Ad Angle Bank — Made by Natur
How to read this document
Each angle is a brief, not a script. The video editor turns the brief into the cut per playbook Part 7. The hook is verbatim (German, du form). The body insight is the move. The CTA is the close.
All failed-alternative references name the last product abandoned — CeraVe, Eucerin, Penaten, Aveeno, La Roche-Posay, or steroid creams — never tallow itself. Compliance section is at the bottom; it does not appear inside angle body copy.
Angle 1: Das volle Regal
Awareness stage: Stage 1 — Unaware
Format: 30s video
Channel: Meta cold (DE, women 26–50, broad interest)
Lever combination: Pain → Identity
Wedge leverage: W2 (accidental origin as emotional mirror) — the ad positions the audience in the exact situation the founder was in before she stopped searching. No product named yet.
Competitor pattern relationship: Counters Based Supplies' "Personal Proof to Product Science" beat structure (cross_ad_patterns §2). Their hook goes Confession → Mechanism → Transformation. This angle stays in Confession the entire time — no mechanism, no product. Forces a deeper emotional entry rather than a functional one.
Source VoC quote: "Our baby developed eczema early on. Red, inflamed cheeks. Constant scratching. That look of discomfort that breaks your heart because they can't tell you how bad it feels. We tried what most parents try — 'eczema-friendly' creams, lotions, prescriptions, switching detergents, changing routines. Some helped for a few days. Most didn't last. And every new product felt like another gamble on her skin." — r/healingfromeczema, composite 67.5, 1 upvote
Source ICP element: Identity pain (ICP §6) + cabinet as physical proof of accumulated disappointment (ICP §3 portrait)
Hook (verbatim, German du form): "Du hast sechs Cremes im Bad. Keine davon hat wirklich geholfen."
You have six creams in your bathroom. None of them really helped.
Body beat structure:
1. [beat 1: 0–4s] Hook as on-screen text, handheld shot of a bathroom shelf — six jars and tubes, some half-empty, some barely opened. No voiceover. Silence or ambient sound only.
2. [beat 2: 4–12s] Slow pan across labels — we can read Eucerin, Penaten, a hydrocortisone tube. VO (warm, unhurried, female voice): "Nicht weil du die falschen Entscheidungen getroffen hast. Sondern weil die alle aus demselben Regal kommen."
Slow pan across labels — we can read Eucerin, Penaten, a hydrocortisone tube. VO (warm, unhurried, female voice): Not because you made the wrong choices. But because they all come from the same shelf.
3. [beat 3: 12–20s] Cut to a child's inner elbow crease — not red, just dry and slightly textured. Close, intimate. VO: "Jeden Abend dasselbe. Du weißt, wie das aussieht."
Every evening the same thing. You know what that looks like.
4. [beat 4: 20–26s] Shot of a mother putting the hydrocortisone back in the cabinet, reaching for her phone. Recognizable 22-Uhr mood. No product shown.
5. [proof beat: 26–28s] Black screen. One line in Zilla Slab: "Es gibt eine andere Frage."
5. [proof beat: 26–28s] Black screen. One line in Zilla Slab: "There is another question."
6. [cta beat: 28–30s] Made by Natur logo + wax seal. No product claim. No URL shown. Just: "Made by Natur."
On-screen text (sound-off optimization):
- [0–4s]: "Du hast sechs Cremes im Bad."
[0–4s]: "You have six creams in your bathroom."
- [4–12s]: "Keine davon kommt von einem Hof."
[4–12s]: "None of them come from a farm."
- [20–26s]: Text fades. No text over the phone moment — let it breathe.
- [28–30s]: "Made by Natur — Einfach. Echt. Wirksam."
Required visual proof: Paper-letterpress aesthetic. Warm, handheld, slightly imperfect. Real bathroom — not a styled set. The jars on the shelf must be recognizable real brands (prop label clearance not required — show partial labels or angles where brand is implied, not explicit, to avoid comparative claim territory). The mother's hands, not her face, in the phone shot.
Compliance check: Pass. No product claims. No condition names. No mechanism language. No forbidden words. The hydrocortisone tube appears as a visual prop, not as an endorsed or criticized product.
Kill criteria: Hook retention below 35% at 3s mark after 600 impressions. CTR below 0.8% at 1,000 impressions. This is a seeding angle — kill on engagement rate, not direct conversion.
Angle 2: Die MOAH-Entdeckung
Awareness stage: Stage 1 — Unaware (with Stage 2 crossover)
Format: 45s video
Channel: Meta cold (DE, interest targeting: Öko-Test, Naturkosmetik, Eltern, Baby)
Channel: Meta cold (DE, interest targeting: Öko-Test, natural cosmetics, parents, baby)
Lever combination: Pain → Failed Alternative (Penaten) → Mechanism (implicit)
Wedge leverage: W4 (German provenance and regulatory spine) — the Öko-Test MOAH story creates the opening for "MOAH-frei, vier Zutaten, Adresse auf dem Glas" without the brand needing to make a medical claim.
Competitor pattern relationship: Completely ignored by Based Supplies. Their Canadian registration means the German Öko-Test finding is not in their cultural reference set. This angle is structurally unavailable to them.
Source VoC quote: "Öko-Test hat allerdings aromatische Mineralölkohlenwasserstoffe (MOAH) in der Creme gefunden und die haben auf Babyhaut nichts verloren. Mir war das nicht klar, zu dem Zeitpunkt als ich die Creme bestellt habe. Künftig verwende ich allerdings MOAH freie Alternativen." — Amazon (asin:B0DKT4G27P), composite 55
Source VoC quote: "Öko-Test did, however, find aromatic mineral oil hydrocarbons (MOAH) in the cream, and those have no place on baby skin. I wasn't aware of that at the time I ordered the cream. From now on, I'm using alternatives that are MOAH-free." — Amazon (asin:B0DKT4G27P), composite 55
Source ICP element: CEP 4 (post-Öko-Test Penaten discovery, ICP §9) + productive tension #4 (trust in category demolished by traceable evidence)
Hook (verbatim, German du form): "Meine Schwiegermutter schwört seit 50 Jahren auf Penaten. Dann hab ich den Öko-Test gelesen."
My mother-in-law has sworn by Penaten for 50 years. Then I read the Öko-Test.
Body beat structure:
1. [beat 1: 0–5s] Hook spoken direct-to-camera by a woman in her early 30s, domestic kitchen background. Casual, not performed. Penaten jar visible on counter behind her — not held up, just present.
2. [beat 2: 5–16s] VO continues: "MOAH. Aromatische Mineralölkohlenwasserstoffe. Auf Babyhaut." Short pause. "Ich hab den Artikel dreimal gelesen, weil ich dachte, ich hab was übersehen." Hands type on a phone screen — a search bar, not the brand site.
2. [beat 2: 5–16s] VO continues: 'MOAH. Aromatic mineral oil hydrocarbons. On baby skin.' Short pause. 'I read the article three times because I thought I'd missed something.' Hands type on a phone screen — a search bar, not the brand site.
3. [beat 3: 16–28s] Cut. Same woman, calmer. "Dann hab ich mich gefragt: was ist eigentlich sicher? Was kann ich wirklich nachprüfen?" She holds up a small glass jar. "Vier Zutaten. Ich kann sie alle selbst nachschlagen."
Then I asked myself: what is actually safe? What can I really verify myself? She holds up a small glass jar. Four ingredients. I can look them all up myself.
4. [beat 4: 28–38s] Close-up of the jar bottom — the address visible. Back to woman: "Die Adresse steht drauf. Das ist ein Hof in Deutschland. Den kannst du googeln."
4. [beat 4: 28–38s] Close-up of the jar bottom — the address visible. Back to woman: "The address is on it. That's a farm in Germany. You can Google it."
5. [proof beat: 38–42s] Cut to Zilla Slab on cream background: "Hergestellt in Deutschland. Vier Zutaten. Adresse auf dem Glas."
Made in Germany. Four ingredients. Address on the jar.
6. [cta beat: 42–45s] "Made by Natur — Lies sie selbst nach." URL appears. Wax seal.
