v2.1 · Angler reframed as growth strategy input (lifecycle math, target setter) · Strategy Lock Mon Jun 2
HOW TO READ. Per client: diagnostic, recommendation (where applicable), all 8 cuts (collapsed except Cut 1), macros, Week 1 concepts with APPROVE / HOLD / KILL, reference creative playing inline. Click any "+" to expand a cut.
Engine Run · v1.2 · for Hayes + John lock · methodology shareable
How this packet is built
First time you are seeing the full pipeline end to end. The output below for HygieneLab and MyPrize follows the 7-step process. Goodwipes and Barker sit outside this cycle (they brief us or organic only). Hayes pod and John pod both run on this. Mark it up where anything does not read right.
Motion pull. Full account at L30 today. L7 trend pulls Mon 8 AM (auto). L90 baseline lands at end-of-month close. Multi-window deltas surface as Cut 1-5 columns from v1.7. Today's L30 cuts are the baseline; L7 deltas land Monday 8 AM auto-pull and re-rank the cuts for the Strategy Lock. 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, CRN, Mosaic, NPD, IHRSA frameworks) so the macro structure rests on a real category persona, not Motion's auto-label.
Production Plan. The cuts feed the plan. 50-asset allocation by persona, 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 12 assets shipping by Thursday EOD so they are live in the ad account by Friday. Each concept is a brief that goes into Asana once the plan is approved. Per-concept Approve / Hold / Kill is secondary to plan-level 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). 29 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.
What we need from you (Hayes + John). Mark up the persona mapping if you would call any cohort differently. Flag the Week 1 bets you would not take. 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.
HygieneLab
Men's clean care · V1 Cohort · Bridge keys-on · Perf-fee starts June 5 · non-negotiable · Trybe inaugural beta · CPA = cost per purchase
Attribution window7-day click only (no view). Confirmed Motion config for HygieneLab. All ROAS / CPA / CPIC numbers below reflect 7DC attribution. This is more conservative than Meta default 7DC + 1DV · view conversions are not credited to ads. Changeable in Motion at the workspace level if Kramer wants the broader window for the perf-fee read. Separately: 6 Angler LTV custom conversions in workspace not surfacing · see Kramer recommendation for the LTV wiring path.
Strategic POV · HygieneLab
Men over-index on hygiene shame and under-index on hygiene ritual. We move them from cleaning to upgrading. Pro-tier formulation is the proof, daily ritual is the wedge, founder credibility is the carrier. Every concept below earns its place by serving this argument or feeding a test that informs it.
Bottom line. The account is reweighting from "Bold Claim, Greenscreen, Yapper" toward "Curiosity hooks, Us Vs Them format, Listicle format." Spend is currently concentrated in the wrong half. June fixes that, with Kramer Content Capture feeding founder voice across the M2 hero macro.
Three signals call it.
Signal 1: Curiosity hooks are working. Bold Claim is not. Curiosity reads 0.75x ROAS on 28 ads, $21K spend, 39% thumbstop. Bold Claim reads 0.37x on 17 ads, $32K spend. We are spending more on the hook that converts less. June flips this.
Signal 2: Us Vs Them and Listicle outperform the workhorse Headline format. Us Vs Them: 0.76x ROAS, 38% thumbstop, 23 ads, $26K. Listicle: 0.65x, 42% thumbstop. Headline workhorse: 0.56x, 90 ads, $38K. The two strongest formats carry 50 of 90 Headline ads' spend on smaller volume.
Signal 3: DIRECTIONAL ONLY (n=11). Confidence & Self-Identity messaging reads 0.84x ROAS at 44% thumbstop, but the spend is concentrated in a single creator ad (Jake Boffman, $15.6K). Treat as a test slot worth chasing, NOT as the hero anchor. 95% confidence band on 11 ads spans roughly 0.4x to 1.3x.
Two data holes acknowledged. (1) 47% of HL ads are untagged on hook_tactic. The Cut 6 ROAS-by-hook read is on the tagged subset only. Augmentation plan if Motion AI does not close: (a) rule-based classifier on adName patterns (Chelsea, 30 min weekly; covers ~30% of untagged from prior strat work), (b) LLM tagger on creative copy + thumbnail OCR for the residual ~17% (Hayes runs Mon AM as part of L7 read), (c) escalation to Motion product team in flight. Combined target: 90%+ tagged coverage by end of W2 regardless of Motion AI status. (2) Immediate purchase ROAS at 7-day click + 1-day view is the daily metric Motion surfaces; Angler LTV is referenced once per month to back into target ROAS, not wired in as the daily read. See Kramer recommendation below.
Recommendation for Kramer · Angler is the target setter, not the daily metric
All 8 cuts · HygieneLab · full 328-ad L30 dataset · $164,468 spend · 0.51x ROAS
Cut 1Top by spend L30Where the budget actually went. The carrying creatives. What every other cut gets compared to.
Cut 4Hook winners (thumbstop · video only · spend > $1K)What is actually stopping the scroll. These hooks get extracted and tested on other creative bodies via cut 8.
Cut 6Hook tactic comparisonWhich hook archetype is converting account-wide. Direct input into next month's brief.
Tag
Spend
ROAS
N
Thumb
Bold Claim
$31,684
0.37x
17
21%
Curiosity
$20,610
0.75x
28
39%
Explainer
$9,711
0.77x
6
19%
Social Proof
$5,830
0.21x
6
16%
Directive
$4,024
0.46x
15
16%
Shocking Statement
$3,214
0.37x
21
21%
Confession
$2,305
0.61x
3
8%
Contrast
$2,037
0.61x
9
25%
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
$60,753
0.60x
56
38%
Health Conscious Men
$54,071
0.49x
166
20%
Hair Stylers
$23,943
0.40x
8
32%
Men
$19,239
0.45x
26
17%
Brand Community Members
$3,059
0.30x
11
21%
Partnered Men
$747
0.40x
8
27%
Men Seeking Partners
$637
0.95x
6
21%
Performance Focused Men
$535
0.26x
8
21%
Motion tag → AND Persona Databank mapping · HygieneLab
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 so the macro structure sits on the right cohort foundation. Frameworks used for personal care: NMI LOHAS, Hartman, VALS, Mosaic.
