7 September 2026 · Ten creative concepts for Sew Heart Felt, built from an analysis of 6,186 live ads across 25 comparable British brands and mapped to five customer personas drawn from 6,612 reviews, 52,978 orders, Meta, Google and Triple Whale. Each one names the single message it exists to land, who it speaks to and at what stage, the proof it borrows, and the hooks it could open on. What you are approving is the CONCEPT, not finished copy. Scripts get written for the concepts you approve.
What you are deciding: the concept. Mark each one Approve or Reject, then inside the ones you like, tick the hooks worth building a script around and leave a note if there is something the script must do or avoid. Anything with a pencil can be edited, just click and type over it. The reference copy folded under each concept is only there to show what it sounds like, so it carries no approve or reject of its own. Everything saves to this page as you go and Casey can see it, so close it and come back whenever you like.
There is nothing to send. An approved concept with its hooks ticked is a brief: we go and write the scripts for it. Nothing on this page is ad copy waiting to be pasted live, so there is no send step and no final button. Close the page when you are done.
Personas are a draft The five personas these concepts map to (Daughter Buying for Mum, Husband at Valentine's, Thoughtful Friend, Christmas List-Maker, Accidental Collector) were built on 7 Sept from reviews, orders, Meta and Google. Casey to confirm them before scripts are written; nothing here splits delivery by persona or stage.
C02 and C09 need real people Recipient-reaction footage and a man to camera must be real customers or a briefed creator with permission. If neither can be sourced, both concepts fall back to review statics (C04 treatment).
C03 and C07 need footage and Sonia Does workshop footage from Kathmandu exist, and does Sonia want to be on camera or signed only? The concepts claim only what is filmed.
Prices in C03 and C08 Two concepts state £19.99 on purpose (product-aware placements). Approve them as priced, or tick only the unpriced hooks.
Concept 01: Better Than Flowers Edited
1 claim static + 15s time-lapse film
The Daughter Buying for Mum (Mother's Day), also The Thoughtful Friend (get well). Problem-aware: choosing between flowers and something that lasts. Answers need-justification with a real review.
THE MESSAGE: flowers die in a week; this little sheep sits on her mantelpiece for years. ANCHOR: "Rather than spend a small fortune on a bouquet, I thought of something as lovely but lasting" (Johanna H.). NOT about craft, breadth, the box or price. WHY: problem-solution, objection-handling and value-economics are all at zero in our account, and the comparison appears in reviews unprompted (five of the strongest sixty). The mechanism, a doubt or problem said out loud, is sustained by eight of the 25 brands (Trinny London 172 days). The flowers line is already on the site, so it is our own argument, not an invention. Category comparison only, no florist or brand named.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Overlay option 1 EditedRevised since your edit
Flowers last a week.
This one stays on the mantelpiece.
We have revised this hook since you edited it.
Overlay option 2 EditedRevised since your edit
The Mother's Day gift she will still have next Mother's Day.
We have revised this hook since you edited it.
Overlay option 3 EditedRevised since your edit
Hand felted.
Lasts for years.
Comes in its own little house.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
The bouquet will be in the bin by next weekend.
This little sheep will not. She is hand felted from organic wool, holds a heart and a bunch of flowers that never wilt, and arrives in her own little house gift box, ready to give.
Ordered before 2pm, she is on her way the same day.
Headline
Lasts Longer Than Flowersthe comparison itself
Headline
A Gift She Keepsthe benefit
Concept 02: Her Face When She Opens It Edited
3 to 5 recipient-reaction videos, 15 to 30s, phone-shot
The Daughter Buying for Mum, also The Husband at Valentine's. Problem-aware moving to solution-aware: she needs to see that this gift lands. Answers "will she think it's silly" with real people.
THE MESSAGE: the unboxing filmed from the giver's side, the moment the recipient opens the little house, because that reaction is what the buyer is paying for. ANCHOR: "She squealed with delight as she opened the box" (Jackie H.). NOT a product unboxing; a PERSON unboxing. WHY: unboxing is our proven lane (every one we have run cleared 2.6x) and it has slid to 3.6% of spend; recipient reaction is 22% of all 6,612 reviews and has never been the creative; video is 5.8% of our last-90-day spend. Seven of the 25 brands sustain unboxing for up to 105 days. Needs real recipients with permission; if the footage cannot be sourced, run the quotes as C04 instead. Nothing staged.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
I filmed my mum opening hers.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
Ninety-three, and she keeps asking where he came from.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
This is the bit you are actually buying.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Nobody films themselves opening a bunch of flowers.
