Clarity Diamonds — Ad Creative Brief: Launch
Date: 2026-03-10 Status: Production-ready Platform: Meta Ads (Facebook + Instagram) Budget: 33/day) Launch pricing ends: June 30, 2026 Ads covered: 8 total (6 from Launch Plan + Style Quiz + Buyer’s Guide variant)
1. Creative Strategy Overview
Platform & Placement
All ads run on Meta (Facebook + Instagram) using Advantage+ placements. Every ad must be produced in multiple dimensions:
| Placement | Dimensions | Aspect Ratio | Use |
|---|---|---|---|
| Feed (FB + IG) | 1080 x 1080 px | 1:1 | Primary — all ads |
| Stories / Reels | 1080 x 1920 px | 9:16 | All ads — auto-cropped if not supplied |
| Link preview | 1200 x 628 px | 1.91:1 | Optional — Facebook link ads only |
Priority: Produce 1:1 feed versions first. Stories versions second. Link preview only if time allows — Meta will auto-crop the 1:1 for link placement.
Format Diversity Plan
| Campaign | Ad | Format | Why |
|---|---|---|---|
| 1: Awareness | Ad 1A | Video (6-15s) | Video views objective; motion stops the scroll |
| 1: Awareness | Ad 1B | Static or 2-image carousel | CAD before/after works as still comparison |
| 2: Education | Ad 2A | Static image | Clean, authoritative, fast to produce |
| 2: Education | Ad 2B | Static image | IGI certificate visual — credibility at a glance |
| 3: Collection | Ad 3A | Carousel (5 cards) | One card per house design — swipeable catalogue |
| 4: Retarget | Ad 4A | Static image | Simple, warm, soft-sell — no production complexity |
| Lead Gen | Ad 5A | Static image | Style Quiz — playful, thumb-stopping |
| Lead Gen | Ad 6A | Static image | Buyer’s Guide PDF — educational, authority |
Refresh Cadence
| Timeframe | Action |
|---|---|
| Days 1-10 | Launch all 8 ads. Do not change anything. |
| Day 10 | Classify winners/losers per kill rules. Pause losers. |
| Days 16-20 | Produce 1-2 new variations of winning ads. Add to winning campaigns. |
| Day 30+ | Refresh any ad with frequency > 3.0. New visuals, same proven copy angles. |
Brand Voice Guidelines for Ad Copy
Tone: Confident, educational, anti-hype. Like a knowledgeable friend who happens to know everything about diamonds.
Do:
- Front-load the hook (first 125 characters are all most people see)
- Use plain language — no gemologist jargon
- Acknowledge the buyer’s anxiety, then resolve it
- End every primary text with a clear, single CTA line
- Use sentence case, not TITLE CASE or ALL CAPS
Do not:
- Use urgency tactics (“LIMITED TIME!”, “HURRY!”, countdown timers)
- Use exclamation marks more than once per ad
- Reference competitor prices, specific dollar savings, margins, or invoices
- Claim “Save $X,XXX” or “500,000+ diamonds”
- Mention return policies, specific delivery partners, or escrow
- Use charm pricing (2,460)
Pricing in ads — rules:
- Discounts apply to DIAMONDS ONLY (settings are fixed price)
- Show crossed-out original + launch price: “~~2,460 — 40% off Launch Special”
- Can say: “From $2,460”, “40% off launch pricing”, “All settings are 18k gold”
- CANNOT say: “Save $X,XXX”, specific competitor comparisons, “500,000+ diamonds”, return policy claims
- Launch pricing ends June 30, 2026
2. Per-Ad Creative Briefs
Ad 1A — Signature Concept Video
Campaign: 1: Awareness — “Meet Clarity” Format: Video, 6-15 seconds Dimensions: 1080 x 1080 (feed), 1080 x 1920 (stories)
Visual description: Slow rotation of The Classic ring (round solitaire, 18k white gold) on a clean white marble surface with soft natural window light casting diagonal shadows. The ring catches light at different angles, creating sparkle. Smooth 360-degree rotation over 6 seconds. Minimal, premium, no props. Alternatively, use the signature prism/ice display concept if chosen — diamond resting on a glass prism with rainbow refractions.
Text overlay on image:
- Frame 1 (0-3s): “Love the ring.” — centred, white text, clean sans-serif
- Frame 2 (3-5s): “Know the diamond.” — same style, fades in below
- End card (5-6s): Clarity Diamonds logo (use
clarity_logo.png) + “Book a free consult” in smaller text below
Primary text (caption):
Buying a diamond online feels like a gamble. You can’t touch it, you can’t compare it side-by-side, and every website says they’re the best.
