# SETU Sparkling Creatine -- Instagram Content Frameworks ## Last Updated March 19, 2026 ## Overview 20 post frameworks across 4 content pillars (5 each). Designed for the SETU voice: quiet confidence, friend-who-did-the-research energy, zero supplement tropes. **Product:** Sparkling Creatine (2g Creatine HCL + Beetroot + L-Carnitine) **Variants:** Sparkling Berry Lemonade / Unflavoured **Price:** INR 1,500/month (INR 40/day) --- ## Asset Reference **Hero shots:** - `assets/product-photography/hero/creatine-glutone/creatine-glutone-hero-ai-01-1080x1080.jpg` (referred to as **Hero-Original**) - `assets/product-photography/hero/creatine-glutone/creatine-sparkling-berry-lemonade-hero-ai-01-1080x1080.jpg` (referred to as **Hero-Berry**) **Lifestyle shots:** - `assets/product-photography/lifestyle/creatine-glutone/creatine-glutone-lifestyle-ai-kitchen-1080x1350.jpg` (**Lifestyle-Kitchen**) - `assets/product-photography/lifestyle/creatine-glutone/creatine-glutone-lifestyle-ai-kitchen-v2-1080x1350.jpg` (**Lifestyle-Kitchen-V2**) - `assets/product-photography/lifestyle/creatine-glutone/creatine-glutone-lifestyle-ai-outdoor-1080x1350.jpg` (**Lifestyle-Outdoor**) - `assets/product-photography/lifestyle/creatine-glutone/creatine-glutone-lifestyle-ai-gym-1080x1350.jpg` (**Lifestyle-Gym**) - `assets/product-photography/lifestyle/creatine-glutone/creatine-glutone-lifestyle-ai-flatlay-1080x1080.jpg` (**Lifestyle-Flatlay**) - `assets/product-photography/lifestyle/creatine-glutone/creatine-glutone-lifestyle-ai-person-1080x1350.jpg` (**Lifestyle-Person**) **PDP slides (repurposable for carousels):** - `creative-output/creatine/_archive/pdp-slides-trubeet-deprecated/generated-v2/01-hero.jpg` through `20-faq.jpg` - Most useful: 02-benefits, 03-differentiator, 05-stats, 06-comparison, 12-science-mechanism, 15-who-its-for, 17-solubility-proof, 18-replaces-three, 19-brain-benefits --- # Pillar 1: Creatine Reframed *Busting myths, women-first positioning. Moves audience from Unaware/Problem Aware to Solution Aware.* --- ### Post 1 -- "The supplement gym bros accidentally got right" **Format:** Carousel (5 slides) **Pillar:** Creatine Reframed **Best day:** Wednesday **Caption framework:** - Hook: Open with the identity tension -- creatine has a reputation problem, and it has nothing to do with the ingredient itself - Body: Walk through what creatine actually does (rapid energy for muscles AND brain). Note that 20% of the body's energy goes to the brain. Mention the meta-analysis: 16 RCTs, 492 participants, significant improvements in memory and processing speed - Pivot: The data on women -- 2.5x greater processing speed response than men. This is not a gym bro supplement. It never was. - CTA: Soft -- "Worth a second look?" or link in bio **Visual direction:** - Slide 1: Bold text-on-colour headline. No product shot yet. Typographic-led. - Slide 2: Simple brain/body energy split graphic (80/20 visual). Clean, minimal. - Slide 3: The 16 RCTs stat rendered as a clean data card. - Slide 4: The 2.5x women stat -- this is the reveal moment. Larger type. - Slide 5: Product shot on clean background with "Supplements that make sense" tagline. - Reference images: Slide 5 use **Hero-Berry**. Slides 1-4 are designer-created graphics. - Repurpose: PDP slides 19-brain-benefits and 05-stats as starting points for slides 3-4. **Hashtag themes:** - #CreatineForWomen #BrainHealth #SupplementsThatMakeSense #WomenAndScience #SETU --- ### Post 2 -- "Your trainer said you don't need creatine" **Format:** Reel (30-45 sec) **Pillar:** Creatine Reframed **Best day:** Friday **Caption framework:** - Hook: Start with the objection everyone's heard -- "My trainer said women don't need creatine." Let it sit for a beat. - Body: Counter with the research, conversationally. Not lecturing -- sharing. Creatine supports cognition, mood, and muscle tone. The menopause study (2025, women only, improved reaction time and mood). The meta-analysis on women's cognitive response. - Close: "Maybe update the