Quarterly creative performance review for BODi. AND Gather creative measured against portfolio benchmarks across ROAS, spend efficiency, and hit rate. Full Meta Ads Manager export. 527 ads. $3.8M total spend.
AND Gather creative drove 41% of total purchase value on 34% of spend. ROAS outperformed the portfolio benchmark by 31%. Hit rate was 70% higher. CPM ran 16% more efficient at $6.59 vs $7.89. Two underperforming campaigns (10MinBODi and P90X) dragged AND Gather below 1.0x. Excluding those, AND Gather runs 1.09x. AND Gather beat the benchmark in all three months.
Nutrition runs 1.24x on $636K with a 75% hit rate. Fitness absorbs $445K but returns only 0.57x, dragged by 10MinBODi ($147K at 0.16x) and P90X ($69K at 0.04x). The gap between categories is stark. Shakeology alone does $621K at 1.25x. The shift to nutrition-first creative is the right call. Extending the Shakeology playbook to Recover, Energize, Belle Vitale, and P90X supplements is the Q2 priority.
| Month | AND ROAS | AND Spend | Benchmark ROAS | Active AND Ads |
|---|---|---|---|---|
| January | 1.12x | $753K | 0.80x | 92 |
| February | 0.46x | $390K | 0.34x | 95 |
| March | 1.15x | $161K | 0.97x | 68 |
AND Gather beat the portfolio benchmark in all three months. February dipped across the board (benchmark fell harder to 0.34x). March rebounded to 1.15x on tighter spend as underperformers were cut and winners scaled.
AND Gather creative drove 41% of total purchase value on 34% of spend. That means every AND Gather dollar worked harder than the portfolio average. ROAS outperformed the portfolio benchmark by 31%. Hit rate was 70% higher. CPM ran 16% more efficient. Two underperforming campaigns (10MinBODi and P90X) dragged AND Gather below 1.0x. Excluding those, AND Gather runs 1.09x.
140 AND Gather ads across three formats. Static leads with 74 ads at 1.03x ROAS on $652K. SHK BOGO statics cluster between 1.2x and 1.8x. Carousel returns 1.13x on $139K with Madison influencer content driving the result. Video carries the most creative weight (60 ads) but converts worst at 0.74x, dragged by 10MinBODi and P90X. Static CPM ($6.12) runs 35% cheaper than video ($9.41).
| Format | Ads | Spend | ROAS | Observation |
|---|---|---|---|---|
| Static | 74 | $652K | 1.03x | SHK BOGO statics are the profit engine. Scale. |
| Video | 60 | $513K | 0.74x | 10MinBODi and P90X drag average. GLP-1 podcasts convert. |
| Carousel | 6 | $139K | 1.13x | Madison carousels drive the result. Find more. |
74 statics at 1.03x with a $6.12 CPM. Cheaper to produce, cheaper to distribute, and converting above breakeven. The SHK BOGO cluster runs 1.2x to 1.8x. AND Gather should increase static allocation in Q2, especially for nutrition.
60 video ads at 0.74x. Without 10MinBODi and P90X, video improves significantly. The GLP-1 Podcast format proves AND Gather can make video that converts. Apply that authority-driven formula more broadly.
Customer Journey data from Motion across 97 AND Gather creatives ($1.29M spend) spanning video, static, and carousel formats. Video drives the strongest engagement metrics (15.8% thumbstop, 23.3% sustain) but carousel and static still convert through CTR and purchase rate. The data confirms that AND Gather's ROAS advantage comes from efficient media buying, not from stopping power.
| Format | Creatives | Spend | Thumbstop | CTR | C2P |
|---|---|---|---|---|---|
| Video | 42 | $508K | 15.8% | 2.70% | 0.45% |
| Static | 51 | $640K | n/a | 1.02% | 0.99% |
| Carousel | 4 | $139K | n/a | 0.66% | 0.41% |
15.8% thumbstop means nearly 85 out of 100 people scroll past AND Gather video before it registers. The hook data shows AND Gather can score high (93 on GLP-1 Podcast) but often fails to convert those stops into purchases. Stronger opening frames and faster value propositions compound in Q2.
Static runs 0.99% click-to-purchase vs 0.45% for video. Lower top-of-funnel engagement but stronger bottom-of-funnel conversion. The SHK BOGO statics prove that a clear offer with strong visual converts without needing a 15-second hook.
23.3% sustain on video means most people who stop still leave early. The mid-section creative needs to deliver on the hook's promise faster. Test shorter formats, quicker cuts, and earlier offer reveals.
AND Gather's ROAS outperformance comes despite lower funnel metrics because CPM runs efficient at $6.59 overall. If funnel metrics improve even modestly while maintaining CPM efficiency, the ROAS lift is material.