They do film this. A little house-shaped box, a tiny hand felted sheep inside, and a face that does exactly what you hoped it would.
Sent straight to her door with no invoice inside, and a message card if you want one.
Headline
Watch Her Open Itthe action
Headline
The Little House Gift Boxthe customers' own name for it
Concept 03: Wool, Water, Soap and Skill Edited
Making-of film 30 to 60s + 3 stills
Every persona at solution-aware, strongest for The Thoughtful Friend and The Daughter. Answers the only recurring complaint in 6,612 reviews: price for size.
THE MESSAGE: show one Tiny Animal being made by hand so "handmade" stops being a word in the body copy and becomes the reason the price is fair. ANCHOR: "You can tell it was made with care" (Ruth D.). NOT about occasions, offers or the box. WHY: craft is mentioned in 36% of our copy and is the hook in 4%; our one making-of film (Mother's Day handmade close-ups, 2.73x) worked and then stopped. Craft film is the strongest convergence in the pool: ME+EM 114 days, Colours of Arley 107, Naturalmat 104, Loaf 44. Needs workshop footage from Kathmandu and Sonia's drawing; the film claims only what is on camera. Hook 3 states the price and is the flagged price test.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
Just wool, water, soap and a great deal of skill.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
Every face is needle felted by hand.
No two are the same.
We have revised this hook since you edited it.
Hook option 3 (price test, flagged) EditedRevised since your edit
This is why they are £19.99 and not £4.99.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
There is no mould and no machine.
Each Tiny Animal starts as a drawing on a farmhouse table in Oxfordshire, then is needle felted by hand from teeny layers of organic wool, one fibre at a time, until the face looks back at you. No plastic, no synthetic filling. Just wool, water, soap and a great deal of skill.
That is why no two are quite the same, and why the one you give is the only one like it.
Headline
Hand Felted, One at a Timethe process as the promise
Headline
No Two Are the Samesite claim, verbatim-safe
Concept 04: In Their Words Edited
5 review statics; video variant if they perform
The Thoughtful Friend (get well, sympathy) and The Daughter (Mum in hospital). Solution-aware to product-aware. Answers "is it as good as the pictures" with 6,612 reviews at 4.97.
THE MESSAGE: a real customer review is the entire creative; the brand stays quiet. ANCHOR: "Better than any card I could have sent her" (Gillian P.). NOT about specs, offers or the making. WHY: social proof is support-only in our account (bestseller badges) and no review has ever been the creative, while twelve of the 25 brands sustain review-as-hero for months (Mother Root 281 days, Trinny 179). Nearly free to build. One review per execution, verbatim, first name plus last initial, product named. Reviews that name a hospital or a diagnosis need the reviewer's consent; prefer ones that do not.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Review treatment 1 (verified) EditedRevised since your edit
"nothing on earth could have entranced her more than this little mouse" with five stars, Ian N., Happy Heart Balloon Mouse.
We have revised this hook since you edited it.
Review treatment 2 (verified) EditedRevised since your edit
"Better than any card I could have sent her." with five stars, Gillian P., Get Well Soon Mouse.
We have revised this hook since you edited it.
Review treatment 3 (verified) EditedRevised since your edit
"The photos do not do any justice" with five stars, Rebecca T., Mouse with Pansy.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
"Better than any card I could have sent her."
That is Gillian P., whose mum was in hospital, on the Get Well Soon Mouse. She is one of 6,612 people who have reviewed our Tiny Animals, and they average 4.97 out of 5.
Hand felted from organic wool. Delivered in its own little house gift box, straight to whoever needs it.
Headline
In Their Wordsthe customer speaks
Headline
Rated 4.97 by 6,612 Peoplerefresh the figures on build day
Concept 05: The One That Is Exactly Them Edited
Range film 15 to 20s + relatable statics
The Thoughtful Friend (identity match) and The Christmas List-Maker (stocking fillers). Unaware to problem-aware: she is not shopping until she sees the cricketer. Answers "a generic gift says nothing".
THE MESSAGE: there is a Tiny Animal for the thing they love, the cricketer, the nurse, the knitter, the dog walker with THEIR breed. Find theirs. ANCHOR: "The recipient, who is an avid cricketer, was absolutely delighted with his little chum" (Jennie B.). NOT Mother's Day, romance or craft; breadth as recognition, not as "over 100". WHY: identity is the hook in 0% of our spend while hobby and identity animals are 22.6% of orders and Hiking Mouse is our number one Google product in Q4. The list-the-people mechanic is The Newt's (the only real gifting lane in 25 brands) and Pooky's "which one would you choose?". Only name characters that exist and are in stock on build day.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
For the one who is always out with the dog.
