Mino / AI Content Lab

From product facts to a conversation people want to join.

A self-directed campaign concept for a Hill’s pet-food range: using research, AI-assisted generation, structured checkpoints, and content management to shape a clear product-education story.

Mock campaign · personal project · not client work Campaign statusContent set in reviewMilestone 03 of 05 · claims, tone, and audience fit.View strategy milestones →

The brief

Audience

Cat and dog owners looking for a clearer way to compare everyday nutrition options for their pets.

Objective

Turn a broad product range into an approachable post that helps owners start a conversation about their pet’s needs.

Campaign mockup

PAW / DAILYPRACTICAL CARE
Product educationConversation-ledAI-assisted concept

Campaign outputs

One idea / three formats

“Start with the clue” turns a broad product range into a conversation-led content set: one message, adapted for different moments in a pet owner’s feed.

01 / Instagram postHook
Hill’s Science Diet product range
Every pet has a clueStart with the question, not the product.Save this for your next feeding conversation →
Role in the campaignEarn attention with a simple question before introducing product choices.
02 / CarouselEducate
Hill’s Science Diet Sensitive Stomach and Skin product bag
Look for the clueAge. Size. Lifestyle. Concern.Swipe to explore →
Role in the campaignBreak a product range into clear, useful decision points.
03 / StoryInvite
Hill’s Prescription Diet c/d Urinary Care product bag
Tell us the clueWhat question do you have?Reply to start →
Role in the campaignTurn content attention into a useful customer signal.

Self-directed practice project. Product imagery supplied for concept development; no client campaign results are claimed.

Strategy milestones

Campaign control notes

TargetHelp pet owners begin a more informed nutrition conversation.
MilestoneTurn one product range into a clear educational content set.
CheckpointReview product wording, tone, audience fit, and next action.
NextAdapt the strongest idea into a short-video script and carousel.
The working principle

Marketing content becomes easier to manage when every idea has a target, a next step, and a review point. This is the structure Mino is being upgraded to support across the full digital content lifecycle.

Campaign desk

Audience noteWhat question is the owner asking?

Begin with the need, not the product name.

RESEARCHED
Content briefRange spotlight

One clear message, adapted into multiple formats.

IN PROGRESS
Review checkpointClaims + tone check

Keep education useful, careful, and easy to understand.

READY TO REVIEW
Next actionAdapt to short video

Use the strongest hook as the opening question.

QUEUED
The working system

Ideas become manageable when they leave a trail.

This mock desk shows how a campaign can move from a question to a reviewed content asset, with every next action visible.

  • INPUT Product and audience signals
  • DECISION One message worth developing
  • OUTPUT Content asset plus next action

Product material

Hill’s Science Diet Sensitive Stomach and Skin product bag
Science Diet · Sensitive Stomach & Skin
Hill’s Science Diet cat and dog product range
Science Diet · cat and dog range
Hill’s Prescription Diet c/d Urinary Care product bag
Prescription Diet · c/d Urinary Care
Hill’s product range promotional artwork
Supplied promotional artwork

Content set

Hook 01

“Adult, small breed, sensitive stomach — which clue describes your pet?”

Hover to see the thinking →
Why this angle

It starts with recognisable pet-owner clues and invites self-identification before mentioning a product.

Hook 02

“The right pet food conversation starts before the product recommendation.”

Hover to see the thinking →
Why this angle

It positions education and listening as the first step, keeping the communication useful rather than overly sales-led.

Call to action

“Tell us your pet’s age, size, and biggest feeding question.”

Hover to see the thinking →
Why this angle

It creates a clear next action and gives the content team useful signals for the next campaign idea.

Interactive cards reveal the reasoning behind each content choice.

Mino content workflow

Selected stage

Research

Turn a broad product range into a focused audience question before creating anything.

Working outputAudience signals · product facts · competitor angles · content opportunitiesCheckpoint → define one useful customer question

Mino currently supports research, content ideation, drafting, workflow structure, and digital organisation. The next development stage is to manage more of the content lifecycle, including generation, automation, scheduling, and campaign tracking. I select and edit the final direction myself.

ResearchContent generationWorkflow automationDigital organisationReview checkpointsCampaign learning

What I would measure

Conversation quality

Relevant comments, questions, replies, and recurring customer concerns.

Content learning

Which hook, format, and product angle earns the clearest response.