On-screen text (sound-off optimization):
- [0–5s]: "Meine Schwiegermutter schwört auf Penaten." / "Dann hab ich den Öko-Test gelesen."
[0–5s]: "My mother-in-law swears by Penaten." / "Then I read the Öko-Test report."
- [16–28s]: "Was kann ich wirklich nachprüfen?"
[16–28s]: "What can I really verify?"
- [38–42s]: "Hergestellt in Deutschland." / "Vier Zutaten." / "Adresse auf dem Glas."
[38–42s]: "Made in Germany." / "Four ingredients." / "Address on the jar."
- [42–45s]: "Lies sie selbst nach. Made by Natur."
[42–45s]: "Look them up yourself. Made by Natur."
Required visual proof: Real woman, real kitchen. Penaten jar as background prop only — not a featured comparison. The Made by Natur jar shown in the third beat must have legible address on the bottom. No studio lighting. Paper-letterpress text cards for the proof beat.
Compliance check: Pass. Penaten appears as a cultural reference in the speaker's personal narrative, not as a brand being attacked. The MOAH claim references a published Öko-Test finding (third-party, citable). No claims made about the Made by Natur product's effect on conditions. "MOAH-frei" is a negative ingredient claim, not a therapeutic claim — permissible under EU 1223/2009 when accurate.
Kill criteria: CTR below 1.5% at 800 impressions. Comment sentiment negative (users feeling manipulated rather than informed) — monitor manually in first 48 hours.
Angle 3: Das Kortison-Dilemma
Awareness stage: Stage 2 — Problem Aware
Format: 30s video
Channel: Meta cold (DE, interest: Neurodermitis, Kinderdermatologie, empfindliche Haut, Eltern)
Lever combination: Pain → Objection (no daily ceiling) → Desire gap
Wedge leverage: W5 (parent-to-parent voice) — the angle speaks to the trapped feeling from the mother's perspective, not from a clinical or brand perspective.
Competitor pattern relationship: Counters Based Supplies' eczema/psoriasis disease-claim pattern (compliance risk 5 in their claim register). They make the therapeutic promise explicitly; we leave the gap open and let the audience fill it. This is the HWG-compliant version of the same emotional territory.
Source VoC quote: "After trying steroid creams that didn't work (we didn't want to keep upping the percentage because my son's appetite seemed to be affected) we caved and tried tallow which was disgusting to me being vegan but WOW. It's continuing to get better and we're really hoping it's going to keep working long term because nothing else has." — r/moderatelygranolamoms, composite 72.5, 2 upvotes
Source ICP element: Failed alternative — hydrocortisone/steroid cream (ICP §5) + identity pain (the mother who rations medicine like it's medicine, ICP §6)
Hook (verbatim, German du form): "Das Kortison wirkt. Aber du willst es nicht täglich benutzen. Und eine Alternative hast du noch nicht."
The cortisone works. But you don't want to use it every day. And you don't have an alternative yet.
Body beat structure:
1. [beat 1: 0–4s] Hook as on-screen text. Shot: a hydrocortisone tube on a bathroom shelf. The tube is partially used. No hands. Just the tube. Ambient evening light.
2. [beat 2: 4–14s] VO (calm, mother-register): "Es gibt eine Grenze — und die kennst du. Die Apotheke weiß das auch. Was du noch nicht hast, ist das, was du täglich benutzen kannst." No condition named. No product pitched.
There's a line — and you know it. The pharmacy knows it too. What you don't have yet is something you can use every day. No condition named. No product pitched.
3. [beat 3: 14–22s] Cut to a child asleep, arms visible above the blanket. Not distressed — just asleep. VO: "Die Frage, die ich mir gestellt habe: Was hat man auf die Haut getan, bevor das alles erfunden wurde?"
3. [beat 3: 14–22s] Cut to a child asleep, arms visible above the blanket. Not distressed — just asleep. VO: "The question I asked myself: What did people put on skin before all of this was invented?"
4. [beat 4: 22–27s] Quick cut to a farm — cows, green field, brief. Then a glass jar. Four ingredients listed in Zilla Slab type. VO: "Vier Zutaten. Alle von einem Hof."
5. [proof beat: none — this is TOF/early MOF, we do not close the sale here]
6. [cta beat: 27–30s] "Made by Natur. Lies die Zutaten." URL. Wax seal.
On-screen text (sound-off optimization):
- [0–4s]: "Das Kortison wirkt." / "Aber nicht für immer."
[0–4s]: "The cortisone works." / "But not forever."
- [14–22s]: "Was hat man früher benutzt?"
[14–22s]: "What did people use back then?"
- [22–27s]: "Rindertalg. Honig. Olivenöl. Bienenwachs."
[22–27s]: "Beef tallow. Honey. Olive oil. Beeswax."
- [27–30s]: "Made by Natur — Einfach. Echt. Wirksam."
Required visual proof: The hydrocortisone tube in beat 1 should be a generic prop — no named brand visible. The child-asleep shot is intimate, not clinical. Farm footage brief — establishing, not documentary. The jar in beat 4 must show the ingredient list legibly.
Compliance check: Pass. No condition names appear in VO or on-screen text. "Kortison" is named in the hook as a word the ICP uses to describe their own situation — it is not paired with any efficacy claim from Made by Natur. The brand makes no claim about what its product does. "Was hat man früher benutzt" is a rhetorical question, not a therapeutic claim. Needs review by compliance agent before live deployment to confirm "Kortison" reference does not create an implicit therapeutic claim context under German HWG §3.
Kill criteria: Hook retention below 40% at 3s after 500 impressions. This angle requires the audience to be in-the-moment-aware of their steroid ceiling — if broad targeting misses this cohort, reallocate budget to interest-targeted placement.
Angle 4: Eucerin, Aveeno, La Roche-Posay — und dann
Awareness stage: Stage 2 — Problem Aware
Format: 45s video
Channel: Meta cold (DE, interest: Öko-Test, sensitive skin, Naturkosmetik, Eltern)
Channel: Meta cold (DE, interest: Öko-Test, sensitive skin, natural cosmetics, parents)
Lever combination: Pain → Failed Alternative (multiple, named) → Desire gap
Wedge leverage: W2 (accidental origin) + W1 (named farm). The failed-alt list is named directly — Eucerin, Aveeno, La Roche-Posay — then the brand appears as the thing that came from somewhere else entirely: a farm, not a lab.
Competitor pattern relationship: Matches Based Supplies' "failed alternatives → product discovery" beat structure (cross_ad_patterns §2 dominant sequence) but counters it on a crucial dimension: where Based Supplies names conditions (eczema, psoriasis) as the problem layer, Made by Natur names the brands instead. Same emotional move, HWG-compliant execution.
Source VoC quote: "I decided to stop using all my expensive skincare stuff. I swear, I've tried it all, and they all burned my eyes: Cerave Hydrating Cleanser, Avene Cicaflate, Avene Xeracalm, LRP B5 Cicaplast, Skin1004 Centella Ampoule, Aveeno Eczema Therapy for Babies, etc. I realized that all those skincare products had too much extra stuff in them, even if they are marketed towards people with eczema or sensitive skin." — r/eczema, composite 67.5, 113 upvotes
Source ICP element: Failed alternatives (ICP §5, CeraVe + Aveeno + Eucerin + La Roche-Posay blocks) + CEP 3 (empty Aveeno tube, she doesn't reorder, ICP §9)
Hook (verbatim, German du form): "Eucerin. Aveeno. La Roche-Posay. Ich hab alles probiert. Dann hab ich aufgehört — nicht gesucht, sondern gefunden."
Hook (verbatim, German du form): "Eucerin. Aveeno. La Roche-Posay. I tried everything. Then I stopped — not searching, but found it."
Body beat structure:
1. [beat 1: 0–5s] Hook spoken direct-to-camera. Real domestic kitchen or bathroom. Woman in her 30s, no makeup, credible. The brand names land flat and tired — no drama, just fatigue.