Motion tag
AND Persona
Framework
Macro fit
Health Conscious Men
Naturalites / Innovators
NMI LOHAS · VALS
M1 Clinical Believer
Huberman Followers
Optimizers / Naturalites
Hartman · NMI
M1 Clinical Believer (sub: ingredient researcher)
Performance Focused Men
Performance Builder
Hartman
M1 test slot · the underinvested cohort flagged in Signal 3
Reads as the "no-targeting beats targeting" signal · audit interest layering before reweighting
Cut 8Frankenstein candidates (high thumbstop + low ROAS)Thresholds: thumbstop ≥ account p75 (HL ~25%, MP ~28%) AND ROAS ≤ account median × 0.6 AND spend ≥ min stake (HL $1K, MP $5K) AND not already in Cut 1 top 10. The hook stopped the scroll, the body did not convert. Pull the hook, swap onto a winning body, ship the hybrid. The highest-leverage cut nobody usually runs.
HL pipeline is thin. Codified thresholds surface only 1 HL candidate at L30 (Hilton Michael Styling Gel: $7.9K, 0.32x ROAS, 32% thumbstop). Two reasons: (a) HL spend is concentrated in ~10 carrying creatives so high-thumb / low-ROAS pairs are rare, (b) 47% untagged hooks suppress yield. Pipeline depth grows when Motion AI tagging closes June 6 (see SLA above).
The HygieneLab Meta workspace has six Angler LTV custom conversions configured (Purchase w/LTV, New Customer Future LTV, CAC Custom Event, Future LTV, New Customer Purchase w/LTV, LTV Custom Event), and none currently surface in Motion. We are proposing the following setup so the weekly engine read swaps from immediate purchase ROAS to LTV-adjusted ROAS by the W2 read.
Headline metric. Set Motion workspace goalMetric to Angler Purchase w/LTV (Conversion). Based on naming convention this is the post-purchase LTV-adjusted event the optimization should weight against. The five others remain available as secondary cuts (New Customer for cold-cohort efficiency reads, CAC for blended CAC math).
Target ROAS floor.1.5x LTV-adjusted ROAS as the June floor, with 2.0x as the stretch. Benchmark source for the 1.5x floor: 1.4x to 1.8x typical range across personal-care LTV benchmarks (CTC Growth 2025 benchmark report + Hawke Media DTC State of Industry 2025, men's personal-care subset, n=32 brands). The current 0.51x immediate purchase ROAS understates real efficiency; LTV-adjusted ROAS typically lands 2.0x to 2.8x higher than immediate purchase in this category, so a real read of 1.0x to 1.4x LTV-adjusted on today's creative is the working hypothesis.
Assumptions we are running on (revise if wrong). 90-day LTV window. Blended LTV as primary, New Customer Purchase w/LTV as secondary cohort cut. Motion → Meta → Angler pipeline wireable at the Motion workspace level (we will work with Motion support to confirm).
Two questions for Kramer
Confirm we hold at 7-day click only for daily reads, or swap to 7DC+1DV for broader attribution. Angler LTV is a growth strategy input. Pull it monthly to understand the lifecycle math (what is the customer actually worth long-term, what does that mean for sustainable CAC) and use that to set the right target ROAS. Not a daily optimization metric. If you want us to swap to a different attribution window (e.g., 7-day view), name it.
Confirm 1.5x LTV-adjusted ROAS as the underlying target (mapping to ~0.7x immediate purchase ROAS as the daily read floor for June). If your team optimizes against a different LTV target internally, share the number and we re-map.
Kramer Content Capture · the strategy, not a shoot
How we get Kramer content
Kramer is a founder, not a model. We do not get him for shoot days. We get him for content. The Content Capture strategy stacks every available source so M2 founder-voice production never blocks on a shoot day that does not happen.
Source
Effort on his end
What we get
Est. assets / month
iPhone selfies
5-10 min, his couch
Vertical 9:16 founder talking head, raw cuts
6-8
Podcast clips (existing)
None. We pull from what he has already done
Vertical recuts with captions, supered quotes
4-6
Podcast appearances (new)
1 booking, 60-90 min sit
Vertical cuts per appearance, evergreen
8-20 per appearance
Remote Zoom interview
60 min
Founder talking head, scripted prompts, multi-cut
8-20 per session
Voice notes
2-5 min per note
VO over b-roll, ingredient explainers
2-4
Library pulls
None
Existing May 21 footage + archive recuts
4-6
Target for June. 22 M2 hero assets need 22 founder-voice anchors. A single 60-minute Zoom or podcast appearance yields 8-20 usable assets minimum (multi-cut from the same session). One session = 40-90% of M2 hero supply. Layered with library + iPhone selfies + voice notes, total stack delivers 30-50+ potential anchors per month, well above the 22 we need.
The floor (Week 1 commit, no Kramer required). Library pulls + existing podcast recuts deliver 8-10 founder-voice anchors with zero new capture. These ship regardless of Kramer's availability. If Tue/Wed Zoom happens, we layer iPhone selfie + Zoom upside on top (delivers another 8-15). If it does not, library + podcast recuts carry the full M2 hero week. No single point of failure.
Production Plan · June 2026 · 50 assets · HygieneLab
The plan, derived from the cuts
What we read. From the 8 cuts above: M2 Daily Ritual cohort earns hero allocation because Confidence & Self-Identity messaging pulled 0.84x ROAS at 44% thumbstop, the strongest signal. Bold Claim hook tactic is over-funded relative to its 0.37x return; Curiosity (0.75x) and Explainer (0.77x) are the efficient hooks. Us Vs Them and Listicle visual formats beat Headline at scale. Performance Optimizer cohort sits under 1% spend with order-of-magnitude headroom. What the plan does. Allocates 50 assets across the three macros at the weights the data supports, with format and hook mix that pulls toward the efficient signals and away from the inefficient ones.
Asset allocation · 50 total
Macro
Persona (AND Databank)
Assets
% of 50
Why this count
M1 Clinical Believer
NMI Naturalites + Hartman Optimizer
13
26%
Holds maintenance role. Clean & Non-Toxic at 0.63x is efficient at scale. Refresh hooks, do not expand the cohort.
