full ads Untested
Chewy
Platform facebook, instagram
Format static-ad
Brand Chewy
RMBC Breakdown
The RMBC Framework
Stefan Georgi's method for breaking down what makes copy convert:
- R — Research: The audience insight that drives the ad
- M — Mechanism: The unique idea or process behind the offer
- B — Brief: The strategic direction and positioning
- C — Copy: The craft choices in the actual writing
Why this copy works — broken down layer by layer.
R — Research
Research: Chewy — DTC Meta ad, active 65+ days.
M — Mechanism
Mechanism: Pending RMBC annotation.
B — Brief
Brief: Pending RMBC annotation.
C — Copy
Copy: static-ad — Chewy. High-quality meds can put a pep in your pet’s step—and now get 20% off the vet-recommended meds you trust.
