3C Content Brief Generator
Every high-performing ad nails three elements: Context, Creative Archetype, and Conversion Element. Select your inputs and get a complete creative brief built on the 3C framework from Mastermind Day 3.
Industry
Platform
Placement
Funnel Stage
AOV Tier
Brand has founder personality?
Does the brand have a recognisable founder or face who can appear in ads? This unlocks lo-fi founder-style content.
Your 3C Brief
Primary Archetype
UGC Problem-Solution
A real user (or actor) showing the problem they faced, then demonstrating how the product solves it. The most relatable ad format for low-to-mid AOV products. Scroll-stopping when done right.
Why this archetype?
For low AOV products targeting new audiences, UGC problem-solution is the most effective pattern. It stops the scroll by presenting a relatable problem, then demonstrates your product as the answer. Feels native, not like an ad.
Alternative Archetypes to Test
Test these alongside your primary archetype. Run each for 3-5 days with sufficient budget before drawing conclusions. Hover over a pill to see the description.
Recommended CTA (Soft CTA)
Top and mid-funnel audiences are not ready to buy yet. Soft CTAs reduce friction and encourage exploration.
Format: Static + Video
Feed supports both static and video. Test both formats and let the platform optimise. For video, keep under 15 seconds. For static, use bold visuals with minimal text (Meta penalises heavy text overlays).
Hook Suggestions (First 3 Seconds)
- “Have you ever [common frustration related to your product]?”
- “Stop scrolling if you [target audience identifier]...”
- “Nobody talks about this, but [surprising insight]...”
- “I wish I knew this before buying [product category]...”
- “POV: You just discovered [your product benefit]...”
The hook is the single most important element of any paid creative. If you lose them in the first 3 seconds, nothing else matters. Test multiple hooks with the same body creative.
Key Creative Rules
- 1Never exceed 15 seconds for paid video ads. Attention drops off a cliff after 15 seconds on paid placements. Say it fast or lose them.
- 2Test each archetype 3-5 times before concluding. One creative is not a test. Run 3-5 variations of each archetype to separate creative performance from archetype performance.
- 380% manual creatives, 20% AI. AI-generated content can drive engagement metrics but rarely builds trust. Use AI for ideation and iteration, not as your primary creative source.
- 4For timed campaigns: 60-70% statics, 30-40% videos. Statics are faster to produce, easier to iterate, and often outperform video for limited-time offers where the message matters more than the format.
What NOT to Do (Top Funnel)
Common mistakes for top-of-funnel creative on Meta (Instagram):
- Leading with your brand name or logo -- cold audiences do not care about your brand yet
- Using polished, corporate-style video when raw and authentic outperforms 3:1
- Hard-selling with 'Buy Now' CTAs to people who have never heard of you
- Running only one creative variant -- test 3-5 versions minimum before drawing conclusions
- Ignoring the first 3 seconds -- if the hook fails, nothing else matters
Note: This brief is a starting framework based on the 3C methodology from Mastermind Day 3. Creative performance is ultimately determined by execution quality, audience-message fit, and iterative testing. Use this as your launch pad, then let data guide your optimisation. No creative brief survives first contact with the algorithm -- the goal is to start smart and iterate fast.