Swish Heritage · Longshu, Anhui

Concept demo — five-layer narrative system

Journal / EN · USD
Swish Heritage
Bag0

Paid amplification · Google & Meta

Every click
has a story.

The same five narrative strands become two search routes and three Meta stages. Functional intent meets contemporary value; cultural intent meets history and craft. The landing page always keeps the promise the ad made.

02Search routes
03Meta stages
01Remarketing loop
01 Google Ads 双 赛 道 搜 索

Two intentions.
Two doorways.

Search · Shopping · Performance Max

Functional route

Product value + contemporary

Core intentExact / phrase

bamboo DIY kitbeginner weaving kitbamboo craft kit adultsdiy woven mat

Adjacent intentBroad

wabi sabi decornatural home accessoriesslow craft giftmindful hobby kit
Sponsored·swishheritage.com

swishheritage.com › collection › first-weave-kit

Bamboo Weaving Kit — A First Mat in Two Quiet Hours

Pre-cut Xiaoye water bamboo, natural dyes and a 15-step guide. Beginner-friendly, no sourcing needed. Ships worldwide from the Longshu workshop.

Free styling guide30-day returnsRated 4.9
Landing page · Entry kit / product Conversion · Add to bag

Cultural route

History + craft

Heritage intentExact / phrase

Longshu tribute matChinese heritage bamboo weavingChinese bamboo matintangible cultural heritage craftMing dynasty tribute

Discovery intentBroad

2,000 year old craftChinese artisan storyheritage home objectsPanama 1915 craft
Sponsored·swishheritage.com

swishheritage.com › heritage › longshu

The Longshu Tribute Mat — 2,000 Years, 15 Hands

Warring States tomb finds, Ming tribute records, a 1915 Panama medal — and a third-generation maker still weaving. Explore the full heritage dossier.

15-step craftMaker's archiveNumbered editions
Landing page · Heritage hub / journal Conversion · Guide download
Hands preparing a beginner weaving kit Shopping · Entry

Entry kit · $58

Finished in an afternoon

The ad sells the experience: pre-cut strips, natural dyes and a fifteen-step guide. No sourcing, no tools to buy.

Feed titleBamboo Weaving Kit — Start Tonight
The numbered Heritage edition mat Shopping · Heritage

Heritage edition · $420

Numbered. Signed. Documented.

The ad sells the lineage: a harvest record, a maker's certificate and a mat numbered one of fifty.

Feed titleLongshu Heritage Mat — 1 of 50
词 有
所 归

No mixed promises. Functional keywords never land on the heritage essay, and cultural keywords never land on a bare product grid. Shopping ads follow the same split: Entry creative leads with “finished in an afternoon”; Heritage creative leads with “numbered, signed, documented”.

See the two product stories
02 Meta · Facebook & Instagram 三 阶 段 升 温

From the hand
to the history.

Cold · Growth · Lookalike
Craft process creative Cold · Broad
Swish Heritage

Two minutes of watching bamboo become a mat. Then try it yourself.

Shop the kit
Stage 01 · Craft hook

The process
is the hook.

Broad handcraft and slow-living audiences. Native 9:16 process footage, no voiceover, captions only.

  • AudienceHandcraft · DIY
  • Creative15s split + weave
  • OfferEntry kit · $58
Quiet room creative Growth · Warm
Swish Heritage

Bring the quiet home. Handwoven bamboo for tea, light and the slow hours.

Explore the collection
Stage 02 · Space story

The room
is the argument.

Home aesthetics, wabi-sabi and interior audiences. A 4:5 room study with the mat as the quiet centre.

  • AudienceHome · Interiors
  • CreativeRoom study carousel
  • OfferStudio mat · $148
Maker film creative Lookalike · High value
Swish Heritage

Third generation. One signature. Fifty mats a year.

Meet the maker
Stage 03 · Maker film

The hand
is the proof.

1% lookalike of heritage-page visitors and high-value purchasers. A 60-second maker film with three historical facts.

  • Audience1% LAL · culture
  • Creative60s maker film
  • OfferHeritage · $420
03 Remarketing 文 化 认 同 回 访

Those who linger
get the deeper story.

Heritage page · Maker page · 14-day window
01

Saw the heritage page

Visited the timeline or the fifteen processes. The interest is cultural, not merely functional.

Audience
02

Met the maker

A 45-second cut of Su Chengjun at the loom, with one line of family history.

Creative
03

The numbered edition

A carousel of the certificate, the signature and the harvest record. Scarcity is factual, not urgent.

Offer
04

An invitation, not a discount

Pre-order the Heritage edition or reserve a Skillcation weekend at Linshui Zhai.

Conversion
认 同
回 访

Cultural identity, not retargeting pressure. Visitors who read the heritage or maker pages are shown the maker series and the numbered edition — never a generic “still interested?” discount. The next step is belonging, not a countdown.

See the owned-channel follow-through
04 What gets measured 衡 量 方 式

Not just ROAS.
Depth of interest.

Because the cultural route has a longer consideration window, the dashboard tracks narrative depth alongside revenue: guide downloads, heritage-page scroll, journal reads and maker-film completion.

CTRBy route, not blended
PDFGuide downloads from search
75%Maker-film completion
AOVHeritage vs. Entry

Close the loop

Reach is rented.
Belonging is owned.

Paid media brings the right person to the door. The letter, the maker story and the numbered edition bring them back.

Open the private letters Back to the system