，属违规宣称 | 让它更愿意喝水 |
结石 | High risk | Chinese list | Seller's listing copy | 涉及具体疾病，属医疗宣称 | 日常饮水量 |
泌尿 | High risk | Chinese list | Seller's listing copy | 疾病相关术语，触发平台医疗审核 | 喝水习惯 |
- This is a everyday pet product, not a medical device
- Every cat takes a different amount of time to adjust
3.2 Angle: Day-in-the-life
Do not sell the product — show a day it fits into, and let the product appear the way it actually would.
- Fit score94
- Who it targetsBuyers who are not actively shopping and need to recognise the situation before they want the thing.
- Why this angleThe pet is the strongest visual asset you have; watch-through with a cat or dog on screen beats any product close-up, and this angle lets the product be a supporting character. Product adjustments: $18.99 ticket — impulse-buy range (+4).
Risk notes for this angle
- The scene should not imply a body outcome by editing — a change of silhouette between shots reads as a before-and-after.
- Keep the setting ordinary; an aspirational setting shifts the claim onto the viewer's life rather than the garment.
Script · Chinese (Simplified)
- 我家猫以前一天喝不了三口水。
- 出差三天回来，水碗还是干净的。
- 我家两只猫，用了一个月，说几句实话。
| Time | Beat | Voiceover | Caption |
|---|---|---|---|
| 00:00.0–00:05.2 | Hook | 我家猫以前一天喝不了三口水。 | 我家猫以前一天喝不了三口水 |
| 00:05.2–00:11.4 | Problem | 半夜起来倒水这件事，卡我的一直是猫一天喝不了几口水。 | 卡点在这里 |
| 00:11.4–00:22.8 | Demo | 我把它放在半夜起来倒水的位置，按一下开关，水就开始循环，不用每天蹲下来刷碗。 | 不用每天蹲下来刷碗 |
| 00:22.8–00:28.0 | Proof | 用了12,630 条评价、4.7 分，没翻车。 | 12,630 条评价、4.7 分 |
| 00:28.0–00:32.1 | CTA | 想要的点小黄车，库存不多 | 想要的点小黄车，库存不多 |
Script · English (US)
- My cat used to drink maybe three sips a day.
- Three days away, and the bowl was still clean when I got back.
- Two cats, one month of use. Here is the honest version.
| Time | Beat | Voiceover | Caption |
|---|---|---|---|
| 00:00.0–00:05.2 | Hook | My cat used to drink maybe three sips a day. | My cat used to drink maybe three sips a day |
| 00:05.2–00:11.4 | Problem | What actually slowed me down when I come back from three days away was I had to change the water every day, and travel was a problem. | This was the bottleneck |
| 00:11.4–00:22.8 | Demo | I keep it right where I head out in the morning. I one switch and the water starts circulating, and the water keeps moving, so she goes over on her own. | the water keeps moving, so she goes over on her own |
| 00:22.8–00:28.0 | Proof | 12,630 reviews at 4.7 stars and it still holds up. | 12,630 reviews at 4.7 stars |
| 00:28.0–00:32.1 | CTA | Comment "link" and I will send it over | Comment "link" and I will send it over |
Storyboard · voiceover language Chinese (Simplified)
| # | Time | Visual | Camera | Voiceover | Caption | Props | Music |
|---|---|---|---|---|---|---|---|
| 1 | 00:00.0–00:05.2 | Handheld vertical (slight shake is fine), The spot at home where the pet actually eats or drinks, in natural light; on camera: A pet owner aged 22–45 filming their own animal. Action first — pull the tank out, rinse it, click it back in | This shot decides completion: action first, core message inside 3 seconds | Handheld at chest height, slow push-in; do not over-stabilise — the "real" look comes first | Angle reminder: The scene should not imply a body outcome by editing — a change of silhouette between shots reads as a before-and-after. | 我家猫以前一天喝不了三口水。 | 我家猫以前一天喝不了三口水 | The pet | No music or ambient only — the voice carries it; any bed in the first 3 seconds dilutes the message |
| 2 | 00:05.2–00:11.4 | Control shot or empty environment: a ceramic bowl you wash by hand every day; no voice, ambient sound only | Shoot "life without it" — the more specific the better, no staged feel | Locked-off or a slow lateral move; used as a transition in the edit | 半夜起来倒水这件事，卡我的一直是猫一天喝不了几口水。 | 卡点在这里 | The old bowl or fountain as the control | Low-frequency bed at -24 dB, a touch of tension |
| 3 | 00:11.4–00:22.8 | Handheld vertical (slight shake is fine), The spot at home where the pet actually eats or drinks, in natural light; on camera: A pet owner aged 22–45 filming their own animal. Action first — pull the tank out, rinse it, click it back in | Shoot the whole action uncut; the viewer has to see how it is done | Handheld at chest height, slow push-in; do not over-stabilise — the "real" look comes first | 我把它放在半夜起来倒水的位置，按一下开关，水就开始循环，不用每天蹲下来刷碗。 | 不用每天蹲下来刷碗 | A cleaning cloth | Upbeat bed comes in at -18 dB, cut to the action |
