AND

BODi Packet
June Playbook

v3.0 · brief-response posture (not strategy) · 100+ ads/month working capacity · extra-credit pitches drive the value-add · approval call Mon Jun 2

HOW TO READ. Single client, big account. Strategic POV, account strip, diagnostic, all 8 cuts (collapsed except Cut 1), production plan, Week 1 concepts with APPROVE / HOLD / KILL, reference creative mapping. Click any "+" to expand a cut.

Engine Run · v1.2 · BODi pod lock · methodology shareable

How this packet is built

First time you are seeing the full pipeline end to end for BODi. Output below follows the 7-step process. John is picking up the pod assignment (expanding from H2Tab + Veloci); Hayes cross-pod consults. BODi novation pack is pending. Mark it up where anything does not read right.

Motion pull. Full BODi account at L30 today (355 ads, $871,531 spend · big account). L7 trend pulls Mon 8 AM (auto). L90 baseline lands at end-of-month close. Not top 10. The full ad set with Motion AI tagging attached.
8 cuts. The strat-framework cuts. Cuts 1-5 are per-ad time-based (spend, efficiency, scaling, hook, fatigue). Cuts 6-8 are tag-based (hook tactic, persona, Frankenstein candidates). Cuts 9-10 are monthly or quarterly cross-account (not in this packet).
Persona mapping. Cut 7 surfaces Motion's intended_audience tags. We do not accept them at face value. We map each Motion tag against the AND Persona Databank (VALS, NMI LOHAS, Hartman, NPD nutrition, CRN supplement frameworks) so the macro structure rests on a real category persona, not Motion's auto-label.
Production Plan. The cuts feed the plan. BODi: 100+ ad allocation by macro (big account, big production cadence). Format mix from Cut 2, hook distribution from Cut 6. 4-week ladder shows ship cadence. PRIMARY APPROVE GATE sits on this plan, not on individual ads.
Week 1 concepts. The assets shipping by Thursday EOD so they are live in the ad account by Friday. BODi: 8 concepts. Each is a brief that goes into Asana once the plan is approved. Per-concept Approve / Hold / Kill is secondary to overall plan approval.
Brief expansion. Approved concepts get expanded into individual briefs in Robbie's existing Asana templates (v1 Full Engine, v2 Post-Prod, v4 Post-Prod + UGC). Briefs land Monday June 2 EOD.
Friday read. Cassandra v0 fires Mon 8 AM with the L7 re-pull. The cycle closes weekly. Macro reweighting at Monday strategy lock based on the read. Wednesday 3pm BODi client call is the standing forum.

What we need from John (with Hayes consult). Mark up the persona mapping if you would call any cohort differently. Flag the Week 1 bets you would not take, especially the Yapper format test (it dragged on H2Tab; this packet bets it lifts on BODi). Tell us which of the 8 cuts you actually use Monday and which we should drop. The Production Plan APPROVE gate is the strategic decision; per-concept gates are secondary. Lock by Mon June 2 EOD ahead of the Wed 3pm client call.

BODi

Premium home fitness + nutrition · 20 custom conversions wired (Paid Search Brand/Non-Brand, Account Creation, 6 MO Purchase, BB Account Creation, etc.) · CPA = cost per purchase

Attribution window7-day click + 1-day view. Confirmed Motion config for BODi (same as Morphe; aligned with the post-iOS 14 DTC standard). All ROAS, CPA, revenue numbers below reflect 7DC+1DV attribution on the immediate Purchase event. Reading the data last 30 days (L30) · this is a current-state read, not lifetime or LTV-adjusted.

Operating Posture · BODiWe do not own creative strategy on BODi. WITHIN runs the buying, BODi sends us briefs, we produce against them. Our value is twofold: (1) respond to inbound briefs cleanly and on time, (2) push extra-credit creative · ads we know will perform based on what the Motion data tells us · that weren't in the brief. The data work below is for us, not for them. It informs what extra credit we pitch and where we push back on briefs that ask for formats / hooks the data says are dead money. Strategy engine output here is "pitches we are bringing to WITHIN," not "plan we are committing to."

