full ads Untested
This cat parent’s wild idea changed everything
Platform facebook, instagram
Format video-ad
Brand Marlene's Pet Shop
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: Marlene's Pet Shop — DTC Meta ad, active 382+ days.
M — Mechanism
Mechanism: Pending RMBC annotation.
B — Brief
Brief: Pending RMBC annotation.
C — Copy
Copy: video-ad — This cat parent’s wild idea changed everything. Most cat toys do a terrible job of appealing to cats true desires... that’s why there’s so many bored and depressed indoor cats out there! T
