Copywriting Neta Injection

copywriting-neta-injection

Phase 3 of the copywriting-toolkit pipeline. Injects pop-culture, subcultural, or literary references ("neta" / ネタ) into copy via a WebSearch-only retrieval pipeline, using four academically-anchored techniques. Supports hybrid placement: either pre-draft bake-in (Phase 3 → Phase 4 drafts with neta integrated) or post-draft overlay (Phase 4 drafts clean → Phase 3 overlays neta before Phase 5).

This skill is skippable. Neta is optional flair, never mandatory. When triggered, output MUST pass the Neta Safety gate (rubrics/neta-safety-gate.md) before advancing — two hard legal vetoes on copyright and 景品表示法 ステマ.

When to Use

Trigger when the intake envelope has neta_opt_in: Yes AND the brief is compatible. See §Skip Conditions below for when to bypass.

Typical use cases:

• SNS campaigns riffing on a current meme / viral format
• B2C copy for subculture-native audiences (anime, game, niche fandoms)
• Campaigns that lean on a literary / quote / aphorism as rhetorical hook
• Brand copy that wants a Cross-domain Mapping metaphor (e.g. explain

SaaS ROI via a cooking analogy)

Skip Conditions (verbatim from source)

Mirror of domain-teams:copywriting-team SKILL.md §Neta Injection Overlay:

• neta opt-in = No
• brief is >6-month evergreen AND source type is sns-meme only

(literary sources are inherently evergreen-compatible)

• audience too broad for Technique 3 Subcultural Capital with SNS/Meme

sources (literary sources may work for broader audiences via Bourdieu cultural capital axis)

If any skip condition fires: return phase: phase-3-skipped on the envelope and hand off to Phase 4 (or Phase 5 if post-draft path and draft already exists).

Hybrid Placement — Decision Rule

Two modes are supported. using-copywriting-toolkit asks once during routing: "Neta timing: bake-in or overlay?" The answer determines which mode this skill runs.

Mode 1: Pre-draft integration (bake-in)

Run Phase 3 before Phase 4. Output populates neta_candidates on the envelope. The Phase 4 drafting skill (short-form / mid-form / long-form-pasona / long-form-extended / light-action) consumes those candidates and weaves the neta into the draft structure itself — headline framing, body analogies, CTA echoes all align with the neta.

Choose bake-in when:

• Neta IS the campaign concept (e.g. "our whole ad is a riff on 『進撃の巨人』")
• Form is short-form / catchcopy where the neta must sit in the hook
• Cross-domain Mapping (Technique 4) is the chosen technique — the

mapping must anchor the whole draft, not bolt on after

• Audience is subculture-native and expects the reference to permeate

tone, word choice, and rhythm — not just appear once

Mode 2: Post-draft overlay

Run Phase 4 clean (no neta awareness). Then run Phase 3 as an overlay that mutates draft in-place, injecting neta at 1-3 strategic surfaces (headline, mid-body callback, CTA). Runs after Phase 4, before Phase 5 (voice-positioning).

Choose overlay when:

• Neta is optional flair layered on a messaging-first draft
• The base framework (PASONA / BEAF / QUEST etc.) must hold even if

neta is removed in final review

• Client may A/B test with-neta vs. without-neta variants — overlay

mode gives a clean base for free

• Technique 1 (Reversal) or Technique 2 (Substitution) is used at a

single surface — no structural mapping needed

Decision summary

| Situation | Mode | |-----------|------| | Culturally-integrated campaign; neta = concept | Pre-draft bake-in | | Messaging-first copy; neta = flair | Post-draft overlay | | Cross-domain Mapping (Technique 4) | Pre-draft bake-in | | Subculture-native audience, long-form | Pre-draft bake-in | | A/B test with vs. without neta wanted | Post-draft overlay | | Single-surface Reversal / Substitution | Post-draft overlay |

When ambiguous, default to post-draft overlay (safer — base draft survives if neta fails Safety gate).

Automated default — brief-property heuristic

Router applies this heuristic BEFORE asking the user, so the default is driven by brief properties rather than UX friction. User can override the auto-default in the routing confirmation turn.

| Brief property (from intake envelope) | Default mode | |---|---| | ideation_pool.winners[] contains a Technique 4 Cross-domain Mapping candidate | Pre-draft bake-in — the mapping anchors the whole draft; bolt-on is too weak | | form == long-form-pasona OR long-form-extended AND brief.target_audience flagged subculture-native | Pre-draft bake-in — tone / word choice / rhythm must permeate | | neta_source_type_preference == "literary" AND form == short-form | Pre-draft bake-in — literary reference must sit in the hook | | form == short-form AND neta_source_type_preference == "sns-meme" | Pre-draft bake-in — catchcopy with a bolt-on meme reads flat | | User flagged wants_variants: true at intake (A/B test intent) | Post-draft overlay — overlay gives a clean base draft for free | | Single chosen technique is Reversal (Tech 1) or Substitution (Tech 2) at a single surface | Post-draft overlay — no structural mapping needed | | Brief has strong framework discipline (PASBECONA long-form, BEAF EC) and neta is flair | Post-draft overlay — protect the framework's stage order | | None of the above match | Post-draft overlay (conservative default — base draft survives if neta fails Safety gate) |

Presentation at the routing confirmation turn:

Neta timing — auto-default:  ()
  [1] confirm — use this mode
  [2] switch to 
  [3] explain why

The user-prompt fallback remains for cases where no heuristic row matched with confidence, or when the user explicitly asks for a choice. Heuristic is additive: it removes friction for the common case, it does not replace the user's override authority.