Account · BODi · L30 baseline Healthy at 1.25x

SPEND

$871,531

355 ads

Read this before the cuts 1.25x return on immediate Purchase is not the right top-line for a subscription business. When we split BODi's L30 spend by stage: Prospecting carries $649K (75% of spend) at 1.05x return · near-breakeven on first purchase, which is correct for a subscription brand acquiring at the low-ticket entry point. Retargeting carries $222K (25%) at 1.84x return · that is where the immediate-purchase math actually works. Blended: 1.25x. The real business unlocks through subscription LTV. BODi has 20 custom conversions tracking exactly the lifecycle events that matter: 2B Purchase (2-bag subscription), 6 MO Purchase (6-month subscription), Account Creation, BB Account Creation, Paid Search Brand/Non-Brand. None surface as Motion's headline because the workspace defaults to the Pixel Purchase event, but they are the actual decision-frame for what target CAC the business supports. What this means for June targets: we cannot set a defensible ROAS or CAC target until we understand the subscription LTV math. Worth a growth-strategy session before locking June, same posture as the Veloci $156 paid vs $70 blended conversation.

ROAS

1.25x

7d click only

CPA

$86.15

10,311 purchases

ANDG vs Baseline · L30Total spend $871,531. ANDG share 34% · ANDG ROAS 1.17x · Baseline ROAS 1.29x · Index 91%.

ANDG underperforms baseline by 9% blended (1.17x vs 1.29x). Mix-decomposition: not a stage allocation issue. ANDG Prospecting 0.94x vs Baseline Prospecting 1.10x (gap is -15%, this is where the underperform lives). ANDG Retargeting 1.86x vs Baseline Retargeting 1.83x (parity). The prospecting creative is the actual problem. Worth digging in with WITHIN to understand what is working on their prospecting that we are not catching. Honest read: this is the only account where we are behind on baseline · directly relevant to the June production reweight.

Diagnostic · BODi · 354-ad L30 dataset · $871,531 spend · 1.25x ROAS · $85 CPA

Bottom line. Healthy at 1.25x ROAS, $85 CPA on $$871K spend last 30. Workhorse messaging (Comprehensive Nutrition Support at $228K, 1.26x on 71 ads) is solid but uninspiring. Real opportunity in Energy & Performance Enhancement (1.46x on $118K, n=46), under-funded for what it returns. 20 custom conversions track lifecycle deeply (Account Creation, 6 MO Purchase, BB Account Creation) · worth a growth strategy session before June planning gets too deep.

Three signals call it.

Signal 1: Energy & Performance messaging is under-invested. Energy & Performance Enhancement reads 1.46x on $118K (n=46) · beats workhorse Comprehensive Nutrition Support at 1.26x on $231K (n=71). June plan lifts spend share into Energy & Performance; Comprehensive Nutrition holds workhorse weight. Holiday Eating Support at 2.63x on $7.8K (n=8) is the directional outlier worth a small test slot. Time Efficiency & Convenience at 0.74x (n=33) and Product Quality & Superiority at 0.76x (n=20) are the angles to reduce.

Signal 2: Yapper format unexpectedly wins. 1.53x ROAS on $54K, 6 ads (and 1.48x at the n=12 expanded read). Compared to H2Tab where Yapper drags at 0.77x · same format, different audience response. Hypothesis: BODi audience responds to authenticity over polish, where H2Tab needs expert-explainer credibility. Worth validating with a test slot in W1. Static To Video Hybrid is the actual scale-format workhorse (1.26x on $183K, n=84). Offer-First Banner at 1.28x on $95K is the steady offer layer.

Signal 3: If Then hook tactic at 1.51x (n=11 small but directional). Contrast at 1.25x (n=25) is the defensible winner with volume. Offer Only at 2.25x on $34K (n=10) is the highest-ROAS hook with material spend. Storytelling at 0.87x (n=4) and Contrarian at 0.77x (n=2) underperform. Hook tactic at 51% tagged · less than half the account; tagging gap acknowledged below.