| 4 | 00:22.8–00:28.0 | Product close-up / macro, shallow depth of field, focus on Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level; keep The pet in frame for scale | Shoot something checkable (a spec, a timer, a seam) and overlay the number | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | 用了12,630 条评价、4.7 分，没翻车。 | 12,630 条评价、4.7 分 | A measuring cup | Duck the bed to -26 dB so the numbers are clear |
| 5 | 00:28.0–00:32.1 | Waist-up talking head, eyes on the lens, background: The spot at home where the pet actually eats or drinks, in natural light; no teleprompter feel | Look at the lens, bring the tone down, hold 1 s at the end | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | 想要的点小黄车，库存不多 | 想要的点小黄车，库存不多 | The pet | Outro sting + 1 s hold so it loops cleanly |
Storyboard · voiceover language English (US)
| # | Time | Visual | Camera | Voiceover | Caption | Props | Music |
|---|---|---|---|---|---|---|---|
| 1 | 00:00.0–00:05.2 | Handheld vertical (slight shake is fine), The spot at home where the pet actually eats or drinks, in natural light; on camera: A pet owner aged 22–45 filming their own animal. Action first — pull the tank out, rinse it, click it back in | This shot decides completion: action first, core message inside 3 seconds | Handheld at chest height, slow push-in; do not over-stabilise — the "real" look comes first | Angle reminder: The scene should not imply a body outcome by editing — a change of silhouette between shots reads as a before-and-after. | My cat used to drink maybe three sips a day. | My cat used to drink maybe three sips a day | The pet | No music or ambient only — the voice carries it; any bed in the first 3 seconds dilutes the message |
| 2 | 00:05.2–00:11.4 | Control shot or empty environment: a ceramic bowl you wash by hand every day; no voice, ambient sound only | Shoot "life without it" — the more specific the better, no staged feel | Locked-off or a slow lateral move; used as a transition in the edit | What actually slowed me down when I come back from three days away was I had to change the water every day, and travel was a problem. | This was the bottleneck | The old bowl or fountain as the control | Low-frequency bed at -24 dB, a touch of tension |
| 3 | 00:11.4–00:22.8 | Handheld vertical (slight shake is fine), The spot at home where the pet actually eats or drinks, in natural light; on camera: A pet owner aged 22–45 filming their own animal. Action first — pull the tank out, rinse it, click it back in | Shoot the whole action uncut; the viewer has to see how it is done | Handheld at chest height, slow push-in; do not over-stabilise — the "real" look comes first | I keep it right where I head out in the morning. I one switch and the water starts circulating, and the water keeps moving, so she goes over on her own. | the water keeps moving, so she goes over on her own | A cleaning cloth | Upbeat bed comes in at -18 dB, cut to the action |
| 4 | 00:22.8–00:28.0 | Product close-up / macro, shallow depth of field, focus on Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level; keep The pet in frame for scale | Shoot something checkable (a spec, a timer, a seam) and overlay the number | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | 12,630 reviews at 4.7 stars and it still holds up. | 12,630 reviews at 4.7 stars | A measuring cup | Duck the bed to -26 dB so the numbers are clear |
| 5 | 00:28.0–00:32.1 | Waist-up talking head, eyes on the lens, background: The spot at home where the pet actually eats or drinks, in natural light; no teleprompter feel | Look at the lens, bring the tone down, hold 1 s at the end | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | Comment "link" and I will send it over | Comment "link" and I will send it over | The pet | Outro sting + 1 s hold so it loops cleanly |
Creative brief (send this to a creator or production partner as-is)
