Ruckus Collective Social Asset Library · v2.1 · June 2026

Social Media
Asset Library

Reference templates, captions, and targeting guidance for launch and ongoing social content. Four core formats mapped to the full-funnel media architecture. All designs reflect best practice for each platform and placement, photography-led, small logo, correct typography hierarchy.

Awareness
Reels + Stories

Broad reach. Plant the brand flag. "Bold brands don't whisper." Introduce Ruckus to cold audiences at scale.

Consideration
Feed Tiles + Carousel

Problem/solution. One partner vs. fragmented suppliers. Warm audiences, lookalikes, retargets from awareness.

Conversion
Remarketing Posts + CTAs

Direct ask. "Book a free strategy session." Site visitors, engaged followers, email list.

FORMAT 01

Feed Tile

1080 × 1080 px  ·  1:1 Square  ·  Meta, LinkedIn, Instagram

Primary brand statement unit. Photography hero with confident, single-idea messaging. RC mark small top-right. Headline anchors bottom-left over gradient fade. Amber rule creates visual entry point.

Consideration
Audience: Business owners and marketing decision-makers, 32–55, NZ + AU. Behaviourally targeted on business growth, marketing services, competitor brand engagement. Lookalike audience of enquiry completers.  Spend: $25–$40/day Meta · $30–$50/day LinkedIn · CPM target NZ $12–18.
LIVE PREVIEW, SHOWN AT 400 × 400 PX (ACTUAL: 1080 × 1080 PX)
RUCKUS COLLECTIVESTRATEGY | MEDIA | CONTENT | TECHNOLOGY
One partner.
Every outcome.
Strategy  |  Media  |  Content  |  Technology
RUCKUS COLLECTIVE
ruckuscollective.co.nz
Design Notes
RC Mark Size
52px wide on 400px preview = 13% of canvas width. At actual 1080px production size this is approximately 140px. White at 65% opacity, present but not dominant over the photography.
Photography Direction
Confident woman in a non-corporate environment, editorial style, direct gaze, natural light. The feeling of someone who has found clarity and is in command. NOT an office, boardroom, or meeting. Gradient: light top so face reads, heavy bottom so headline reads. Source: Unsplash editorial portraits or commissioned photography with NZ/AU context.
Typography
Playfair Display 700 italic, 42pt at preview. "Every outcome." in amber creates a two-beat rhythm. Pillar sub-line: Poppins 600, 9.5pt, tracking 0.2em.
Variants to Produce
A: "One partner. Every outcome." (shown, Founder/CMO)  ·  B: "Bold brands don't whisper." (Awareness)  ·  C: "50+ combined years." (Credibility)  ·  D: "Book a strategy session." + CTA button (Conversion)
FORMAT 02

Carousel

1080 × 1350 px per slide  ·  4:5  ·  Meta Instagram + Facebook

Problem-solution arc across 4 slides. The amber left-edge stripe runs continuously across all slides, brand recognition even if someone swipes only once. Slide 1 earns the swipe. Slide 4 closes with CTA.

Consideration
Audience: Retargeted from awareness campaigns + website visitors. Lookalike audiences of current clients. Business owners 35–54, NZ + AU. Interest targets: marketing strategy, business growth, entrepreneurship.  Spend: $20–$35/day Meta. Carousels typically deliver 2–3x link clicks vs. single image at comparable CPM.
SHOWN AT 270 × 338 PX PER SLIDE (ACTUAL: 1080 × 1350 PX)
01 / 04
The problem
Your marketing is fragmented.
Five agencies. One media buyer. A content studio. A strategy deck nobody owns. And no single person accountable for the result.
Swipe to see the fix
02 / 04
The model
One partner. Strategy to technology.
Ruckus owns the whole commercial engine. Strategy, media, content and technology, under one roof, one invoice, one accountable team.
See how it works
03 / 04
The difference
Senior thinking from the first conversation.
50+ combined years. Senior-led from day one. No handoffs. The people who designed your strategy are on every call.
Meet the team
04 / 04
Ready to stop
whispering?
Free strategy session
Book Now
ruckuscollective.co.nz

Amber left stripe runs continuously across all slides, visible as users swipe, reinforcing brand identity. Each slide works independently if only one is seen.