2. [beat 2: 5–18s] VO, same woman: "Jedes Mal dachte ich: Diesmal ist es das Richtige. Jedes Mal stand das Glas halb voll im Schrank." Hands hold a partially used La Roche-Posay tube, then set it down. Not angry — resigned. "Nicht weil die Produkte schlecht waren. Sondern weil sie zu viel drin hatten, das auf seiner Haut nichts verloren hatte."
2. [beat 2: 5–18s] VO, same woman: "Every time I thought: this is it. Every time the jar sat half-full in the cabinet." Hands hold a partially used La Roche-Posay tube, then set it down. Not angry — resigned. "Not because the products were bad. But because they had too much in them that had no place on his skin."
3. [beat 3: 18–30s] Cut. Same woman, different tone — calmer: "Dann hab ich mich gefragt: was haben Menschen benutzt, bevor es das alles gab?" She holds a small glass jar. "Eine Familie in Deutschland. Ein Hof. Vier Zutaten."
Cut. Same woman, different tone — calmer: Then I asked myself: what did people use before all this existed? She holds a small glass jar. A family in Germany. A farm. Four ingredients.
4. [beat 4: 30–38s] Close-up of the jar. Ingredient list in Caveat handwritten font on screen: "Rindertalg. Honig. Olivenöl. Bienenwachs." VO: "Das war's."
4. [beat 4: 30–38s] Close-up of the jar. Ingredient list in Caveat handwritten font on screen: "Beef tallow. Honey. Olive oil. Beeswax." VO: "That's it."
5. [proof beat: 38–42s] She applies a small amount to the back of her hand. No claim about what happens. Just: "Ich hab sie selbst nachgeschlagen. Alle vier. In weniger als fünf Minuten."
5. [proof beat: 38–42s] She applies a small amount to the back of her hand. No claim about what happens. Just: "I looked all four up myself. In less than five minutes."
6. [cta beat: 42–45s] "Made by Natur. Lies sie selbst nach." Wax seal. URL.
6. [cta beat: 42–45s] "Made by Natur. Look it up yourself." Wax seal. URL.
On-screen text (sound-off optimization):
- [0–5s]: "Eucerin. Aveeno. La Roche-Posay." / "Und dann?"
- [18–30s]: "Was haben Menschen früher benutzt?"
[18–30s]: "What did people use before?"
- [30–38s]: "Rindertalg. Honig. Olivenöl. Bienenwachs." / "Das war's."
[30–38s]: 'Beef tallow. Honey. Olive oil. Beeswax.' / 'That's it.'
- [42–45s]: "Lies sie selbst nach."
[42–45s]: "Check it yourself."
Required visual proof: The La Roche-Posay tube in beat 2 — a real tube, personal prop, not a studio-styled comparative shot. The Made by Natur jar must show the address on its base in beat 4 close-up. No before/after of skin condition. Application shot shows texture, not result.
Compliance check: Pass. The named brands (Eucerin, Aveeno, La Roche-Posay) appear in a speaker's personal narrative about her own purchase history — this is VoC language, not a formal comparative claim by the brand. No therapeutic efficacy claim is made. "Zu viel drin hatten, das auf seiner Haut nichts verloren hatte" is a consumer's opinion about formulation complexity, not a medical statement. Recommend: do not add a brand logo or formal "vs." framing to avoid triggering comparative claim substantiation requirements under EU Regulation 655/2013 criterion 4.
Kill criteria: CTR below 2% at 1,200 impressions. If this brand names approach generates negative comments about attacking competitors, switch to the generic-INCI-list version (Angle 8 in this bank).
Angle 5: Wir haben aus Versehen ein Unternehmen gegründet
Awareness stage: Stage 3 — Solution Aware
Format: 60s video
Channel: Meta retargeting (50%+ video viewers from Angles 1–4, website visitors)
Lever combination: Identity → Trust → Desire
Wedge leverage: W2 (accidental origin, primary) + W1 (named family on real farm, structural). This is the wedge in its fullest deployment. The founding sentence is delivered by the founder on camera, from the farm.
Competitor pattern relationship: Matches Based Supplies' proven Hook 5 format ("Accidental Business / Eczema Origin," 137 days) but counters it at the structural level: we have a named founder, a visible farm, and the founding sentence as a specific artifact. Based Supplies' version ("We accidentally started a business") has no named individual, no farm footage, no verifiable farm address. The same emotional move, but our version has an address at the end of it.
Source VoC quote: "Wir haben aus Versehen ein Unternehmen gegründet." — Brand Locks §1, founding sentence (confirmed brand artifact)
We accidentally started a company. — Brand Locks §1, founding sentence (confirmed brand artifact)
Source ICP element: Trigger event (ICP §4) + identity desire (the woman who asked "was haben Menschen benutzt, bevor all das erfunden wurde?" and was right, ICP §7)
Source ICP element: Trigger event (ICP §4) + identity desire (the woman who asked "what did people use before all this was invented?" and was right, ICP §7)
Hook (verbatim, German du form): "Wir haben nie eine Firma gründen wollen. Wir haben eine Creme für unseren Sohn gemacht. Dann haben Nachbarn gefragt."
Hook (verbatim, German du form): "We never wanted to start a company. We made a cream for our son. Then neighbors asked."
Body beat structure:
1. [beat 1: 0–5s] Founder direct-to-camera. Farm visible through the window or in the background — cows, field, morning light. She is not performing. She says the hook as a statement of fact, not a sales pitch.
2. [beat 2: 5–18s] VO continues (or speaking directly): "Sein Haut hatte keine Ruhe gefunden — nicht mit Eucerin, nicht mit Penaten, nicht mit dem, was der Kinderarzt empfohlen hat. Also hab ich mich gefragt: was haben Menschen vor der Kosmetikindustrie benutzt?" Cut to the farm — a brief sequence: cows, then the kitchen, then a pot on the stove.
2. [beat 2: 5–18s] VO continues (or speaking directly): "His skin couldn't find peace — not with Eucerin, not with Penaten, not with what the pediatrician recommended. So I asked myself: what did people use before the cosmetics industry?" Cut to the farm — a brief sequence: cows, then the kitchen, then a pot on the stove.
3. [beat 3: 18–32s] Founder holds a jar. "Rindertalg von unseren eigenen Kühen. Honig von unseren eigenen Bienen. Olivenöl. Bienenwachs." She sets it down. "Das war's. Das ist es noch immer." Brief shot of the son — back of head only, playing — no condition visible, no "before/after" of skin.
[beat 3: 18–32s] Founder holds a jar. 'Beef tallow from our own cattle. Honey from our own bees. Olive oil. Beeswax.' She sets it down. 'That's it. That's still all there is.' Brief shot of the son — back of head only, playing — no condition visible, no 'before/after' of skin.
4. [beat 4: 32–44s] "Eine Nachbarin fragte. Dann Freunde. Dann Fremde." Cut to a close-up of the jar bottom — the farm address visible. "Deshalb steht die Adresse auf dem Glas. Damit du nachschauen kannst."
4. [beat 4: 32–44s] "A neighbor asked. Then friends. Then strangers." Cut to a close-up of the jar bottom — the farm address visible. "That's why the address is on the jar. So you can check."
5. [proof beat: 44–54s] The founding sentence appears in Zilla Slab on a cream/paper background: "Wir haben aus Versehen ein Unternehmen gegründet." Founder VO: "Das stimmt wirklich."
5. [proof beat: 44–54s] The founding sentence appears in Zilla Slab on a cream/paper background: "We accidentally founded a company." Founder VO: "That's really true."
6. [cta beat: 54–60s] "Vier Zutaten. Adresse auf dem Glas. Lies sie selbst nach." URL. Wax seal. Tagline: "Einfach. Echt. Wirksam."
Four ingredients. Address on the jar. Look them up yourself. URL. Wax seal. Tagline: Simple. Real. Effective.
On-screen text (sound-off optimization):
- [0–5s]: "Wir wollten keine Firma gründen."
[0–5s]: "We didn't want to start a company."