- On-camera personaA pet owner aged 22–45 filming their own animal (26-38)
- StylingHome clothes; the pet is the subject, not the person
- ToneWarm and practical, owner to owner
- SettingThe spot at home where the pet actually eats or drinks, in natural light
Props checklist
- The pet
- The old bowl or fountain as the control
- A cleaning cloth
- A measuring cup
- The product itself: Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level
- Price card asset (list price and current price on their own layer, so the price can be swapped)
Shooting notes
- Let the animal behave; do not stage a reaction
- Show the disassembly in one continuous take so cleaning looks real
- Record the noise level in a quiet room rather than describing it
- Narrative premise of this angle: Do not sell the product — show a day it fits into, and let the product appear the way it actually would.
- Risk reminder: The scene should not imply a body outcome by editing — a change of silhouette between shots reads as a before-and-after.
- Risk reminder: Keep the setting ordinary; an aspirational setting shifts the claim onto the viewer's life rather than the garment.
- Phrasings flagged for review — keep them out of the voiceover and captions:
预防,结石,泌尿(reasons and alternatives are in the "Risk flags / items to check" section)
Post notes
- Keep the pet audible — the sound is the proof
- Do not add a countdown or urgency overlay
- End on the cleaning interval
- [Chinese (Simplified)] Fast delivery and high information density; no pleasantries in the first 3 seconds
- [Chinese (Simplified)] Keep the listing currency ($). If this version is ever run in a Chinese-language market, swap in that market’s currency and real price — never convert out loud
- [Chinese (Simplified)] No absolutes (best / #1 / permanent): China’s Advertising Law fines them directly
- [English (US)] First person, conversational; pauses and self-deprecation are fine — sounding scripted kills conversion
- [English (US)] Use concrete numbers ("3 weeks", not "a long time"); they read as more credible
- [English (US)] The FTC requires a clear disclosure of the commercial relationship (#ad / Paid partnership)
- [Chinese (Simplified)] Must appear: 本品为宠物日常用品，不具备医疗或诊断功能
- [Chinese (Simplified)] Must appear: 不同猫只适应时间不同
- [English (US)] Must appear: This is a everyday pet product, not a medical device
- [English (US)] Must appear: Every cat takes a different amount of time to adjust
Delivery specs (one shoot, two aspect ratios)
| Platform | Aspect | Max length | Safe area | Notes |
|---|---|---|---|---|
| TikTok / TikTok Shop | 9:16 | 60s | Leave roughly 130px clear at the top and 480px at the bottom; the interaction rail on the right takes about 140px | Land the core message in the first 3 seconds; captions are on by default; AI-generated content must be disclosed by you, and the platform also labels it automatically |
| Meta (Reels and Feed) | 9:16 as the main cut, with a 1:1 delivered as backup | 30s | Keep text, logo and key elements out of roughly the top 14%, the bottom 35% and 6% on each side | Advantage+ crops automatically, so keep key elements centred; also deliver a version that reads with the sound off |
| Temu on-platform | 1:1 and 3:4 | 30s | About 8% margin on all four sides | The product must appear within the first 2 seconds and fill at least 40% of the frame; do not burn price tags into the footage, so the cut survives a price change |
| Amazon Sponsored Brands | 16:9 — the spec page says "only"; there is no vertical option | 45s | Keep text and key elements out of the bottom-right corner; no black, colour or blurred bars | 6–45 seconds, and the spec page strongly recommends 20 or under; the video language must match the marketplace (an English marketplace needs English captions or an English voiceover) |
| YouTube Shorts | 9:16 | 60s | Keep the bottom 15% clear of the title bar | Watch-through carries most of the weight; hold a still final frame for about a second so the loop feels intentional |
Risk flags / items to check
These risk flags are an assisted check. They are not a compliance ruling and not legal advice — the platform’s review and your own legal judgment decide.