In her breed.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
Nurse, cricketer, knitter, gardener, hiker.
Which one is your friend?
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
One hundred and seventy Tiny Animals.
One of them is exactly them.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Your sister who never misses a Test match. Your friend who just qualified. Your dad and that spaniel.
There is a hand felted Tiny Animal for each of them, holding the thing they love, made one at a time from organic wool and delivered in its own little house gift box.
One hundred and seventy to choose from, so you will find theirs.
Headline
Find Theirsthe action
Headline
One for Everyone You Knowbreadth as recognition
Concept 06: No Flowers on the Ward Edited
15s film (bedside table) + 1 review static
The Thoughtful Friend (get well, sympathy) and The Daughter (Mum in hospital). Problem-aware: she has just heard the news and does not know what to send. Answers "is it appropriate for a hospital".
THE MESSAGE: when someone is in hospital, flowers are often not allowed and food is restricted; a little felt companion on the bedside table is the gift that gets through. ANCHOR: "no flowers allowed of course and no food gifts as on special diet" (Frances). NOT Mother's Day, romance, breadth or craft; one situation. WHY: problem-solution is at zero in our account, the get-well occasion runs all year (it carries September, which has no anchor occasion), Get Well Soon Mouse and Nurse Mouse already convert on Google, and five of the sixty strongest reviews are hospital stories. Mechanism: a specific shared pain named out loud, sustained by eight brands. Never name a hospital in the creative even though reviews do.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
No flowers allowed on the ward.
This is what got through.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
The get-well gift the nurses kept asking about.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
Small enough for a bedside table.
Better than a card.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Most wards will not take flowers, and the diet sheet rules out chocolates.
So send the Get Well Soon Mouse instead. Twelve centimetres of hand felted organic wool, holding her balloons, in a little house gift box that fits on the bedside table. We post it straight to them, with no invoice inside and a message card if you want one.
Headline
The Get-Well Gift That Gets Throughthe problem solved
Headline
Better Than a CardGillian P.'s own words
Concept 07: From a Farmhouse Table in Oxfordshire Edited
Founder film 30 to 45s, or signed statics if no film
Every persona at solution-aware, strongest for The Thoughtful Friend and The Accidental Collector. Answers trust-legitimacy: who is behind this.
THE MESSAGE: the designer and the origin. Every animal starts as Sonia Spencer's drawing on a farmhouse table, before it is felted by hand in Nepal. ANCHOR: "Thanks for creating such gorgeous keepsake gifts" (Marina C.). NOT any single product, occasion or offer. WHY: founder presence is zero across our entire spend, and founder is the longest-running lane in the whole pool (OKA 179 days, Trinny 179, With Nothing Underneath 173, Piglet's garden-shed origin 106). The Our Journey page already tells the story. Needs Sonia on camera, or a signed "designed by Sonia" static series if she prefers not to be. No founding year, no award name, no certification body (none on the site). Hook 2 uses a workforce figure that must be re-confirmed.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
Every one of these started as a drawing on my kitchen table.
We have revised this hook since you edited it.
Hook option 2 (workforce figure to confirm) EditedRevised since your edit
I design them in Oxfordshire.
Skilled hands in Nepal bring them to life.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
Designed by Sonia.
Felted by hand.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Every Tiny Animal starts the same way: a pencil drawing on a farmhouse table in Oxfordshire.
From there the drawing travels to our felting workshop in Kathmandu, where skilled makers needle felt it by hand from organic wool, sew the eyes, and send it back to us in its own little house gift box.
We are a small team and we answer every message. If you have a character in mind, tell us.
Headline
Designed in Oxfordshirethe place
Headline
Meet the Designerthe person
Concept 08: One for Everyone on the List Edited
1 priced range static (12 animals) + priced hero statics
The Christmas List-Maker, a stocking filler for each person. Product-aware: she is building a list and wants the price up front. Answers price per head with the £45 free-delivery threshold.
