Content Function Installation

A content function
that creates
what you need

Not a retainer. Not one freelancer. A working system inside your business, built to your scale and handed over.

Brand Growth CRM Site

27 briefs. 193 assets. 12 weeks.

One quarter on a Rabbit Damage board. Bars run from brief opened to asset live. Built in Notion. Example brand, example briefs.

A brief in practice

Two assets, start to finish.

Two things we made at Frive, and the briefs that made them. Same seven fields.

Frive static: a couple unpacking a Frive delivery in front of an open fridge, headline What peace of mind looks like at 6pm, Trustpilot rating strip

What peace of mind looks like at 6pm - Static brief

Owner

BrandGrowthBrand owns the message. Growth runs it as paid and reads the numbers.

Format

Static - DesignBuilt on a lifestyle photography day, so one shoot feeds this and the other statics, PDP stills and organic posts around it.

Dates

One week.

Day 1: brief opened
Day 2: shoot day
Days 3 to 4: design and post
Day 5: live

Deliverables

Photography: a lifestyle set with multiple stills for use across the account. Design: the static in feed and story sizes, headline lockup, Trustpilot strip.

Objective

Show what Frive is for. A young professional whose time is important to them. Time saving is a key USP for this brand.

Hook

What peace of mind looks like at 6pm.

Chicken tikka masala taste test - Video brief

Owner: OrganicGrowthOne shoot, two owners. Organic gets the taste test, Growth gets the cutdowns. Tagging both tells the team the real size of the job before anyone picks up a camera.
Format: Video - OrganicVideo - StudioShot as a taste test for organic social, then cut down for growth.
Dates: One week, brief to delivery.
Deliverables: Several versions across three aspect ratios, 1:1, 9:16 and 16:9, each at more than one length. This is the six second YouTube bumper, reformatted for Meta. The end frame was designed and animated in house.
Objective: Showcase Frive as the tastier version of a chicken tikka masala on the market with a blind taste test.
Hook: The dish, first frame. No build-up at six seconds.
Result: Increased CTR to 0.75% with engaging creative made in house. CPAs dropped alongside.

Why it’s faster

Some real research.

AI ads

82% vs 45%

82% of ad executives think Gen Z and Millennial consumers feel positive about AI-generated ads. Only 45% of those consumers do, and the gap has widened two years running. Among Gen Z, 30% call brands that use AI for ads inauthentic.

IAB, January 2026 →

Briefs

A third of the budget

BetterBriefs with the IPA put marketing spend wasted through unclear briefs and misdirected work at up to a third. The average idea now takes five rounds of rework to sign off, up from three in 2007.

BetterBriefs / IPA →

Diversity

Meta now scores it

Ads Manager rates every ad set’s creative diversity Low, Medium or High. Near-duplicates are grouped as one creative, so ten versions of the same shot count as one. Low diversity means fewer audiences the system can reach.

Search Engine Land →

Creative

Half of all sales impact

Nielsen and NCSolutions analysed close to 500 campaigns. Creative drove around 47% of advertising’s contribution to sales. Targeting drove 9%.

Nielsen / NCSolutions →

In house

60% more for the same team

The ANA reports that a brand pays on average 60% more to get the same team from an external agency. 82% of organisations now run some creative in house, up from 42% in 2008.

ANA →

The fix

Rabbit Damage

Our creative functions tie down the big questions first. We install the right process, then deliver on the best creative we can.

Talk to us →

Book a Call

Talk about an install.

Let’s talk about what your business needs, what you may or may not have now, and a timeline scaled to you.

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A content functionthat createswhat you need