| Term | Level | List | Found in | Why it is risky | Say instead |
|---|---|---|---|---|---|
预防 | High risk | Chinese list | Seller's listing copy | 暗示医疗预防功效，属违规宣称 | 让它更愿意喝水 |
结石 | High risk | Chinese list | Seller's listing copy | 涉及具体疾病，属医疗宣称 | 日常饮水量 |
泌尿 | High risk | Chinese list | Seller's listing copy | 疾病相关术语，触发平台医疗审核 | 喝水习惯 |
- 本品为宠物日常用品，不具备医疗或诊断功能
- 不同猫只适应时间不同
| Term | Level | List | Found in | Why it is risky | Say instead |
|---|---|---|---|---|---|
预防 | High risk | Chinese list | Seller's listing copy | 暗示医疗预防功效，属违规宣称 | 让它更愿意喝水 |
结石 | High risk | Chinese list | Seller's listing copy | 涉及具体疾病，属医疗宣称 | 日常饮水量 |
泌尿 | High risk | Chinese list | Seller's listing copy | 疾病相关术语，触发平台医疗审核 | 喝水习惯 |
- This is a everyday pet product, not a medical device
- Every cat takes a different amount of time to adjust
3.3 Angle: Pain / Solution
Open on a problem the viewer already has, then show the product resolving it on camera.
- Fit score84
- Who it targetsBuyers who already feel the problem and are looking for something that fixes it.
- Why this anglePet-owner pain is frequent and concrete (will not drink water, washing the bowl daily, nobody to cover a trip) and one line evokes it. No product adjustments — the score is the category prior.
Risk notes for this angle
- Do not frame the problem as a flaw in the viewer's body — describe the situation (a dress that pulls, a waistband that digs in), not the person.
- Before-and-after framing is read differently by TikTok and Meta; check the platform page before you shoot one.
Script · Chinese (Simplified)
- 别再每天蹲下来洗碗了。
- 我家猫以前一天喝不了三口水。
- 养猫这几年，这是我少数会回购的东西。
| Time | Beat | Voiceover | Caption |
|---|---|---|---|
| 00:00.0–00:05.5 | Hook | 别再每天蹲下来洗碗了。 | 别再每天蹲下来洗碗了 |
| 00:05.5–00:12.4 | Problem | 水碗放半天全是毛和灰，然后碗底那层滑腻怎么擦都不干净——我忍了半年才发现这根本不用忍。 | 忍了半年的问题 |
| 00:12.4–00:21.5 | Demo | 换成这个自动饮水机之后，把水箱拆下来冲一遍再装回去，不用每天蹲下来刷碗。 | 换个方式就解决了 |
| 00:21.5–00:27.4 | Proof | 我特意查了参数：有效让它更愿意喝水猫咪喝水习惯日常饮水量问题，所以差别是实打实的。 | 参数摆这儿 |
| 00:27.4–00:32.0 | CTA | 链接在下面，先领券 | $18.99，一提猫罐头的钱 |
Script · English (US)
- Stop crouching down to wash a bowl every single day.