brief." Soft, confident. Link to product. **Visual direction:** - Open on a woman mid-workout or mid-morning routine, looking unbothered. - Text overlays appear with each point -- clean sans-serif, SETU brand palette. - Product appears in the final 5 seconds, naturally placed (on a counter, in hand). - No aggressive cuts or hype transitions. Steady, confident pacing. - Reference images: **Lifestyle-Gym** for mood/colour reference. **Lifestyle-Kitchen-V2** for the counter moment. **Hashtag themes:** - #CreatineMyths #WomenInFitness #SupplementScience #ClinicallyStudied #SETUCreatine --- ### Post 3 -- "Creatine is not a mass gainer" **Format:** Static (single image with text overlay) **Pillar:** Creatine Reframed **Best day:** Monday **Caption framework:** - Hook: Address the fear directly -- "Will creatine make me bulky?" is the most common question women ask before trying it - Body: Short, factual. Creatine supports muscle tone and hydration at the cellular level. Bulk requires years of progressive overload and caloric surplus -- creatine does not cause it. The 2024 RCT showed decreased body fat percentage alongside increased lean mass. - Close: "Tone, not bulk. That's what the data says." Link in bio. **Visual direction:** - Clean typographic layout. Headline question "Will creatine make me bulky?" in SETU brand type. - Answer in smaller, confident text below. - Small product placement in corner or bottom third. - Colour: muted, confident -- not loud or preachy. - Reference image: Use **Lifestyle-Person** as background element (softened/faded) or **Hero-Original** as product inset. **Hashtag themes:** - #CreatineFacts #ToneNotBulk #FitnessMyths #WomenAndCreatine #SETU --- ### Post 4 -- "What nobody told perimenopausal women about creatine" **Format:** Carousel (4 slides) **Pillar:** Creatine Reframed **Best day:** Tuesday **Caption framework:** - Hook: Brain fog, mood swings, exhaustion -- perimenopause symptoms that most women attribute to "just getting older." There is clinical data for this now. - Body: The 2025 CONCRET-MENOPA trial -- women, 8 weeks, creatine HCL. Improved reaction time. Reduced mood swing severity. Zero serious adverse events. Not HRT. Not caffeine. - Nuance: This is emerging research, not a cure claim. But the data is real, and nobody in the creatine category is talking about it. - CTA: "If this is relevant to your life, the link is in our bio." **Visual direction:** - Slide 1: Headline text -- warm, empathetic, not clinical. "Brain fog at 42 is not just 'getting older'." - Slide 2: The study details rendered as a clean, approachable infographic. No lab imagery. - Slide 3: What improved -- reaction time, mood stability. Simple icon + stat layout. - Slide 4: Product shot with positioning line: "Not HRT. Not caffeine. Just creatine, rethought." - Reference images: Slide 4 use **Hero-Berry**. Repurpose PDP slide 19-brain-benefits for slide 2 inspiration. **Hashtag themes:** - #Perimenopause #BrainFog #WomensHealth #ClinicalData #SETUCreatine --- ### Post 5 -- "Creatine has an image problem. The ingredient doesn't." **Format:** Static (text-heavy, editorial feel) **Pillar:** Creatine Reframed **Best day:** Thursday **Caption framework:** - Hook: Creatine is the most researched supplement in sports science. Also the most misunderstood. - Body: Walk through the perception vs reality. Perception: it is for bodybuilders. Reality: it is the brain's rapid energy reserve. Perception: it causes bloating. Reality: that is a monohydrate dissolution issue, not a creatine issue. Perception: women don't need it. Reality: women show 2.5x greater cognitive response. - Close: "We made a creatine for the people the category forgot." No hard sell. **Visual direction:** - Editorial magazine aesthetic. Two-column or split-screen: "What people think" vs "What the research says." - Typography-driven. Minimal imagery. Let the words do the work. - Small SETU logo and product thumbnail at bottom. - Reference image: **Lifestyle-Flatlay** could serve as a subtle background texture. Product inset from **Hero-Original**. **Hashtag themes:** - #CreatineReframed #SupplementsThatMakeSense #EvidenceBased #WomenFirst #SETU --- # Pillar 2: The Format *Sparkling ritual, fizz moment, taste experience. Moves audience from Solution Aware to Product Aware.