100 creatives with $1,000+ spend. 32 are above breakeven. 68 are not. The pattern is sharp. Authority-driven nutrition content converts. Offer-driven statics convert. UGC creator videos and product-push campaigns do not.
| Theme | Creatives | Spend | ROAS | Win Rate | What This Looks Like |
|---|---|---|---|---|---|
| SHK Weekly Statics | 14 | $185K | 1.46x | 71% | Fresh product photography, weekly refresh cadence. Low CPMs ($3-6), high convert scores. No video production needed. |
| SHK Offer Statics | 10 | $175K | 1.31x | 80% | Clear offer, urgency-driven statics. 8 of 10 above breakeven. The conversion play that works every time. |
| Carl Podcast / Authority | 3 | $196K | 1.14x | 60% | Doctor/expert discussing GLP-1s, trending health topics. Authority + trending topic + product tie. Converts at any hook score. |
| Influencer Lifestyle | 2 | $111K | 1.09x | 100% | Madison influencer carousels. Aspirational fitness lifestyle. Only non-SHK creative that converts at scale. |
| Cluster | Creatives | Spend | ROAS | Winners | Q2 Action |
|---|---|---|---|---|---|
| SHK Weekly Statics | 14 | $185K | 1.46x | 10 (71%) | SCALE |
| SHK Offer Statics | 10 | $175K | 1.31x | 8 (80%) | SCALE |
| Carl Podcast Videos | 3 | $196K | 1.14x | 2 (67%) | MAKE MORE |
| Madison Carousels | 2 | $111K | 1.09x | 2 (100%) | MAKE MORE |
| Jeans / Monthly Offer | 2 | $92K | 0.94x | 1 (50%) | OPTIMIZE |
| UGC Creator Videos | 23 | $147K | 0.49x | 2 (9%) | KILL FORMAT |
| 10MinBODi | 20 | $138K | 0.18x | 0 (0%) | KILL PRODUCT |
| P90X | 6 | $66K | 0.03x | 0 (0%) | KILL PRODUCT |
Every cluster that performs is Shakeology. Weekly statics ($185K, 1.46x). Offer statics ($175K, 1.31x). Carl Podcast ($196K, 1.14x). 52% of all profitable spend comes from one product. Madison carousel ($111K, 1.09x) is the only non-SHK creative that converts at scale. The creative formula works. The product concentration is the vulnerability. Q2 needs to extend the SHK playbook to Recover, Energize, and Belle Vitale before fatigue sets in.
The creative formula is proven. Nutrition statics and authority-driven video convert. The opportunity is doing more of what's already working on Shakeology while building systems to replicate those winning templates across every nutrition category. Extend the influencer playbook beyond fitness into nutrition. Close the video engagement gap.
The weekly SHK static template (1.46x, 71% win rate) and offer static template (1.31x, 80% win rate) are the two most reliable creative formats in the account. These need to be systematized and applied to Recover, Energize, Belle Vitale, and P90X supplements. Same photography style, same refresh cadence, same offer structure. Different product. The template works. Roll it out.
Madison influencer content returns 1.09x on $111K across just 2 ads. It's the only non-SHK creative that converts at scale. The opportunity is finding nutrition-aligned influencers for Recover, Energize, and Belle Vitale. Health and wellness creators who can talk about supplements the way Madison talks about fitness. This is how AND Gather scales new creative without heavy production overhead.
AND Gather video runs 15.8% thumbstop and 23.3% sustain. The Carl Podcast GLP-1 hooks prove the team can create hooks that score 93+ and convert at 1.53x. Apply that authority-driven, trending-topic formula across more video creative. Stronger opening frames, faster value props, pattern interrupts. The format works when the talent and topic are right.
52% of profitable spend comes from Shakeology. The answer isn't to pull back on SHK. It's to add more nutrition products that convert at the same level. Every new nutrition SKU that hits 1.0x+ is insurance against SHK fatigue without sacrificing the volume that's working right now. Do more of everything that converts.
Q1 made the playbook clear. Nutrition statics and authority video convert. UGC and product-push do not. Q2 is about doing more of what works. Double down on Shakeology while rolling the same winning templates into the rest of the nutrition portfolio. Build the influencer pipeline for nutrition launches.
Shakeology is 52% of profitable spend and still the highest-converting product in the portfolio. More weekly statics, more offer statics, more authority video cuts. Keep the production volume high and the refresh cadence tight. Shakeology is not a product to diversify away from. It's the product to do more of while simultaneously rolling the same templates into new categories.
The weekly SHK static template and the offer static template are the two highest-performing creative formats in the account. Build a repeatable production system around both. Same photography direction, same design system, same refresh cadence. Apply to Recover, Energize, Belle Vitale, and P90X supplements. The creative formula is proven. The system needs to make it repeatable across every nutrition SKU.
New Carl podcast footage was shot last week and delivers between this week and next. The Carl Podcast GLP-1 hooks were Q1's highest-performing video creative (93 hook score, 1.53x ROAS). Fresh footage means new cuts, new hooks, and new angles on the authority-driven format that already converts. Priority is getting these into production immediately for early Q2 launch.
Madison influencer content returns 1.09x on $111K across just 2 ads. The carousel format works. The next step is finding nutrition-aligned influencers for Recover, Energize, and Belle Vitale launches. Health and wellness creators, supplement reviewers, fitness nutrition voices. This is how AND Gather scales new product creative without heavy production overhead or the UGC failure pattern.
AND Gather video runs 15.8% thumbstop and 23.3% sustain. The GLP-1 podcast hooks prove the team can create hooks that score and convert. Apply authority-driven, trending-topic hooks across more creative. Stronger opening frames, faster value props, pattern interrupts.
Three March launches are showing strong early performance. GLP-1 Strawberry Static (1.22x, $17K). You Bought The Outfit (1.64x, $3K). Dad Static (1.56x, $10K). AND Gather's job is to build more creative around these angles. More variants of the GLP-1 product shot. More lifestyle aspiration statics in the Outfit mold. More relatable fitness statics like Dad. Feed the account fresh creative in the directions that are already working.