- My cat used to drink maybe three sips a day.
- Years of cat ownership, and this is one of the few things I have re-bought.
| Time | Beat | Voiceover | Caption |
|---|---|---|---|
| 00:00.0–00:05.5 | Hook | Stop crouching down to wash a bowl every single day. | Stop crouching down to wash a bowl every single day |
| 00:05.5–00:12.4 | Problem | my cat barely drank a few sips a day, and then I had to ask a friend to come by every day. I put up with that for months before I realized I didn't have to. | I put up with this for months |
| 00:12.4–00:21.5 | Demo | Then I switched to this cat water fountain. I just pull the tank out, rinse it, click it back in, and one fill lasts several days. | One switch fixed it |
| 00:21.5–00:27.4 | Proof | I checked the specs: three-stage filter, swapped monthly, ten seconds to change. That is the actual reason it works. | Specs, not vibes |
| 00:27.4–00:32.0 | CTA | Link is in the bio — coupon applies at checkout | $18.99 — about what a case of wet food costs |
Storyboard · voiceover language Chinese (Simplified)
| # | Time | Visual | Camera | Voiceover | Caption | Props | Music |
|---|---|---|---|---|---|---|---|
| 1 | 00:00.0–00:05.5 | Handheld vertical (slight shake is fine), The spot at home where the pet actually eats or drinks, in natural light; on camera: A pet owner aged 22–45 filming their own animal. Action first — pull the tank out, rinse it, click it back in | This shot decides completion: action first, core message inside 3 seconds | Handheld at chest height, slow push-in; do not over-stabilise — the "real" look comes first | Angle reminder: Do not frame the problem as a flaw in the viewer's body — describe the situation (a dress that pulls, a waistband that digs in), not the person. | 别再每天蹲下来洗碗了。 | 别再每天蹲下来洗碗了 | The pet | No music or ambient only — the voice carries it; any bed in the first 3 seconds dilutes the message |
| 2 | 00:05.5–00:12.4 | Control shot or empty environment: a ceramic bowl you wash by hand every day; no voice, ambient sound only | Shoot "life without it" — the more specific the better, no staged feel | Locked-off or a slow lateral move; used as a transition in the edit | 水碗放半天全是毛和灰，然后碗底那层滑腻怎么擦都不干净——我忍了半年才发现这根本不用忍。 | 忍了半年的问题 | The old bowl or fountain as the control | Low-frequency bed at -24 dB, a touch of tension |
| 3 | 00:12.4–00:21.5 | Product close-up / macro, shallow depth of field, focus on Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level; keep The pet in frame for scale | Shoot the whole action uncut; the viewer has to see how it is done | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | 换成这个自动饮水机之后，把水箱拆下来冲一遍再装回去，不用每天蹲下来刷碗。 | 换个方式就解决了 | A cleaning cloth | Upbeat bed comes in at -18 dB, cut to the action |
| 4 | 00:21.5–00:27.4 | Waist-up talking head, eyes on the lens, background: The spot at home where the pet actually eats or drinks, in natural light; no teleprompter feel | Shoot something checkable (a spec, a timer, a seam) and overlay the number | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | 我特意查了参数：有效让它更愿意喝水猫咪喝水习惯日常饮水量问题，所以差别是实打实的。 | 参数摆这儿 | A measuring cup | Duck the bed to -26 dB so the numbers are clear |
| 5 | 00:27.4–00:32.0 | Waist-up talking head, eyes on the lens, background: The spot at home where the pet actually eats or drinks, in natural light; no teleprompter feel | Look at the lens, bring the tone down, hold 1 s at the end | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | 链接在下面，先领券 | $18.99，一提猫罐头的钱 | The pet | Outro sting + 1 s hold so it loops cleanly |
Storyboard · voiceover language English (US)
| # | Time | Visual | Camera | Voiceover | Caption | Props | Music |
|---|---|---|---|---|---|---|---|