* --- ### Post 6 -- "Pop, fizz, done" **Format:** Reel (15-20 sec) **Pillar:** The Format **Best day:** Saturday **Caption framework:** - Hook: The ritual moment. No preamble -- just the sound and visual of the sachet being torn, powder hitting water, the fizz. - Body (caption): Keep it short. "Your creatine shouldn't feel like homework. Sparkling Berry Lemonade. 2g Creatine HCL. The only part that takes effort is opening the packet." - CTA: "Try it and see." or "Shop via link in bio." **Visual direction:** - Close-up ASMR-style: sachet tear, powder pour, fizz rising in a clear glass. Natural light (kitchen or outdoor setting). - Slow-mo on the fizz moment. This is the hero shot of the reel. - Product sachet visible but not forced. Brand naturally present. - No text overlay until the last 3 seconds (product name + "Sparkling Creatine"). - Reference images: **Lifestyle-Kitchen** or **Lifestyle-Kitchen-V2** for setting. **Hero-Berry** for end card. - Available hero image in `assets/product-photography/hero/creatine-sparkling-berry-lemonade/` for close-up fizz reference. **Hashtag themes:** - #SparklingCreatine #DailyRitual #SETUCreatine #BerryLemonade #FizzMoment --- ### Post 7 -- "The only sparkling creatine in India" **Format:** Static (product hero) **Pillar:** The Format **Best day:** Wednesday **Caption framework:** - Hook: State the fact plainly. No hype. "There is no other sparkling creatine in India. We checked." - Body: Why sparkling matters -- it is not about novelty. Creatine HCL is 40-60x more soluble than monohydrate. A sparkling format takes advantage of that solubility. No grit. No chalky aftertaste. No mixing and hoping. - Secondary: Berry Lemonade was formulated to taste like something you would choose to drink, not something you tolerate because it is "good for you." - CTA: Conversational -- "If your current creatine dissolves properly, ignore this. If it doesn't..." Link in bio. **Visual direction:** - Hero product shot, centred, generous negative space. The product is the star. - Clean background (white, soft grey, or brand colour wash). - One line of text overlay: "The only sparkling creatine in India." - No clutter. Let the format speak. - Reference image: **Hero-Berry** as the primary asset. Can use **Hero-Original** as a variant. **Hashtag themes:** - #SparklingCreatine #FirstInIndia #CreatineHCL #NoChalk #SETUCreatine --- ### Post 8 -- "What your creatine looks like vs what ours looks like" **Format:** Carousel (3 slides) **Pillar:** The Format **Best day:** Monday **Caption framework:** - Hook: The dissolution comparison. Monohydrate in water = cloudy, gritty, settling at the bottom. Creatine HCL in water = dissolved in seconds, clear, sparkling. - Body: This is not aesthetic preference. Undissolved creatine sitting in the gut is the primary cause of bloating and GI discomfort. HCL's 40-60x solubility advantage is functional. - Close: "What dissolves better, absorbs better." INR 40/day. Link in bio. **Visual direction:** - Slide 1: Split screen -- glass of cloudy/gritty liquid (left, muted tones) vs glass of clear sparkling liquid (right, bright). Text: "Your creatine vs ours." - Slide 2: The science -- 40-60x solubility stat, clean infographic. Repurpose PDP slide 17-solubility-proof. - Slide 3: Product shot with fizz glass. "Zero grit. Zero bloat. INR 40/day." - Reference images: PDP slide 17-solubility-proof for slide 2. **Hero-Berry** for slide 3. **Hashtag themes:** - #CreatineComparison #NoBloat #Solubility #CreatineHCL #SETU --- ### Post 9 -- "It tastes like a soda. It works like a clinical supplement." **Format:** Static (lifestyle moment) **Pillar:** The Format **Best day:** Friday **Caption framework:** - Hook: The tension