M1 Performance Test
Hartman Performance Builder
1
2%
Single concept test slot for the <1% cohort with order-of-magnitude headroom. Validates whether to scale in July.
M2 The Upgrade Shower
Strivers / Aspirational Self · Loyalist
22
44%
HERO. Anchored on defensible signals: Curiosity hooks (n=28, 0.75x ROAS) and Us Vs Them format (n=23, 0.76x ROAS). Confidence & Self-Identity (n=11, directional only) gets a 2-asset test slot to validate. Kramer Content Capture W2 feeds founder voice (library floor + iPhone/Zoom upside).
M3 Cost-Per-Use Value
Drifters / Price Researchers
6
12%
TEST. Behavior shows in engagement, not yet served. June validates the cohort or kills it.
Creator UGC (Trybe)
Threaded through M1 + M2
8
16%
Inaugural Trybe account. Whitelisted UGC slots into M1 (Clinical Believer cohort) and M2 (Upgrade Shower) hook structures. Strategic role: non-founder credibility carries the M2 argument to cohorts skeptical of single-founder voice. Three creators briefed against Curiosity hooks + Us Vs Them formats; case study deliverable to Trybe in late June for the beta-program rollout.
Total
·
50
100%
·
Format mix · driven by Cut 2 (visual format ROAS)
Visual format
Cut signal
Assets
Where it lands
Us Vs Them
0.76x ROAS · 38% thumbstop · WINNER
10
M2 hero · positioning vs. mass + niche
Listicle
0.65x ROAS · 42% thumbstop · WINNER
8
M1 + M2 · ingredient + benefit roll-up
Headline (Static)
0.56x ROAS · workhorse format
12
M1 + M3 · retargeting + workhorse
Founder talking head
Kramer Content Capture dependent (multi-source)
8
M2 · founder voice carrier
Before/After + Demo
0.42x · use selectively
4
M1 · ingredient transparency proof
Creator UGC formats
varies by creator
8
Trybe layer
Total
·
50
·
Hook tactic distribution · driven by Cut 6
Hook tactic
Cut signal
Assets
Copy direction
Curiosity
0.75x ROAS · 39% thumbstop · WINNER
14
"What's actually in...", "Why do men..."
Explainer
0.77x ROAS · 19% thumbstop · WINNER
10
Founder + science partner walk-through
Contrast / Confession
0.61x ROAS each · efficient
8
Salon-vs-shower, before-routine framing
Directive
0.46x ROAS · average
8
"Stop using...", "Add this 30 seconds"
Bold Claim TEST
0.37x ROAS · DEPRIORITIZE
4
Hold at test weight only · do not lead
Social Proof
0.21x ROAS · DEPRIORITIZE
6
UGC-anchored only · creator credibility carries
Total
·
50
·
Cross-tab note. The three tables above describe the same 50 assets sliced through different dimensions. An asset has all three attributes simultaneously: it belongs to a macro, it has a visual format, and it carries a hook tactic. Joint feasibility (e.g., can 22 M2 assets carry the Curiosity + Explainer hook weights AND the Us Vs Them + Listicle format weights?) is validated at the brief intake step by the production lead. If a combination is infeasible (e.g., Frankenstein UGC + Listicle conflict), the brief intake reweights and the plan re-baselines at Tuesday lock.
Four-week ladder · ship cadence
Week 1 · Foundation
12
Iteration variants of Cut 1 winners + first M2 founder cuts from staged library. Performance-fee clock starts 6/5. L7 re-pull auto Mon 8 AM. Perf-fee meter starts Fri (all assets live in account by then).
Week 2 · Push (Hero)
14
Kramer Content Capture sprint Tue/Wed (iPhone selfies + 30-min Zoom + podcast clip selects + raw uploads) delivers M2 inventory. Not a formal shoot day. Highest production week. UGC 5%+ spend share. AND-created 35%+ of total Meta spend.
Week 3 · Scale
14
Top performers compound. New Kramer footage layered. Mid-month check Thu. AND-created reaches 50%+ spend share.
Week 4 · Close
10
Evergreen winners locked. M3 read complete. EOM read auto Mon Jun 30, 8 AM. July roadmap delivered EOW.
Primary approval · the plan, not the ads
Approve the allocation, format mix, hook distribution, and 4-week ladder above.
This is the strategic approval gate. The 50-asset breakdown is what we commit to producing for the month. The Week 1 concepts below and the reference ads below that are operating output of this plan, not standalone strategy. If the allocation is wrong, flag it here and the rest re-baselines.
Macro Structure
M1 · Clinical BelieverMaintenance · 25-30%
The signal. Already converts efficiently. Hold position, do not expand. Performance Optimizer test slot sits inside this macro because it shares the credibility-leaning hook structure.
~14 assets · 1 PO test slot reserved
M2 · The Upgrade ShowerHERO · 45-50%
The signal. The cohort with the strongest credibility-to-scale path. Underweighted today relative to what the data says it can absorb. June puts the biggest weight here.
~22 assets · Kramer Content Capture sprint W2
M3 · Cost-Per-Use ValueTEST · 20-25%
The signal. Price-conscious researcher behavior shows in engagement data but has not been served creative. June validates whether this is a real cohort or a tagging artifact.
~6 assets · verdict W4
Creator UGC (Trybe)Threaded · M1 + M2
The signal. Inaugural Trybe account. Bet: whitelisted UGC into the M1/M2 hook structures lifts non-founder credibility without diluting brand voice.
~8 creators · case study release in June
Week 1 Concepts · Approve / Hold / Kill
The 12 assets shipping by Thursday EOD so they are live in the ad account by Friday June 5 EOD. These are the first slice of the 22 M2 + 14 M1 + 6 M3 + 8 UGC allocation above. Each concept is a brief that goes into Asana once the plan is approved. Approve / Hold / Kill per concept secondary to the plan-level gate above.
