Happy Nest · social and ads kit · October 2026
One quiet frame, the clothes bring the color
Reusable templates and ready-to-post examples for Instagram, Facebook and Google, built on the store's tokens and DESIGN.md. Every price, size and claim in the examples is taken from the live store on 5 October 2026.
What's in the kit
Instagram is the main channel: design for it first, then reuse the asset on Facebook. Ads follow the same templates with platform copy fields added.
Organic
Instagram posts
Five templates (split, inset card, packshot, brand band, story) and five filled examples: product post, carousel, store intro, story, delivery info.
Organic
Facebook posts
Link post with a 1200 × 630 share image, product photo post, multi-photo post and the practical-info post, with captions that link straight to the store.
Paid
Instagram ads
Feed ad (4:5), story and reels ad (9:16) with the safe area marked, and a carousel ad for the newborn range.
Paid
Facebook ads
Launch-discount single image, pajama carousel and a catalog retargeting template, with primary text, headline and description counted against Meta's limits.
Paid
Google Display
Banner sets in the 12 standard Display Network sizes for three campaigns (launch, pajamas, newborn), plus a responsive display ad with its images, logos and text.
Formats
Export at these sizes. The pages render each creative at its true ratio; the "Download PNG" button writes it at full resolution.
| Placement | Size (px) | Ratio | Notes |
|---|---|---|---|
| Instagram and Facebook feed | 1080 × 1350 | 4:5 | Default for single posts and feed ads. Instagram crops the grid preview to 3:4, so keep the headline away from the outer 40px left and right. |
| Carousel | 1080 × 1080 | 1:1 | Every slide the same ratio. Slide 1 carries the idea; the last slide carries the action. |
| Stories and reels | 1080 × 1920 | 9:16 | Keep text in the central 1080 × 1420 safe area (250px clear at top and bottom). |
| Facebook link / share image | 1200 × 630 | 1.91:1 | Also the Open Graph image (snippets/hn-seo.liquid). |
| Google Display banners | 300 × 250, 336 × 280, 728 × 90, 300 × 600, 160 × 600, 320 × 50, 320 × 100, 970 × 90, 970 × 250, 468 × 60, 250 × 250, 200 × 200 | Fixed | Exact pixel size, JPG or PNG, 150 KB max each. A visible border, because the panels are light. |
| Google responsive display | 1200 × 628, 1200 × 1200, 960 × 1200 | 1.91:1, 1:1, 4:5 | No text on the images: Google adds the headline and button. Logos 1200 × 1200 and 1200 × 300. |
The five templates
Every creative in the kit is one of these. Pick by job, not by taste.
| Template | Use it for | Build |
|---|---|---|
| T1 Split | Product and collection posts with a lifestyle photo | Photo top (about 70%), snow or white panel below with Lora headline, Jost line, stamp |
| T2 Inset card | Carousel covers, ads where the photo should fill the frame | Full-bleed photo, solid snow card at the bottom. No scrims, no gradients |
| T3 Packshot | Carousel slides, catalog ads, price-led posts | White canvas, contained packshot, title and price under a hairline |
| T4 Brand band | Announcements, store-wide messages, practical info, last carousel slide | Solid lilac (large text only) or snow, one headline, full logo, at most two tan sparkles |
| T5 Side | Facebook link previews, 1.91:1 responsive display images | Photo left, panel right, same type rules as T1 |
Rules that apply to every post and ad
Condensed from DESIGN.md. When the guide and this kit disagree, DESIGN.md wins.
Look
- Palette: snow, white, lilac, midnight, tan. The product brings the other colors.
- Lora headline, one line where possible, about six words at most. Jost for everything else.
- White on lilac only at headline size. Small text on lilac moves to plum or onto a snow panel.
- One or two tan sparkles per creative, never on packshot slides.
- Logo stamp or full logo, small, in a corner.
Copy
- Romanian first, "tu" form, comma-below ș and ț.
- Lead with the child or the benefit, then the practical detail: sizes, price, where to buy.
- At most one exclamation mark per post. No em dashes, no ALL CAPS, no hype words.
- 3–6 hashtags at the end. "Link în bio" or a product tag on Instagram, never a long URL.
- Name and tag the brand (Villervalla, Keller) on its products; keep store-wide posts brand-neutral.
Facts to check
- Delivery in Romania 20 lei, international 88 lei. Never "livrare gratuită".
- Returns 14 days, at the customer's cost.
- Prices exactly as in the store ("249,99 lei"). No VAT claims.
- Organic and OEKO-TEX® only for products whose page says so.
- Only the launch discount is running: 10%, automatic, until 31 October 2026.
- Dispatch time "3–5 zile" is not confirmed: leave it out.
Never
- Stock photos, AI-generated children, customers' children without written permission.
- Gradients, neon, drop shadows, stickers, cartoon fonts, emoji in the artwork.
- Invented urgency ("doar azi"), fake strikethrough prices, fake reviews or counts.
- Giveaways without published rules. Competitor comparisons.
- Embargoed products: Villervalla Winter Animals stays offline until 7 October 2026.
Hashtags and tracking
Pick 3–6 per post from the bank. Tag every link that leaves a post or ad so GA4 (G-L371729F37) can attribute the visit.
| Channel | utm_source | utm_medium | utm_campaign | utm_content |
|---|---|---|---|---|
| Instagram organic (bio, story link) | instagram | social | bio or the campaign slug | post slug, e.g. pijama-space |
| Facebook organic | facebook | social | campaign slug | post slug |
| Meta ads | {{site_source_name}} | paid_social | {{campaign.name}} | {{ad.name}} |
| Google Ads | Use auto-tagging (gclid; check it is on in Google Ads › Settings). No manual UTMs on Google ads. | |||
Campaign slugs: lowercase, hyphenated, month last: lansare-2026-10, pijamale-2026-10, nou-nascuti-2026-10.
Using the kit
Edit a post or ad
- Click any text on a creative, caption or copy field and type. Counters turn red over a platform limit.
- Click any photo to replace it: pick a product photo from happynest.ro, or upload your own.
- On product cards, picking a product also fills in its name, price and sizes from the store.
- On Google Display, a set's fields and photo change all twelve banner sizes at once.
Save and export
- Edits are saved in the browser you are using, per page. They are not shared with other people or devices.
- "Reset page" (bottom right) brings back the original examples.
- "Download PNG" or "JPG" under a creative writes it at exact pixel size with the brand fonts.
- Check the copy against "Facts to check" above, and the file on a phone, before posting.