between enjoyment and efficacy. Most supplements ask you to choose -- taste good or work well. This one does not ask. - Body: Berry Lemonade was not designed to mask the supplement. It was designed to be a drink you look forward to at 3pm. Or post-workout. Or whenever your afternoon dips. Meanwhile: 2g Creatine HCL, Beetroot for blood flow, L-Carnitine for lean mass support. Zero added sugar. - CTA: "Pop, sip, done." Link in bio. **Visual direction:** - Lifestyle shot: glass of sparkling berry lemonade on a desk, kitchen counter, or outdoor table. Natural, unforced placement. - Warm lighting. The drink colour (berry pink/purple) should pop. - Minimal text overlay -- just the product name or a short line. - Reference images: **Lifestyle-Kitchen-V2** or **Lifestyle-Outdoor** as setting. **Hero-Berry** for product detail. **Hashtag themes:** - #TasteMatters #DailyCreatine #BerryLemonade #SupplementsThatMakeSense #SETU --- ### Post 10 -- "The 3pm ritual" **Format:** Reel (20-30 sec) **Pillar:** The Format **Best day:** Tuesday **Caption framework:** - Hook: Frame it as a daily moment, not a supplement routine. "Somewhere between the second coffee wearing off and the evening crash, there is a window." - Body: This is when the sparkling creatine fits. Not a pre-workout. Not a post-workout. An afternoon pick-up that happens to build muscle tone and support cognitive function. - Persona: Speaks to Energy-Depleted Professional and Tone Seeker. The person who does not have a gym schedule but does have a 3pm slump. - CTA: "Your new 3pm." Link in bio. **Visual direction:** - Day-in-the-life sequence: morning desk work (blurred, fast), then the 3pm pause. Hands reaching for the sachet. The fizz. A sip. Back to work, slightly brighter. - Should feel calm, not urgent. The ritual is the point. - Product appears naturally within the routine. - Reference images: **Lifestyle-Kitchen** for the counter moment. **Lifestyle-Person** for the human element. **Hashtag themes:** - #3pmRitual #DailyRoutine #SparklingCreatine #AfternoonPickUp #SETU --- # Pillar 3: Real Science *Clinical data made accessible. Moves Product Aware audience deeper into consideration.* --- ### Post 11 -- "16 clinical trials. 492 people. Here's what they found." **Format:** Carousel (5 slides) **Pillar:** Real Science **Best day:** Wednesday **Caption framework:** - Hook: Open with the weight of evidence. Not "studies show" -- the actual numbers. 16 randomised controlled trials. 492 participants. Published meta-analysis. - Slide-by-slide: Memory improved. Processing speed improved. Attention improved. Women showed 2.5x greater processing speed gains than men. - Close: "This is what creatine does for the brain. The muscle part, you already knew." Link to product. **Visual direction:** - Slide 1: Bold typographic headline with the numbers (16, 492). Dark background, light text. Academic but accessible. - Slide 2: Memory stat -- clean data visualisation (bar chart or percentage). - Slide 3: Processing speed stat -- same visual language. - Slide 4: The gender difference -- 2.5x stat highlighted. This is the share-worthy slide. - Slide 5: Product + "Supplements that make sense." - Reference images: PDP slides 05-stats and 19-brain-benefits as starting points. **Hero-Original** for slide 5. **Hashtag themes:** - #ClinicalData #CreatineResearch #BrainFunction #EvidenceBased #SETUScience --- ### Post 12 -- "Two ingredients that do nothing alone" **Format:** Carousel (4 slides) **Pillar:** Real Science **Best day:** Thursday **Caption framework:** - Hook: Lead with the surprising finding. L-Carnitine alone showed no significant improvement in the study. Creatine alone showed some. Together, they activated mTOR -- the protein synthesis switch -- with p=0.017. - Body: The 2017 RCT (n=42, 8 weeks). The combination added 1kg lean muscle mass and improved composite muscle score by 63.5% vs placebo. SETU includes both Creatine HCL and L-Carnitine. Most creatine brands sell creatine alone. - Close: "Formulation