The coachability story. A founder who trusted the process, tested new formats, and built a full-funnel social system that actually converts.
Section 01 — Client Context
Internalize this before the shoot. Do not read it aloud. Understanding the full story lets you direct the interview naturally and follow up on the right threads.
| Attribute | Detail |
|---|---|
| Business | Launch Party — Curated Indie Beauty & Clean Makeup, OTR Cincinnati |
| @shoplaunchparty | |
| Niche | Boutique Retail / E-commerce (Indie Beauty) |
| Account Manager | Riley Walker |
| Goals (Tab 3) |
TOFU — Drive Discovery
Build awareness among Cincinnati's indie beauty audience. Position LP as the go-to for curated brands you won't find at Sephora or Ulta. MOFU — Build Trust
Deepen community through beauty education and self-care content. Drive saves, shares, and ongoing engagement. BOFU — Drive Sales
Convert followers into buyers. Drive traffic to shoplaunchparty.com through product content, social proof, and founder-backed CTAs. |
| Key Challenges | Had a strong brand aesthetic and a functioning e-commerce setup, but social content wasn’t converting. No clear system for turning posts into purchases. Content mix was not aligned to funnel stages — no intentional TOFU/MOFU/BOFU split. Needed a strategy that matched the caliber of the brand and drove measurable outcomes across the full funnel. |
| Why She Succeeded | Coachable founder who trusted the process, willing to test new formats, already had a strong brand identity and functioning e-comm. Scroll amplified what was already there. |
| The Story Arc | Great brand + great products + no social system → Scroll builds the strategy → Full-funnel success across awareness, engagement, and conversion |
Section 02 — On-Set Setup
The interview setup determines whether the footage feels authentic or staged. Get this right before asking a single question.
Location
Inside the Launch Party store
Products visible in the background. The space is the proof. Avoid blank walls — the store IS the brand.
Camera Angle
Eye-level, slightly off-axis
The founder looks slightly toward Riley, NOT directly into the camera. Feels like a conversation, not a deposition.
Framing
Medium close-up (chest to top of head)
Subject fills the center 60% of the frame. Leave headroom. Safe zone: no critical content in bottom 20% or top 15%.
Lighting
Natural or soft fill light
Avoid harsh overhead lighting. If the store has warm retail lighting, use it — it fits the brand. Bring a small ring light as backup only.
Audio
Lav mic or directional mic
Do not rely on phone audio. The founder's voice must be clean and clear. Test audio before the first take.
Vibe
Casual conversation, not interview
Tell the founder: "We're just going to have a conversation. There's no wrong answer. If you want to start over, just say so."
Do NOT pre-send the questions. The moment a founder rehearses their answers, the authenticity disappears. Brief her on the general topic ("we'll talk about your journey with Scroll") but never share the specific prompts in advance.
Section 03 — Interview Prompts
Ask prompts 2 through 5 in order, then ask prompt 1 last as a rapid-fire closer. Each prompt has a specific goal — read it before you ask. Follow up naturally on strong answers. The best soundbites come from follow-up, not the initial question. Do not rush.
Arc: Context — Ask First
Set the Stakes — Who Was She Before Scroll?
Goal: Establish that she had a strong brand and business, but social wasn't matching the caliber of what she'd built. Sets up the conflict.
"Take me back to before we started working together. You already had the store, the brand, the e-commerce — you'd built something real. What was the relationship with social media like at that point? Was it working for the business the way you wanted it to?"
Follow-up if needed: "Was there a gap between how good the brand was and how it looked online?"
Arc: Conflict — Ask Second
The Specific Moment of Friction
Goal: Extract a specific, emotionally honest moment — not a general statement about "social being hard." The conflict must feel real and relatable to other founders watching.
"Was there a specific moment — maybe a post that didn't land, or a month where you looked at the numbers and thought 'this isn't doing what I need it to do' — where you felt like something had to change?"
