Four-week creative plan · prepared by AND Studio · for Cole + Gary review
This is the operating plan for June. Defensive month, not aggressive. The L90 trend is softening (1.32x to 1.17x at L30) and the right play is iteration on proven winners, not net-new exploration. The macros below reflect what has converted across the trailing window.
Note on the metric. L90 ROAS 1.32x, L30 1.17x, L7 1.18x stabilizing. CPA $44-47 across windows. Thumbstop rate 35% on 6-week trend. Concept 01 showing fatigue. June objective: defend L90 baseline by accelerating variant iteration on the top performers.
01
North Star
Premium-but-accessible hydrogen. The smart alternative to a $1,200 bottle, not a tablet brand competitor.
The competitive set is hydrogen bottles, not tablet brands. The argument is form-factor moat plus Brecka credibility. June compounds that argument across the cohorts that have already moved on it, with iteration weight on the proven concepts and selective testing in the value cohort.
Brecka is the credibility anchor. Both founder cuts and mechanism-explainer creative carry that voice.
02
Macro Structure
Three macros run in June. Spend allocation defends the trailing window's converters with the heaviest iteration weight on M2 Quiet Builder.
The cohort that converted on Brecka authority. Already convinced of the credibility argument. June refreshes within the lane; the test is finding a hook variant that beats the $31 CPA on the Brecka loyalist cluster.
The hero macro. Three sub-cohorts: Committed But Stuck ("simplest thing" narrative), Trend-Burned Re-Evaluator (study credibility, hydration reframe), Mechanism Believer (cellular mechanism explainer). June grows M2 spend share from 7% toward 25%+ through aggressive iteration.
Primary hooks: missing-piece framing, aesthetic restraint, founder voice, study credibility
Asset count: 6-8 assets across the month
M3 · Value Seeker (TEST · 15-20% spend)
Lapsed Supplement Buyer sub-cohort. "Last one I'll try" narrative. Low-stakes entry framing. June delivers a verdict on whether this cohort earns continued investment.
12-14 assets across the month at 96-100% hours utilization. Two-engine model: ~70% hours on Engine 1 (iterate winners), ~30% on Engine 2 (net new creator).
Week 1 · Foundation · June 1-7
Ship 3 assets · 10-12 hours. Strategy lock Monday; first iteration variants on Testimonial-Video04 and MOFUFounder
Performance baseline audit drops Friday for first weekly read
Brecka library access confirmed; raw footage pipeline cadence locked
Week 2 · Push · June 8-14
Ship 4 assets · 14-16 hours. First heavy edit from raw; tweet statics; 3D Hydro Bath variant
M2 spend share growing toward 25%+
Lapsed Buyer first test concept live
Week 3 · Scale · June 15-21
Ship 3 assets · 12-14 hours. Lapsed Buyer cohort second test; mid-month checkpoint Thursday
End-of-month performance read Friday; Lapsed Buyer cohort verdict (Scale, Extend, or No New Production)
July roadmap delivered for sign-off by end of week
04
Week 1 Preview
The named concepts shipping by Saturday June 7.
M1 · Trust-Driven Optimizer
Brecka Hook Variant · light iteration on $31 CPA winner; hook lane: "Why Gary Brecka actually takes this"
M2 · Quiet Builder
Testimonial-Video04 Iteration R1 · hook + length variants of 3.18x ROAS winner; three lanes
MOFUFounder Iteration R1 · hook variants of 2.82x ROAS winner; positioned for Committed But Stuck cohort
Day-3 signal check: thumbstop rate against 35% baseline. Day-7 read: variant scoring on the top 3 winners; underperforming variants killed and slot freed.
05
Key Data Points
Where we start
L90 ROAS: 1.32x ($838K spend, softening trend)
L30 ROAS: 1.17x ($330K, watch zone)
L7 ROAS: 1.18x ($77K, stabilizing)
CPA: $44-47 across windows
Top performers: Testimonial-Video04 3.18x · MOFUFounder 2.82x · 3D Hydro Bath 2.02x · Tweet statics 1.97x · Sale statics 3.25x · Brecka 1.69x
How we’ll know it’s working
L90 ROAS baseline defended at 1.32x (target lift to 1.5x)
M2 spend share grows from 7% to 25%+
Lapsed Buyer cohort verdict delivered with W4 read
12-14 finished assets at 96-100% hours utilization
06
What We Need From You
This week
Weekly brief sync cadence with the H2Tab buying team locked
Brecka library access for podcast pickup cuts
Raw footage pipeline cadence from creator UGC sources
Next week
Lemon Lime launch timing confirmation for July creative prep
Lapsed Buyer cohort definition + persona input from your side
Standing
Mid-month checkpoint Thursday June 18
Month-end review week of June 22 for July roadmap sign-off
Sign-off · one-click approval
Reply to this doc with "Approved" to lock the month. Revisions handled within 24 hours via email, Slack, or reply.
Primary contact: John Ty · john@andstudio.nyc · creative lead