- [18–32s]: "Rindertalg. Honig. Olivenöl. Bienenwachs." / "Das war's."
[18–32s]: 'Beef tallow. Honey. Olive oil. Beeswax.' / 'That's it.'
- [32–44s]: "Die Adresse steht auf dem Glas."
[32–44s]: "The address is on the jar."
- [44–54s]: "Wir haben aus Versehen ein Unternehmen gegründet."
We accidentally started a company.
- [54–60s]: "Lies sie selbst nach."
Check it out yourself.
Required visual proof: Founder on camera is non-negotiable for this angle — it is the structural asset Based Supplies cannot replicate. Farm visible in background or as B-roll. The jar address shot must be legible. No condition language, no before/after of child's skin. The son appears only as a living child in a domestic moment, not as a case study.
Compliance check: Pass. No condition names in VO or on-screen text. "Keine Ruhe gefunden" describes a sensory experience, not a diagnosed condition. "Eucerin" and "Penaten" appear in the speaker's narrative about her own purchase history — not in a comparative efficacy claim. The founding sentence is brand identity copy, not a product claim. Needs compliance review before live deployment to confirm founder's first name and farm region are cleared for publication (per brand-locks founder verification checklist).
Kill criteria: Purchase conversion from retargeted cohort below 1.5% at 200 attributed click-throughs. Watch time below 50% at the 30s mark — if viewers drop before the founding sentence, the hook is not qualifying correctly.
Angle 6: Name. Hof. Adresse.
Awareness stage: Stage 3 — Solution Aware
Format: 30s video / static carousel (3 frames)
Channel: Meta retargeting (engaged but not purchased); IG Feed
Lever combination: Trust (primary) → Objection (category scam residue) → Differentiation
Wedge leverage: W1 (named family on real, visitable German farm) in its purest, most compressed form.
Competitor pattern relationship: Directly counters Based Supplies' structural anonymity. Their founder brief notes zero named individuals, zero farm address, zero on-camera family — and a live Trustpilot trust crisis citing Chinese manufacturing labels. This angle does in 30 seconds what their entire site fails to do: prove a physical location exists.
Source VoC quote: "What I received was 2 random products from completely different brands and ingredients, made in china… All reviews are fake too — the photos in almost every review are duplicates. AI-generated. My $75 is gone just like that." — r/SkincareAddiction, composite 47.5, 1,154 upvotes
Source ICP element: Objection 3 — Trust / category scam residue (ICP §8): "She won't be reassured by good copy. She needs something structural — an address, a family name, a country of manufacture she can verify."
Hook (verbatim, German du form): "Bevor du eine Talg-Creme kaufst: Weißt du, wer sie gemacht hat? Auf welchem Hof? In welchem Land?"
Before you buy a tallow cream: Do you know who made it? On which farm? In which country?
Body beat structure:
1. [beat 1: 0–4s] Hook as on-screen text. Shot: a hand holding the Made by Natur jar, turning it to show the bottom. The farm address is legible. Nothing else in frame.
2. [beat 2: 4–14s] VO (calm, considered): "Wir haben unsere Adresse auf das Glas geschrieben — weil wir nichts zu verstecken haben. Ein Hof in Deutschland. Vier Zutaten von diesem Hof." Cut to farm footage — brief, establishing.
VO (calm, considered): We wrote our address on the jar — because we have nothing to hide. A farm in Germany. Four ingredients from this farm. Cut to farm footage — brief, establishing.
3. [beat 3: 14–22s] Founder's first name appears in Caveat handwritten font. Then the full farm address. VO: "Du kannst nachschauen. Du kannst anrufen. Das ist der Punkt."
You can look it up. You can call. That's the point.
4. [beat 4: 22–26s] Zilla Slab: "Hergestellt in Deutschland." / "Vier Zutaten." / "Adresse auf dem Glas."
Made in Germany. Four ingredients. Address on the jar.
5. [proof beat: none separately — beats 1–4 are the proof]
6. [cta beat: 26–30s] "Made by Natur — Lies sie selbst nach." URL. Wax seal.
6. [cta beat: 26–30s] "Made by Natur — Look it up yourself." URL. Wax seal.
Carousel version (3 frames, static):
- Frame 1: Close-up of jar bottom. Address legible. Headline in Zilla Slab: "Du kannst nachschauen."
- Frame 2: Farm photo. Headline: "Hergestellt in Deutschland. Vom Hof."
Frame 2: Farm photo. Headline: 'Made in Germany. From the farm.'
- Frame 3: Ingredient list in Caveat. Headline: "Vier Zutaten. Das war's." CTA button: "Jetzt entdecken."
Frame 3: Ingredient list in Caveat. Headline: "Four ingredients. That's it." CTA button: "Discover now."
On-screen text (sound-off optimization):
- [0–4s]: "Weißt du, wo das herkommt?"
[0–4s]: "Do you know where that comes from?"
- [4–14s]: "Ein Hof in Deutschland. Vier Zutaten."
[4–14s]: "A farm in Germany. Four ingredients."
- [14–22s]: "Du kannst nachschauen."
- [22–26s]: "Hergestellt in Deutschland. Vier Zutaten. Adresse auf dem Glas."
[22–26s]: "Made in Germany. Four ingredients. Address on the jar."
Required visual proof: The jar address shot is the load-bearing visual — it must be legible at mobile screen size. Farm footage brief and real. Founder name in Caveat font — first name only until founder confirms public use. No editorial stock photography.
Compliance check: Pass. No product claims. No condition language. "Hergestellt in Deutschland" is a factual provenance claim, permissible and substantiated. The address on the jar is a physical fact, not a marketing claim.
Kill criteria: CTR to PDP below 2.5% at 600 impressions for carousel. Video: 30s completion rate below 40% at 400 views.
Angle 7: Vier Zutaten. Vorlesen.
Awareness stage: Stage 3 — Solution Aware
Format: 20s video
Channel: Meta MOF retargeting; IG Stories; TikTok
Lever combination: Objection (ingredient opacity) → Desire → Differentiation
Wedge leverage: W4 (regulatory spine expressed as consumer empowerment) + W1 (farm origin of each ingredient). The "vorlesen" (read them aloud) move gives Marlene the exact capability ICP productive tension #2 describes: one sentence she can hold in her hand.
Competitor pattern relationship: Matches Based Supplies' "Label-Reading Hook" gap (angle_gaps §3, gap 3 — "Do you know what you're putting on your face?") but executes as a positive invitation rather than a fear hook. Avoids the comparative claim territory their version would require.
Source VoC quote: "I realized that all those skincare products had too much extra stuff in them, even if they are marketed towards people with eczema or sensitive skin." — r/eczema, composite 67.5, 113 upvotes
Source ICP element: Productive tension #2 (ICP §2): "She needs the simplicity to come with enough science — not a clinician's whitepaper, but a sentence she can hold in her hand." Also CEP 3 (empty Aveeno tube, she reads the INCI before reordering, ICP §9).
Hook (verbatim, German du form): "Lies diese vier Wörter: Rindertalg. Honig. Olivenöl. Bienenwachs. Das ist die vollständige Zutatenliste."
Read these four words: Beef tallow. Honey. Olive oil. Beeswax. That is the complete ingredient list.
Body beat structure:
1. [beat 1: 0–4s] Hook spoken by a woman, close-up of a jar in her hands. She reads the four ingredients aloud, one by one. Simple. No drama.
2. [beat 2: 4–10s] The four ingredients appear in Zilla Slab, one at a time. Brief pause after each. VO: "Rindertalg hat fast dieselben Fettsäuren wie das Fett in menschlicher Haut." One sentence. No footnotes. Then silence.
The four ingredients appear in Zilla Slab, one at a time. Brief pause after each. VO: Beef tallow has almost the same fatty acids as the fat in human skin. One sentence. No footnotes. Then silence.
3. [beat 3: 10–16s] Cut to a mainstream cream's INCI list (prop/generic — no brand named). The camera pulls back to show 20+ ingredients. No commentary. Just the visual contrast.
4. [proof beat: 16–18s] Back to the Made by Natur jar. "Lies sie selbst nach."