Follow-up if needed: "What was the feeling? Was it frustration? Confusion? Like you were doing everything right but it wasn't translating?"
Arc: Turning Point — Ask Third
The Moment the Strategy Clicked
Goal: A specific memory — a specific post, a specific conversation, a specific number she saw for the first time. "I remember when..." is the target response.
"Was there a specific piece of content — or a specific conversation with our team — where you thought, 'Okay, this is actually working'? Like a moment where you saw the strategy click?"
Follow-up if needed: "What was it about that moment that made it feel different from before?"
Arc: Resolution — Ask Fourth
The Tangible Outcome + Emotional Shift
Goal: Two layers — the hard metric (52% views increase, 9.0 content score) and the emotional transformation. End on forward-looking, not backward-looking.
"What does Launch Party's social presence look like now compared to when we started? And beyond the numbers — how has having a real strategy changed the way you think about the business going forward?"
Follow-up if needed: "If you were talking to another founder who was in the same position you were in before — what would you tell them?"
Arc: Hook — Ask LAST (Rapid-Fire) · Placed First in Edit
The Attention Grabber
Goal: The most natural, unguarded soundbite of the entire shoot. The founder is warmed up and not overthinking. This becomes the first line of the edit.
"Last thing — I'm going to give you a sentence starter and I just want you to finish it without overthinking it. Ready? 'Before Scroll Media, my social media was...'"
Alternatives: "The thing that surprised me most about working with Scroll was..." / "If I had to describe what changed in one word, it would be..."
Section 04 — B-Roll Shot List
Capture every shot on this list before wrapping. Each shot is mapped to the arc section it supports in the edit. Clips must be 1–2 seconds each — not longer.
[Context] Wide shot of the store interior — products on shelves, the full retail environment. Slow pan. Establishes the brand world.
[Context] Close-up of hero products — indie beauty items, clean makeup. Tight focus, beautiful lighting.
[Context] Founder moving through the store naturally — restocking, arranging, in her element. Candid, not posed.
[Conflict] Founder looking at her phone or laptop — scrolling through Instagram or analytics. Thoughtful expression. The "before" visual.
[Turning Point] Founder filming content — holding a product up, setting up a shot, in creation mode. The "working with Scroll" visual.
[Turning Point] Screen recording or screenshot of a top-performing post — high view count, strong engagement. Ask the founder to pull it up on her phone.
[Resolution] Founder smiling, confident, in her store — the "after" energy. Natural, not forced. The emotional payoff shot.
[Resolution] Customer in the store — browsing, engaging with products. Social proof that the business is alive and thriving.
[CTA] Close-up of the @shoplaunchparty Instagram profile on a phone screen. Used at the end to visually anchor the brand handle.
Section 05 — Edit Direction
The A-roll interview footage is the spine. B-roll cuts are the visual proof. On-screen text carries the story for silent viewers.
