Vivere Web · Campaign storyboard · Pilot · 1 October 2026
See it before you order
A four-week launch campaign for R&K Designs' new website across Facebook, Instagram and Etsy. The pilot is one 20-second reel and four static pieces, built from her own photos and the Hat Builder's own renderer.
The idea
See your hat before you order.
The new site's headline feature is the Hat Builder. Every piece points at it, on Facebook and Instagram.
Real hats, burned in Eckert
Her customer hats are the evidence. Genuine leather, Richardson 112, proof in 24 hours.
Sound off, thumb moving
Reels play muted first, so every beat carries on-screen text. Facebook Reels already reach 100–1,500 plays for her (about 410 average), well ahead of Instagram, so Facebook gets every reel.
The pilot reel · 20 seconds
Concept: The Burn. Vertical 1080×1920, four frames.
Macro on leather; a laser point traces the brand, then one long pull-back reveals the patch on a Richardson 112.
Match cut on the patch into four of her real hats, one per beat. No customer names on screen.
The Hat Builder, reel-sized: a big cursor taps colorways, uploads a logo that burns onto the patch, steps 12 → 48 hats and the price drops $22 → $20.50.
The badge presses in like a brand iron; the address types under it; hold still 2s+ to read. Etsy cut drops the address.
The pilot cards
C1 · 1080×1350 · FB + IG feed
C2 · 1080×1350 · FB + IG feed
C3 · 1080×1350 · FB + IG feed
C4 · 3360×840 · Etsy shop banner
Four weeks, three channels
Launch week
| Piece | Where | What | Caption draft |
|---|---|---|---|
| Reel | FB + IG | The Burn (20s) | Your brand, burned into genuine leather. Our new site lets you design your hat and see it before you order. Proof in 24 hours, made in Eckert. Link in bio. |
| Story | IG + FB | Link sticker → Hat Builder | Design yours: tap the link. (Sticker to rkdesignsllc.com/hat-builder) |
| Card C1 | FB + IG | Now online: design your hat | It’s live. Pick your Richardson 112 colorway, your leather and patch shape, upload your logo, and watch your price drop as you add hats. rkdesignsllc.com |
| Etsy | Shop | Banner C4 + announcement | New: embroidered Richardson 112s and Money Run braided tack. Every order gets a proof before anything is made. Questions? Send us a message. |
Week 2
| Piece | Where | What | Caption draft |
|---|---|---|---|
| Card C2 | FB + IG | Now stitching (embroidery) | Flat or 3D puff embroidery, now in the Hat Builder. $24.50 a hat at 48+, orders from 12. #customembroidery #3dpuff |
| Carousel | FB + IG | How an order works (4 slides) | Design it → send your logo → approve your proof → wear it. About two weeks after you approve. |
| Etsy | Listing | Silent 10s video on the leather patch hat listing | (no text needed; the video carries it) |
| Profile | Ask your 10 most recent customers for an honest review | Thanks for your order! If you have a minute, an honest Google review helps a small shop a lot. |
Week 3
| Piece | Where | What | Caption draft |
|---|---|---|---|
| Card C3 | FB + IG | Money Run braided tack | Money Run Tack: hand-braided by a barrel racer, in your colors. Reins $34, tie-downs $95. Pick your colors on the site. |
| Reel (cutdown) | FB + IG | Builder-only 8s loop | Pick a color. Upload your logo. See it. rkdesignsllc.com/hat-builder |
| Etsy | Listing | Silent video on a Money Run listing | (braid designer + finished tack shots once photographed) |
Week 4
| Piece | Where | What | Caption draft |
|---|---|---|---|
| Card | FB + IG | Crew gifts: hats + engraved tumblers | Christmas gifts for your crew: order by [date], two weeks after proof approval. (Date set once launch is fixed.) |
| Reel | FB + IG | Customer spotlight (with their OK) | Made for [customer]: a real order, start to finish. |
| Recap | All | What worked | Compare plays, link taps, builder orders and reviews against launch week. |
Her hashtags: #leatherpatchhats #richardson112 #customhats #customembroidery #3dpuff #dtfprinting #laserengraving · add #eckertco #deltacounty #westernslope
Channel rules
Reels first
Her strongest channel (395 followers, reels up to 1.5K plays). Post every reel and card here; pin the launch reel to the top of the page.
Link in bio and stories
Point the bio link at rkdesignsllc.com (it points to Etsy today). Use story link stickers for the Hat Builder. A business account's in-app music is limited to Meta's licensed library.
On-platform only
Etsy forbids steering buyers off Etsy to purchase. The website link may live on her shop's About page; banner, announcement and listing videos sell the Etsy listings themselves.
Before we post
- Launch date of rkdesignsllc.com, so the calendar gets real dates (and the crew-gift order-by date).
- Music: Meta's in-app library, a licensed track baked into the master, or silent. Decide at the reel review.
- Permission from any customer shown by name in a spotlight post.
- Fresh photos when she can: embroidery, DTF shirts, and Money Run tack on a horse.