That’s why every Clarity diamond comes with an IGI certificate, a 3D CAD preview of your ring, and a real person who walks you through it all.
Book a free consult →
Headline: Love the Ring. Know the Diamond. Description: IGI Certified. Custom Designed. CTA button: None (Video Views objective — no link) Link: None — Campaign 1 builds retarget audiences, not landing page traffic
Image/video reference:
- Base footage: Film The Classic ring from
house_the_classic.pngangle — or use AI-generated rotation video - Alternatively use
classic_on_prism.pngorclassic_on_ice.pngas signature display backdrop - Logo:
clarity_logo.png
Ad 1B — Before & After CAD
Campaign: 1: Awareness — “Meet Clarity” Format: Static image (split-screen) or 2-image carousel Dimensions: 1080 x 1080 (feed), 1080 x 1920 (stories)
Visual description:
Split-screen image. Left half: wireframe 3D CAD render of a ring (grey/blue technical look, visible mesh lines, blueprint aesthetic). Right half: finished ring photo at the same angle — use professional_jewelry_ad_photo_10_1.png (oval pave ring on marble). Clean white dividing line between the two halves. Both images should show the ring at roughly the same size and angle.
Text overlay on image:
- Top centre: “Design it. Preview it. Wear it.” — white text on semi-transparent dark band
- Bottom left (CAD side): “3D Preview” label in small text
- Bottom right (photo side): “Your Ring” label in small text
Primary text (caption):
Before: Walking into a jeweller and hoping the salesperson isn’t just pushing their highest-margin stone.
After: Choosing your diamond from a shortlist matched to your budget, with a specialist who doesn’t earn commission.
Meet your Clarity concierge → Book a free call.
Headline: Design Your Ring With a Real Expert Description: Free consult. No obligation. CTA button: None (Video Views objective — no link) Link: None — Campaign 1 builds retarget audiences, not landing page traffic
Image reference:
- CAD render: Need to source or create a wireframe ring render (production task)
- Finished ring:
attachments/professional_jewelry_ad_photo_10_1.png(oval pave on marble) - Fallback: Use
house_the_one.pngfor the finished ring side
Ad 2A — 4Cs Guide (Static)
Campaign: 2: Education — “Know What You’re Buying” Format: Static image Dimensions: 1080 x 1080 (feed), 1080 x 1920 (stories)
Visual description:
Close-up of a loose round brilliant diamond on a pure black background, centre-frame, dramatic studio lighting creating strong sparkle and fire. The diamond should dominate the image. Use cta_diamond.png as the base — it is a top-down brilliant-cut diamond on black with visible light reflections.
Text overlay on image:
- Top: “What Your Jeweller Won’t Tell You” — white bold text, left-aligned
- Bottom: “Free Diamond Buying Guide” — smaller white text
- Bottom-right corner: Clarity Diamonds logo mark (small)
Primary text (caption):
Most people spend weeks researching diamonds and still feel unsure. The 4Cs are confusing, the prices don’t make sense, and nobody explains the trade-offs.
We wrote a free guide that breaks it all down in plain English — what actually matters when you’re spending real money.
Read the guide →
Headline: What Your Jeweller Won’t Tell You
Description: Free diamond buying guide
CTA button: Learn More
Link: https://claritydiamonds.au/lp/diamond-guide?utm_source=meta&utm_medium=paid&utm_campaign=education_4cs&utm_content=ad2a_4cs_static&utm_term=diamond_research
Image reference:
- Base image:
cta_diamond.png(round brilliant on black background) - Text overlay to be composited in Canva/Figma
Ad 2B — IGI Certificate Explainer (Static)
Campaign: 2: Education — “Know What You’re Buying” Format: Static image Dimensions: 1080 x 1080 (feed), 1080 x 1920 (stories)
Visual description:
IGI certificate laid flat on a light grey surface, shot from above at a slight angle. The certificate is clearly readable as an official document with the IGI logo visible. A loose diamond and dark pen sit beside it. Styled, editorial feel. Use igi_report.png as the base — it shows the IGI certificate on grey with envelopes, pen, and loose diamond.
Text overlay on image:
- Top-left: “How to Read a Diamond Certificate” — white text with subtle dark shadow for readability
- Bottom-left: “Every Clarity diamond. IGI certified.” — smaller text
- No price on this ad (education-only)
Primary text (caption):
Every Clarity diamond comes with an IGI certificate — an independent lab report that tells you exactly what you’re getting.