FORMAT 03

Story

1080 × 1920 px  ·  9:16  ·  Meta, Instagram

Full-bleed photography. Core content sits in the middle 60%, safe from platform UI (top bar, bottom handle). Single strong message. Amber CTA band anchors the bottom.

Awareness
Audience: Broad awareness. All NZ + AU business owners and marketing professionals, 28–55. No restrictive interest targeting, awareness play. Run at launch for 7 days then pause; reactivate for campaigns.  Spend: $15–$20/day Instagram Stories. High completion rate when photography is strong.
SHOWN AT 243 × 432 PX (ACTUAL: 1080 × 1920 PX)
ruckuscollective
Bold brands don't whisper.
We're live.
RUCKUS COLLECTIVESTRATEGY | MEDIA | CONTENT | TECHNOLOGY
The integrated agency
for bold brands.
Swipe Up
ruckuscollective.co.nz
Safe Zones + Design Notes
Platform Safe Zones
Top 250px: progress bar, timestamp, handle UI. Bottom 300px: swipe-up UI. All core content lives in the middle 1,370px of 1,920px. The amber CTA band sits in the bottom safe zone, visible, distinct from platform UI.
RC Mark on Story
Centre-placed, 56px wide on 243px preview (approximately 249px on 1080px actual). Used as a focal point in the composition, not a corner tag. White, full opacity, photo fades around it.
Photography Direction
Full-bleed vertical, cinematic. Woman in scene, active or reflective, not posed. Gradient: dark top, bright middle (face/body zone), dark bottom. Must work with amber band overlay at foot.
Story Variants
Launch Story (shown) · "The Problem" (fragmentation graphic) · "Meet Paige" · "Meet Annette" · "Packages from $2,500/mo" · Campaign-specific CTAs
FORMAT 04

Reel Cover

1080 × 1920 px  ·  9:16  ·  Instagram, TikTok

Brand content series, "Agency Decoded." Cover must be legible as a 100px thumbnail. Series badge top. Episode title bottom. Photography is the hero, type sits over it, not in front of it.

Awareness
Audience: Widest reach. Marketing professionals, business owners, agency industry. "Agency Decoded" builds Ruckus as a thought-leader, earns trust before the commercial ask. Each episode targets a different archetype.  Organic first, then paid boost if early engagement is strong (threshold: 100+ saves in 48hrs).
SHOWN AT 243 × 432 PX (ACTUAL: 1080 × 1920 PX)
Agency Decoded
Episode 01
Why your agency stack is costing you more than you think.
Ruckus Collective
Agency Decoded
Episode 02
What senior marketing actually looks like.
Ruckus Collective
Agency Decoded
Episode 03
How to make marketing answer to the P&L.
Ruckus Collective
Agency Decoded
Episode 04
Bold brands don't whisper. Here's what that means.
Ruckus Collective
Agency Decoded
Episode 05
Why four pillars beat one channel.
Ruckus Collective
Series Plan, "Agency Decoded"
Episode 01
"Why your agency stack is costing you more than you think." Target: Founder/CEO archetype. The fragmented supplier model explained.
Episode 02
"What senior marketing actually looks like." Target: CMO/Marketing Director. The case for senior-led marketing.
Episode 03
"How to make marketing answer to the P&L." Target: CFO/Finance Director. Attribution, measurement, revenue accountability.
Episode 04
"Bold brands don't whisper. Here's what that means." Target: Brand builders. The Ruckus philosophy and how we work.
Episode 05
"Strategy. Media. Content. Technology. Why four pillars beat one channel." Target: All. Service pillar education and how the model works.
On-Camera Preference
Paige or Annette on camera is the strongest option, builds trust and brand equity simultaneously. B-roll: strategy sessions, whiteboard moments, client presentations. Cinematic framing, natural light.
SECTION 05

Caption Copy Library

Four templates matched to archetype and funnel stage. Keep the voice direct, declarative, no filler. Never apologise. Never over-explain. Write for one person, not a crowd.

