Trial Task for Scriptwriter and Video Editor Position

If you are going to complete the trial task, please message me on upwork with the message “I’M IN!” to confirm your participation.



Task Objective

The purpose of this trial task is to assess your skills in both scriptwriting and video editing by having you create a high-converting creative for our brand, ScratchArt..

This task will allow us to evaluate:
- Your understanding of our brand.
- Your ability to identify our audience's pain points.
- Your proficiency in creating engaging and compelling ad creatives.

Task Instructions

Step 1: The Research Phase


The research phase is critical to the success of this task. Doing the right research allows you to collect vital information about our audience and our product, ensuring the ad resonates and maximizes return on ad spend.

Research Stage 1: Product

----------

The product you will be working with is similar to the one in the listing above: scratch painting kits. It’s essential that you understand this product inside and out.

I am going to use a skin care product to make my points below, but this is just an example of how I would approach that type of product. You will have to gear the questions you seek to answer to the product I listed above, the scratch art kits.

Here’s what you need to focus on:
What are the main USPs (Unique Selling Points)?
Break down the specific benefits and features of the product. Why is this product different?For example If this was a skin care product, Is it the ingredients, the results, or the experience? For example, “reduces puffiness,” “brightens dark circles,” “anti-aging properties,” etc.



Who does the product serve?
Identify the primary audience (e.g., age group, gender, lifestyle). For example, does it cater more to women 25–45 who are dealing with early signs of aging or frequent travelers struggling with puffiness from lack of sleep?

How does it compare against competitors?
Research competitors and similar products in the market. Identify any gaps or weaknesses in their offerings that our product addresses. For example, is our product faster-acting, more natural, or better priced?

Product Ingredients and Benefits:
Dive deep into the product’s ingredients. For instance, if the mask contains collagen, hyaluronic ---------- or caffeine, explain how these ingredients target specific skin concerns (e.g., hydration, elasticity, brightening).

Customer Experience and Application:
How easy is the product to use? Does it fit seamlessly into a busy customer’s routine? Emphasize convenience, ease of use, or even eco-friendliness if applicable.

Potential Objections:
Anticipate any objections customers might have, such as price, effectiveness, or skin sensitivity. Address how these can be handled proactively within the ad.
---

Research Stage 2: The Customer Avatar

Understanding the customer is as important as understanding the product.

Key questions you should answer:
What are their wants, needs, and desires?
What skin issues do they have (dark circles, puffiness, fine lines)? What are their emotional desires (e.g., looking younger, feeling more confident)?

What do they struggle with?
Are they frustrated by past products that haven’t worked, or are they looking for a simpler, more effective skincare routine?

What other products have they tried?
Research competing under-eye masks and similar products. Have these products disappointed customers in terms of effectiveness, application, or results?

What solutions are they seeking?
Are they looking for something that works quickly, has long-term benefits, or is all-natural?

What potential objections might they have?
Cost, concerns about ingredients, or skepticism about results.

Demographic Insights:
What is the customer’s age, gender, and lifestyle? Are they working professionals, moms, or Gen-Z concerned with skincare?

Use this information to build a comprehensive Customer Avatar - the more detailed, the better. You need to understand who we’re speaking to so the ad resonates deeply with them.


Research Resources:

Amazon Reviews:
Find similar products and read customer reviews. Look for patterns in feedback: what are their pain points, desires, and common objections?



TikTok:
Search for keywords like “under-eye mask,” “puffy eyes,” and “skincare routine” and look at viral videos in this niche. Read through the comments for insights into customer opinions and trends. You can also use this technique to source high quality footage.

Hueboard is a popular brand on tiktok for scratch art kits.

Reddit:
Search skincare forums and threads related to under-eye treatments. Reddit is a goldmine for unfiltered customer feedback. Provide examples of relevant Reddit threads.

---

Step 2: Write a High-Converting Script

Using the research gathered in Step 1, write a direct response script for the af creative. The script should:
- Contain a highly engaging hook within the first 1–5 seconds
- Address the audience’s pain points directly.
- Highlight the main benefits and unique selling points of the product.
- Follow a proven framework for direct response ads.


Resources for Writing Frameworks:
- Our winning framework formula. ENSURE you use this document and follow one of the outlined frameworks. Pick which framework you feel is best fitting for the product. You can use ChatGPT and follow the prompts within the doc. Please note, you will still need to do some manual editing or further prompting to ensure the script flows naturally.

Link: CHATGPT Scriptwriting Prompts
----------


Important Points:
The ad should be at least 60 seconds long.
Ensure the script flows naturally, with the right balance of emotional appeal and rational benefits.
Be sure to include a strong call-to-action, whether it’s a discount offer, a limited-time promotion, or a money-back guarantee.

---

Step 3: Sourcing & Organizing B-Roll Footage

1. Sourcing Footage:
You can either find existing footage online that matches the script or use the Google Drive folder provided (insert Google Drive link here).
Ensure that the footage is relevant, high quality, and doesn’t contain any other branding.

2. Footage Relevance:
The footage must align with what is being said in the script at all times. If the script mentions "reducing puffiness," show the product being applied or the end result of bright, fresh eyes.

---

Step 4: Create the Video Ad

1. Assembling the Video:
Using the script and footage you sourced, create a high-converting video ad that is at least 60 seconds long.
Ensure the visuals match the script, and the ad is cohesive and visually appealing.

2. Engagement:
The video should be highly engaging and hold the audience’s attention from the hook to the call-to-action. Add subtitles in our brand colors.

3. Best Practices:
Use a proven video ad framework that has been successful in other high-performing ads (e.g., problem-solution format, before-and-after transformations).


Submission Requirements

Please submit the following:
1. The written script (as a separate document).
2. The final video ad file.
3. A brief explanation of the research you conducted and why you made the creative decisions for the script and footage.
4. Submit everything via WeTransfer to the following email: kam.malhi at gmail dot com

Submission Email Format:
Please send your trial task tokam.malhi at gmail dot com with the subject line: ONLINEJOBS TRIAL TASK [Your Name].

Thank you for your interest, and we look forward to reviewing your work!