But most people don’t know how to read one. We’ll show you what matters, what to ignore, and how to compare diamonds like a pro.
Read the guide →
Headline: How to Read a Diamond Certificate
Description: IGI certified. Always.
CTA button: Learn More
Link: https://claritydiamonds.au/lp/diamond-guide?utm_source=meta&utm_medium=paid&utm_campaign=education_4cs&utm_content=ad2b_igi_cert&utm_term=diamond_research
Image reference:
- Base image:
igi_report.png(IGI certificate flat-lay with pen and diamond) - Text overlay to be composited in Canva/Figma
Ad 3A — House Collection Carousel
Campaign: 3: Collection — “The Launch Collection” Format: Carousel (5 cards) Dimensions: 1080 x 1080 per card (feed standard for carousels)
Visual description: Each card features one house collection ring on its white marble background (existing product shots). Clean, consistent look across all 5 cards. Each card has a text overlay bar at the bottom with the ring name, key specs, and launch price.
Text overlay on each card: Bottom third overlay — semi-transparent white band with dark text:
- Line 1: Ring name (bold)
- Line 2: Key spec line
- Line 3: Price with crossed-out original: “~~X,XXX”
- Line 4: “40% off — Launch Special”
Primary text (caption):
Five signature designs. IGI-certified lab-grown diamonds. Custom-made to your size, metal, and style.
Launch pricing available now — every design can be customised. Book a free consult to discuss.
CTA button: Shop Now
Card-by-card specs in Section 3 below.
Ad 4A — Concierge Soft Sell
Campaign: 4: Retarget — “Still Thinking?” Format: Static image Dimensions: 1080 x 1080 (feed), 1080 x 1920 (stories)
Visual description:
Warm lifestyle shot of a woman’s hand wearing an engagement ring, natural golden-hour lighting, soft background. Intimate, real, not overly styled. Use ring_warm.png as the base — it shows a hand wearing a gold solitaire ring in warm natural light with a soft linen background.
Text overlay on image:
- Centre-bottom: “Your Free Diamond Consult” — white text, clean sans-serif
- Below: “20 minutes. Zero pressure.” — smaller white text
- No price on this ad (relationship-building, not selling)
Primary text (caption):
Still deciding? That’s completely fine.
Book a free 20-minute call with our diamond specialist. We’ll shortlist IGI-certified diamonds for your budget and walk you through the options.
No commission. No pressure. No obligation.
Headline: Your Free Diamond Consult
Description: 20 minutes. Zero pressure.
CTA button: Book Now
Link: https://claritydiamonds.au/concierge?utm_source=meta&utm_medium=paid&utm_campaign=retarget_concierge&utm_content=ad4a_soft_sell&utm_term=hot_retarget
Image reference:
- Base image:
ring_warm.png(hand wearing gold solitaire, warm light) - Text overlay to be composited in Canva/Figma
Ad 5A — Style Quiz (NEW — Lead Gen)
Campaign: 2: Education (or standalone lead gen ad set) Format: Static image Dimensions: 1080 x 1080 (feed), 1080 x 1920 (stories)
Visual description:
Playful, engaging flat-lay arrangement on white marble: 3-4 different ring styles fanned out (use a composite of house_the_classic.png, house_the_one.png, house_the_statement.png, house_the_emerald.png — crop the rings and arrange in a semi-circle). Clean, bright, aspirational. Alternatively, use the nanobanana composite image modern_lifestyle_ad_image_1080x1.png which shows a diamond buying guide flat-lay with a ring box — crop to focus on the ring.
Text overlay on image:
- Top: “Which Ring Style Are You?” — bold, playful font weight, dark text on light background
- Centre: “Take the 60-Second Quiz” — slightly smaller
- Bottom badge: “Free + fun” — small rounded badge, accent colour
Primary text (caption):
Not sure what ring style suits you? You’re not alone — most people have no idea where to start.
Take our free 60-second style quiz and get a personalised recommendation based on your taste, lifestyle, and budget.
No email required. Just honest guidance.
Find your style →
Headline: Find Your Ring Style in 60 Seconds
Description: Free quiz. Personalised results.
CTA button: Learn More
Link: https://claritydiamonds.au/lp/style-quiz?utm_source=meta&utm_medium=paid&utm_campaign=education_4cs&utm_content=ad5a_style_quiz&utm_term=diamond_research
Image reference:
- Composite from house collection product shots (crop rings, arrange on shared background)
- Or use
modern_lifestyle_ad_image_1080x1.pngas base and overlay text - Production note: This requires compositing — not a single existing photo
Ad 6A — Buyer’s Guide PDF Download (NEW — Lead Gen Variant)
Campaign: 2: Education — “Know What You’re Buying” Format: Static image Dimensions: 1080 x 1080 (feed), 1080 x 1920 (stories)
Visual description:
The modern_lifestyle_ad_image_1080x1.png nanobanana image is ideal here — it shows a “Diamond Buying Guide” booklet open on marble with a loupe, loose diamond, and navy ring box. Clean, editorial, educational. The guide is clearly visible and readable as a real document.