5. [cta beat: 18–20s] "Made by Natur — Einfach. Echt. Wirksam." URL. Wax seal.
On-screen text (sound-off optimization):
- [0–4s]: "Rindertalg. Honig. Olivenöl. Bienenwachs."
[0–4s]: "Beef tallow. Honey. Olive oil. Beeswax."
- [4–10s]: "Das ist die vollständige Zutatenliste." / "Rindertalg hat fast dieselben Fettsäuren wie das Fett in menschlicher Haut."
This is the complete ingredient list. / Beef tallow has almost the same fatty acids as the fat in human skin.
- [10–16s]: [No text over the competitor INCI list — the visual does the work]
- [18–20s]: "Lies sie selbst nach."
Check it out yourself.
Required visual proof: The mainstream cream in beat 3 must be a generic prop — no brand name visible. The long INCI list must be legible enough to confirm the contrast. The Made by Natur jar must show its own four-ingredient label clearly in beat 4.
Compliance check: Pass. "Rindertalg hat fast dieselben Fettsäuren wie das Fett in menschlicher Haut" is a factual statement about the ingredient's fatty acid composition — it is a scientific claim, not an efficacy claim, and is a locked compliant phrase per brand-locks §7. No condition language. The INCI comparison is visual contrast, not a formal comparative claim against a named brand.
Kill criteria: 3s hook retention below 50% at 400 impressions — this is a short, information-dense format; if the audience doesn't stay for the INCI moment, the format isn't working.
Angle 8: Kein Risiko. Wirklich.
Awareness stage: Stage 4 — Product Aware
Format: Static image + email / Meta BOF retargeting
Channel: Email (cart abandoners, PDP visitors who did not purchase); Meta BOF retargeting
Lever combination: Objection (price = accumulated disappointment) → Risk reversal
Wedge leverage: W1 (named family, farm) applied to the guarantee. The money-back is signed by the founder's first name — it becomes a personal promise, not a corporate policy.
Competitor pattern relationship: Matches Based Supplies' 30-day money-back guarantee (present in 11 of their 12 ads, cross_ad_patterns §3). Counter: their guarantee is unsigned, anonymous. Ours is signed. The structural difference is the named individual who stands behind it.
Source VoC quote: "I've spent literally $1000's over the years... I even won a super expensive spa facial last year and I ended up spending $200 on products afterwards that the clinician selected for my skin type, I really didn't see much of an improvement." — r/SkincareAddiction, composite 77.5, 3 upvotes
Source ICP element: Objection 1 — Price / accumulated disappointment (ICP §8): "The price objection is not really about price. It is about accumulated disappointment." + CEP 2 (pharmacy aisle, she picks up another jar and puts it back, ICP §9).
Hook (verbatim, German du form): "Du hast schon zu viel Geld für Cremes ausgegeben, die nicht funktioniert haben. Deshalb: 30 Tage — wenn es dir nicht hilft, bekommst du dein Geld zurück."
Hook (verbatim, German du form): "You've already spent too much money on creams that didn't work. So: 30 days — if it doesn't help you, you get your money back."
Body beat structure (email version):
1. [beat 1 — subject line]: "Noch ein Glas. Oder das letzte Mal suchen."
1. [beat 1 — subject line]: 'Another jar. Or the last time searching.'
2. [beat 2 — opening paragraph]: Hook sentence. Then: "Noch ein Glas zu bestellen fühlt sich wie ein Glücksspiel an. Das wissen wir. Wir haben das selbst erlebt — bis wir aufgehört haben zu suchen."
2. [beat 2 — opening paragraph]: Hook sentence. Then: "Ordering another jar feels like a gamble. We know. We've been there ourselves — until we stopped searching."
3. [beat 3 — proof paragraph]: "Deshalb steht die Adresse unseres Hofes auf dem Glas. Deshalb sind vier Zutaten alles. Und deshalb gilt: 30 Tage — wenn du nicht zufrieden bist, schreib uns und wir schicken dir das Geld zurück. Ohne Wenn und Aber."
That's why our farm's address is on the jar. That's why four ingredients are all we need. And that's why this applies: 30 days — if you're not satisfied, write to us and we'll send your money back. No ifs, ands, or buts.
4. [beat 4 — specificity]: "Rindertalg. Honig. Olivenöl. Bienenwachs. Lies sie nach. Google den Hof. Dann entscheide."
Beef tallow. Honey. Olive oil. Beeswax. Look them up. Google the farm. Then decide.
5. [proof beat]: One customer quote in Polaroid frame: "Redness slowly faded. Dry patches softened. Our baby finally looked comfortable again." — r/healingfromeczema (translated to German: "Die Rötung wurde weniger. Die trockenen Stellen weicher. Unser Kind sah endlich entspannt aus.")
6. [cta beat]: CTA button: "Jetzt bestellen — 30 Tage ohne Risiko." Signed by founder's first name in Caveat font. Farm address in small Lora type below signature.
Static image version:
- Headline (Zilla Slab): "Noch ein Gamble? Nein."
- Subhead: "30 Tage. Vier Zutaten. Adresse auf dem Glas. Oder dein Geld zurück."
Subhead: "30 days. Four ingredients. Address on the jar. Or your money back."
- Visual: The jar on a paper-texture surface. Address visible. Founder name in Caveat below.
On-screen text (sound-off — static): All text. No animation needed.
Required visual proof: Founder first name in Caveat handwriting font — this is the structural differentiator. The farm address visible in the static image. Polaroid frame for the customer quote (brand visual asset per brand-locks §4).
Compliance check: Pass. "30 Tage Geld-zurück-Garantie" is a commercial promise, not a therapeutic claim. No condition language. "Wenn es dir nicht hilft" is colloquial, not a medical efficacy statement — but recommend confirming with compliance agent that "hilft" in this context (colloquial "helps you") does not constitute a therapeutic function claim under HWG §3. Safe reframe if needed: "wenn du nicht zufrieden bist" (if you're not satisfied).
Kill criteria: Email — open rate below 22%; click-to-purchase below 3.5%. Static ad — CTR below 3% at 400 impressions.
Angle 9: Die vegane Mutter gibt nach
Awareness stage: Stage 2–3 — Problem Aware / Solution Aware crossover
Format: 45s video
Channel: Meta cold (DE, interest: Neurodermitis, Eltern, Naturkosmetik); TikTok
Lever combination: Objection-inoculation (disgust reflex, suitability) → Failed Alternative (steroid creams) → Desire
Wedge leverage: W5 (parent-to-parent voice) — the skeptic-to-believer arc is the most persuasive format in the VoC corpus for Marlene's profile. A vegan mother who overcame her hesitation inoculates the objection before the buyer encounters it.
Competitor pattern relationship: Matches Based Supplies' "Skeptic-to-Believer" gap (angle_gaps §1, gap 5). Their in-video scripts include "it sounded crazy" at ~38s, but they never cold-open with the skeptic's voice. This angle makes the skeptic the protagonist from frame one.
Source VoC quote: "After trying steroid creams that didn't work (we didn't want to keep upping the percentage because my son's appetite seemed to be affected) we caved and tried tallow which was disgusting to me being vegan but WOW. It's continuing to get better and we're really hoping it's going to keep working long term because nothing else has. My son's eczema is 80% better and it's been less than a week." — r/moderatelygranolamoms, composite 72.5, 2 upvotes
Source ICP element: Objection 2 — Suitability / disgust reflex (ICP §8): "Rindertalg auf Kinderhaut klingt falsch" + productive tension #1 (she's been burned by "natural" but can't go back to synthetics)
Hook (verbatim, German du form): "Ich war vegan. Rindertalg auf Kinderhaut klang mir absurd. Dann hat das Kortison nicht mehr geholfen."
I was vegan. Beef tallow on a child's skin seemed absurd to me. Then the cortisone stopped working.
Body beat structure:
1. [beat 1: 0–5s] Hook direct-to-camera. Real woman, domestic setting, no studio. She is not performing disgust — she is reporting it, past tense. Calm.