Two data holes acknowledged. (1) 98 of 355 ads (28%) without a meaningful intended_audience tag (77 ads tagged literal 'None' + 21 empty). Cut 7 reads on tagged subset only. Augmentation plan: rule-based classifier on adName patterns, LLM tagger on copy + thumbnail OCR for residual, Motion AI in flight. Target 90%+ tagged by W2. (2) BODi has 20 custom conversions wired (deepest lifecycle infrastructure of any AND account) but none surface as the headline metric. Daily read is immediate purchase ROAS at 7DC. The 6 MO Purchase and BB Account Creation economics question sits with the BODi growth team; we do not have it. June commit: surface the lifecycle-CAC ask in the Wed Jun 4 client call once W1 baseline is in.

Metric posture · BODi · full-cycle, no perf-fee meter in flight

How we read against an account at 1.25x

BODi is full-cycle this month with no formal performance-fee meter on AND. The 1.25x ROAS account-average sits above breakeven; the question is whether the lifecycle economics support a higher target. Daily read is direction; the contract conversation about target ROAS (and what role 6 MO Purchase economics plays in setting it) sits with the BODi growth team plus John + Hayes.

Headline metric. Immediate purchase ROAS at 7DC, L7 auto Mon 8 AM. June floor target: 1.35x on the macros we are reweighting toward (Energy & Performance + Static-to-Video Hybrid format + If Then + Offer Only hooks). Account floor of 1.25x today is the starting line; the lift comes from reweighting from Time Efficiency angle and Storytelling/Contrarian hooks.

What we are NOT doing. Not setting a hard ROAS gate that kills creative below threshold. The 1.25x account average masks 2.79x performers (top scaling Memorial-Day Static) and 0.66x drags (Memorial Day Sale GIF on $23K). Direction beats threshold this month. Lifecycle-aware ROAS targets (Brand Search vs Non-Brand vs 6 MO Purchase) need their own conversation with the BODi team; we wire that when novation pack lands and lifecycle math is on the table.

Third data hole · Hook tactic tagging at 51%
BODi Cut 6 (hook tactic ROAS) is built on 182 of 354 tagged ads · about half the account. The If Then 1.51x (n=11) and Offer Only 2.25x (n=10) reads sit on the tagged subset and may carry selection bias. Augmentation plan: (a) rule-based classifier on adName patterns + creative copy (Chelsea, 30 min weekly · covers ~30% of untagged), (b) LLM tagger on creative copy + thumbnail OCR for residual ~8% (John runs Mon AM as part of L7 read), (c) Motion product team escalation. Combined target: 90%+ tagged coverage by end of W2. Until then, Cut 6 reads are directional; the format-level reweight (Cut 2) remains the load-bearing signal · Static-to-Video Hybrid at 1.26x on n=84 is the statistically defensible scale signal.

All 8 cuts · BODi · full 354-ad L30 dataset · $871,531 spend · 1.25x ROAS · $85 CPA

Cut 1Top by spend L30Where the budget actually went. The carrying creatives. What every other cut gets compared to.

#	Ad name	Spend	ROAS	CPA	Thumb	State
1	040926_NA_Video_10MinBODiBOD16AStopDoing-NRTV_10Minutes-N…	$44,121	0.76x	$94	2085%	holding
2	042326_27662_Static_LoseUpTo15LbsIn21DaysColorBG-Internal…	$30,691	1.31x	$98	0%	hidden
3	050826_27774_GIF_MaySummerSaleGlassBagPedGLP1NutrGaps-AND…	$30,228	0.85x	$134	1197%	holding
4	040926_NA_Video_10MinBODiBOD09AMicrodosingWorkouts-NRTV_1…	$23,241	0.69x	$119	1902%	holding
5	052126_27877_GIF_MemorialDaySaleGoogleEveryIngredient-AND…	$22,953	0.66x	$151	984%	hidden
6	050626_NA_Video_AutumnAmbassadorBelleVitaleSupps-NA-NA_Fe…	$22,564	1.66x	$66	1823%	scaling
7	040826_27465_Static_PillBottleMultipleSupplementsChocolat…	$22,250	1.42x	$105	0%	scaling
8	041726_NA_Carousel_ShaunTDigIn_NA-NA_SubscrLP_Fitness	$20,225	1.51x	$72	0%	scaling
9	041026_27581_Static_LemonContainerStack131Scoop_LockInYou…	$20,113	0.96x	$101	0%	declining
10	042826_NA_Video_IfYouTakeP90XSupp-NRTV_FuelRealResults-Yo…	$18,071	1.29x	$78	1005%	declining

Cut 2Efficiency winners L30 (spend > $5K)The cheapest-converting creative that should get more budget. Filtered to cut statistical noise.