matters. That's why we didn't just put creatine in a sachet and call it a day." **Visual direction:** - Slide 1: "L-Carnitine alone: no significant effect." Text on plain background. - Slide 2: "Creatine + L-Carnitine together: mTOR activation (p=0.017)." Visual shift -- brighter, more energetic. - Slide 3: The results: +1kg lean mass, 63.5% improvement. Clean data card. - Slide 4: Product ingredients breakdown -- Creatine HCL + Beetroot + L-Carnitine. "Three ingredients. One formula." - Reference images: PDP slide 04-ingredients and 12-science-mechanism. **Hero-Original** for slide 4. **Hashtag themes:** - #FormulationMatters #CreatineScience #mTOR #LCarnitine #SETUCreatine --- ### Post 13 -- "2g, not 5g. Here's why." **Format:** Static (infographic) **Pillar:** Real Science **Best day:** Monday **Caption framework:** - Hook: Address the dose sceptic. "2g seems low if you are used to 5g monohydrate scoops. Here is why the number is different." - Body: Creatine HCL is 40-60x more water soluble. Higher solubility means less sits in the gut unabsorbed. The 2025 menopause study used doses as low as 750mg HCL and showed results. No loading phase needed -- you take the same dose from day one. - Close: "Less powder. More dissolved. No loading phase." INR 40/day. **Visual direction:** - Split or comparison infographic: "5g monohydrate" (with loading phase timeline, bloat risk, dissolution issues) vs "2g HCL" (no loading, instant dissolve, sparkling format). - Clean, factual, not mocking the alternative. Present both honestly -- HCL's advantage is experience, not superiority. - Reference images: PDP slide 06-comparison as structural reference. **Hero-Berry** for product presence. **Hashtag themes:** - #CreatineHCL #NoBloat #NoLoadingPhase #DoseMatters #SETU --- ### Post 14 -- "Your brain uses more creatine energy than your biceps" **Format:** Reel (30-40 sec) **Pillar:** Real Science **Best day:** Saturday **Caption framework:** - Hook: The overlooked fact. "20% of the body's energy is consumed by the brain. Creatine's phosphocreatine system is the brain's rapid energy reserve. Most people take creatine for their arms. The brain has been quietly benefiting the whole time." - Body: Walk through the mechanism simply. Creatine enters cells, becomes phosphocreatine, regenerates ATP. This happens in muscle AND brain. The cognitive meta-analysis confirmed it across 16 trials. - Close: "A brain supplement that also builds muscle. Not the other way around." **Visual direction:** - Educational reel with text overlays and simple animations. Brain/body energy split visual. - Calm pacing. No hype music -- ambient or lo-fi. - Product reveal at the end, natural placement. - Reference images: PDP slide 19-brain-benefits for visual language. **Lifestyle-Person** for human element at close. **Hashtag themes:** - #BrainEnergy #Creatine #CognitiveFunction #NeuroscienceSimplified #SETU --- ### Post 15 -- "The bloat problem, explained in 60 seconds" **Format:** Reel (45-60 sec) **Pillar:** Real Science **Best day:** Tuesday **Caption framework:** - Hook: "Everyone blames creatine for bloating. Creatine is not the problem. Dissolution is the problem." - Body: When monohydrate does not fully dissolve (it needs a litre of water for 14g), the undissolved powder sits in the gut. That causes GI discomfort. HCL dissolves 40-60x faster -- almost instantly in water. The 2024 study showed HCL increased intracellular volume (muscle hydration, the good kind) without increasing extracellular water (the visible bloat). - Close: "Same results. Different experience." Product shot. **Visual direction:** - Explainer format with simple visuals: glass of water with powder dissolving (slow vs fast comparison). - Could use actual product demo footage -- sachet into glass, fizz, clear liquid. - Text overlays for each key point. Friendly, not clinical. - Reference images: PDP slide 17-solubility-proof. **Hero-Berry** for close. **Lifestyle-Kitchen** for demo setting. **Hashtag themes:** - #NoBloat #CreatineHCL #Solubility #GutFriendly #SETUCreatine --- # Pillar 4: SETU Brand *Founder voice, formulation decisions, why women-first. Builds trust and brand affinity.