Sample only. Orrin & Vale is a fictional brand, the jewelry is illustrated, and no results are implied. Everything here can change.
Direction B · Dark editorial, holiday

The Gift Decoder

A holiday fine jewelry content plan for people who want to buy the right piece and don't know where to start. Fictional brand: Orrin & Vale.

The Gift Decoder: 3 Reels

Holiday content that answers the real question: what do I buy her? These loop in your browser as storyboards. Prices are sample figures.

Hook · 0-3s
She said no gifts. Here is what she meant.
Orrin & Vale
Clue 1
She wears the same chain every day.
Orrin & Vale
The gift
Add a pendant, not a new chain.
Orrin & Vale
Ask · 9-12s
Send this to whoever needs the hint.
Orrin & Vale
Reel 1: the hintMade to be sent to a partner, so shares do the work.
Hook · 0-3s
Buying for her? Check her hands first.
Orrin & Vale
Clue
Thin rings? Stay delicate.
Orrin & Vale
Clue
One bold ring? Match the weight.
Orrin & Vale
Ask · 9-12s
Comment her style. We will pick.
Orrin & Vale
Reel 2: buyer helpHelps someone who doesn't know jewelry, and invites comments.
Hook · 0-3s
Gifts by what she will really wear.
Orrin & Vale
Under $500
The daily stacker.
Orrin & Vale
Under $1,000
The first diamond bangle.
Orrin & Vale
Ask · 9-12s
Shop the guide. Link in bio.
Orrin & Vale
Reel 3: gift by budgetLeads straight to the gift guide.

Saves, pins and Stories

Each one points to the gift guide, so we can see which format brings people to the site.

The gift decoder

What to buy her, by what she already wears.

Swipe
Carousel coverSaved now, used closer to the holiday.
If she wears only gold hoops

Choose a chain in the same gold.

Save this
Carousel slideOne buyer problem on each slide.
Pin title

Fine jewelry gift ideas for her under $500

See the guide
Pinterest pinGoes up early, because people plan gifts ahead.
Quiz

Who are you buying for?

Wife · Mom · Best friend · Me

Tap one
Story quizEach answer links to a gift guide section.

One idea, five platforms

The same shoot, tailored to how people use each platform.

PlatformFormatWhat changesMain number to watch
InstagramReel + carouselWritten for the person who gets sent the hintShares (sends)
TikTokReel, re-editedSpoken, more playful, answer comments on videoViews and comments
YouTube ShortsReel, re-titledGift search phrase as the titleViews from search
PinterestPins by recipient and budgetPublished early and linked to guide sectionsOutbound clicks
FacebookGift post + ReelWritten for gift buyers, with a clear guide linkLink clicks

What I'd test first

Each test changes one thing, so the result tells us what to do next.

Angle testWritten for her ("send him this") vs. written for him ("buy her this").
Budget testPrice in the hook vs. no price, on the same footage.
Landing testLink to the gift guide vs. a single product page, tracked with UTM links.