#	Ad name	Spend	ROAS	CPA	Thumb	State
1	051226_27778_GIF_MaySummerSaleLemonContainerStackMoreEner…	$13,741	2.79x	$40	957%	scaling
2	051226_27759_Static_MaySummerSaleShaunT30DToARippSum-Inte…	$13,071	2.01x	$49	0%	declining
3	051426_BOD26-C_Video_ASMRShakesShakeology-NRTV-NA_YourDai…	$7,268	1.76x	$64	1390%	declining
4	051426_BOD27-A_Video_ThisIsShakeology-NRTV-NA_NutritionTh…	$7,445	1.70x	$61	2532%	declining
5	051426_BOD28-A_Video_GotShakeology-NRTV-NA_AllInOneDailyS…	$13,471	1.66x	$68	1618%	holding
6	050626_NA_Video_AutumnAmbassadorBelleVitaleSupps-NA-NA_Fe…	$22,564	1.66x	$66	1823%	scaling
7	051426_BOD26-B_Video_ASMRShakesShakeology-NRTV-NA_YourDai…	$8,805	1.61x	$69	1797%	holding
8	051226_27778_GIF_MaySummerSaleLemonContainerStackMoreEner…	$9,534	1.60x	$64	1044%	holding
9	BODI_Carousel_Subscribe_ANDG_ANDG_Shakeology_Healthy Weig…	$7,321	1.59x	$63	0%	scaling
10	052126_27826_GIF_MemorialDaySaleBlueOutfitIngredientCallo…	$9,374	1.59x	$77	1419%	hidden

Cut 3Scaling momentumWeek-over-week scaling winners. Predicts next week's spend leaders before the budget actually moves.

#	Ad name	Spend	ROAS	CPA	Thumb	State
1	051626_27464_Static_GLP1sCutAppetiteStrawberry_FillThe-GL…	$16,309	0.28x	$347	0%	scaling
2	041726_NA_Static_5ReasonsWhyFloorClockMale_FitnessThat-Yo…	$541	1.75x	$60	0%	scaling
3	041726_NA_Carousel_Ilana Ambassador2BMindset_NA-NA_Subscr…	$412	2.62x	$37	0%	testing
4	050826_27774_GIF_MaySummerSaleGlassBagPedGLP1NutrGaps-AND…	$1,057	2.41x	$48	1550%	scaling
5	041026_27491_Carousel_SHKOldSupplementRoutine_SimplifyYou…	$485	2.09x	$44	0%	testing
6	041726_NA_Carousel_Ilana Ambassador2BMindset_NA-NA_Subscr…	$1,990	5.26x	$21	0%	scaling
7	050526_NA_Video_LaceeGreenAmbassador10MinBeginnersPost_NA…	$1,586	1.13x	$93	1039%	scaling
8	051626_27465_Static_PillBottleMultipleSupplementsChocolat…	$2,689	0.70x	$244	0%	scaling
9	051226_27777_GIF_MaySummerSaleStickHeroMuscleBGRipPourGo-…	$1,754	1.97x	$50	1128%	scaling
10	050526_NA_Video_LaceeGreenAmbassador10MinBeginnersPost_NA…	$2,380	0.92x	$125	1128%	scaling

Cut 4Hook winners (thumbstop · spend > $2K)What is actually stopping the scroll. These hooks get extracted and tested on other creative bodies via cut 8.