| 1 | 00:00.0–00:05.5 | Handheld vertical (slight shake is fine), The spot at home where the pet actually eats or drinks, in natural light; on camera: A pet owner aged 22–45 filming their own animal. Action first — pull the tank out, rinse it, click it back in | This shot decides completion: action first, core message inside 3 seconds | Handheld at chest height, slow push-in; do not over-stabilise — the "real" look comes first | Angle reminder: Do not frame the problem as a flaw in the viewer's body — describe the situation (a dress that pulls, a waistband that digs in), not the person. | Stop crouching down to wash a bowl every single day. | Stop crouching down to wash a bowl every single day | The pet | No music or ambient only — the voice carries it; any bed in the first 3 seconds dilutes the message |
| 2 | 00:05.5–00:12.4 | Control shot or empty environment: a ceramic bowl you wash by hand every day; no voice, ambient sound only | Shoot "life without it" — the more specific the better, no staged feel | Locked-off or a slow lateral move; used as a transition in the edit | my cat barely drank a few sips a day, and then I had to ask a friend to come by every day. I put up with that for months before I realized I didn't have to. | I put up with this for months | The old bowl or fountain as the control | Low-frequency bed at -24 dB, a touch of tension |
| 3 | 00:12.4–00:21.5 | Product close-up / macro, shallow depth of field, focus on Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level; keep The pet in frame for scale | Shoot the whole action uncut; the viewer has to see how it is done | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | Then I switched to this cat water fountain. I just pull the tank out, rinse it, click it back in, and one fill lasts several days. | One switch fixed it | A cleaning cloth | Upbeat bed comes in at -18 dB, cut to the action |
| 4 | 00:21.5–00:27.4 | Waist-up talking head, eyes on the lens, background: The spot at home where the pet actually eats or drinks, in natural light; no teleprompter feel | Shoot something checkable (a spec, a timer, a seam) and overlay the number | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | I checked the specs: three-stage filter, swapped monthly, ten seconds to change. That is the actual reason it works. | Specs, not vibes | A measuring cup | Duck the bed to -26 dB so the numbers are clear |
| 5 | 00:27.4–00:32.0 | Waist-up talking head, eyes on the lens, background: The spot at home where the pet actually eats or drinks, in natural light; no teleprompter feel | Look at the lens, bring the tone down, hold 1 s at the end | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | Link is in the bio — coupon applies at checkout | $18.99 — about what a case of wet food costs | The pet | Outro sting + 1 s hold so it loops cleanly |
Creative brief (send this to a creator or production partner as-is)
- On-camera personaA pet owner aged 22–45 filming their own animal (26-38)
- StylingHome clothes; the pet is the subject, not the person
- ToneWarm and practical, owner to owner
- SettingThe spot at home where the pet actually eats or drinks, in natural light
Props checklist
- The pet
- The old bowl or fountain as the control
- A cleaning cloth
- A measuring cup
- The product itself: Ultra-Quiet Cat Water Fountain 2.5L, 3-Stage Filter, LED Water Level
- Price card asset (list price and current price on their own layer, so the price can be swapped)
Shooting notes
- Let the animal behave; do not stage a reaction
- Show the disassembly in one continuous take so cleaning looks real
- Record the noise level in a quiet room rather than describing it
- Narrative premise of this angle: Open on a problem the viewer already has, then show the product resolving it on camera.
- Risk reminder: Do not frame the problem as a flaw in the viewer's body — describe the situation (a dress that pulls, a waistband that digs in), not the person.
- Risk reminder: Before-and-after framing is read differently by TikTok and Meta; check the platform page before you shoot one.
