When you’re creating content for Calmr, we want to make it effortless for you to tell a story that feels natural, authentic, and incredibly compelling. To help you do that, we use a simple four-part flow that consistently performs across all platforms. Think of it as your creative framework—not a script—so your personality still shines through while hitting the moments that matter.
Four-part flow:
1. Hook
Start with something that instantly grabs attention—something you’d genuinely say. For example: “There’s no way this is going to stay in stock” or “This is my favourite thing to work from home in.” Your hook should make people stop scrolling.
2. Features & Benefits
Share what makes Calmr special in a way that feels personal and real:
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The slightly weighted feel that helps you stay calm, grounded, and comforted—like wearing a cloud or a giant hug
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The perfectly oversized cut that’s never restrictive
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The double‑lined hood you can disappear into
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How it helps you look and feel like your most confident, grounded self
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And if it’s on sale, call that out—urgency drives action. You can also add an optional message about supporting mental health charities if it feels right for your content.
3. Size Reference
Help people choose their size by sharing yours: “For size reference, I’m 175cm and wearing a S.”
4. Call to Action
Close with clear, friendly urgency: “Calmr is on sale meaning they’re selling like crazy. I really hope you see this before your size sells out.”
*Example only - please use this for reference only, as we want to see your authentic self!*
HOOK “[Insert your hook here — e.g.This is my favourite thing to work from home in]”
FEATURES & BENEFITS “I’ve been living in this slightly weighted hoodie — it honestly feels like [choose one: a cloud / a giant hug / a blanket I can wear out]. It’s perfectly oversized without being restrictive, and the double‑lined hood is my new hiding place. It just makes me feel like my most confident, grounded self.”
OPTIONAL BONUS MESSAGE “Plus, every purchase helps support mental health charities, which I love.”
SIZE REFERENCE “For size reference, I’m [height] and wearing a [size].”
CALL TO ACTION “Calmr is on sale right now, which means they’re selling like crazy. I really hope you see this before your size sells out.”
