Six concepts.
Three doors.
One engine.
A snapshot of how the Conversion Engine looks before the engine actually runs. Each frame is one concept direction — built so you can see the voice, the register, and the buyers it’s talking to before the scoping call.
What you’re looking at.
These are concept frames, not finished campaign assets. Each one is a single 4:5 master, fully composed in-image — headline, eyebrow tag, subhead, CTA, and wordmark all rendered as one finished asset rather than a background with overlaid text.
The two-bucket logic
The six frames split into two buckets that mirror the proposal: Bucket A — Category Conversion (three concepts in the Scrappy voice that move the wire-brush user, the eco buyer, and the founder-story believer) and Bucket B — Seasonal & Gifting (three concepts that own the Father’s Day, Q4 stocking-stuffer, and outdoor / Leave No Trace moments). The first bucket runs year-round at baseline spend. The second bucket pulses at the seasonal beats.
What expands from here
Every winning concept gets the four-placement build-out: a 1:1 feed cut, a 4:5 IG primary, a 9:16 stories/Reels/TikTok version, and a 16:9 display / YouTube pre-roll variant. Each expanded set ships with four headline variations, three primary-text variations, and two CTAs — roughly 24 production assets per winning concept. Sized for a quarterly Q1 bank of ~18 concepts under the Growth System engagement shape.
On production
The frames in this pack were composed using your actual Scrappy Scraper product photography from scrappyscraper.com as visual reference — the black paddle silhouette, the cream-printed vintage wordmark, the retail display box. They’re concept compositions, not yet pixel-perfect renders of the real product, but the brand register, palette, and shape language are locked. Production-grade ad units will swap in studio-shot product photography and Hammond-brothers likeness only where you and Miles want it. No simulated people anywhere in this pack.
From one frame to twenty-four assets.
Each winning concept gets the full four-placement build-out plus the copy bank — so a single concept becomes a campaign-ready unit across every Meta and TikTok surface, with enough headline and primary-text variation to keep the creative fresh through the fatigue cycle.
Headlines, primary text, CTAs.
A sample of the copy variation each winning concept ships with — sized for the thirty-day fatigue cycle and split-tested at the concept level, not the audience level.
Sample headlines
- "Your wire brush has bristles. This doesn’t."
- "Scrape it. Steam it. Compost it."
- "$6 for the grill scraper that doesn’t leave bristles in the burger."
- "The disposable scraper that takes itself out."
- "For the dad who actually grills."
- "Wire is over."
Sample primary text
- "Made in Ottawa from recycled cardboard. Zero metal. Zero plastic. Twelve scrapers for the price of one wire brush."
- "Use it once. Compost it. Or use it as kindling. The end-of-life is the feature."
- "The triple-weave cardboard scraper that scrapes, steam-cleans, and seasons your grate. Then takes itself out."
- "Twelve scrapers in a gift-ready box. Ships next-day. Wraps itself."
Sample CTAs
- SHOP THE BOX →
- GIFT THE BOX →
- MEET THE SCRAPPY →
- TAKE A 3-PACK →
- STUFF THE STOCKING →
- READ THE STORY →
Where each concept runs.
Concepts are matched to surfaces, not pushed to all of them. Bucket A carries the year-round volume; Bucket B pulses at the seasonal beats.
| Concept | Primary surface | Secondary surface | Destination | Cadence |
|---|---|---|---|---|
| 01 · Wire brush switcher | Meta cold & broad lookalike | TikTok cold | /wire-brush-switcher landing page | Always-on |
| 02 · Three jobs (eco) | Meta middle-funnel | Pinterest gifting (Q3 test) | Box PDP | Always-on |
| 03 · The Switch | Meta cold + middle-funnel | TikTok / Reels (first frame) | /wire-brush-switcher landing page | Always-on |
| 04 · Father’s Day gift | Meta + TikTok seasonal | Pinterest gifting | /gifting landing page | Apr–Jun pulse |
| 05 · Q4 stocking stuffer | Meta + TikTok seasonal | Pinterest gifting | /gifting landing page | Nov–Dec pulse |
| 06 · Leave No Trace | Meta + TikTok outdoor | REI-adjacent placements (Q3 test) | /outdoor landing page | May–Sep pulse |
The next step
Eighteen concepts per quarter in the Growth System shape, expanded into the four-placement set per winning concept. The scoping call is where we look at the real numbers, lock the persona doors, and decide together which moments matter most for Scrappy’s year one. Back to the proposal →
Confidential — for Will Hammond, Miles Hammond, and team only.