Text overlay on image:
- Top: “Free Download” — small badge/label in accent colour
- Centre: “The Diamond Buying Guide” — large, bold, dark text
- Bottom: “Everything you need to know before you spend a cent.” — smaller text
- Bottom-right: Clarity Diamonds logo mark
Primary text (caption):
Confused by the 4Cs? Not sure what to prioritise when every jeweller says something different?
We put together a plain-English guide that covers what actually matters — cut quality, certification, the questions to ask, and the mistakes to avoid.
Download it free. No sales call. No spam. Just the information you wish someone had given you before you started shopping.
Get the free guide →
Headline: The Guide Every Ring Buyer Needs
Description: Free PDF. Plain English.
CTA button: Download
Link: https://claritydiamonds.au/lp/diamond-guide?utm_source=meta&utm_medium=paid&utm_campaign=education_4cs&utm_content=ad6a_buyers_guide_pdf&utm_term=diamond_research
Image reference:
- Base image:
attachments/modern_lifestyle_ad_image_1080x1.png(buying guide flat-lay) - Text overlay to be composited in Canva/Figma
3. Carousel Card Specs — Ad 3A (House Collection)
Display order: Emerald first for price anchoring. Descending price order.
Each card links to /concierge with its own UTM content parameter.
Card 1: The Emerald
| Field | Content |
|---|---|
| Image | house_the_emerald.png |
| Overlay line 1 | The Emerald |
| Overlay line 2 | 3ct Emerald Solitaire — 18k White Gold |
| Overlay line 3 | ~~5,580 |
| Overlay line 4 | 40% off — Launch Special |
| Card headline | The Emerald — Customise Yours |
| Card description | 3ct emerald solitaire. IGI certified. |
| Card link | https://claritydiamonds.au/concierge?utm_source=meta&utm_medium=paid&utm_campaign=collection_house&utm_content=ad3a_carousel_emerald&utm_term=warm_retarget |
Card 2: The Statement
| Field | Content |
|---|---|
| Image | house_the_statement.png |
| Overlay line 1 | The Statement |
| Overlay line 2 | 1.5ct Oval Solitaire — 18k Yellow Gold |
| Overlay line 3 | ~~3,360 |
| Overlay line 4 | 40% off — Launch Special |
| Card headline | The Statement — Customise Yours |
| Card description | 1.5ct oval in yellow gold. |
| Card link | https://claritydiamonds.au/concierge?utm_source=meta&utm_medium=paid&utm_campaign=collection_house&utm_content=ad3a_carousel_statement&utm_term=warm_retarget |
Card 3: The Forever
| Field | Content |
|---|---|
| Image | house_the_forever.png |
| Overlay line 1 | The Forever |
| Overlay line 2 | 1ct Cushion Three-Stone — Platinum |
| Overlay line 3 | ~~3,360 |
| Overlay line 4 | 40% off — Launch Special |
| Card headline | The Forever — Customise Yours |
| Card description | Past, present, future. IGI certified. |
| Card link | https://claritydiamonds.au/concierge?utm_source=meta&utm_medium=paid&utm_campaign=collection_house&utm_content=ad3a_carousel_forever&utm_term=warm_retarget |
Card 4: The One
| Field | Content |
|---|---|
| Image | house_the_one.png |
| Overlay line 1 | The One |
| Overlay line 2 | 1ct Oval Pave — 18k White Gold |
| Overlay line 3 | ~~2,760 |
| Overlay line 4 | 40% off — Launch Special |
| Card headline | The One — Customise Yours |
| Card description | Oval with pave band. Modern. |
| Card link | https://claritydiamonds.au/concierge?utm_source=meta&utm_medium=paid&utm_campaign=collection_house&utm_content=ad3a_carousel_one&utm_term=warm_retarget |
Card 5: The Classic
| Field | Content |
|---|---|
| Image | house_the_classic.png |
| Overlay line 1 | The Classic |
| Overlay line 2 | 1ct Round Solitaire — 18k White Gold |
| Overlay line 3 | ~~2,460 |
| Overlay line 4 | 40% off — Launch Special |
| Card headline | The Classic — Customise Yours |
| Card description | The world’s most popular ring. |
| Card link | https://claritydiamonds.au/concierge?utm_source=meta&utm_medium=paid&utm_campaign=collection_house&utm_content=ad3a_carousel_classic&utm_term=warm_retarget |
4. Style Quiz Ad Brief (Ad 5A — expanded)
Purpose: Low-commitment lead magnet. Captures email addresses from people who are not ready to book a consult but are actively thinking about rings. Feeds the top of the email nurture funnel.