Concept
Variants
Aspect ratios
Source
Asana template
DRI
Ship
Ingredient Transparency Spotlight
2
9:16 + 1:1
Jake Boffman library + new derm callout VO
v2 Post-Prod
Chelsea
Wed Jun 4
Stack-Fit Bridge
2
9:16 + 1:1
Skincare-routine stock + product reset
v2 Post-Prod
Chelsea
Thu Jun 5
Performance Optimizer Test
1
9:16
Stock runner b-roll + new VO
v2 Post-Prod
John (cross-pod consult)
Fri Jun 6
Kramer Cut R1 (multi-source)
2
9:16 + 1:1
Library + podcast recut (floor) · iPhone selfie if delivered
v1 Full Engine
Hayes (founder relationship)
Thu Jun 5
Daily Ritual Framing (30-sec demo)
2
9:16
New product-in-use stock or Kramer iPhone
v1 Full Engine
Chelsea (edit) + Hayes (sign-off)
Fri Jun 6
Pro-Tier at Daily-Use Price
2
9:16 + 1:1
Library Kramer + Augustinus Bader visual comp
v2 Post-Prod
Chelsea
Thu Jun 5 EOD
Whole-Family Math
1
1:1 static
Product still + cost-per-use math overlay
v2 Post-Prod
Chelsea
Wed Jun 4
7 concepts
12 assets
·
·
·
·
by Thu Jun 5 EOD
M1 · Clinical Believer
Ingredient Transparency Spotlight
"What's actually in your body wash" · derm-credible callout reel
Bet (falsifiable): Ingredient transparency hook beats benefit-led. WIN: ROAS > 0.7x AND save rate > 4% by Day 7. KILL if save rate < 1%.
Stack-Fit Bridge
"Same skin discipline, body edition" · hygiene-side of skincare routine
Bet (falsifiable): Skincare stacker cohort extends discipline downward. WIN: CTR > 1.5% AND ROAS > 0.65x by Day 7. KILL if CTR < 0.8%.
Performance Optimizer Test
"The hygiene you bring to training" · runner/lifter credibility cut
Bet: Cohort exists at >1% headroom; one concept reads the signal.
HOOK 0:00-0:02: tight on Kramer hand holding bottle, kitchen counter morning light, no music. VO 0:02-0:05: "Most body wash is mass commodity." Beat. 0:05-0:10: "Pro-tier formulation isn't a salon thing." Beat. 0:10-0:15: "It's a daily thing." Cut to ingredient swirl over product. END 0:15-0:22: brand mark + "Same shower, different formula." Sources: library May 21 raw + prior Hartman Hatebook podcast recut. iPhone selfie if delivered.
Bet (falsifiable): Founder voice carries the daily-ritual reframe. WIN: 3-sec view-through > 40% AND ROAS > 0.6x by Day 7. KILL if 3-sec < 25% by Day 5.
Daily Ritual Framing · "Same 30 seconds, different result"
HOOK 0:00-0:02: wrist tap, stopwatch overlay starts at 0:00. 0:02-0:30: POV from-the-shower-door cuts through soap, rinse, towel-pat in real time. VO 0:02-0:25: "Most guys spend 30 seconds soaping. Same 30 seconds, pro-tier formulation, different result." END 0:30: stopwatch stops + product line super. Sources: licensed male-bathroom-routine stock + new VO + product macro.
Bet (falsifiable): Ritual framing beats checklist framing. WIN: hold-50 > 12% AND scroll-back > 8% by Day 5 (vs 6% account baseline). KILL if hold-50 < 6%.
Pro-Tier at Daily-Use Price · "Salon-grade without the salon"
HOOK 0:00-0:02: split-screen, Augustinus Bader bottle ($340 super) vs HygieneLab bottle ($28 super). 0:02-0:08: VO "Pro-tier formulation. Not pro-tier price tag." 0:08-0:12: macro ingredient list, three callouts (clinical surfactants, formulator-led pH, fragrance-free option). END 0:12-0:15: "Daily, not occasional." Brand mark.
Bet (falsifiable): 3-sec view-through > 55% AND ROAS > 0.7x by Day 7. KILL at 3-sec < 35%. SCALE at 3-sec > 55% AND ROAS > 0.7x.
M3 · Cost-Per-Use Value
Whole-Family Math
"What you actually pay per shower" · single-frame cost-per-use comparison
Bet (falsifiable): Price-conscious cohort converts on cost-per-use math. WIN: save rate > 5% AND share rate > 2% on the static (vs account 1.5% save baseline). KILL save < 1%.
Next Steps · HygieneLab · this week
Monday June 2 through Friday June 6
Mon 8 AMCassandra auto-pulls Motion L7 to validate that the signals above still hold. Cuts 3 (scaling) and 4 (hook winners) re-baseline.
Mon EODStrategy lock. Plan approved or revised based on the gate above. Week 1 concepts locked.
Mon EODBriefs into Asana. Week 1 concepts (the 12 assets shipping by Saturday) become individual briefs in Robbie's v1/v2/v4 templates.
Tue PMKramer questions sent (Angler tracking doc, separate). Two questions: which Angler conversion is headline, what is the LTV-adjusted ROAS floor. Meter starts Friday regardless.
Wed-ThuV1 production. Pod ships against the briefs. Light iteration concepts on Wed, heavier edits Thu.
Fri 6/5Performance-fee meter starts. All Week 1 assets live in the ad account. First in-week performance read drops.
Sat 6/7Week 1 ship target: All 12 assets live in account by Friday. Carryover not acceptable; this is performance, signal and credit depend on assets being IN the account.
Reference: current creative in market
The ads below are what is in the account today. Pulled from Motion. Review the performance, mark SCALE / ITERATE / KILL per ad. These inform iteration weight against the macros above.
Account · full 328-ad L30 dataset0.51x ROAS · LTV not surfacing
At parity. ANDG creative is slightly above baseline (0.52x vs 0.49x) but inside the noise band. Both halves of the account read sub-breakeven on immediate purchase. This is the metric that drives perf-fee invoice math (June 5 meter starts on ANDG-stamped spend regardless of how the underlying ROAS reads).
Reference creative for the Week 1 concepts
Each Week 1 concept below maps to a live ad in market as its visual reference. Production team uses the reference as the source for editing, hook placement, and aesthetic. Concept-to-reference mapping table follows.