- Phrasings flagged for review — keep them out of the voiceover and captions:
预防,结石,泌尿(reasons and alternatives are in the "Risk flags / items to check" section)
Post notes
- Keep the pet audible — the sound is the proof
- Do not add a countdown or urgency overlay
- End on the cleaning interval
- [Chinese (Simplified)] Fast delivery and high information density; no pleasantries in the first 3 seconds
- [Chinese (Simplified)] Keep the listing currency ($). If this version is ever run in a Chinese-language market, swap in that market’s currency and real price — never convert out loud
- [Chinese (Simplified)] No absolutes (best / #1 / permanent): China’s Advertising Law fines them directly
- [English (US)] First person, conversational; pauses and self-deprecation are fine — sounding scripted kills conversion
- [English (US)] Use concrete numbers ("3 weeks", not "a long time"); they read as more credible
- [English (US)] The FTC requires a clear disclosure of the commercial relationship (#ad / Paid partnership)
- [Chinese (Simplified)] Must appear: 本品为宠物日常用品，不具备医疗或诊断功能
- [Chinese (Simplified)] Must appear: 不同猫只适应时间不同
- [English (US)] Must appear: This is a everyday pet product, not a medical device
- [English (US)] Must appear: Every cat takes a different amount of time to adjust
Delivery specs (one shoot, two aspect ratios)
| Platform | Aspect | Max length | Safe area | Notes |
|---|---|---|---|---|
| TikTok / TikTok Shop | 9:16 | 60s | Leave roughly 130px clear at the top and 480px at the bottom; the interaction rail on the right takes about 140px | Land the core message in the first 3 seconds; captions are on by default; AI-generated content must be disclosed by you, and the platform also labels it automatically |
| Meta (Reels and Feed) | 9:16 as the main cut, with a 1:1 delivered as backup | 30s | Keep text, logo and key elements out of roughly the top 14%, the bottom 35% and 6% on each side | Advantage+ crops automatically, so keep key elements centred; also deliver a version that reads with the sound off |
| Temu on-platform | 1:1 and 3:4 | 30s | About 8% margin on all four sides | The product must appear within the first 2 seconds and fill at least 40% of the frame; do not burn price tags into the footage, so the cut survives a price change |
| Amazon Sponsored Brands | 16:9 — the spec page says "only"; there is no vertical option | 45s | Keep text and key elements out of the bottom-right corner; no black, colour or blurred bars | 6–45 seconds, and the spec page strongly recommends 20 or under; the video language must match the marketplace (an English marketplace needs English captions or an English voiceover) |
| YouTube Shorts | 9:16 | 60s | Keep the bottom 15% clear of the title bar | Watch-through carries most of the weight; hold a still final frame for about a second so the loop feels intentional |
Risk flags / items to check
These risk flags are an assisted check. They are not a compliance ruling and not legal advice — the platform’s review and your own legal judgment decide.
| Term | Level | List | Found in | Why it is risky | Say instead |
|---|---|---|---|---|---|
预防 | High risk | Chinese list | Seller's listing copy | 暗示医疗预防功效，属违规宣称 | 让它更愿意喝水 |
结石 | High risk | Chinese list | Seller's listing copy | 涉及具体疾病，属医疗宣称 | 日常饮水量 |
泌尿 | High risk | Chinese list | Seller's listing copy | 疾病相关术语，触发平台医疗审核 | 喝水习惯 |
- 本品为宠物日常用品，不具备医疗或诊断功能
- 不同猫只适应时间不同
| Term | Level | List | Found in | Why it is risky | Say instead |
|---|---|---|---|---|---|
预防 | High risk | Chinese list | Seller's listing copy | 暗示医疗预防功效，属违规宣称 | 让它更愿意喝水 |
结石 | High risk | Chinese list | Seller's listing copy | 涉及具体疾病，属医疗宣称 | 日常饮水量 |
泌尿 | High risk | Chinese list | Seller's listing copy | 疾病相关术语，触发平台医疗审核 | 喝水习惯 |
- This is a everyday pet product, not a medical device
- Every cat takes a different amount of time to adjust
4. A/B test matrix
| Cell | Angle | Hook | Budget share | What this cell tests |
|---|---|---|---|---|