Landing page: /lp/style-quiz
Quiz flow (for context — informs ad creative direction):
- What matters most to you? (Size / Sparkle / Simplicity / Something unique)
- Pick a metal tone (White gold / Yellow gold / Rose gold / Not sure)
- Your everyday style is… (Minimal / Classic / Bold / Eclectic)
- Budget range? (Under 3k-5k-8k+ / Not sure yet)
- Result: Matched to 1-2 house collection designs + “Book a free consult to customise yours”
Ad angle: Fun, engaging, zero-pressure. The quiz is the reward, not a bait-and-switch.
Hook psychology: Paradox of choice (quiz narrows options), IKEA effect (they invest effort, so they value the result), commitment and consistency (small step leads to bigger steps).
Key creative notes:
- Image should show variety — multiple ring styles visible
- Avoid looking like a BuzzFeed quiz — keep it premium
- “60 seconds” communicates low commitment
- “No email required” in the primary text removes friction (capture email at the results page instead, after they see value)
5. Buyer’s Guide Ad Brief (Ad 6A — expanded)
Purpose: Email capture lead magnet. Exchanges a high-value PDF for an email address. Feeds the 7-email welcome sequence which does the selling.
Landing page: /education (with PDF download gate)
PDF content (for context — informs ad creative direction):
- The 4Cs explained in plain English
- How to read an IGI certificate
- What questions to ask any jeweller
- Common mistakes and how to avoid them
- A one-page comparison checklist
Ad angle: Educational authority. Position Clarity as the brand that helps you learn, not the brand that pressures you to buy.
Hook psychology: Reciprocity (free guide = goodwill), authority bias (we know enough to write the guide), regret aversion (avoid the mistakes others make).
Differentiator from Ad 2A: Ad 2A drives to the /education page for reading. Ad 6A specifically promotes a downloadable PDF as a tangible “thing you get” — more compelling for email capture. The primary text leans harder on the “free download” angle and the mistakes-to-avoid framing.
Key creative notes:
- The nanobanana image of the open buying guide booklet is the strongest base image — it literally shows the product being offered
- “Free Download” badge on the image makes the offer immediately clear
- “No sales call. No spam.” in primary text addresses the objection to giving an email address
6. Production Checklist
Existing Assets (ready to use)
| Asset | File | Status |
|---|---|---|
| The Classic — product shot | attachments/house_the_classic.png | Ready |
| The One — product shot | attachments/house_the_one.png | Ready |
| The Statement — product shot | attachments/house_the_statement.png | Ready |
| The Emerald — product shot | attachments/house_the_emerald.png | Ready |
| The Forever — product shot | attachments/house_the_forever.png | Ready |
| Diamond on black (CTA) | attachments/cta_diamond.png | Ready |
| IGI certificate flat-lay | attachments/igi_report.png | Ready |
| Ring on hand — warm light | attachments/ring_warm.png | Ready |
| Lifestyle ring on slate | attachments/settings_lifestyle.png | Available (not used in current briefs) |
| Ring — cool tones | attachments/ring_cool.png | Available (backup) |
| Ring — dark background | attachments/ring_dark.png | Available (backup) |
| Clarity logo | attachments/clarity_logo.png | Ready |
| Prism signature display | attachments/classic_on_prism.png | Available (Ad 1A alternative) |
| Ice signature display | attachments/classic_on_ice.png | Available (Ad 1A alternative) |
| Emerald ring — alt angle | attachments/professional_jewelry_ad_photo_10.png | Ready |
| Oval pave — alt angle | attachments/professional_jewelry_ad_photo_10_1.png | Ready (Ad 1B) |
| Oval gold — alt angle | attachments/professional_jewelry_ad_photo_10_2.png | Ready |
| Three-stone — alt angle | attachments/professional_jewelry_ad_photo_10_3.png | Ready |
| Buying guide flat-lay | attachments/modern_lifestyle_ad_image_1080x1.png | Ready (Ad 6A) |
Assets to Produce
| Asset | For Ad | Production Method | Priority |
|---|---|---|---|
| Ad 1A video — ring rotation (6-15s) | Ad 1A | Film The Classic rotating OR use AI video generation tool | HIGH |