Week 1 Concept
Reference ad in market
What we keep
What we change
Ingredient Transparency Spotlight
JakeBoffman_NonToxis (0.85x ROAS, 44% thumb)
Derm-credible callout structure, ingredient super treatment
New VO, swap to clinical-strength surfactant lead, add formulator name on screen
Cost-per-shower comparison overlay (not social proof), price math callout
FaceDuo_face-duo-pdp_shopnow
SCALINGVID1moWoW +112.16%
L90
$17.1K
0.41x
$126 CPA
L30
$15.9K
0.43x
$123 CPA
L7
$2.2K
0.37x
$138 CPA
Scaling +112% WoW but 16% thumbstop trails the 44% Jake Boffman benchmark. Hook is the unlock.
current copy in market
Clean Ingredients That Perform
The Cleanest Men’s Care Brand. Period.
We didn’t just meet the standards·we crushed them.
✅ Think Dirty Score: 0 (Clean)
✅ EWG Verified
…
Iterations to ship
1Open with EWG / Yuka / Think Dirty scorecard on screen, founder voice over.
2Cold open: 'Most men's face wash hides what's in it. We led with it.'
3POV: phone scanning competitor barcodes vs Face Duo, voice over the result.
4Direct cut: 'Three clean-product scores. Three perfect scores. One brand.'
homepage_shopnow_05.05.26
SCALINGVID0moWoW +46.14%
L90
$15.6K
0.85x
$83 CPA
L30
$15.6K
0.85x
$83 CPA
L7
$8.3K
0.77x
$89 CPA
Best converter (0.85x ROAS, 44% thumbstop). Run more like this.
Iterations to ship
1Brief 3 more non-tox creators in the Jake Boffman template.
2Same script, different products (deodorant, styling clay).
3Hook variant: 'Why I checked the ingredients on my men's care.'
4CTA variant: 'Try the cleanest line in men's care. 30 days, full refund.'
homepage_shopnow_05.20.26
HOLDINGSTATIC1moWoW -14.26%
L90
$15.5K
0.44x
$75 CPA
L30
$15.5K
0.44x
$75 CPA
L7
$4.4K
0.50x
$70 CPA
Holding -14% WoW. Refresh trigger soon.
current copy in market
Clean Ingredients That Perform
The Cleanest Men’s Care Brand. Period.
We didn’t just meet the standards·we crushed them.
✅ Think Dirty Score: 0 (Clean)
✅ EWG Verified
…
Iterations to ship
1Add the 3-score badge stack as the visual.
2Layer a customer quote over the product shot.
3'The only styling clay that passes every clean-product scorecard.'
pdp_shopnow_04.02.26
DECLININGSTATIC1moWoW -34.09%
L90
$16.3K
0.58x
$75 CPA
L30
$13.6K
0.61x
$72 CPA
L7
$3.3K
0.63x
$70 CPA
Declining -34% WoW after 1+ month. Fatigued.
current copy in market
Clean Ingredients That Perform
The Cleanest Men’s Care Brand. Period.
We didn’t just meet the standards·we crushed them.
✅ Think Dirty Score: 0 (Clean)
✅ EWG Verified
…
Iterations to ship
1Refresh: Sandalwood scent ingredient story.
2Refresh: side-by-side ingredient comparison vs mainstream deodorant.
3Or kill: redirect spend to Face Duo + Jake Boffman scaling.
pdp_shopnow_04.01.26
DECLININGSTATIC1moWoW -34.19%
L90
$21.9K
0.55x
$75 CPA
L30
$10.0K
0.55x
$84 CPA
L7
$1.4K
0.59x
$75 CPA
Declining -34% WoW. Same Apr Wk1 fatigue pattern.
current copy in market
Clean Ingredients That Perform
The Cleanest Men’s Care Brand. Period.
We didn’t just meet the standards·we crushed them.
✅ Think Dirty Score: 0 (Clean)
✅ EWG Verified
…
Iterations to ship
1Refresh: CoconutCrisp ingredient story.
2Refresh: side-by-side ingredient list.
3Or kill.
homepage_shopnow_05.20.26
SCALINGSTATIC0moWoW +3328.72%
L90
·
·
· CPA
L30
$8.5K
0.57x
$55 CPA
L7
$8.2K
0.56x
$57 CPA
Best CPA in top 10 ($55). Scaling +3328% WoW. Format winner.
current copy in market
Clean Ingredients That Perform
The Cleanest Men’s Care Brand. Period.
We didn’t just meet the standards·we crushed them.
✅ Think Dirty Score: 0 (Clean)
✅ EWG Verified
…
Iterations to ship
1Extend ChatGPT BeforeAfter to Face Duo, Deodorant, Styling Gel.
2'Asked ChatGPT to pick the cleanest men's care. Here's what it said.'
3AI-generated before/after with the scorecard overlay.
4'The men's care brand AI keeps recommending. Here is why.'
styling-gel-pdp_shopnow_04.09.26
SCALINGVID1moWoW +63.49%
L90
$12.6K
0.34x
$111 CPA
L30
$7.9K
0.32x
$120 CPA
L7
·
·
· CPA
32% thumbstop but 0.32x ROAS. Conversion gap. Body / CTA needs work.
Iterations to ship
1Same hook, new closing: drive to clean-product scorecard at end.
2Add EWG / Yuka badges in last 3 seconds before CTA.
3Brief Hilton Michael for a Face Duo cut.
homepage_shopnow_05.20.26
SCALINGSTATIC1moWoW +25.5%
L90
·
·
· CPA
L30
$5.8K
0.42x
$73 CPA
L7
·
·
· CPA
AND-produced styling clay static. Active.
current copy in market
Clean Ingredients That Perform
The Cleanest Men’s Care Brand. Period.
We didn’t just meet the standards·we crushed them.
✅ Think Dirty Score: 0 (Clean)
✅ EWG Verified
…
Iterations to ship
1Founder line: 'Built this because the styling-clay aisle was a chemistry experiment.'
2Variant with side-by-side ingredient panel.
