Winner’s Writing Process

Streetwear Apparel

1. Who am I talking to?

1. Young men
2. Urban / Hood lifestyle
3. Rap / Hip-Hop culture
4. Would love to be a rapper one day

2. Where are they at now?

1. Scrolling on IG, doom scrolling
2. Probably hanging around with their friends
3. Level 3-4 Awareness (identity product)
4. Stagel 5 all the way on sophistication level (full on identity play)
5. Dream state - What do they want to communicate to other and themselves with their clothes - Confidence, self assured, Street smart, unique, drip vibe, gangsta
6. All of the above will give them status in their current tribe to give them access to the tribe they want
7. Will this X help signal the status and tribal affiliation I want? Yes or no

3. What do I want them to do?

1. Stop the scroll
2. Consume the ad
3. Click on the ad link with the intent to buy or consider buying

4. What do they need to experience/think/feel to do that?

1. Stop the scroll

1. Movement (people, camera cuts, zoom)
2. People that have the status the customer wants are showing/wearing the product
3. Tribal affiliation indicators (haircuts, accessories)
4. Different colors of product
5. Subtitles

2. Consuming the ad

1. Showing dream state in association with product
2. Quick cuts, movement, music, colors to keep the dopamine levels high
3. Speaking the language of the viewer
4. Dialogue matches the internal dialogue of the viewer

3. Get them to click the link

1. Shop now, name of product