THE MESSAGE: the Christmas list solved, a hand felted Tiny Animal for each person, £19.99 with the gift box included, free UK delivery over £45. ANCHOR: "I wish I had a gazillion friends and relatives to send them to" (Fiona A.). NOT the Nativity, Mother's Day, craft or emotion; practical, priced, plain. WHY: Q4 is a third of the year with the broadest baskets and highest AOV, Meta was under-spent both Q4s with ROAS rising through the ramp, and our price only ever appears in sale ads. Priced catalogue statics run for months in the pool (Fairfax & Favor 205 days, Little Green Sheep 183, Snuz 172). Prices and the threshold are refreshed from the site on build day; cutoff messaging appears once, in the final trading week.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Overlay option 1 EditedRevised since your edit
Hand felted, gift boxed, £19.99.
One for everyone on the list.
We have revised this hook since you edited it.
Overlay option 2 EditedRevised since your edit
Twelve people.
Twelve Tiny Animals.
Free UK delivery over £45.
We have revised this hook since you edited it.
Overlay option 3 EditedRevised since your edit
The stocking filler that does not end up in a drawer.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
The list is long and everyone on it deserves better than a novelty mug.
A hand felted Tiny Animal for each of them, holding the thing they love, £19.99 with its own little house gift box included. Free UK delivery when you spend £45, and Christmas gifts bought from 1 November can be returned until 31 January.
Order before 2pm and it leaves the same day.
Headline
One for Everyone on the Listthe job
Headline
Gift Boxed, £19.99value then price
Concept 09: Brownie Points Edited
Man-to-camera 20 to 30s + review static fallback
The Husband at Valentine's (instead of roses; just because). Problem-aware: he has an occasion and a doubt. Answers "will she think it's silly" with other men's reviews.
THE MESSAGE: for the man who is not sure an ornament will land: it does, and other men will tell him so. ANCHOR: "Men - buy one for your other half and you won't be disappointed" (David H.). NOT Mother's Day, craft or breadth. WHY: we have never run a creator or spoken to men, yet men are 28% of purchases across the year and 31% at Christmas, Sheply is our second most reviewed product, and every male review describes relief. Valentine's (47% of January orders) starts in three months. Person-to-camera runs for months in the pool (Trinny 172 days, Mother Root 261). Hook 2 paraphrases Ian N.; the ad must carry his verbatim review or drop the hook. No jokes at the recipient's expense.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
I did not think she would want a felt sheep.
I was wrong.
We have revised this hook since you edited it.
Hook option 2 (needs Ian N. verbatim alongside) EditedRevised since your edit
Forty-seven years of roses, and this is the one she talks about.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
She named it.
That is when I knew.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
Roses again this year, or something she keeps?
This little sheep holds a red heart balloon, is hand felted from organic wool, and arrives in its own little house gift box. She will put it on her dresser, give it a name, and it will still be there next February.
Same-day dispatch before 2pm, no invoice in the parcel.
Headline
She Will Name Itthe tell from the reviews
Headline
Roses Wilt. This Does Not.the comparison
Concept 10 (Experimental): The Collection Begins Edited
1 phone-shot shelf static + 10s new-in film
The Accidental Collector, the next one for the shelf. Most-aware: she owns one and wants the next. Answers "don't need another".
THE MESSAGE: a new character drop announced to people who already own one, phone-shot, in the collector's own words. ANCHOR: "so the collection begins" (Sharon B.). NOT first-time buyers, occasions or price. WHY: experimental because the pool evidence is thin (phone-shot statics are one brand's lane, and launch ads have the pool's second-shortest life), but our own evidence is strong: Hamish the Highland Cow drove repeat orders within weeks, 52% of second orders stay in the same animal family, and 17% of second orders land within seven days. Klaviyo flows have been dead since 10 July, so the collector is not being spoken to anywhere. Message side only; delivery stays broad. Fix the flows first; this does not replace them.
We have revised this concept since you edited it.
Hooks · tick the ones worth scripting
Hook option 1 EditedRevised since your edit
There is a new one.
The shelf has room.
We have revised this hook since you edited it.
Hook option 2 EditedRevised since your edit
Mum's got the sheep.
Dad's is here.
We have revised this hook since you edited it.
Hook option 3 EditedRevised since your edit
Fifth one this year.
No regrets.
We have revised this hook since you edited it.
Note for the script Added
Reference copy, for context only
This is here to show what the concept sounds like. It is not being approved and it does not go into an ad as written. The real words are written at the script stage, once the concept is approved.
Sounds like
If there is already a little house or two on your mantelpiece, this is for you.
[CHARACTER SLOT] has just arrived: hand felted from organic wool, one at a time, and boxed like the others. Small enough to join the family without anyone noticing, until they do.