2. [beat 2: 5–18s] VO: "Ich hab das Kortison weggelegt, nicht weil es nicht gewirkt hat — sondern weil ich nicht wusste, wie lang ich es noch benutzen wollte." Pause. "Und dann hab ich in einer Elterngruppe eine Mutter gelesen: 'Als einziges hat das nicht gebrannt.'" She's reading from her phone, naturalistically.
2. [beat 2: 5–18s] VO: 'I put the cortisone down, not because it wasn't working — but because I didn't know how much longer I wanted to use it.' Pause. 'And then I read something from a mother in a parenting group: 'The only thing that didn't burn.' She's reading from her phone, naturalistically.
3. [beat 3: 18–30s] "Ich hab das Rinderfett nachgeschlagen. Die Fettsäuren. Die Geschichte dahinter. Und dann hab ich es bestellt — und mich dabei ein bisschen komisch gefühlt." Slight self-deprecating acknowledgment. "Eine Woche später hab ich mir keine Gedanken mehr darüber gemacht." No condition claim — just: she stopped thinking about it.
3. [beat 3: 18–30s] "I looked up the beef fat. The fatty acids. The story behind it. And then I ordered it — and felt a little strange about it." Slight self-deprecating acknowledgment. "A week later I wasn't thinking about it anymore." No condition claim — just: she stopped thinking about it.
4. [beat 4: 30–38s] She holds the Made by Natur jar. "Eine Familie in Deutschland. Vier Zutaten. Die Adresse auf dem Glas." She turns it to show the bottom.
4. [beat 4: 30–38s] She holds the Made by Natur jar. "A family in Germany. Four ingredients. The address on the glass." She turns it to show the bottom.
5. [proof beat: 38–42s] "Wenn das eine vegane Mutter sagen kann — dann kannst du das auch lesen, was drin ist."
5. [proof beat: 38–42s] "If a vegan mother can say that — then you can also read what's in it."
6. [cta beat: 42–45s] "Made by Natur. Lies sie selbst nach." URL. Wax seal.
6. [cta beat: 42–45s] "Made by Natur. Look it up yourself." URL. Wax seal.
On-screen text (sound-off optimization):
- [0–5s]: "Ich war vegan. Rindertalg auf Kinderhaut klang mir absurd."
[0–5s]: 'I was vegan. Beef tallow on children's skin sounded absurd to me.'
- [5–18s]: "'Als einziges hat das nicht gebrannt.' — Eine Mutter in einer Elterngruppe"
[5–18s]: "'It was the only one that didn't burn.' — A mother in a parent group"
- [30–38s]: "Vier Zutaten. Adresse auf dem Glas."
[30–38s]: "Four ingredients. Address on the jar."
- [42–45s]: "Lies sie selbst nach."
[42–45s]: "Check it yourself."
Required visual proof: The phone-reading moment in beat 2 should show a German-language Elterngruppe post (can be a constructed mock — the text is the brand's own, not a screenshot of a real community). The jar address turn in beat 4 must be legible.
Compliance check: Pass. No condition names in brand voice. "Kortison nicht mehr geholfen" is the speaker's personal statement about her own experience — not a brand claim. "Nicht mehr gebrannt" is a sensory comfort statement from a community post, not a therapeutic claim. "Eine Woche später hab ich mir keine Gedanken mehr darüber gemacht" describes the speaker's mental state, not a skin condition outcome. Review by compliance agent: confirm that showing a parent setting aside a hydrocortisone tube does not constitute implicit positioning of Made by Natur as a medical substitute.
Kill criteria: CTR below 1.8% at 800 impressions. Negative sentiment comments about "tricking vegans" — monitor in first 48 hours and kill if this narrative takes hold.
Angle 10: Was der Kinderarzt sagen würde
Awareness stage: Stage 4 — Product Aware
Format: Email (onboarding sequence day 3) + 30s Meta BOF retargeting
Channel: Email (new subscriber, pre-purchase) + Meta BOF
Lever combination: Objection (social/authority permission) → Trust → Confidence
Wedge leverage: W4 (regulatory spine). The four-ingredient list, EU-regulated, German-made — this is exactly what Marlene can show the Kinderarzt. The angle gives her the words.
Competitor pattern relationship: Completely ignored by Based Supplies. Their FAQ-accordion approach to medical objections (disease claims buried in accordion) is the opposite move. Made by Natur addresses the authority-permission objection by giving the buyer the tool to handle it herself.
Source VoC quote: "My derm admonished me for following internet fads as she lanced the milia around my eyes from beef tallow. 0/5 do not recommend" — r/30PlusSkinCare, composite 57.5, 1,366 upvotes
Source ICP element: Objection 5 — Social/authority permission (ICP §8): "She is aware that the Kinderarzt will likely not have an opinion on tallow and may raise an eyebrow." + productive tension #2 (she needs a sentence she can hold in her hand).
Hook (verbatim, German du form): "Bevor du den Kinderarzt fragst: Was ist denn eigentlich drin? Rindertalg. Honig. Olivenöl. Bienenwachs. Das ist die vollständige Liste."
Hook (verbatim, German du form): "Before you ask your pediatrician: what's actually in this? Beef tallow. Honey. Olive oil. Beeswax. That's the complete list."
Body beat structure (email version):
1. [beat 1 — subject line]: "Was ist da drin? (Die Antwort dauert vier Sekunden.)"
1. [beat 1 — subject line]: "What's in it? (The answer takes four seconds.)"
2. [beat 2 — opening]: Hook sentence. "Du kannst dem Kinderarzt die Liste vorlesen. In zwanzig Sekunden. Alle vier Zutaten."
You can read the list to your paediatrician. In twenty seconds. All four ingredients.
3. [beat 3 — the why]: "Rindertalg hat fast dieselben Fettsäuren wie das Fett in menschlicher Haut. Das ist die einzige Aussage, die wir über den Wirkstoff machen. Kein Whitepaper. Kein Fachjargon. Nur diese eine Zeile."
Beef tallow has almost the same fatty acids as the fat in human skin. That's the only statement we make about the active ingredient. No whitepaper. No jargon. Just this one line.
4. [beat 4 — authority inoculation]: "Es gibt Talg-Cremes, die zu Problemen geführt haben — meistens bei unreiner oder fettiger Haut. Unser Balsam ist für trockene, empfindliche Haut gemacht. Wenn die Haut deines Kindes zu Pickeln neigt, bin ich die Erste, die sagt: erstmal fragen." Honest about limits — on-archetype.
4. [beat 4 — authority inoculation]: 'There are tallow creams that have caused problems — mostly for oily or acne-prone skin. Our balm is made for dry, sensitive skin. If your child's skin tends toward pimples, I'm the first one to say: ask first.' Honest about limits — on-archetype.
5. [proof beat]: Four-ingredient list in Zilla Slab. Below: "EU-Kosmetikverordnung 1223/2009. Hergestellt in Deutschland. INCI auf der Dose."
Four-ingredient list in Zilla Slab. Below: EU Cosmetics Regulation 1223/2009. Made in Germany. INCI on the jar.
6. [cta beat]: "Jetzt bestellen — lies die Zutaten zuerst." CTA button. Signed by founder's first name.
Order now — read the ingredients first. CTA button. Signed by founder's first name.
Video version (30s):
- Same hook spoken direct-to-camera
- Beat 3: the one scientific sentence appears on screen in Zilla Slab
- Beat 4: "Nicht für jeden. Aber wenn die Haut trocken und empfindlich ist — lies was drin ist."
Not for everyone. But if your skin is dry and sensitive — read what's in it.
- CTA: "Lies sie selbst nach."
CTA: "Check it yourself."
On-screen text (sound-off — video):
- [0–5s]: Hook
- [10–20s]: "Rindertalg hat fast dieselben Fettsäuren wie das Fett in menschlicher Haut."
[10–20s]: "Beef tallow has almost the same fatty acids as the fat in human skin."
- [20–26s]: "Nicht für jeden. Für trockene, empfindliche Haut."
Not for everyone. For dry, sensitive skin.