| Ad 1A end card — logo + CTA | Ad 1A | Canva/Figma — logo centred, “Book a free consult” below | HIGH |
| Ad 1B split-screen — CAD vs finished ring | Ad 1B | Canva/Figma composite. Need CAD wireframe render (source from manufacturer or create in Blender/SketchUp). | HIGH |
| Ad 2A — diamond on black with text overlay | Ad 2A | Canva/Figma — cta_diamond.png + text overlay | MEDIUM |
| Ad 2B — IGI cert with text overlay | Ad 2B | Canva/Figma — igi_report.png + text overlay | MEDIUM |
| Ad 3A — 5 carousel cards with price overlays | Ad 3A | Canva/Figma — each house collection image + bottom text bar | HIGH |
| Ad 4A — lifestyle image with text overlay | Ad 4A | Canva/Figma — ring_warm.png + text overlay | MEDIUM |
| Ad 5A — style quiz composite | Ad 5A | Canva/Figma — composite multiple ring crops on shared background + quiz text | MEDIUM |
| Ad 6A — buying guide with text overlay | Ad 6A | Canva/Figma — modern_lifestyle_ad_image_1080x1.png + text overlay | MEDIUM |
| Stories versions (9:16) of all static ads | All | Canva/Figma — reformat with text repositioned for vertical | LOW (after feed versions) |
CAD Wireframe Render — sourcing options
The Ad 1B before/after concept requires a 3D wireframe CAD render of a ring. Options:
- Ask the manufacturer for an actual CAD file screenshot from their design process (most authentic)
- Use Blender/SketchUp to create a simple wireframe ring render
- Use AI image generation with a prompt like: “technical wireframe 3D CAD render of an oval engagement ring with pave band, blueprint style, grey background, visible mesh polygons”
- Use a stock CAD image — search for “ring CAD render wireframe” on stock photo sites
Option 1 is best (authentic). Option 3 is fastest.
Text Overlay Specifications
Font: Use a clean, modern sans-serif. Recommendations:
- Primary: Inter (free, excellent readability at small sizes)
- Alternative: Montserrat (slightly more premium feel)
- Fallback: Helvetica Neue or system sans-serif
Font sizes (for 1080 x 1080 canvas):
- Headline text overlay: 48-64px bold
- Subheadline / secondary text: 32-40px regular
- Badge / label text: 24-28px medium
- Price text (crossed out): 32px regular with strikethrough
- Price text (launch price): 40px bold
- Fine print / disclaimer: 18-20px light
Text placement zones:
+---------------------------+
| [SAFE ZONE - top 15%] |
| Headline text here |
| |
| |
| [PRODUCT IMAGE ZONE] |
| Centre 50% of canvas |
| |
| |
| [SAFE ZONE - bottom 20%]|
| Price / CTA text here |
| Badge overlays here |
+---------------------------+
Keep text out of the centre 10% left/right edges (Instagram crops slightly). Keep critical text away from the very bottom 5% (Meta UI overlay on feed).
Colour palette for overlays:
- Text on light backgrounds: 1A1A1A (near-black)
- Text on dark backgrounds: FFFFFF (white)
- Semi-transparent overlay bars: rgba(255, 255, 255, 0.85) on light images, rgba(0, 0, 0, 0.6) on dark images
- Accent colour (badges): Match the Clarity brand blue from the logo
- Crossed-out price: #888888 (grey)
- Launch price: 1A1A1A (bold, prominent)
Canva / Figma Production Instructions
If using Canva:
- Create a new design: 1080 x 1080 px (Instagram Post)
- Upload base image, set as background (fill frame)
- Add text elements per the brief — use the fonts and sizes above
- For price overlays: use a rectangle shape (semi-transparent white) behind the text block
- For crossed-out prices: type the original price, apply strikethrough formatting, set colour to grey
- Export as PNG at highest quality
- Duplicate the design, resize to 1080 x 1920 for Stories version (reposition text to centre-third)
If using Figma:
- Create frames: 1080 x 1080 and 1080 x 1920
- Place base image as fill layer
- Create text layers with Auto Layout for consistent spacing
- Use a component for the price display block (reuse across carousel cards)
- Export at 2x for retina quality (2160 x 2160 actual, Meta will downscale)
Carousel production tip: Build all 5 carousel cards in a single Canva/Figma file. Use the same text overlay template for consistency — only swap the image, ring name, specs, and price per card.