Awareness Reel / Story Launch
Bold brands don't whisper.

And yet, most NZ businesses are managed by a supplier chain with no one owning the outcome. A media buyer. A content agency. A strategy consultant. And no single person who actually owns your number, or even knows your name.

There's a different way to do this.

We built Ruckus to be the partner we kept wishing existed. Strategy, media, content and technology. One team. One invoice. One accountable outcome.

We're live. And we'd love to talk.
#ruckuscollective #integratedmarketing #boldbrands #marketingstrategy #nzbusiness #aucklandbusiness
Consideration Feed Tile / Carousel, Founder
How many agencies is your marketing running through right now?

Most businesses we talk to have somewhere between four and eight: a media buyer, a content team, a creative agency, a web developer, a PR consultant, and a social media manager who used to be someone's assistant.

Nobody is accountable for the commercial result. That sits with you, the business owner who somehow has to stitch it together each quarter.

One partner changes that entirely. Strategy to technology. Senior thinking on every dollar. 50+ combined years, NZ and AU client reach.

Book a free strategy session via the link in bio.
#marketingagency #onepartner #businessgrowth #nzmarketing #performancemarketing #mediaagency
Consideration LinkedIn, CMO / Marketing Director
The thing nobody tells you about integrated marketing is that the model only works when one person is accountable for the whole commercial outcome.

Not one person accountable for social. Not one person accountable for media spend.
One person accountable for whether marketing is moving your number.

That's what we built at Ruckus. Senior-led, commercially fluent, channel-agnostic. We speak CFO, not just CMO.

If you're a marketing director or business owner spending on disconnected suppliers, I'd love to show you what one-partner accountability looks like in practice.
#cmo #marketingleadership #integratedmarketing #b2bmarketing #aucklandagency
Conversion Remarketing / Story CTA
If you've been following us, you already know the problem we solve.

One free strategy session. 60 minutes. We'll do a commercial diagnosis of your current marketing setup and show you exactly what an integrated approach would look like for your business.

No pitch deck. No handoffs. Paige and Annette, 50+ combined years, talking through your challenge with you.

Link in bio. Or DM us directly.
#freeconsultation #marketingstrategy #ruckuscollective #boldbrands
SECTION 06

Imagery Direction

Ruckus is female co-founded, senior-led, commercially serious. Photography must reflect authority and sophistication, not the stereotypes of female entrepreneurship content.

Creative Direction for Photography & AI-Generated Imagery
DO use
  • Women in authority, leading strategy sessions, reviewing work, presenting to a room
  • Dark, cinematic tonality, matches the brand palette, signals premium positioning
  • Editorial-quality, natural light with depth, looks lived-in, not staged
  • Modern NZ / AU environments, Auckland CBD, creative studios, boardrooms
  • Direct, confident eye contact, not smiling-at-camera stock poses
  • Data and work in frame, screens, notebooks, printed decks, creative work
  • QB Studios aesthetic, the quality reference for all commissioned photography
  • Monochromatic or muted images, so amber/black brand overlay pops above them
DO NOT use
  • "Diverse team smiling at camera", the universal agency stock photo cliche
  • Pink-toned "female founder" imagery, undermines the authority and credibility positioning
  • Bright white open-plan offices, generic, feels like every other agency
  • Heavily staged, artificial poses, immediately reads as stock, destroys authenticity
  • Group "brainstorm" scenes, post-it walls, whiteboards with illegible writing
  • Busy, cluttered backgrounds, competes with type overlays and brand elements
  • Obvious composite stock shots, photoshopped scenarios always read as fake
  • Cheerful candid moments, save for genuine content; not for paid advertising
Sourcing Recommendations
QB Studios, Auckland, Commission original photography for hero social content, OOH and print. Use for feed tiles, story hero images and LinkedIn banners. One half-day shoot produces 6 months of content.
Unsplash (stock), Search: "businesswoman strategy dark", "executive woman office", "creative director meeting". Free for commercial use, no attribution required. Filter by editorial contributors for quality. Midjourney (AI-generated), Prompt: "female business executive, cinematic lighting, dark background, modern office Auckland NZ, editorial photography style, 85mm lens, sharp focus, no text overlay, high contrast". Excellent for rapid iteration on Reels, Stories and display ads.
Getty / Shutterstock (paid), For OOH, print and any placement requiring rights-managed exclusivity. Budget $150–$400 per image depending on licence tier.
SECTION 07