#	Ad name	Spend	ROAS	CPA	Thumb	State
1	050626_27495_Video_ElizabethRusselOrganicPostResize-Inter…	$5,895	0.82x	$131	4419%	scaling
2	051126_27755_Video_MaySummerSaleLaceeAmbassador-Internal-…	$2,824	2.81x	$40	2874%	scaling
3	051126_27755_Video_MaySummerSaleLaceeAmbassador-Internal-…	$4,520	0.74x	$133	2775%	declining
4	NRTV_Subscribe_Video_SHK_BOD27-B_ThisIsShakeology_04.22.26	$3,275	1.54x	$62	2710%	holding
5	051426_BOD27-A_Video_ThisIsShakeology-NRTV-NA_NutritionTh…	$7,445	1.70x	$61	2532%	declining
6	NRTV_Subscribe_Video_SHK_BOD27-D_ThisIsShakeology_04.22.26	$4,111	1.52x	$66	2523%	scaling
7	051126_27755_Video_MaySummerSaleLaceeAmbassador-Internal-…	$3,636	0.64x	$140	2378%	scaling
8	052026_27740_Video_ENGZUGCCreatorDominiqueBellamyGettingT…	$2,108	0.84x	$111	2263%	hidden
9	050526_27665_Video_UGCWellWorthyHook2-Internal_TheProgram…	$2,496	1.15x	$92	2253%	scaling
10	040926_NA_Video_10MinBODiBOD16AStopDoing-NRTV_10Minutes-N…	$44,121	0.76x	$94	2085%	holding

Cut 5Fatigue / stop-production listActive ads with declining state, WoW spend down >15%, or L30 ROAS more than 30% below L90. Refresh or kill.

#	Ad name	Spend	ROAS	CPA	Thumb	State
1	041026_27581_Static_LemonContainerStack131Scoop_LockInYou…	$20,113	0.96x	$101	0%	declining
2	042826_NA_Video_IfYouTakeP90XSupp-NRTV_FuelRealResults-Yo…	$18,071	1.29x	$78	1005%	declining
3	BODI_Static_Subscribe_ANDG_ANDG_Shakeology_Workout Partne…	$17,282	1.25x	$90	0%	declining
4	042226_27584_Static_GoogleEveryIngredient131Scoop-ANDG_Ju…	$14,024	1.23x	$82	0%	declining
5	051226_27759_Static_MaySummerSaleShaunT30DToARippSum-Inte…	$13,071	2.01x	$49	0%	declining
6	051326_NA_Video_LaceeGreenBoostAprilAmbassadorReel3Energi…	$12,351	1.04x	$107	1419%	new
7	040326_27431_Static_P90XSupp-ApproachableBenefits-Extreme…	$7,863	0.59x	$143	0%	declining
8	051426_BOD27-A_Video_ThisIsShakeology-NRTV-NA_NutritionTh…	$7,445	1.70x	$61	2532%	declining
9	051426_BOD26-C_Video_ASMRShakesShakeology-NRTV-NA_YourDai…	$7,268	1.76x	$64	1390%	declining
10	BODI_Static_Subscribe_ANDG_ANDG_Shakeology_Shake Up Your …	$7,222	0.88x	$120	0%	declining

Cut 6Hook tactic comparisonWhich hook archetype is converting account-wide. Direct input into next month's brief.

Tag	Spend	ROAS	N	Thumb
If Then	$64,264	1.51x	11	1628%
Contrast	$61,890	1.25x	25	1386%
Storytelling	$47,538	0.87x	4	2204%
Contrarian	$45,237	0.77x	2	1797%
Urgency	$41,942	1.12x	25	1225%
Relatability	$39,897	1.33x	19	1486%
Offer Only	$34,424	2.25x	10	1218%
Question	$31,637	1.30x	13	1667%
Challenge	$22,953	0.66x	1	984%
Curiosity	$21,541	1.14x	13	1646%
Bold Claim	$20,915	1.38x	8	1628%
Aspirational	$19,787	1.14x	8	1172%
Authority	$10,192	0.47x	1	867%
Directive	$7,206	1.14x	20	1442%

Cut 7Persona analysis (intended audience)Which persona each ad targets and the conversion math behind it. Decides which personas to add or kill at the macro level.

Tag	Spend	ROAS	N	Thumb
None	$255,237	1.33x	77	1218%
Health & Wellness Seekers	$109,196	1.30x	38	1621%
Results Seekers	$105,325	1.38x	35	1515%
GLP-1 Users/Considerers	$95,677	0.96x	20	1467%
Strength & Body Sculptors	$58,598	1.52x	18	1684%
Advanced Exercisers	$52,879	0.86x	43	1195%
Busy Individuals	$47,351	0.88x	23	1265%
Specific Body/Health Concerns	$46,647	1.41x	19	1702%
(untagged)	$33,483	1.33x	21	1974%
Fitness Beginners	$21,123	0.81x	11	1681%
Parents	$15,579	0.81x	7	2925%
New Year's Resolution Makers	$13,148	1.16x	1	1273%
Supplement Users	$9,324	1.17x	17	1330%
Sprouts Shoppers	$7,801	0.04x	7	0%

Motion tag · AND Persona Databank mapping · BODi

Motion's intended_audience labels are a starting point, not the answer. The mapping below routes each Motion tag to a real category persona from the AND Persona Databank. Frameworks used for nutrition + fitness: VALS, NMI LOHAS, Hartman, NPD nutrition, CRN supplement.