7. Copy Bank
Campaign 1: Awareness — Alternative Headlines
| # | Headline (under 40 chars) |
|---|---|
| 1 | Love the Ring. Know the Diamond. |
| 2 | Your Ring, Designed With You |
| 3 | Custom Rings. Real Guidance. |
| 4 | Design It. Preview It. Wear It. |
| 5 | Engagement Rings, Minus the Guesswork |
Campaign 1: Awareness — Alternative Primary Texts
Variant A (Problem-Agitate-Solve):
Buying a diamond online feels like a gamble. You can’t touch it, you can’t compare it side-by-side, and every website says they’re the best.
That’s why every Clarity diamond comes with an IGI certificate, a 3D CAD preview of your ring, and a real person who walks you through it all.
Book a free consult →
Variant B (Before-After-Bridge):
Before: Googling “how much should an engagement ring cost” at 2am and getting more confused with every click.
After: Knowing exactly what you’re buying, why you chose it, and what it cost — with an IGI certificate to prove it.
That’s what a free Clarity consult gives you. Book yours →
Variant C (Direct authority):
We think buying a diamond should make sense, not require blind faith.
Every Clarity ring is IGI certified, custom designed with a 3D preview before production, and guided by a specialist who doesn’t earn commission.
See how it works →
Campaign 2: Education — Alternative Headlines
| # | Headline (under 40 chars) |
|---|---|
| 1 | What Your Jeweller Won’t Tell You |
| 2 | The 4Cs, Actually Explained |
| 3 | Stop Overpaying for the Wrong Diamond |
| 4 | How to Read a Diamond Certificate |
| 5 | The Diamond Mistakes to Avoid |
Campaign 2: Education — Alternative Primary Texts
Variant A (Curiosity hook):
Most people overspend on clarity and underspend on cut. That single mistake can cost you thousands — and your jeweller probably won’t mention it.
Our free guide covers the 4Cs in plain English, what actually matters for your budget, and the questions to ask before you buy.
Read the guide →
Variant B (Fear of mistakes):
The $2,000 mistake most engagement ring buyers make? Prioritising carat weight over cut quality.
A well-cut 0.9ct diamond will outshine a poorly cut 1.2ct — and cost less. We explain why in our free buyer’s guide.
Get the guide →
Variant C (Social proof lead):
Couples across Australia are using our free diamond guide to make confident decisions — no jeweller required.
The 4Cs explained in plain English. What IGI certification actually means. And the trade-offs nobody talks about.
Read it free →
Campaign 3: Collection — Alternative Headlines
| # | Headline (under 40 chars) |
|---|---|
| 1 | Five Designs. All Customisable. |
| 2 | The Launch Collection — From $2,460 |
| 3 | IGI Certified. 18k Gold. From $2,460. |
| 4 | Your Engagement Ring, Your Way |
| 5 | 40% Off Launch Pricing — 5 Designs |
Campaign 3: Collection — Alternative Primary Texts
Variant A (Product-led):
Five signature designs. IGI-certified lab-grown diamonds. 18k gold and platinum settings. Every ring can be customised — metal, carat, setting, engraving.
Launch pricing: from $2,460. All designs include a free 3D CAD preview before production.
See the collection →
Variant B (Anchor-led):
The Emerald: a 3ct emerald-cut solitaire in 18k white gold. The hall-of-mirrors effect is unlike anything else. ~~5,580 during launch.
Four more designs from $2,460. All IGI certified. All customisable.
Book a free consult →
Variant C (Process-led):
Pick a design. Customise it. Preview it in 3D. Approve it. Wear it.
Five engagement ring designs, all IGI-certified lab-grown diamonds, all 18k gold or platinum. Launch pricing from $2,460.
Start designing →
Campaign 4: Retarget — Alternative Headlines
| # | Headline (under 40 chars) |
|---|---|
| 1 | Your Free Diamond Consult |
| 2 | Still Thinking? We Can Help. |
| 3 | 20 Minutes. Zero Pressure. |
| 4 | A Real Expert. No Commission. |
| 5 | Not Sure? That’s What We’re Here For. |
Campaign 4: Retarget — Alternative Primary Texts
Variant A (Zero-pressure):
Still deciding? That’s completely fine.
Book a free 20-minute call with our diamond specialist. We’ll shortlist IGI-certified diamonds for your budget and walk you through the options.
No commission. No pressure. No obligation.
Variant B (Social proof):
“Amanda helped us find exactly what we wanted, and the CAD preview meant no surprises.”
Every Clarity ring starts with a free consult — a real person who listens, shortlists, and guides you through the process.