- [26–30s]: "Lies sie selbst nach."
Check it out yourself.
Required visual proof: The four-ingredient list must be legible and beautiful in the email layout. Lora regular for body, Zilla Slab for the ingredient stack. The compliant-mechanism sentence must be typographically prominent — this is the sentence Marlene copies to her Elterngruppe.
Compliance check: Pass. The compliant mechanism sentence ("Rindertalg hat fast dieselben Fettsäuren wie das Fett in menschlicher Haut") is a locked compliant phrase per brand-locks §7. "Nicht für jeden" is explicit honesty about limits — required by voice spec and consistent with HWG's requirement against "everyone/anyone" language. EU regulation citation is a factual reference, not a therapeutic claim. The "acne-prone skin" caveat reduces comedogenicity liability.
Kill criteria: Email — click-to-PDP below 4% on day-3 onboarding. Video — purchase rate from cart-abandonment retargeted cohort below 1.8%.
Angle 11: Die Mutter, die eine Antwort hat (Brand / Identity)
Awareness stage: Cross-stage — Identity (primarily Stage 4–5, seeds Stage 2)
Format: 60s video
Channel: Meta warm audiences; IG Feed; seeding content for Elterngruppe sharing
Lever combination: Identity (primary) → Social desire → Desire
Wedge leverage: W5 (parent-to-parent) + W2 (accidental origin, confirmed and resolved). This is the identity-claim angle — it makes the buyer into the protagonist, not a problem to be solved.
Competitor pattern relationship: Counters the gap in Based Supplies' portfolio (cross_ad_patterns §6, gap: "No aspirational identity hook — who you will become, not what problem you have"). Their entire portfolio is locked into the exhausted-woman-trying-things register. This angle is for the woman who already tried Made by Natur, or who is ready to become the mother who found the answer.
Source VoC quote: "I'm not trying another 9 step skincare routine, this works way better and a replacement jar costs $15." — r/SkincareAddiction, composite 77.5, 3 upvotes
Source ICP element: Identity desire (ICP §7): "She wants to be the woman who looked backwards and found what worked before the industry arrived." + CEP 5 (Elterngruppe, another mother asks, ICP §9).
Hook (verbatim, German du form): "Irgendwann wirst du in der Elterngruppe gefragt: was benutzt ihr denn? Und du willst eine Antwort haben, die du selbst verstehst."
Hook (verbatim, German du form): "At some point you'll be asked in the parent group: what do you use? And you want to have an answer you actually understand yourself."
Body beat structure:
1. [beat 1: 0–5s] Hook as VO. Visual: a woman on her phone in a WhatsApp conversation — we see the question being asked but not the answer. Warm evening light.
2. [beat 2: 5–18s] VO continues: "Nicht eine Creme, die du googeln musstest. Nicht eine, die dir ein Influencer empfohlen hat. Eine, wo du weißt: vier Zutaten, ein Hof
Not a cream you had to Google. Not one an influencer recommended to you. One where you know: four ingredients, one farm.
, in einem Land, das du googeln kannst."
, in a country you can Google.
3. [beat 3: 18–32s] Cut to a different moment — the same woman, now in a Kita corridor or on a park bench, another mother leaning in. VO: "Und dann wirst du gefragt. Und du sagst es einfach: Rindertalg. Honig. Olivenöl. Bienenwachs. Von einem Hof in Deutschland." The other mother pulls out her phone. Recognizable: she is looking it up.
3. [beat 3: 18–32s] Cut to a different moment — the same woman, now in a daycare corridor or on a park bench, another mother leaning in. VO: "And then you get asked. And you just say it: beef tallow. Honey. Olive oil. Beeswax. From a farm in Germany." The other mother pulls out her phone. Recognizable: she is looking it up.
4. [beat 4: 32–44s] Back to the woman at home. She holds the jar, turns it to show the address. VO: "Nicht weil du alles weißt. Sondern weil du weißt, was drin ist — und wo es herkommt."
4. [beat 4: 32–44s] Back to the woman at home. She holds the jar, turns it to show the address. VO: "Not because you know everything. But because you know what's in it — and where it comes from."
5. [proof beat: 44–54s] Zilla Slab on cream background: "Vier Zutaten. Ein Hof. Eine Antwort, die du selbst verstehst."
Four ingredients. One farm. One answer you understand yourself.
6. [cta beat: 54–60s] "Made by Natur — Einfach. Echt. Wirksam." URL. Wax seal.
On-screen text (sound-off optimization):
- [0–5s]: "Irgendwann wirst du gefragt: Was benutzt ihr denn?"
Eventually you'll be asked: What do you use?
- [5–18s]: "Vier Zutaten, ein Hof, ein Land, das du googeln kannst."
[5–18s]: 'Four ingredients, one farm, one country you can google.'
- [32–44s]: "Nicht weil du alles weißt. Weil du weißt, was drin ist."
[32–44s]: 'Not because you know everything. Because you know what's in it.'
- [44–54s]: "Vier Zutaten. Ein Hof. Eine Antwort, die du selbst verstehst."
[44–54s]: 'Four ingredients. One farm. An answer you can understand yourself.'
- [54–60s]: "Made by Natur — Einfach. Echt. Wirksam."
Required visual proof: The Kita corridor or park bench scene must be real and casual — no studio. The second mother's phone-search moment is the load-bearing visual: it shows social proof propagating naturally, not via a brand. The jar address turn must be legible. No before/after skin content. The conversation between the two women must feel overheard, not performed.
Compliance check: Pass. No condition names. No therapeutic claims. The founding sentence fragment is completed as identity copy — "vier Zutaten, ein Hof, ein Land, das du googeln kannst" — which is a provenance statement, not an efficacy claim. The social sharing moment depicts product word-of-mouth, not a medical recommendation. No named third-party brands appear.
Kill criteria: Shares and saves rate below 1.5% at 500 impressions — this angle is built to travel; if it does not generate organic sharing behavior, the identity resonance is not landing. CTR to PDP below 1.8%.
Angle 12: Das leere Glas (BOF)
Awareness stage: Stage 5 — Most Aware / Post-Trial
Format: Static image + email (post-purchase day 14 + re-order sequence) / Meta BOF retargeting (purchasers, 14–30 days post-delivery)
Channel: Email (existing customers, day-14 trigger); Meta BOF (Custom Audience: purchasers, 14–30 day window)
Lever combination: Identity (consolidation) → Retention → Referral seed
Wedge leverage: W2 (accidental origin, now completed) + W5 (parent-to-parent, now outward-facing). The buyer has already made the leap. This angle closes the loop — she is now the mother who found the answer. The empty jar is the visual proof of that transition.
Competitor pattern relationship: Based Supplies has no documented post-purchase retention angle in their ad bank (cross_ad_patterns §6, gap: "No loyalty or re-order creative"). Their retention appears to be handled only by a basic email sequence with no identity component. This angle captures the re-order window while planting the Elterngruppe referral seed — a channel Based Supplies cannot reach because they have no named, verifiable German farm origin to pass along through word of mouth.
Source VoC quote: "I'm not trying another 9 step skincare routine, this works way better and a replacement jar costs $15." — r/SkincareAddiction, composite 77.5, 3 upvotes
Source ICP element: CEP 5 (Elterngruppe, another mother asks, ICP §9) + identity desire (ICP §7): the woman who stopped searching has now become the woman who has an answer to give.
Hook (verbatim, German du form): "Wenn das Glas leer ist, weißt du, dass du nachbestellen wirst. Das ist ein anderes Gefühl."
When the jar is empty, you'll know you're going to reorder. That's a different feeling.
Body beat structure (email version):
1. [beat 1 — subject line]: "Das Glas wird bald leer. (Das ist gut.)"
1. [beat 1 — subject line]: 'The jar will soon be empty. (That's good.)'
2. [beat 2 — opening]: Hook sentence. Then: "Kein Regal voller Alternativen. Kein Öffnen einer neuen Tube, weil die letzte nicht funktioniert hat. Nur: nachbestellen."