* --- ### Post 16 -- "Why we made a creatine for women (and what that actually means)" **Format:** Carousel (5 slides) **Pillar:** SETU Brand **Best day:** Wednesday **Caption framework:** - Hook: Founder voice (Nihaal). "We did not set out to make a 'women's creatine.' We set out to make a creatine that solves the problems women actually have with creatine." - Body: Walk through the formulation decisions. Problem: bloating. Decision: HCL, not monohydrate. Problem: chalky taste. Decision: sparkling format. Problem: creatine alone is incomplete. Decision: add L-Carnitine (synergy data) and Beetroot (blood flow). Problem: the category ignores cognitive benefits for women. Decision: lead with the brain data. - Close: "Women-first means the research drove the formulation. Not the marketing." **Visual direction:** - Slide 1: Founder photo or text card with the opening line. Warm, personal. - Slides 2-4: Problem/Decision pairs. Clean layout, one per slide. - Slide 5: Product shot with "Supplements that make sense." - Reference images: **Hero-Original** or **Hero-Berry** for slide 5. **Lifestyle-Flatlay** for a behind-the-scenes feel. **Hashtag themes:** - #FounderStory #WhyWeMadeThis #WomenFirst #FormulationDecisions #SETU --- ### Post 17 -- "INR 40/day -- the honest math" **Format:** Static (infographic/text) **Pillar:** SETU Brand **Best day:** Monday **Caption framework:** - Hook: "INR 1,500 for creatine sounds expensive until you do the math." - Body: INR 40/day. That is less than a daily chai and biscuit. For a 3-ingredient formula (Creatine HCL + Beetroot + L-Carnitine) at clinical dosing. No loading phase means no wasted product in the first week. Compare: buying creatine + L-Carnitine + beetroot separately would cost more and require three different products. - Close: "We would rather charge fairly for a complete formula than cheaply for an incomplete one." No apology for the price. **Visual direction:** - Clean price-breakdown graphic. Daily cost vs familiar daily spends (chai, auto ride, coffee). - Could also show "3 products vs 1" visual -- three separate supplement bottles vs one SETU sachet. - Reference images: PDP slide 08-value for structure. PDP slide 18-replaces-three for the combination visual. **Hero-Original** for product. **Hashtag themes:** - #ValueForMoney #DailyInvestment #CleanLabel #ClinicalDosing #SETU --- ### Post 18 -- "What we left out (and why)" **Format:** Carousel (4 slides) **Pillar:** SETU Brand **Best day:** Thursday **Caption framework:** - Hook: "What is NOT in the formula matters as much as what is." - Body: Zero added sugar. Zero gums. Zero fillers. Zero thickeners. Zero excipients. No loading phase dosing protocol. No proprietary blend hiding dosages. Walk through each omission and why it matters -- transparency, GI comfort, trust. - Close: "Clean label is not a marketing claim for us. It is a constraint we build around." This aligns with SETU's radical transparency pillar. **Visual direction:** - Slide 1: "What we left out." Bold, clean. - Slide 2: List of zeros -- designed as a clean checklist with crossed-out items. - Slide 3: "And what we kept in" -- the three active ingredients at their doses. - Slide 4: Product + "Full ingredient list always available. Supplements that make sense." - Reference images: PDP slide 09-zero for the clean label visual. PDP slide 04-ingredients for slide 3. **Hero-Berry** for slide 4. **Hashtag themes:** - #CleanLabel #RadicalTransparency #ZeroFillers #IngredientTransparency #SETU --- ### Post 19 -- "The creatine category has a trust problem" **Format:** Reel (40-50 sec) or carousel **Pillar:** SETU Brand **Best day:** Friday **Caption framework:** - Hook: Founder voice. "Most creatine brands sell monohydrate in a tub with big claims and no citations. That is the norm in the category." - Body: What SETU does differently. Every claim traceable to a study. Dosing transparent on the label. No proprietary blends. 