Book your free consult →
Variant C (Regret aversion):
Every Clarity ring comes with an IGI certificate, a 3D CAD preview before production, and insured delivery to your door.
No surprises. No fine print. Just a ring you’re confident about.
Book a free consult →
Style Quiz — Alternative Headlines
| # | Headline (under 40 chars) |
|---|---|
| 1 | Find Your Ring Style in 60 Seconds |
| 2 | Which Engagement Ring Suits You? |
| 3 | Your Style. Your Ring. Take the Quiz. |
| 4 | Not Sure Where to Start? |
| 5 | Discover Your Perfect Ring Style |
Buyer’s Guide — Alternative Headlines
| # | Headline (under 40 chars) |
|---|---|
| 1 | The Guide Every Ring Buyer Needs |
| 2 | Free: The Diamond Buying Guide |
| 3 | Read This Before You Buy a Diamond |
| 4 | Know What You’re Buying |
| 5 | The Plain-English Diamond Guide |
CTA Variations (for A/B testing)
| Standard CTA | Alternative 1 | Alternative 2 |
|---|---|---|
| Book Now | Book a Free Consult | Get Started |
| Learn More | Read the Guide | See How It Works |
| Shop Now | See the Collection | Browse Designs |
| Download | Get the Free Guide | Send Me the Guide |
Pricing Quick Reference (for copy/paste into ads)
| Design | Display Format |
|---|---|
| The Classic | ~~2,460 — 40% off Launch Special |
| The One | ~~2,760 — 40% off Launch Special |
| The Statement | ~~3,360 — 40% off Launch Special |
| The Emerald | ~~5,580 — 40% off Launch Special |
| The Forever | ~~3,360 — 40% off Launch Special |
| Collection (general) | From $2,460 — 40% off launch pricing |
Required disclaimer (on any ad or page with pricing):
Prices reflect current market conditions and may change. All diamonds IGI certified.
Appendix: UTM Link Reference
Copy-paste ready. Every link is fully formed.
Ad 1A (Signature Video):
No link — Video Views objective. No landing page.
Ad 1B (CAD Before/After):
No link — Video Views objective. No landing page.
Ad 2A (4Cs Guide):
https://claritydiamonds.au/lp/diamond-guide?utm_source=meta&utm_medium=paid&utm_campaign=education_4cs&utm_content=ad2a_4cs_static&utm_term=diamond_research
Ad 2B (IGI Certificate):
https://claritydiamonds.au/lp/diamond-guide?utm_source=meta&utm_medium=paid&utm_campaign=education_4cs&utm_content=ad2b_igi_cert&utm_term=diamond_research
Ad 3A (Collection Carousel — per card):
https://claritydiamonds.au/concierge?utm_source=meta&utm_medium=paid&utm_campaign=collection_house&utm_content=ad3a_carousel_emerald&utm_term=warm_retarget
https://claritydiamonds.au/concierge?utm_source=meta&utm_medium=paid&utm_campaign=collection_house&utm_content=ad3a_carousel_statement&utm_term=warm_retarget
https://claritydiamonds.au/concierge?utm_source=meta&utm_medium=paid&utm_campaign=collection_house&utm_content=ad3a_carousel_forever&utm_term=warm_retarget
https://claritydiamonds.au/concierge?utm_source=meta&utm_medium=paid&utm_campaign=collection_house&utm_content=ad3a_carousel_one&utm_term=warm_retarget
https://claritydiamonds.au/concierge?utm_source=meta&utm_medium=paid&utm_campaign=collection_house&utm_content=ad3a_carousel_classic&utm_term=warm_retarget
Ad 4A (Concierge Soft Sell):
https://claritydiamonds.au/concierge?utm_source=meta&utm_medium=paid&utm_campaign=retarget_concierge&utm_content=ad4a_soft_sell&utm_term=hot_retarget
Ad 5A (Style Quiz):
https://claritydiamonds.au/lp/style-quiz?utm_source=meta&utm_medium=paid&utm_campaign=education_4cs&utm_content=ad5a_style_quiz&utm_term=diamond_research
Ad 6A (Buyer's Guide PDF):
https://claritydiamonds.au/lp/diamond-guide?utm_source=meta&utm_medium=paid&utm_campaign=education_4cs&utm_content=ad6a_buyers_guide_pdf&utm_term=diamond_research
This document is the single source of truth for launch ad creative production. All copy is ready to paste into Meta Ads Manager. All visual briefs are ready to hand to a designer. Refer to Marketing/Launch Plan — First 30 Days.md for campaign setup, budget allocation, and optimisation rules.