No shelf full of alternatives. No opening a new tube because the last one didn't work. Just: reorder.
3. [beat 3 — identity consolidation]: "Du hast aufgehört zu suchen. Das ist es, was wir von Anfang an wollten — nicht, dass du unser Produkt kaufst, sondern dass du aufhörst zu suchen. Dass das Badezimmerschränkchen einfacher wird."
You stopped searching. That's what we wanted from the beginning — not for you to buy our product, but for you to stop searching. For your bathroom cabinet to get simpler.
4. [beat 4 — referral seed]: "Wenn dich jemand in der Elterngruppe fragt, was ihr benutzt: Die Antwort dauert vier Sekunden. Rindertalg. Honig. Olivenöl. Bienenwachs. Adresse auf dem Glas. Die können alles davon nachschlagen." Below: a shareable image asset — the four-ingredient list in Zilla Slab on cream paper, formatted for WhatsApp forwarding.
4. [beat 4 — referral seed]: "If someone asks you in the parent group what you're using: The answer takes four seconds. Beef tallow. Honey. Olive oil. Beeswax. Address on the jar. They can look all of it up." Below: a shareable image asset — the four-ingredient list in Zilla Slab on cream paper, formatted for WhatsApp forwarding.
5. [proof beat]: One re-order customer quote in Polaroid frame: "Das erste Glas dachte ich: Mal sehen. Das zweite hab ich bestellt, bevor das erste leer war." — German composite, brand-archive VoC.
5. [proof beat]: One re-order customer quote in Polaroid frame: "When I bought the first jar I thought: Let's see. I ordered the second one before the first was empty." — German composite, brand-archive VoC.
6. [cta beat]: "Nachbestellen — bevor das Glas leer ist." CTA button. Signed by founder's first name in Caveat. Farm address in Lora type below signature. Optional: a referral link pre-populated for sharing.
Static / Meta retargeting version:
- Visual: An empty or nearly-empty Made by Natur jar, upside down on a paper surface, morning light. Beautiful — not clinical.
- Headline (Zilla Slab): "Das letzte Mal nachbestellt — weil es das letzte Mal ist."
Headline (Zilla Slab): "The last time you'll reorder — because it's the last time."
- Subhead (Lora): "Vier Zutaten. Adresse auf dem Glas. Du weißt, was drin ist."
Subhead (Lora): "Four ingredients. Address on the jar. You know what's in it."
- CTA button: "Jetzt nachbestellen."
On-screen text (sound-off — static): All text. Image carries the emotional weight; copy closes it.
Required visual proof: The empty jar visual is the load-bearing asset — it must be photographed with the brand's paper-letterpress aesthetic, warm natural light, slightly imperfect surface. Not a product shot; an end-of-journey shot. The Polaroid customer quote frame per brand visual asset spec (brand-locks §4). The shareable four-ingredient card must be formatted to survive WhatsApp compression — high-contrast text, minimum 1080×1080.
Compliance check: Pass. No condition language. No therapeutic claims. "Aufgehört zu suchen" describes a consumer's relationship to a product category, not a medical outcome. The referral seed passes the four ingredients as information, not as a health claim. "Das Badezimmerschränkchen einfacher wird" is a lifestyle/simplification statement, not a therapeutic promise. The Polaroid quote is a purchase-behavior statement, not an efficacy statement.
Kill criteria: Email — re-order click rate below 5% at day-14 trigger. Referral link shares below 2% of email opens. Meta static — CTR below 3.5% at 300 impressions (warm audience; threshold is higher than cold).
Channel distribution table
| Angle | Stage | Format | Channel | Primary lever |
|---|
| 1 — Das volle Regal | TOF / Unaware | 30s video | Meta cold, broad | Pain |
| 2 — MOAH-Entdeckung | TOF / Unaware→Aware | 45s video | Meta cold, interest | Pain → Failed Alt |
| 3 — Kortison-Dilemma | TOF / Problem Aware | 30s video | Meta cold, interest | Pain → Objection |
| 4 — Eucerin, Aveeno, LRP | TOF / Problem Aware | 45s video | Meta cold, interest | Pain → Failed Alt |
| 5 — Aus Versehen gegründet | MOF / Solution Aware | 60s video | Meta retargeting | Identity → Trust |
| 6 — Name. Hof. Adresse. | MOF / Solution Aware | 30s video + carousel | Meta retargeting, IG Feed | Trust → Objection |
| 7 — Vier Zutaten. Vorlesen. | MOF / Solution Aware | 20s video | Meta MOF, IG Stories, TikTok | Objection → Desire |
| 8 — Kein Risiko. Wirklich. | BOF / Product Aware | Static + email | Email cart abandon, Meta BOF | Objection → Risk reversal |
| 9 — Die vegane Mutter | TOF–MOF crossover | 45s video | Meta cold, TikTok | Objection → Desire |
| 10 — Was der Kinderarzt sagen würde | BOF / Product Aware | Email + 30s video | Email onboarding, Meta BOF | Objection → Trust |
| 11 — Die Mutter, die eine Antwort hat | Cross-stage / Identity | 60s video | Meta warm, IG Feed | Identity → Social desire |
| 12 — Das leere Glas | BOF / Post-Trial | Static + email | Email day-14, Meta BOF purchasers | Identity → Retention |
First-test launch recommendation
Launch with Angles 1, 2, and 5 simultaneously.
Angle 1 (Das volle Regal) goes into Meta cold, broad targeting, women 26–50, DE — no interest layer. It costs nothing to learn whether the bathroom-shelf hook stops the scroll without any audience pre-qualification. Kill threshold is low (35% 3s retention); if it clears, it seeds the retargeting pool for Angle 5.
Angle 2 (MOAH-Entdeckung) goes into Meta cold with the Öko-Test and Naturkosmetik interest layer. This is the highest-information-density hook in the bank — it self-selects for Marlene's exact profile without any demographic narrowing. The Penaten finding is a cultural moment that does not require category awareness to land; it requires only that the viewer has heard of Penaten, which is near-universal in the target geography.
Angle 5 (Aus Versehen gegründet) goes into retargeting immediately — seeded from any existing site visitors, email subscribers, or prior video engagers. It is the trust-closing angle. Running it from day one means that anyone touched by Angles 1 or 2 who visits the site gets the founder story in their feed within 48 hours.
Hold in reserve: Angles 3 and 9 (steroid-adjacent language) until compliance review of the HWG §3 Kortison-reference question is resolved. Angles 8 and 12 (BOF and retention) activate at day 14 once the first purchaser cohort exists. Angle 10 deploys at day 3 of the onboarding email sequence from launch. Angles 6, 7, and 11 enter rotation at the start of week two once the retargeting pool is large enough to justify the format split.
Budget split for first two weeks: 60% cold (Angles 1 and 2), 40% retargeting (Angle 5). No budget to BOF angles until the first 50 purchasers are in the system and day-14 triggers can fire.
Compliance summary
All twelve angles in this bank were written to operate within German HWG and EU Cosmetics Regulation 1223/2009 constraints: no condition names appear in brand voice or on-screen text, therapeutic efficacy claims are absent throughout, and the one permissible mechanism sentence ("Rindertalg hat fast dieselben Fettsäuren wie das Fett in menschlicher Haut") is deployed only as a locked compliant phrase per brand-locks §7. Three angles — 3, 9, and 10 — carry a pre-deployment compliance review flag specifically for the Kortison-reference question under HWG §3 and for the implicit-medical-substitute risk of showing a steroid tube being set aside; these must be cleared by a qualified HWG compliance agent before going live. The money-back language in Angle 8 should substitute "wenn du nicht zufrieden bist" for "wenn es dir nicht hilft" if the compliance agent reads "hilft" as invoking a therapeutic function. Named competitor brands (Eucerin, Aveeno, La Roche-Posay, Penaten) appear throughout solely within speakers' first-person purchase narratives and not in formal comparative claim structures, consistent with EU Regulation 655/2013; no "vs." framing, no side-by-side efficacy comparison, and no brand logo appears alongside a Made by Natur product in any angle.