16 RCTs referenced for cognitive claims. Individual ingredient studies cited for the formulation. Clean label policy: full ingredient list always accessible. - Close: "We think trust is built by showing your work, not by saying 'trust us' louder." **Visual direction:** - If reel: Nihaal speaking to camera or voiceover with product/ingredient b-roll. Honest, direct, not polished-to-death. - If carousel: Text-led slides with one trust point per slide. End with product and website link. - Reference images: PDP slide 10-trust and 14-trust-badges for visual language. **Lifestyle-Flatlay** for ingredient b-roll feel. **Hero-Original** for product close. **Hashtag themes:** - #SupplementTransparency #TrustInWellness #ShowYourWork #SETU #FounderPOV --- ### Post 20 -- "Who this is actually for" **Format:** Carousel (5 slides) **Pillar:** SETU Brand **Best day:** Saturday **Caption framework:** - Hook: "We designed Sparkling Creatine for 5 specific people. Here is how we think about it." - Body: One slide per ICP, named plainly (not in marketing jargon). The woman who wants muscle tone without a bodybuilding programme. The regular gym-goer tired of bloating and chalk. The working professional whose energy crashes at 3pm. The active person who wants performance from their supplement, not just a label. The woman in her 40s whose body is changing and wants something backed by data. - Close: "If one of these is you, the product page explains the rest." Not pushy. Acknowledges that not everyone is the right customer. **Visual direction:** - Slide 1: "Who this is actually for." Clean type, SETU brand colours. - Slides 2-5: One persona per slide. Brief description + the key product benefit for them. Could use lifestyle imagery or keep it typographic. - Slide 5 (or 6): Product shot + "See if it makes sense for you." - Reference images: PDP slide 15-who-its-for as structural reference. **Lifestyle-Person**, **Lifestyle-Gym**, **Lifestyle-Kitchen-V2**, **Lifestyle-Outdoor** -- one per persona slide if using imagery. **Hero-Berry** for final slide. **Hashtag themes:** - #WhoItsFor #SparklingCreatine #FindYourFit #SupplementsThatMakeSense #SETU --- ## Posting Schedule Summary | Post | Pillar | Format | Day | |------|--------|--------|-----| | 1 | Creatine Reframed | Carousel | Wed | | 2 | Creatine Reframed | Reel | Fri | | 3 | Creatine Reframed | Static | Mon | | 4 | Creatine Reframed | Carousel | Tue | | 5 | Creatine Reframed | Static | Thu | | 6 | The Format | Reel | Sat | | 7 | The Format | Static | Wed | | 8 | The Format | Carousel | Mon | | 9 | The Format | Static | Fri | | 10 | The Format | Reel | Tue | | 11 | Real Science | Carousel | Wed | | 12 | Real Science | Carousel | Thu | | 13 | Real Science | Static | Mon | | 14 | Real Science | Reel | Sat | | 15 | Real Science | Reel | Tue | | 16 | SETU Brand | Carousel | Wed | | 17 | SETU Brand | Static | Mon | | 18 | SETU Brand | Carousel | Thu | | 19 | SETU Brand | Reel | Fri | | 20 | SETU Brand | Carousel | Sat | **Format distribution:** 5 Statics, 5 Reels, 10 Carousels **Day distribution:** Mon (3), Tue (3), Wed (3), Thu (3), Fri (3), Sat (3) -- No Sunday posting. --- ## Notes for Brand Manager - All 20 posts follow SETU voice rules: no ALL CAPS headlines, no exclamation marks in headlines, no supplement tropes, no fear-mongering. - Science claims are sourced from the ingredient research card (brand/research/ingredient-creatine-hcl.md). Regulatory guardrails are noted there -- soften claims per those guidelines before final copy. - Carousels dominate because they drive saves and shares. Reels drive reach. Statics anchor the feed aesthetic. - Pillar 1 (Creatine Reframed) should lead the calendar -- it moves the largest audience segment (Unaware/Problem Aware women) into consideration. - Pillar 4 (SETU Brand) posts work best when spaced across the month, not clustered -- founder content has a longer engagement tail.