Three-Component Ad Framework

A breakdown of what makes a viral ad successful, based on analysis of Tab Chocolate's TikTok campaign.

The Three Core Components of Effective Ads

• Hook

  • Grabs initial attention
  • Should feel authentic and natural
  • Example: Woman with hand over face, creating intrigue
  • Doesn't need to be highly produced

• Promise

  • Clear statement of what product will do
  • Should create curiosity
  • Example: "Special chocolate will change your love life"
  • Needs to be specific but mysterious enough to drive interest

• Implication/End Result

  • Shows outcome without explaining the "how"
  • Skip straight to happy ending
  • Example: Disheveled hair implying success
  • Let viewers connect dots themselves

Why This Framework Works

• Most marketers only get 1-2 components right
• Rarely do ads nail all three elements
• Creates natural progression of interest:
  • Hook gets attention
  • Promise creates curiosity
  • Implication drives action
• Viewers want to "fill in the gaps" themselves

Real-World Success Example

• Tab Chocolate case study:
  • Generated 650k likes
  • Featured in Vice
  • Sold $500k worth in weeks
  • Used authentic, low-production style
  • Consistent message across all platforms
  • Focused on before/after scenarios