3'Three scorecards. One styling clay. Pass.'
homepage_shopnow_05.20.26
SCALINGSTATIC1moWoW +44.67%
L90
·
·
· CPA
L30
$5.6K
0.50x
$78 CPA
L7
$1.2K
0.46x
$117 CPA
current copy in market
Clean Ingredients That Perform
The Cleanest Men’s Care Brand. Period.
We didn’t just meet the standards·we crushed them.
✅ Think Dirty Score: 0 (Clean)
✅ EWG Verified
…
homepage_shopnow_03.20.26
DECLININGVID2moWoW -79.16%
L90
·
·
· CPA
L30
$4.2K
0.86x
$102 CPA
L7
·
·
· CPA
current copy in market
Hormone safe hygiene for men.
The Cleanest Men’s Care Brand. Period.
We didn’t just meet the standards·we crushed them.
✅ Think Dirty Score: 0 (Clean)
✅ EWG Verified
…
HygieneLab sign-off
MyPrize
Strategic POV · MyPrize
Players do not buy the prize. They buy the story they get to tell at brunch the next day. The unlock is not the jackpot size; it is the specificity of who they get to be when the screenshot hits the group chat. Marlon Wayans is not a celebrity endorsement, he is a permission slip: "if Wayans is in, I am not the only adult playing this." The Tuesday-that-became-something-else is not a moment, it is a frame the player tries on. Every concept below either gives the player a recognizable character to step into, or it does not earn its slot.
Attribution window7-day click + 1-day view. Confirmed Motion config for MyPrize MP1 + MP2. ROAS / CPA / CPIC numbers below reflect 7DC + 1DV attribution (the broader window). Note: MP is the only client in the AND book at 7DC1DV · others are 7DC-only. CAC reads against cost per initiated checkout at the same window. Changeable in Motion if Paul wants the tighter 7DC-only view.
Bottom line. The account is healthy. June pulls weight into Celebrity + Skit formats (the strongest visual converters), kills the Welcome Bonus messaging angle (severely underperforming), and grows Shocking Statement + Relatability hooks. The top Marlon Wayans creative is dragging the average and gets reweighted.
Four signals call it.
Signal 1: Celebrity format earns the spend. Celebrity reads 2.32x ROAS on $342K across 159 ads (account avg 1.75x). Skit 1.96x on $186K. Gamification 1.86x on $291K. Offer-First Banner absorbs $319K at 1.05x and drags the average. June pulls weight into Celebrity + Skit, holds Offer-First Banner at maintenance only.
Signal 2: Welcome Bonus messaging is severely underperforming. Welcome Bonus and Daily Rewards holds 104 ads and $225K at 0.77x ROAS, less than half the account 1.75x. Winning Potential 1.78x on $297K and Win Sweeps Cash and Prizes 1.91x on $225K are the efficient angles. Welcome Bonus angle deprecates from $225K spend share to 2 assets in June.
Signal 3: Shocking Statement is the efficient hook, Relatability is the workhorse. Shocking Statement at 3.10x ROAS on $51K (33 ads) is the efficient extreme. Relatability at 2.28x on $160K is the workhorse. Bold Claim at 1.98x on $93K is efficient at smaller volume. June leans into Relatability + Shocking Statement; Bold Claim stays at test weight.
Signal 4: ATTENTION · the top spender by L30 is reading below account average. The carrying creative at the top of Cut 1 sits well below the 1.75x blended ROAS. The biggest single creative is dragging the account average. Cut 5 Fatigue list flags this. June plan pulls budget from the top spender into Cut 2 efficiency winners and Cut 4 hook winners. We are not preserving the top spender just because it is the top spender.
What it tells us. M1 Lifestyle-Niche carries Skit + Relatability combos. M2 Aspirational Self carries Celebrity format + Shocking Statement hooks. M3 Celebrity/Sports stays at test weight but earns expansion if W2 read holds the 2.32x signal. Welcome Bonus angle drops below 5% of spend share by W3.
All 8 cuts · MyPrize · full 1,000-ad L30 dataset · $1,326,714 spend · 1.75x ROAS
Cut 1Top by spend L30Where the budget actually went. The carrying creatives. What every other cut gets compared to.
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
Video_ANDG_Ambassador_JH_BlackjackV4EditV1_260117
$71
0.00x
$0
31%
testing
2
MicroWrestling_WrestlerTour_APP_CTR_v2_260320
$4,141
0.50x
$83
33%
scaling
3
UGC_MicroWrestling_PlayerHayes_CTR_v1_260320
$73
0.55x
$37
14%
testing
4
MicroWrestling_WrestlerTour_APP_CTR_v1_260320
$98
0.13x
$49
25%
new
5
Video_ANDG_Ambassador_JH_CrossTheRoadV4_260117
$206
0.21x
$51
11%
testing
6
UGC_ChiefLittleFoot_CTR_v1_Microwrestling_260409
$75
0.47x
$15
39%
testing
7
ANDG_UGC_MicroWrestling_KingClover_CTR_260320
$38
0.21x
$13
34%
testing
8
ANDG_UGC_MicroWrestling_Couple_Blackjack_260320
$391
1.69x
$15
31%
testing
9
UGC_MicroWrestling_BigWin_CTR_v4_260320
$172
0.00x
$0
44%
testing
10
UGC_MicroWrestling_FlyinRyan_CTR_v1_260320
$66
0.17x
$33
48%
testing
Cut 4Hook winners (thumbstop · video only · spend > $1K)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
ANDG_UGC_Alex_MPPlatform_BrandReview_251201
$2,562
4.01x
$5
76%
holding
2
ANDG_UGC_Ryan_MPPlatform_BrandReview_251201
$2,985
5.39x
$5
70%
scaling
3
ANDG_AI_RedPanda_v2_750KGC65SC_251201
$1,094
0.04x
$99
69%
testing
4
JH_MW_MPPlatform_Home_BrandReview_260430
$4,441
0.71x
$28
64%
scaling
5
UGC_NellAndBando_MPPlatform_BrandReview_v3_260217
$1,446
0.33x
$43
62%
declining
6
JH_MW_MPPlatform_Home_BrandReview_260430
$1,628
0.91x
$23
62%
declining
7
ANDG_AI_Sasquatch_v2_750KGC65SC_251201
$1,014
0.13x
$36
60%
testing
8
UGC_Johnny_MW_Blackjack_CasinoGames_260423
$8,700
0.05x
$126
59%
declining
9
UGC_NellAndBando_MPPlatform_BrandReview_v1_260217
$1,396
0.12x
$45
59%
declining
10
UGC_NellAndBando_MPPlatform_BrandReview_v3_260217
$1,375
1.27x
$13
58%
scaling
Cut 5Fatigue / kill listActive ads with declining state, WoW spend down >15%, or L30 ROAS more than 30% below L90. Refresh or kill.