| Phase | Timing | A-Roll | B-Roll | On-Screen Text | Audio |
|---|---|---|---|---|---|
| Hook | 0:00–0:03 | Rapid-fire soundbite: "Before Scroll, my social was [her answer]" | Store wide shot or product close-up | Large bold text: her exact words. High contrast. Zero dead air. | Music at full volume — upbeat, trending instrumental. No voice-over. Let the music carry the energy into the hook. |
| Context | 0:03–0:18 | Founder describes the brand she'd built and where social stood | Store interior, products, founder in her element | Pop-up: "Launch Party — Indie Beauty, OTR" / "A brand that was ready. A strategy that wasn't." | Duck music to 15–20% when founder starts speaking. Keep it present but not competing. Soft, warm instrumental works well here. |
| Conflict | 0:18–0:32 | The specific moment she realized social wasn't working | Founder on phone/laptop — the "before" visual | Pop-up: "The brand was there. The reach wasn't." or her exact conflict words. | Music stays ducked. Consider dropping to near-silence (5–8%) during the most emotionally honest moment — let the silence add weight. |
| Turning Point | 0:32–0:50 | The specific post or moment the strategy clicked | Founder filming content, screen recording of top post | Pop-up: "Then something changed." / Show the top-performing post screenshot on screen. | Bring music back up slightly (25–30%) on the turning point beat. The energy lift should feel intentional — signals the shift to the viewer. |
| Resolution | 0:50–1:10 | What the business looks like now + forward-looking statement | Founder smiling in store, customer browsing | Bold metric overlay: "52% Increase in Views" / "9.0 Content Score" — timed to the moment she mentions results. | Music swells back to 40–50% under the resolution. When the metric overlay hits the screen, let the music land on a beat. Sync the text drop to the beat if possible. |
| CTA | 1:10–1:20 | Fade to black or freeze frame on founder | @shoplaunchparty profile on phone screen | "Comment 'BLUEPRINT' below to see the strategy we used." + Scroll Media logo. | Music fades out cleanly over 2–3 seconds. End on silence or a single soft note. Do not cut the audio abruptly — the fade signals the end of the story. |
Section 05b — Stories Promotion
Post the Stories sequence the same day the Reel goes live. Stories extend the reach of the post and drive warm followers to the CTA. Two frames, in order.
| Frame | Format | Visual | Text Overlay | Sticker / CTA |
|---|---|---|---|---|
| Frame 1 Post immediately after Reel goes live |
Reel Repost to Story | Repost the Reel directly to Stories using the share button. Do not screenshot — use the native repost so the play button is visible and tappable. | Add a text sticker in Highlighter yellow: "This is what working with Scroll looks like 👇" Place text in the upper third. Keep it short. Let the video thumbnail do the work. |
Add a Poll sticker: "Is your social doing this?" → Yes / Not yet Drives engagement and surfaces warm leads. Check responses within 24 hours. |
| Frame 2 Post 2–4 hours after Frame 1 |
Standalone Link Story | Dark background (navy or black). Scroll Media logo centered. Clean, minimal — this is a direct response frame, not a content frame. | "Want results like this for your brand?" Line 2: "Start with our free Growth Blueprint →" Font: bold, white on dark. No clutter. One message only. |
Link sticker pointing to: tools.scrollmedia.co/instagram-growth-blueprint Label the sticker: "Get the Blueprint" Place the link sticker in the lower third. Tap-friendly size. Test the link before posting. |
Audio on Stories: Frame 1 (Reel repost) will carry the original audio automatically — no changes needed. Frame 2 is silent by design. Do not add music to Frame 2. The silence keeps the focus on the CTA.
Section 06 — Caption & Posting
Copy this caption exactly. The hook line is the first thing the viewer sees — do not change it. Tag @shoplaunchparty in the post and in the caption.
She had the brand. She had the products. She just needed a strategy that matched. @shoplaunchparty is one of Cincinnati's best indie beauty destinations — and when founder [Name] came to us, she already had everything a brand needs to win online. A strong aesthetic. A functioning e-commerce store. A loyal in-person following. What she didn't have was a social system that converted. So we built one. Over the past year, we've helped Launch Party grow views by 52%, hit a 9.0 content score in December, and create some of the strongest-performing content we've ever produced — across every stage of the funnel. But the real reason it worked? She trusted the process. She showed up to every shoot. She tested new formats when we asked. She let the strategy do its job. That's what great partnerships look like. If your brand is ready for a social strategy that actually converts — Comment "BLUEPRINT" below and we'll show you exactly how we do it. 📍 @shoplaunchparty — Cincinnati, OTR
Posting Instructions: Tag @shoplaunchparty in the post. Pin a first-comment CTA: "Comment BLUEPRINT for the strategy behind this → tools.scrollmedia.co/instagram-growth-blueprint". Post the two-frame Stories sequence (Repost + Link Story) the same day. See the Master Standard for the full Stories protocol.