The Refill Shop
A zero-waste refill shop with a small own-label range
[ Demonstration ] · Invented brief · No client · No claimed results
[01] The Business
Dry goods by weight, household refills, a values statement in the window that the owner actually wrote herself. The kind of shop this district has a lot of.
[02] The Feed
Jars. Always jars. Captions about plastic. An audience that agrees with every single word before it is posted.
[03] The Problem
Preaching to the converted is the most comfortable failure in social media. The feed is a room where everyone nods. Nodding does not travel.
[04] The Idea
Stop talking to the people who already agree with you.
[05] The Work
Every film aimed at the sceptic, not the supporter.
- “Refill shops are more expensive. Here is the actual maths.” Real prices on screen, including the ones where she loses.
- “Three things we sell that you should not buy from us.” She names them.
- Reply films to the worst comments. On camera, no defensiveness, no editing out the pause.
- “What actually happens to your recycling.” Not a rant. A receipt.
[06] Why It Works
Honesty against your own interest is the most shareable thing a values brand can publish, because it is the one thing a competitor will not copy. Every film that concedes a point recruits somebody who was not listening.
[07] What We Measure
The share of reach coming from non-followers. If most views arrive from outside the existing audience, the room has a door in it now.
This is what a first conversation produces. Book a teardown →