ADOLOGY
Live Library · 9-min
PER-CAMPAIGN · LIVE LIBRARY
LIVE · UPDATES DAILY
Focal: The Ordinary
9-MIN READ
Eight patterns are carrying the 23% Off campaign. Two days left in the window. Here's what to ship.
A working library for the creative team. Live patterns, hook bank, a saved-reference shelf, and a mini brief generator. Refreshes daily off the brand's own corpus and the wider beauty category.
↘ Patterns the brand is running · pick a lane and ship
P 01
FLAGSHIP · MASCOT-IN-OFFICE
Giant serum bottle walks into a mundane corporate setting.
The brand's signature pattern this campaign. A life-sized product mascot performs a meme, dance, or "nature documentary" beat in a real-feeling DECIEM HQ environment. The mascot does the work the brand voice can't. Hits 3.3-5.9× brand baseline reliably. Already used 5 times — has 2-3 more uses before audience fatigue.
P01 · 04.05
5.9× ER
P01 · 04.13
3.3×
P01 · 02.26
14% ER
P 02
INGREDIENT-ORIGIN REVEAL
Raw ingredient → glassware transformation → milky product.
Clinical lab aesthetic + ASMR sensory hooks (rice pouring, droplet sound). Visual storytelling for technical claims. Best applied to single-ingredient hero products (Niacinamide, Rice Lipids, Glycolic Acid). The "Rice Lipids" execution earned 3.7× baseline on a 26k-like post.
P02 · 03.02
3.7×
P02 · 03.09
6.4% ER
+ 2 more in library
P 03
BRAINROT MEME REVEAL
Burning paper / chaotic edits / Gen-Z slang stack.
High-stimulation editing for Gen-Z + Gen-Alpha. Tungtungtung audio, "wish me hbd or else" caption energy. Use sparingly: the format is intentionally jarring and overuse will read as a brand chasing trends rather than setting them. April Fools' birthday-cake-burn pulled 806k views.
P03 · 04.02
806k v
P03 · 04.01
1.5M v
Reference only
P 04
RETAIL-AS-CONTENT
Pop-up store turned into a destination shoot.
The Osaka Mini Mart playbook from earlier this year. Build a small, photogenic physical space. Tour it as content. Local-cultural visual language (konbini floor, onigiri-shaped packaging). Dormant since February — earned the campaign's biggest non-mascot post. Could re-fire with a Toronto or NYC pop-up for the campaign close.
P04 · 04.24
12.2% ER
P04 · 04.25
3.8k
P04 · 04.24
6.5%
↘ Hook bank · pick one and write the post
QUESTION HOOK
"see how we ate that up??"
SELF-AWARENESS
"who's guilty"
CULTURAL
"that should be me"
PROVOCATIVE
"don't be scared, it's red for a reason 🩸"
DEMAND
"wish me hbd or else"
CONFESSIONAL
"we're all cooked"
PAIRING
"a serum that pairs with literally almost EVERYTHING 😏"
META
"did we just cancel april fools"
DECLARATIVE
"on my hit list"
↘ Saved references · the team's clipboard
★ Saved
"23% off · that's something worth celebrating"
16k · 1M5.9×
★ Saved
"see how we ate that up?? 🍚"
26k · 437k3.7×
+ Save
"BIRTHDAY GIVEAWAY · Daily Hydration"
9k · 56k3.3×
★ Saved
"こんにちは, Osaka! Mini Mart open"
5.4k · IG12.2%
+ Save
"we're all cooked"
8.7k · 63k14.0%
★ Saved
"who's guilty"
9.8k · 196k5.2%
+ Save
"don't be scared, it's red for a reason 🩸"
6.2k · 98k6.4%
+ Save
"on my hit list"
7.2k · 80k9.5%
↘ Calendar · last 4 + next 3 days
When
What
Performance
Actions
APR 22
P01
Mascot · "on my hit list" · choppleganger meme
9.5%
View
APR 24
P02
Ingredient reveal · Hyaluronic Acid 2% B5 · texture pour
4.1%
View
APR 26
P01
Mascot · April Showers · Toronto rain dance bit
7.8%
View
APR 28
P04
Toronto Mini Mart pop-up · same playbook as Osaka · brief in approval
in draft
Open brief
APR 29
P01
Mascot · "thanks for nothing" · final-day countdown bit
planned
Edit
APR 30
P02
Closing · "23% off — last call" · ingredient roundup
planned
Edit
↘ Generate a brief in 60 seconds
Pick a pattern, a hook, and a product. The toolkit writes the brief.
STEP 01 · PATTERN
Which lane?
STEP 02 · HOOK
Pick one to start the caption.
STEP 03 · PRODUCT
Which hero this week?
STEP 04 · MOMENT
When does it ship?