CoCo Health — Creative Matrix

How to use this

One audience, three funnels, four jobs

This is the broad autoimmune starter set — our proven anchor. Each funnel gets two concepts, and together they cover all four creative jobs (stop the scroll, show the app, frame the enemy, earn trust) so we’re not running six versions of one idea. Once a winner emerges, we clone the matrix per condition (endo, POTS, PCOS) — see the last section.

Audience

Women 30–60 living with an autoimmune / invisible illness (lupus, Hashimoto’s, RA, MS). The emotional core: sick but not believed, dismissed by a rushed system.

Compliance — non-negotiable

Never: “You have [condition]?” (Meta personal-attributes rule), any diagnosis / cure / results claim, “AI doctor” or “AI therapist,” before/after medical imagery, HIPAA claims.

Always safe: companion, coach, “understand your body,” “stay on top of,” guidance, check-ins. The system is the villain; Coco is the ally that helps her get care — never a replacement for it.

Look & feel

Warm, intimate, un-glossy — like a friend’s phone, not a pharma ad. Real women 30–55, diverse, candid, soft natural light. No stock-smiling, no clinical/lab imagery, no glossy wellness aesthetic. Match the live app’s warm palette so ad → App Store page feels continuous.

Funnel 1 — Listicle

Cold, problem-aware → click to read the list

Curiosity and value. The ad teases a list; the hook is the article headline.

L1 — “Tired of hearing”ListicleTerritory: relatable moment / checklist · Angle: finally believed

The creative

Authentic photo of a woman (30–50) at a kitchen table, quietly worn-out — or a clean checklist card. Bold text overlay of the hook. Minimal logo.

Reference look

Editorial, real, soft daylight. Feels like a friend’s post, not a brand ad.

Copy

Hook

7 things every woman with an autoimmune condition is tired of hearing.

Primary text

“It’s just stress.” “Your labs are normal.” “Have you tried losing weight?” If you’ve heard these for years, you’re not imagining it — and you’re not alone. Number 5 is the one nobody talks about.

CTA Learn more

Destination & match: listicle titled the same — “7 things every woman with an autoimmune condition is tired of hearing.” Coco woven in around items 5–7.

L2 — “Normal” labsListicleTerritory: conceptual · Angle: broken system

The creative

Conceptual still: a woman holding a folder of “normal” lab results, or a stack of dismissive quotes as a visual. One clean line of type.

Reference look

Quiet, a little tense, art-directed. High-aesthetic, scroll-stopping.

Copy

Hook

5 symptoms doctors call “normal” that women shouldn’t ignore.

Primary text

Fatigue that sleep doesn’t fix. Brain fog. Flares with no obvious cause. When the labs say fine but your body says otherwise — here’s what’s worth tracking.

CTA Learn more

Destination & match: educational listicle of the 5 symptoms; Coco introduced as the way to track and spot the pattern.

Funnel 2 — Advertorial (primary)

Solution-aware → click to read her story

First-person emotional story. The voice and face in the ad are the narrator of the advertorial. This is where your proven “Coco quote” format lives.

A1 — Message from CocoAdvertorialTerritory: message from Coco (proven) · Angle: finally believed

The creative

Static styled like a text message / chat bubble from Coco. Coco’s avatar + a warm message bubble. Lots of breathing room. This is the format that already wins — standardized.

Reference look

Looks like a private message, not an ad. Warm app palette, soft.

Copy

In-creative (Coco’s message)

“your labs came back ‘normal.’ your body says otherwise. i believe you.”

Primary text (story tease)

For 6 years, every doctor told me it was in my head. Then something finally started keeping track of what I was actually feeling. Here’s what changed.

CTA Learn more

Destination & match: first-person advertorial — struggle → “told it was all in my head” → finds Coco → relief. The Coco voice in the ad pays off in the story.

A2 — The relatable momentAdvertorialTerritory: relatable moment · Angle: in your corner

The creative

Authentic photo — a real woman in a quiet, real moment (couch, kitchen, end of a long day). Optional short text overlay. No product shown.

Reference look

Documentary-honest, soft light, “this is me” recognition.

Copy

Hook

I stopped feeling crazy the day something finally started paying attention.

Primary text

I’d given up on being taken seriously. Tracking everything myself, forgetting half of it by my next 10-minute appointment. Then I met Coco.

CTA Learn more

Destination & match: advertorial in the same first-person voice; the woman pictured is the narrator.

Funnel 3 — Segmented App Store page

Warm / high-intent → tap to download

Product clarity and proof. Routes to the matching condition App Store page (here, the autoimmune CPP). Compliance: keep it non-presumptive — speak to the experience, not “you have X.”

C1 — Inside the appApp Store CPPTerritory: show the app · Angle: in your corner

The creative

Beautifully art-directed real app screens — the chat, the daily check-in, the health record / pattern view. Clean device mockup, warm background. This is where the high-aesthetic polish shows.

Reference look

Premium but warm product shot. Crisp, calm, real screens (not lorem mockups).

Copy

Hook

It remembers everything, notices the patterns, and checks in on you daily.

Primary text

Living with an autoimmune condition is a full-time job. Coco helps you carry it — organizing your health, spotting patterns, and staying on top of it with you. Meet Coco.

CTA Download

Destination & match: autoimmune App Store CPP — the screens in the ad match the screenshots on the page.

C2 — 4.8★ proofApp Store CPPTerritory: social proof · Angle: trust

The creative

A designed review card: a real member quote + 4.8★ rating, set in the warm brand style. Clean, screenshot-credible.

Reference look

Authentic testimonial card — believable, not over-designed.

Copy

Hook

55 women rated it 4.8★ for one reason: it finally listens.

Primary text

Pull a real App Store review here — the “it feels like a friend who actually pays attention” type. Her words, not ours.

CTA Download

Destination & match: autoimmune CPP. Use a genuine review — never fabricate quotes or ratings.

Production & testing

Specs

Ratios: design 4:5 first, then export 1:1 and 9:16 (keep 9:16 text inside safe zones).
Low text density — legible at thumbnail size.
Volume: ~3 hook variations × 2 visuals per concept, so we read winners fast.
Naming: angle_concept_variant (e.g. believed_messagecoco_v1).

Scaling

Cloning per condition

Once a concept wins on broad autoimmune, clone the whole matrix per condition: keep the job and layout, swap the language, imagery, and destination.

Condition	Swap the dismissal line to…	Routes to
Endometriosis	“it’s all in your head” · “just bad periods”	Endo CPP
POTS	“it’s just anxiety”	POTS CPP (needs creating)
PCOS	“just lose weight”	PCOS CPP