Where your research meets creative. The story your brand should tell with its science.
By the time we get to Science Story™, the research is done and the claims are written. Now the creative work starts. A Science Story™ is a campaign idea built from your science: a headline, a story told in your brand’s voice, and the claims that hold it up.
It isn’t a script, and it isn’t an ad that goes live. It’s the story your brand should tell with its science, the idea your ads, product pages, creators and sales teams all take their cue from.
Where research meets creative
This is where the science starts to sound like your brand. Less lab, more campaign. Everything still rests on the claims, so it stays approvable.
A campaign you can picture
Read one and you can see the commercial, the product page and the creator’s post. It gives every team and agency the same idea to build from.
Tested before you spend
Real consumers tell you which story, which headline and which claims move them. You launch an idea that’s been proven, not one somebody guessed at.
How It Works
How a Science Story™ comes together.
The claims matter, but less than you’d think at this point. This stage is ideation: finding the angle that makes your science feel new, and writing it like a campaign.
The claims and angles from Science Intelligence™. The raw material, not the answer.
Our strategists and creatives look for the ideas in it. Each concept is built around a different part of your formula, for a different shopper.
Each one gets a headline, a full Science Story™ in your brand’s voice, and the claims that hold it up.
We find out which concept, which headline and which claims move people, and which don’t.
One story, sharpened with your feedback and the results, ready to brief from.
What It Looks Like
Three concepts. One formula.
Every project ends up with three concepts, each built around a different part of what the science found. Same product, same evidence, three very different stories. Here’s what that looks like for a sleep supplement.
Three concepts. Click each one to read it.
It’s not how much magnesium. It’s how much gets in.
Science Story™It’s 10:40. You took your magnesium an hour ago, just like the bottle said. You’re still awake, and you’re starting to wonder if it does anything at all.
Here’s what the bottle never mentions. The milligrams on the label tell you how much magnesium is in the capsule. They don’t tell you how much of it your body takes in. And not every form of magnesium is absorbed the same way.
Most magnesium on the shelf is magnesium oxide. Lullwell is built on magnesium glycinate, a form that in studies was absorbed 2.7 times better than oxide at the same dose. More of what you take, actually put to work, supporting relaxed muscles and a calm wind-down.*
Same milligrams. Not the same magnesium. Lullwell™ Magnesium Night.
Your body’s tired. Your mind didn’t get the memo.
Science Story™You’ve been tired since three o’clock. Then you finally lie down, and your mind decides now is the perfect time to replay every conversation you had today.
That’s the part most sleep products miss. A tired body and a busy mind are two different problems, and they need two different answers.
Lullwell pairs magnesium with L-theanine, an amino acid found in tea leaves that has been studied for supporting relaxation. The quiet kind, that doesn’t leave you foggy the next morning. Magnesium helps your muscles let go. L-theanine helps your thoughts follow.*
Your body’s ready for bed. Now your mind can be too. Lullwell™ Magnesium Night.
Wind down the way nature does.
Science Story™Long before there was a sleep aisle, there was dinner. What you eat has always had a say in how you sleep.
Tart cherries are one of the few foods that naturally contain melatonin, the signal your body uses to tell itself it’s night.
Lullwell brings tart cherry together with magnesium glycinate and L-theanine, in two capsules you take thirty minutes before bed. No dyes. No fillers. Every ingredient is there because the science gave it a reason to be.
Wind down the way nature does. Lullwell™ Magnesium Night.
Illustrative · Lullwell™ is a fictional product · *Structure/function statements
Consumer Testing
Three concepts go in. Consumers pick one.
We put all three concepts in front of real shoppers through our research partner, Persuadable Research. Each story is judged on its own first, then claim by claim, then against the others.
A national online sample, screened to the shopper you sell to. Each person sees one concept only, so nothing is judged against the others yet.
No claims yet. Purchase intent, how new and different it feels, how believable it is, and how well the headline grabs attention. Then they highlight the words they like and the words they don’t.
Each claim is rated on two things: do they believe it, and would it change whether they buy. That is how the lead claim gets picked.
Everything together, side by side. Which one would most get them to buy, and why, read across age, gender and the brands they use today.
Purchase intent is the main read. With about 100 people per story, a gap of roughly 14 points is what it takes to call a real winner, so we tell you when a lead is a lead and when it is a tie. You also get the line-by-line heat map, every claim ranked by believability and purchase impact, the groups each story wins with, and a recommendation: which story, which headline, and which claim to lead with.
After The Test
The winner, locked and ready to brief.
The winning concept comes back sharpened with your feedback and what consumers told us. One Science Story™, the claims it uses, and how each one has to run. It’s what every team and partner works from.
It’s not how much magnesium. It’s how much gets in.
It’s 10:40. You took your magnesium an hour ago, just like the bottle said. You’re still awake, and you’re starting to wonder if it does anything at all.
Here’s what the bottle never mentions. The milligrams on the label tell you how much magnesium is in the capsule. They don’t tell you how much of it your body actually takes in. And not every form of magnesium is absorbed the same way.
Most magnesium on the shelf is magnesium oxide. Lullwell is built on magnesium glycinate, a form that in studies was absorbed 2.7 times better than oxide at the same dose. So more of what you take gets put to work, supporting relaxed muscles and a calm wind-down.*
Two capsules, thirty minutes before bed. No dyes, no fillers, nothing it doesn’t need.
Same milligrams. Not the same magnesium. Lullwell™ Magnesium Night.
Illustrative · Lullwell™ is a fictional product
Bringing It To Life
Then it goes to work.
Once the story is locked, we’d love to meet your brand team and partners to talk through how it comes to life. A good Science Story™ refreshes the whole brand and gives everyone something new to say, instead of the same lines on repeat.
When you’re ready to make it, Science Studio™ can help.
Three concepts built on your science
A headline, a full Science Story™ and the claims behind each one, in your brand’s voice.
Consumer testing results
Which concept, which headline and which claims moved people, and who they moved.
One locked Science Story™
Sharpened with your feedback and the results, with every claim it uses, ready to brief your teams and partners.
FAQ
Common questions
What is a Science Story™?
A campaign idea built from your science: a headline, a story told in your brand’s voice, and the claims that hold it up. It’s the story your brand should tell with its science.
Is it a script, or an ad?
Neither. It reads a little like one, but it isn’t meant to go live as written. It’s the idea your advertising, product pages, creators and sales teams take their cue from.
Where does it come from?
The research and claims from Science Intelligence™. That’s what keeps it approvable. The creative work is finding the angle that makes the science feel new.
How do you know it will work?
We write three concepts and test them with real consumers before you commit. You see which one wins, which headline and claims carry it, and who it works best with.
What happens after?
We’d love to meet your brand team and partners to talk through how it comes to life. If you want us to make it, Science Studio™ can.
What's your Science Story™?
Every consumer health brand has a compelling Science Story™ waiting to be told.
Let's Find It