Ember & Oak

Two-week campaign concept / BEMRIX

Self-initiated BEMRIX campaign concept. Not published or scheduled. All product descriptions are illustrative.

Strategy Audience hypothesis: home coffee drinkers who value a quiet daily ritual. Objective: introduce the brand, explain three variants, and invite useful conversation. Proposed channels: Instagram feed and Stories, with Facebook adaptations reviewed separately. This is a sample creative plan, not a claim about audience research or channel performance.

Deliverables Six feed publications (eight 1080 x 1350 images, including one three-slide carousel), three 1080 x 1920 story backgrounds, editable SVGs, PNG exports, captions and a relative 14-day plan. Day numbers are relative to an agreed launch, not scheduled dates.

Day 1 / Feed / single

Asset: 01-launch

Purpose: Introduce the brand

Caption: Meet Ember & Oak. A little warmth, a slower moment, and a place for coffee in the everyday. Which part of your day deserves a pause?

CTA: Share your daily pause

Review: Reach and profile visits

Day 2 / Story

Asset: story-intro

Purpose: Repeat the launch message

Caption: Meet your daily pause. Explore the introduction on our profile.

CTA: Visit profile

Review: Views and completion

Day 4 / Feed / three-slide carousel

Asset: 02-range-01, 02-range-02, 02-range-03

Purpose: Explain the range

Caption: Three roasts, one daily ritual. Daybreak: light, with floral, citrus and honey notes. Hearth: medium, with cocoa, caramel and almond. Nightfall: dark, with dark chocolate and toasted nut. Swipe through and tell us which one sounds like your cup.

CTA: Swipe and choose

Review: Saves, shares and meaningful comments

Day 5 / Story / poll background

Asset: story-poll

Purpose: Invite audience participation

Caption: When do you make time for coffee? Add a native poll: Morning ritual / Afternoon reset.

CTA: Vote in the poll

Review: Poll responses divided by story viewers

Day 7 / Feed / single

Asset: 03-hearth

Purpose: Spotlight one variant

Caption: Meet Hearth, our medium-roast concept: cocoa, caramel and almond notes in a familiar daily pause. What do you reach for when you want something comforting?

CTA: Join the conversation

Review: Comments and profile visits

Day 9 / Feed / single

Asset: 04-ritual

Purpose: Build the brand ritual

Caption: Put the kettle on. Choose your favorite cup. Take your time. A small ritual can be a welcome part of the day. Save this as a reminder to make a little room.

CTA: Save for later

Review: Saves divided by reach

Day 10 / Story

Asset: story-range

Purpose: Recap the range

Caption: Light, medium or dark? Three ways to make this moment yours. See the collection carousel on our profile.

CTA: Explore the profile

Review: Profile visits

Day 12 / Feed / single

Asset: 05-conversation

Purpose: Learn audience preferences

Caption: A quiet morning or an afternoon reset? Tell us when coffee fits into your day, and what makes that moment yours.

CTA: Comment with your ritual

Review: Relevant comments and reply themes

Day 14 / Feed / single

Asset: 06-close

Purpose: Close the introductory sequence

Caption: A little warmth. A slower moment. Meet Daybreak, Hearth and Nightfall, and find the ritual that feels like you. Follow along for more from Ember & Oak.

CTA: Follow for future content

Review: Profile visits and follows

Measurement plan Record each feed post at 48 hours and seven days; record Story outcomes after the story window ends. Track reach, profile visits, saves, shares and relevant replies where the platform provides them. Keep paid and organic records separate. Calculate save rate as saves/reach; mark undefined when reach is zero. Compare similar formats and goals rather than calling the highest-reach post the universal winner. No forecast, engagement target or results are invented.

Community workflow Review comments daily during the agreed campaign period. Acknowledge preferences and ask relevant follow-up questions. Do not invent product availability, delivery terms or health claims. Escalate purchase, complaint and ingredient questions to the brand owner. Obtain approval before reposting user content.

Publishing handover Confirm real product details, audience, channel accounts and launch date. Review final captions and image alt text. Add the actual interactive poll sticker to the supplied background before posting; the exported PNG is not interactive. No hashtags are required; any location or discovery tags should be selected for the real campaign. Approve all content before scheduling. This kit does not authorize publication or ad spend.

Asset notes Georgia and Arial live SVG text, fonts not bundled. Launch artwork incorporates the previously generated Ember & Oak packaging mockup; the fictional packaging image is AI-generated. All other graphics use editable type and shapes. SVG files embed the product image to remain portable.