| A | Social proof | 12,630 reviews at 4.7 stars, and half the comments say the same sentence. | 24.9% | Tests whether the "Social proof" angle itself holds in this category / market |
| B | Social proof | Years of cat ownership, and this is one of the few things I have re-bought. | 14.9% | Same angle, different hook — separates "the angle failed" from "the hook failed" so the angle is not killed by mistake |
| C | Day-in-the-life | My cat used to drink maybe three sips a day. | 24.1% | Tests whether the "Day-in-the-life" angle itself holds in this category / market |
| D | Day-in-the-life | Three days away, and the bowl was still clean when I got back. | 14.5% | Same angle, different hook — separates "the angle failed" from "the hook failed" so the angle is not killed by mistake |
| E | Pain / Solution | Stop crouching down to wash a bowl every single day. | 21.6% | Tests whether the "Pain / Solution" angle itself holds in this category / market |
Kill criteria
- 3-second view-through < 25%: a hook problem. Test another hook on the same angle; do not touch the angle
- 3-second view-through fine but CTR < 0.8%: the middle is not persuading. Go back to the proof beat and add concrete evidence
- CTR fine but CVR < 1%: the problem is the landing page, the listing or the price — not the creative. Do not make new creative yet
- A cell spends its $30 with no orders: stop it and move the budget to the other hook on the same angle
Scale criteria
- ROAS > 1.2× target with $30 spent: add 50% budget to that cell and immediately produce 2 new hooks on the same angle as a relay
- Both hooks on one angle win: that is an "angle win" signal — extend the angle to the other language and another platform
- One hook wins but collapses on another angle: the hook won, not the angle — port that hook to the other angles
5. ROAS review sheet (fill in after the flight)
| Cell | Angle | Platform | Language | Spend | Impressions | 3s view-through | CTR | Orders | ROAS | Verdict |
|---|---|---|---|---|---|---|---|---|---|---|
| A | Social proof | |||||||||
| B | Social proof | |||||||||
| C | Day-in-the-life | |||||||||
| D | Day-in-the-life | |||||||||
| E | Pain / Solution |
Three questions for the review
- Did the angle win or did the hook? (Both hooks up = the angle won. Only one = the hook won.)
- Did the losing angle fail the category or the market? (Check the same angle in the other language.)
- What does this round change in the category knowledge base? (Which prior moves, which hook joins the library.)
6. Build info and render-cost estimate
- Engine
fixture+inference@v0.1 (no live fetching) + rule-engine@v0.1 (category knowledge base; no model called)
| Vendor | Shots / seconds | Estimated cost |
|---|---|---|
| HeyGen Avatar V (talking head) | 91 | $4.54 |
| Kling 3.0 (macro / B-roll) | 9 | $7.20 |
| Veo/Sora (hero shots) | 1 | $6.00 |
| Total (3 angles × 2 languages) | $17.74 |
Run it on your own SKU
Scan your listing copy first (free, no login)See the other samples
FAQ
Was this plan generated by an AI model?
No. This version comes from a rule engine plus the category knowledge base, with no model call — which is why the same link always produces the same plan, reviewable and diffable. When a model is wired in, the knowledge base still constrains the skeleton, the model only polishes and localises, and the risk flags still backstop it.
Why is the product fictional?
Because we do not want a real seller's product tied to advertising advice we invented. Category, price band, spec ranges and review counts follow real ranges; only the title and shop name are made up. Use your own link for your own SKU.
Did you plant those risky selling points on purpose?
Yes. Those lines are what real listings actually say. That is exactly where the risk flags earn their keep: they scan not our generated script but the seller's own sentences, the ones about to be copied into a voiceover and a creator video.
Can I shoot straight from this brief?
Follow the structure, not the content — the product in it does not exist. Take the template and fill in your own SKU, or run a plan on your own link.