Preconditions

Formal schema used by using-copywriting-toolkit router for bounce-back routing. On violation, router emits the bounce-back envelope defined in ../../CLAUDE.md §Envelope Violation. Two sets — one per placement mode.

Required envelope fields (pre-draft bake-in mode)

| Field | Type | Source phase | Notes | |---|---|---|---| | phase | enum | ideation OR intake | one of phase-2-ideation-complete, phase-1-confirmed, phase-express-confirmed | | brief.product | string | intake | non-empty | | brief.target_audience | string | intake | | | message_thesis | string | intake | | | neta_opt_in | bool | intake | must be true — else skip this skill | | neta_source_type_preference | enum | intake | all / sns-meme / literary / mixed |

Required envelope fields (post-draft overlay mode)

| Field | Type | Source phase | Notes | |---|---|---|---| | phase | enum | Phase 4 drafter | phase-4-draft-complete | | form | enum | intake | one of 5 Phase-4 form types | | draft | string | Phase 4 | non-empty, ≥1 sentence | | message_thesis | string | intake | | | neta_opt_in | bool | intake | must be true |

Upstream bounce targets on violation

• neta_opt_in missing / false → skip this skill entirely (emit phase-3-skipped, route to Phase 4 drafter or Phase 5 positioning)
• pre-draft mode: any intake L1 missing → bounce to copywriting-intake
• post-draft mode: draft missing → bounce to copywriting- (Phase 4 drafter named in envelope.form)

Inputs & Outputs (envelope contract)

Pre-draft bake-in mode

Input envelope (from copywriting-ideation or copywriting-intake):

{
  "phase": "phase-2-ideation-complete",
  "brief": { "...": "..." },
  "message_thesis": "...",
  "ideation_pool": ["..."],
  "neta_opt_in": true,
  "neta_source_type_preference": "all | sns-meme | literary | mixed"
}

Output envelope:

{
  "phase": "phase-3-neta-baked",
  "brief": { "...": "..." },
  "message_thesis": "...",
  "ideation_pool": ["..."],
  "neta_candidates": [
    {
      "reference": "...",
      "source_url": "...",
      "source_date": "YYYY-MM-DD",
      "technique": "Reversal | Substitution | Subcultural Capital | Cross-domain Mapping",
      "audience_recognition": "high | medium | low",
      "safety_notes": "..."
    }
  ],
  "next_stage": "copywriting-"
}

Post-draft overlay mode

Input envelope (from a Phase 4 workflow skill):

{
  "phase": "phase-4-draft-complete",
  "brief": { "..." },
  "message_thesis": "...",
  "draft": "... clean base draft ...",
  "form": "short-form | mid-form | long-form-pasona | long-form-extended | light-action",
  "neta_opt_in": true
}

Output envelope:

{
  "phase": "phase-3-neta-overlaid",
  "draft": "... neta-injected version replaces original ...",
  "neta_annotations": [
    {
      "surface": "headline | mid-body | cta",
      "reference": "...",
      "source_url": "...",
      "technique": "...",
      "original_text": "...",
      "injected_text": "..."
    }
  ],
  "next_stage": "copywriting-voice-quadrant-stage"
}

In overlay mode draft is replaced (not appended). Base-draft preservation is the client's responsibility via version control — the envelope only carries the final neta-injected draft forward.

Pipeline — Phases A–D (WebSearch-only)

The four techniques are delivered via a four-phase WebSearch-only pipeline. Full specification in standards/neta-websearch-pipeline.md. High-level:

| Phase | Purpose | Grounding | |-------|---------|-----------| | A. Audience Context Retrieval | Site-locked WebSearch (Path A-1: SNS/meme) or parametric-first (Path A-2: literary) to build a 5-15 candidate catalog | standards/neta-websearch-pipeline.md §A + standards/neta-source-taxonomy.md | | B. CoT Deconstruction | For each candidate: extract referent, in-group context, mechanism vector (which of 4 techniques fits) | standards/neta-injection-techniques.md | | C. Strict Replacement / Injection | Apply chosen technique(s) with literal preservation rules (no misquotation, no paraphrased "vibe" reference) | standards/neta-injection-techniques.md + standards/neta-websearch-pipeline.md §C | | D. Vibe / Safety Pre-check | Self-verify against Neta Safety gate dimensions before handing to evaluator | rubrics/neta-safety-gate.md |

WebSearch-only rule: all retrieval goes through WebSearch with site: operators from the source-taxonomy allow-list. No scraping, no unofficial archives, no user-uploaded clip mirrors. Recency filter ≤6 months for SNS; attribution verify for literary.