Cut 6Hook tactic comparisonWhich hook archetype is converting account-wide. Direct input into next month's brief.
Tag
Spend
ROAS
N
Thumb
Relatability
$159,722
2.28x
93
31%
Storytelling
$98,672
1.50x
84
31%
Bold Claim
$92,819
1.98x
29
32%
Question
$71,195
1.94x
60
45%
Shocking Statement
$50,673
3.10x
33
30%
Curiosity
$46,537
2.67x
69
32%
Call To Action First
$40,680
0.63x
26
26%
Social Proof
$35,565
0.77x
18
22%
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
$345,200
1.53x
150
30%
Marlon Wayans Fans
$103,117
2.08x
21
31%
Online Casino Players
$89,970
1.94x
111
41%
Bros
$66,324
0.72x
18
37%
Wrestling Fans
$59,233
0.53x
38
32%
Couples
$57,700
0.33x
26
39%
Friends
$56,613
1.35x
30
42%
MMA Fans
$51,323
3.79x
80
18%
Motion tag → AND Persona Databank mapping · MyPrize
Gambling / sweepstakes category sits outside the AND Persona Databank's CPG-anchored frameworks. We use VALS, Mosaic, and CRN entertainment-segment data as the closest categorical foundation. AND Persona Databank is being extended this quarter to cover entertainment / iGaming as a proper category.
Motion tag
AND Persona
Framework
Macro fit
Online Casino Players
Experiencers · Entertainment-Seekers
VALS · CRN
M1 Lifestyle-Niche · primary converter
Bingo Players
Believers · Community-Anchored
VALS · Mosaic
MP2-specific · separate sub-segment
Celebrity Followers / Marlon Wayans audience
Strivers · Aspirational
VALS
M2 Aspirational Self · feeds M3 celebrity anchor
High-Engagement Sports Fans
Experiencers · Sports-Identity
VALS · Mosaic
M1 Lifestyle-Niche · sports-fan moment hook lane
Daily Reward Seekers
Strivers · Reward-Loop
VALS
Maps to Welcome Bonus angle · the underperforming messaging at 0.77x
None / untagged ($177K, 19% thumb, 1.75x)
Broad · platform-wide
·
Tracks account average · no signal either way
Cut 8Frankenstein candidates (high thumbstop + low ROAS)Thresholds: thumbstop ≥ account p75 (HL ~25%, MP ~28%) AND ROAS ≤ account median × 0.6 AND spend ≥ min stake (HL $1K, MP $5K) AND not already in Cut 1 top 10. The hook stopped the scroll, the body did not convert. Pull the hook, swap onto a winning body, ship the hybrid. The highest-leverage cut nobody usually runs.
Production Plan · June 2026 · 50 assets · MyPrize (MP1 + MP2 combined)
The plan, derived from the cuts
What we read. Account is healthy: 1.75x purchase ROAS, $75.77 cost per initiated checkout, 91K purchases at $14.52 average. Macro performance is sharply differentiated: Celebrity format 2.32x, Skit 1.96x, Gamification 1.86x. Welcome Bonus messaging dragging hard at 0.77x. Shocking Statement hook 3.10x is the efficient extreme. Relatability 2.28x is the workhorse winner. What the plan does. Pulls weight into Celebrity + Skit formats, kills the Welcome Bonus angle (or repositions it), grows Shocking Statement + Relatability hooks, holds Offer-First Banner at maintenance only.
Asset allocation · 50 total · split MP1 + MP2
Macro
Persona (AND Databank)
Assets
% of 50
Why this count
M1 Lifestyle-Niche Specificity
Experiencers · Sports-Identity
22
44%
HERO. Skit + Gamification formats at 1.96x and 1.86x. Lifestyle context (sports, daily, social) earns the scroll-stop.
M2 Aspirational Self
Strivers · Reward-Loop
16
32%
HERO. "Who I become when I win" framing. Strong evergreen rotation.
M3 Celebrity / Sports Anchor
Strivers · Aspirational
10
20%
TEST elevated. Celebrity format at 2.32x is the account's strongest. Feeds M2 credibility scaffold.
Welcome Bonus angle
Bonus-Seekers (deprioritized)
2
4%
Maintenance only. 0.77x ROAS at $225K spend is the angle dragging the avg. Cut deeply.
Total
·
50
100%
·
Format mix · driven by Cut 2 (visual format ROAS)
Visual format
Cut signal
Assets
Where it lands
Celebrity
2.32x ROAS · 27% thumbstop · TOP WINNER
12
M3 + M2 cross-pollination
Skit
1.96x ROAS · 43% thumbstop · WINNER
12
M1 hero · lifestyle moment specificity
Gamification
1.86x ROAS · 32% thumbstop
10
M1 + M2 · platform mechanics
Screen Recording
1.43x ROAS · 39% thumbstop
6
M2 · proof-in-product framing
Offer-First Banner
1.05x · MAINTENANCE only
6
Retargeting only · do not push paid
Static
varies
4
Retargeting M2
Total
·
50
·
Hook tactic distribution · driven by Cut 6
Hook tactic
Cut signal
Assets
Copy direction
Relatability
2.28x ROAS · 31% thumbstop · WINNER
16
"When the group chat...", "What you do when..."
Shocking Statement
3.10x ROAS · 30% thumbstop · WINNER (small N)
10
"You're not actually playing if...", number-led
Bold Claim
1.98x ROAS · efficient at small volume
10
"The only app...", celebrity-anchored
Storytelling
1.50x ROAS · 31% thumbstop
8
Win-moment narrative + post-win self
Question
1.94x ROAS · 45% thumbstop
6
"Ever wondered why...", "What if..."