Motion tag	AND Persona	Framework	Macro fit
Health & Wellness Seekers ($109K, 1.30x)	NMI LOHAS · Health Strivers	NMI · CRN	M1 Comprehensive Nutrition workhorse · the scale cohort
Results Seekers ($105K, 1.38x)	Hartman Optimizer · NPD Active Adopter	Hartman · NPD	M1 + M2 · transformation outcome cohort
GLP-1 Users / Considerers ($96K, 0.96x)	Medicated Modernist · drifting	NMI · NPD	Reweight down · GLP-1 segment underperforms vs general health
Strength & Body Sculptors ($59K, 1.52x)	Performance Builder · VALS Innovators	Hartman · VALS	M2 Energy & Performance HERO · the under-funded winner
Advanced Exercisers ($53K, 0.86x)	Established Athlete · drag	NPD	Deprioritize · overinvested at sub-breakeven
Busy Individuals ($47K, 0.88x)	Convenience-Driven Strivers	VALS	Reweight down · Time Efficiency angle drags account
Specific Body/Health Concerns ($47K, 1.41x)	Recalibrator	Hartman	M3 Achievable Results test · weight management / body composition lean
Fitness Beginners ($21K, 0.81x)	Aspirational Self	VALS	Monitor · sub-breakeven, may need different angle
Supplement Users ($9.3K, 1.17x)	Naturalites · CRN supplement	NMI · CRN	M1 retention · existing supplement-user crossover
None / untagged ($289K combined)	Broad targeting	·	Largest data hole · 77 ads tagged 'None' + 21 empty = 98 ads on $289K

Cut 8Frankenstein candidates (high thumbstop + low ROAS)Thresholds: thumbstop p75 AND ROAS ≤ account median × 0.6 AND spend ≥ $1K AND not in Cut 1 top 10. Pull the hook, swap onto a winning body, ship the hybrid.

BODi pipeline. Codified thresholds (thumbstop p75, ROAS ≤ 0.6x median, spend ≥ $1K) surface candidates where hook earned scroll but body did not convert. Pull strong-thumbstop hooks onto Static-to-Video Hybrid bodies (the proven BODi format).

#	Ad name	Spend	ROAS	CPA	Thumb	State
1	051126_27755_Video_MaySummerSaleLaceeAmbassador-Internal-…	$4,520	0.74x	$133	2775%	declining
2	051126_27755_Video_MaySummerSaleLaceeAmbassador-Internal-…	$3,636	0.64x	$140	2378%	scaling
3	NRTV_Subscribe_Video_SHK_BOD28-B_GotShakeology_04.22.26	$1,909	0.72x	$112	2101%	hidden
4	040326_27452_Video_SuppPromoCutdownPre-Workout_FuelYourWo…	$1,621	0.74x	$116	1821%	hidden
5	050626_NA_Video_LaceeGreen10MinBeginnersPost-Infl_DontLov…	$1,455	0.65x	$162	1842%	scaling

Brief Intake + Extra Credit · June 2026 · BODi

What we actually do here

This is not a production plan we own. BODi sends briefs through WITHIN; we respond with ads. Working capacity is 100+ ads per month at full lean-in (the recent 4x4 sprint delivered 32 in 9 days, so the cadence is real). The strategy engine output below is two things: (1) what the data tells us is working / not working, so we can improve the briefs we receive (push back on Demo / Yapper formats that don't perform, push for Energy & Performance messaging that does), and (2) extra-credit pitches · specific ads we want to make that weren't in the inbound brief, because we know from the cuts they'll perform.