Audience Archetypes

Three core archetypes determine tone, platform and message. Every piece of content should speak to one archetype, not all three simultaneously.

ARCHETYPE 01
The Overwhelmed Founder
CEO / Business Owner / Managing Director
Running a $3M–$30M business. Four to eight agencies or freelancers managing disconnected marketing channels. Nobody owns the commercial outcome. Reporting goes to three different dashboards. Spending money and hoping it works.
Primary Platforms: Meta (Instagram + Facebook), Google Search, NZME Native
Likely Tier: IGNITE $4,500/mo or ROAR $7,500/mo
"One accountable partner. Strategy to technology. We own the number, not just the channel."
ARCHETYPE 02
The Growth CMO
Marketing Director / CMO / Head of Marketing
Works at a scale-up or corporate. Can't get a senior strategist on the phone. Reporting is fragmented across channels. Wants a partner who speaks at board level and owns the attribution.
Primary Platforms: LinkedIn, NZH Native Content, Programmatic Display
Likely Tier: ROAR $7,500/mo or EMPIRE from $15K/mo
"Senior thinking from the first conversation. We speak CFO, not just CMO."
ARCHETYPE 03
The Ambitious Brand Owner
SME Owner / Brand Manager / Startup Founder
Earlier stage, currently doing marketing in-house or with a cheap generalist. Knows they need to level up. Budget-conscious but serious about growth. Wants senior strategic thinking without the enterprise price tag.
Primary Platforms: Instagram, Meta, TikTok, Organic Social
Entry Tier: SPARK from $2,500/mo
"Senior marketing strategy doesn't have to cost what a senior marketing hire costs."
SECTION 08

Week 1 Launch Schedule

Post daily for the first 7 days. Mix formats and funnel stages. Build social proof through Days 1–5 before leading with a direct conversion CTA on Days 6–7.

Day Platform Format Hook / Message Stage Notes
Day 1 Instagram · Facebook StoryFeed Tile "Bold brands don't whisper. We're live." Launch announcement. Awareness Activate paid Story boost immediately. Feed Tile organic only. Pin the feed tile to profile.
Day 2 LinkedIn Long-form post "The five-agency problem." Paige or Annette's voice. Personal, direct, no jargon. Consideration LinkedIn organic only on Day 2. Tag NZ business community and relevant connections.
Day 3 Instagram · TikTok Reel Ep. 01 "Why your agency stack is costing you more than you think." Awareness First Agency Decoded reel. 60–90 seconds. Boost after 24hrs if engagement rate above 5%.
Day 4 Instagram · Facebook Carousel "Your marketing is fragmented." 4-slide problem/solution carousel. Consideration Meta paid carousel begins. $25/day. Audience: business owners 35–54, NZ + AU.
Day 5 LinkedIn Sponsored Content "50+ combined years. One accountable team." Credibility + social proof. Consideration LinkedIn paid begins. $30/day. Audience: Marketing Directors, CMOs, NZ + AU.
Day 6 Instagram Story "Packages from $2,500/month." Introduce the offer. Link to Packages page. Conversion First direct CTA. Retarget anyone who visited the site in the previous 5 days.
Day 7 All Channels Feed TileStory "Book a free strategy session." Direct response. Link to contact/booking form. Conversion Full conversion push. Retarget all engagements from Days 1–6. Temporarily pause broad awareness spend.