Haylie Pomroy / 7 Things (founder story, cleanse)
Click any numbered bubble to see the strategy behind that section.
Step 1, the video we built from

The pinned video already tells the whole story. The page just had nowhere to put it.

This is the video pinned to the top of the Instagram profile, so it is the first thing a new follower sees. Every beat in it maps to a section on the page.

Pinned organic video, founder story, cold and warm social audience
0:00

“This is a picture of me before I knew what was happening in my body.”

Informed the hero subhead, which opens on the same before and after turn.

0:05

“A plane dropped a load of chemicals on us.”

Informed the story headline. It is the one line on the page nobody else in the category can write.

0:09

“California was battling the Medfly problem, spraying pesticides from the air.”

Informed the archival strip. The newspapers and the quarantine map are shown as evidence, not decoration.

0:20

“The exposure triggered an autoimmune disease. My body started attacking itself.”

Informed the story body, and reason 02, which turns her exposure into the reader’s exposure.

0:31

“Lying in that hospital bed I made a decision. I was not going to die.”

Informed the one bolded line in the story block. It is the emotional pivot, so it gets its own weight.

0:34

“I studied the biochemistry of the body and started healing myself naturally.”

Informed reason 01, which is the mechanism beat: detox is a nutrient dependent process.

0:42

“That book became a #1 New York Times bestseller, translated into 47 languages.”

Informed the founder caption and the sign-off card, where the credentials sit instead of the hero.

1:02

“If you are ready to heal your body, take back control and feel like yourself again.”

Informed the sign-off card quote and the closing call to action.