Inbound brief cadence · how BODi work flows to us

Source	Cadence	Typical volume	What we own
Sprint briefs (4x4 model)	Quarterly, multi-product	30-40 / sprint	Production end-to-end · designs, motion, copy adaptations
Always-on adaptations	Rolling weekly	~20-30 / month	Format adaptations (1:1, 4:5, 9:16), copy variants, color/offer swaps
Premium / hero requests	Per project	Variable	3D animation, FOOH, cinematic. Recent: Tip Off 3D, Lifeproof Taxi FOOH, Ulta x Morphe hero
Extra credit (ours)	Proactive · weekly pitch	5-8 / month	Concepts we propose that weren't in the brief, based on data
Working capacity	·	100+ / month	If pipeline is full, scales beyond

June extra-credit pitches · what the data says we should make

Pitch	Data signal	Target volume	What success looks like
Energy & Performance hero refresh	1.46x ROAS on $118K, under-funded relative to Comprehensive Nutrition workhorse (1.26x on $231K)	3-4 ads	If our refresh holds > 1.4x at 14-day read, push WITHIN to lift spend share
Yapper format test (divergence bet)	1.48x on $88K BODi-side, 0.77x on H2Tab · different audience response, worth a test slot	2-3 ads	If BODi Yapper holds > 1.3x, validate audience-creative fit; if it drops, we know it was a 12-ad sample artifact
Prospecting-side reweight (ANDG vs Baseline -15%)	ANDG Prospecting reads 0.94x vs Baseline 1.10x · our prospecting creative is the weak point	4-5 ads	New prospecting concepts pulling on If Then (1.51x) + Contrast (1.25x) hook tactics, away from whatever is dragging the 0.94x. Target lift to 1.1x+
If Then hook expansion	1.51x ROAS on n=11 · directional but the strongest hook tactic in the account	3-4 ads	Build out the If Then structure across SHK + supplement lifestyle. If reads hold above 1.4x at n > 30, push it as a standing format
Retargeting volume push	Retargeting carries 25% of spend at 1.84x · ANDG retargeting is at parity with baseline (1.86 vs 1.83) but volume is thin	3-5 ads	More retargeting variants from our side · the only stage where we are at parity, lots of room

Approval · which extra-credit pitches to push WITHIN to fund

Approve the pitches you want us to push, not a "plan" we own

You don't approve a 100-ad plan here. You approve which of the 5 extra-credit pitches above we want to formally pitch to WITHIN this week. Inbound briefs continue to flow regardless; we respond. Extra credit is the upside conversation that decides whether June ends as "we made what they asked for" or "we made what they asked for and also moved the prospecting needle."

Reference creative for the Week 1 concepts · Cut 1 visualized

Each Week 1 concept above is paired below with the existing BODi ad it iterates from. Thumbnails ship when Motion pulls them next week; ad names below are the canonical Motion library references.

Week 1 concept	Reference ad (Motion library)	Ref ROAS	Ref spend
Energy & Performance · If Then Conditional	042826_NA_Video_IfYouTakeP90XSupp-NRTV_FuelRealResults	1.29x	$18,071
Energy & Performance · Ambassador Reel	050626_NA_Video_AutumnAmbassadorBelleVitaleSupps-NA-NA_FeelMore	1.66x	$22,564
Energy & Performance · Before/After Transformation	041726_NA_Carousel_ShaunTDigIn_NA-NA_SubscrLP_Fitness	1.51x	$20,225
Comprehensive Nutrition Workhorse · ASMR Shakes	051426_BOD26-C_Video_ASMRShakesShakeology-NRTV-NA_YourDailyN	1.76x	$7,268
Comprehensive Nutrition · All-In-One Daily	051426_BOD28-A_Video_GotShakeology-NRTV-NA_AllInOneDailySupp	1.66x	$13,471
Yapper Test Slot	051426_BOD27-A_Video_ThisIsShakeology-NRTV-NA_NutritionThatF	1.70x	$7,445
Achievable Results · Before/After Body Comp	042326_27662_Static_LoseUpTo15LbsIn21DaysColorBG-Internal_21Day	1.31x	$30,691
Promotional Layer · Father's Day Offer-First	051226_27778_GIF_MaySummerSaleLemonContainerStackMoreEnergy	2.79x	$13,741

Next steps · BODi · week of Jun 2

Mon-Fri cadence