Full flow: see protocols/copy-neta-injection.md (includes routing mermaid, Path A-1 / A-2 divergence, BLOCKED handling for narrow audiences or unverifiable attribution).

Four Techniques (primary labels)

| # | Primary label | Mechanism summary | |---|---------------|-------------------| | 1 | Reversal (逆転 / Culture Jamming) | Take a known message, invert its stance — subvert a meme / ad / slogan into its opposite | | 2 | Substitution (置換 / Snowclone) | Keep the structural template of a known phrase, swap the content — "X is the new Y" style | | 3 | Subcultural Capital (界隈消費 / Tribal Signal) | Deploy an in-group cipher only the target subculture decodes — Bourdieu cultural capital axis | | 4 | Cross-domain Mapping (次元降下的比喩 / Analogy) | Map a familiar domain's structure onto an unfamiliar product to enable simplification |

Full mechanism, JP/EN vernacular aliases, worked examples, and anti-patterns: standards/neta-injection-techniques.md.

Source Taxonomy — 5 Categories

| Category | Examples | Shelf life | Retrieval path | |----------|----------|------------|----------------| | SNS / Meme | X / Reddit / niconico / TikTok | ≤6 mo | Path A-1 (site-locked search) | | Classical Lit | 百人一首, 漢詩, Shakespeare | evergreen | Path A-2 (parametric → verify) | | Modern Lit | 村上春樹, 太宰治, contemporary novels | 5-20 yr | Path A-2 | | Quotes / Aphorisms | 名言, proverbs | evergreen | Path A-2 | | Specialist Fandom | anime / game / niche subculture | variable | Path A-1 + subculture allow-list |

Full taxonomy, recognition heuristics, and allow-list tables: standards/neta-source-taxonomy.md.

Protocol Reference

Full Phase A–D flow, BLOCKED conditions, routing diagram, and pre-phase opt-in verification live in protocols/copy-neta-injection.md. Do not inline — reference.

Standards Reference

• standards/neta-injection-techniques.md — 4 techniques with primary

English academic anchor + EN/JP vernacular aliases + worked examples

• standards/neta-source-taxonomy.md — 5 source categories, shelf-life

rules, retrieval-path routing, site allow-list

• standards/neta-websearch-pipeline.md — Phase A-D pipeline spec

including Path A-1 (SNS/meme, site-locked) and Path A-2 (literary, parametric-first with attribution verify)

Mandatory Gate — Neta Safety

Every output from this skill (bake-in or overlay mode) MUST pass the Neta Safety gate before advancing. The gate is evaluator-only.

• Rubric: rubrics/neta-safety-gate.md
• Agent: copywriting-toolkit/agents/copywriter-evaluator.md
• Dimensions: 5 (cultural fit, attribution accuracy, freshness,

audience recognition, legal)

• Two hard legal vetoes (any one = FAIL):

1. Copyright infringement (verbatim lyric / extended quote without

license; character-likeness without rights)

1. 景品表示法 ステマ (undisclosed endorsement / stealth marketing

failing to label sponsored references)

Verdict enum: PASS | NEEDS_REVISION. On NEEDS_REVISION, worker addresses specific dimension feedback and re-runs Phase C-D (not A-B — candidate catalog stays stable).

Handoff

• Bake-in mode: hand off to the Phase 4 drafting skill selected in

the router (copywriting-). neta_candidates is a pool the drafter selects from — not every candidate must appear.

• Overlay mode: hand off to copywriting-voice-quadrant-stage.

The voice-quadrant positioning analyzes the neta-injected draft, not the pre-overlay base.

BLOCKED Conditions

Return BLOCKED on the envelope (do not proceed to Safety gate) when:

• Phase A retrieval returns zero usable candidates after both Path A-1

and Path A-2 (audience too narrow / topic too fresh)

• Phase A-2 attribution cannot be verified for any candidate

(misquotation risk — never guess a quote's source)

• All candidates fail Phase D pre-check on a hard legal veto dimension

(copyright or ステマ) — surface to user for brief revision

• Intake envelope missing neta_opt_in or neta_source_type_preference

— do not silently default

Present BLOCKED reason to user. Do not auto-skip to Phase 4/5 — downstream expects either neta output or explicit skip flag.

Non-Goals

• This skill does NOT do Phase 2 ideation. If the brief needs concept

expansion, route to copywriting-ideation first.

• This skill does NOT own the ethics check (景表法 optical-illusion

claims, etc.) — that is copywriting-ethics-check-stage Phase 7. Neta Safety only covers neta-specific legal vetoes (copyright + ステマ).

• This skill does NOT run on form-specific framework adherence. Phase 4

workflow skills own their framework; this skill only injects neta.

Next Stage

• Bake-in mode → copywriting- (Phase 4 drafting)
• Overlay mode → copywriting-voice-quadrant-stage (Phase 5)
• Skipped → whichever phase the router dictates (Phase 4 or Phase 5)

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: kouko
• Source: kouko/monkey-skills
• License: MIT

Install and usage instructions live in the source repository linked above.