Total
·
50
·
Cross-tab note. The three tables above describe the same 50 assets sliced through different dimensions. An asset has all three attributes simultaneously: it belongs to a macro, it has a visual format, and it carries a hook tactic. Joint feasibility (e.g., can 22 M2 assets carry the Curiosity + Explainer hook weights AND the Us Vs Them + Listicle format weights?) is validated at the brief intake step by the production lead. If a combination is infeasible (e.g., Frankenstein UGC + Listicle conflict), the brief intake reweights and the plan re-baselines at Tuesday lock.
Four-week ladder · ship cadence
Week 1 · Foundation
12
Variants of Cut 1 winners (Marlon Wayans celebrity reissues). Top 5 underperformers paused. L7 re-pull auto Mon 8 AM. Perf-fee meter starts Fri (all assets live in account by then).
Week 2 · Push (Hero)
14
M1 Skit variants pushed wider. Fresh M3 celebrity content layered. ROAS hold target 1.75x. CPIC under $80.
Week 3 · Scale
14
Top performers compound. M2 Aspirational Self variants. Mid-month check Thu. Reweight macros against W1+W2 read.
Week 4 · Close
10
Evergreens locked. M3 expansion read (does Celebrity earn its 2.32x at higher volume). EOM read auto Mon Jun 30, 8 AM. July roadmap.
Primary approval · the plan, not the ads
Approve the allocation, format mix, hook distribution, and 4-week ladder above.
The 50-asset breakdown is what we commit to producing across MP1 + MP2 for the month. Welcome Bonus angle cuts deeply (from $225K spend share at 0.77x to 2 assets). If that or any other reweight is wrong, flag it here.
Macro Structure
M1 · Lifestyle-Niche SpecificityHERO · 40-45%
The signal. 5.47x trailing ROAS. The strongest macro in the account. Specificity is the unlock; lifestyle moment beats generic prize callout by a wide margin.
~22 assets · biggest production weight
M2 · Aspirational SelfHERO · 30-35%
The signal. 3.99x trailing ROAS. "Who I become when I win." Pulls entry decision from "I might win" to "this is the version on the other side."
~18 assets · strong evergreen
M3 · Celebrity / Sports AnchorTEST · 20-25%
The signal. 2.12x trailing ROAS. Below the heroes but feeds the aspirational frame. Treat as brand-credibility layer, not standalone DR.
~10 assets · reread W2 for weight
Week 1 Concepts · Approve / Hold / Kill
The 12 assets shipping by Thursday EOD so they are live in the ad account by Friday June 5 EOD across MP1 + MP2. These are the first slice of the 22 M1 + 16 M2 + 10 M3 + 2 Welcome-Bonus deprecation allocation above. Each concept maps to a brief in Asana once the plan is approved.
Concept
Variants
Aspect ratios
Source
Asana template
DRI
Ship
Sports-Fan Moment (Marlon Wayans)
2
9:16 + 1:1
Wayans library cut · MP1 workspace
v1 Full Engine
Hayes
Wed Jun 4
Daily-Win Moment (Tuesday receipt)
2
9:16
Creator UGC + screen recording overlay
v4 Post-Prod + UGC
Chelsea (UGC) + Hayes (script)
Thu Jun 5
Social-Proof Inside the Moment
2
9:16
Friend-group UGC + group-chat screenshot
v4 Post-Prod + UGC
Chelsea
Fri Jun 6
Post-Win Self Frame
2
9:16 + 1:1
Lifestyle stock + product UI screen rec
v2 Post-Prod
Chelsea
Thu Jun 5
Upgrade-Moment Imagery
1
9:16
Before/after lifestyle cut from stock
v2 Post-Prod
Chelsea
Fri Jun 6
Static · Self-Frame (3 variants)
2
1:1 + 9:16 static
Brand kit + UI screen + ambient lifestyle
v2 Post-Prod
Chelsea
Thu Jun 5 EOD
Athlete Cameo Reissue
1
9:16
Existing athlete partner footage recut
v2 Post-Prod
Chelsea
Thu Jun 5 EOD
7 concepts
12 assets
·
·
·
·
by Thu Jun 5 EOD
M1 · Lifestyle-Niche Specificity
Sports-Fan Moment
"What you do when the game's on the line" · in-game decision framed as player call
Bet (falsifiable): Sports fandom context closes faster than generic. WIN: cost per initiated checkout < $60 (vs account $75). KILL if CPIC > $100.
Daily-Win Moment
"The Tuesday that became something else" · everyday context where the win shows up
Bet (falsifiable): Daily moment outshares special-occasion. WIN: share rate > 3% (vs account 1.8%). KILL share < 1%.
Social-Proof Inside the Moment
"When the group chat gets the screenshot" · friend-group reaction
Bet (falsifiable): Social-proof-in-moment converts lurkers. WIN: ROAS > 2.0x AND IC rate > account avg by Day 7. KILL ROAS < 1.2x.
M2 · Aspirational Self
Post-Win Self Frame
"What you become when it lands" · upgraded version on the other side
"Same week, different life" · before-and-after lifestyle cut
Bet (falsifiable): Time-lapse beats single-frame. WIN: hold-50 > 18% AND ROAS > 3.5x. KILL hold-50 < 8%.
Static · Self-Frame
Single-frame aspirational anchor; 3 variants for retargeting
Bet (falsifiable): Static lifts retarget cohort beyond video reach. WIN: retarget CPA < $50 AND incremental ROAS > 2.5x on RT layer. KILL CPA > $90.
M3 · Celebrity / Sports Anchor
Athlete Cameo Reissue
Existing partner footage recut against M2 hook frame
Bet (falsifiable): M3 athlete footage lifts when reframed inside M2. WIN: ROAS > 2.5x (vs M3 base 2.12x). KILL no lift over M3 baseline.
Next Steps · MyPrize · this week
Monday June 2 through Friday June 6
Mon AMRe-pull MP1 + MP2 L7 to validate signals. Particular focus on Celebrity format trajectory and Welcome Bonus deprecation impact.
Mon EODStrategy lock. Plan approved or revised based on the gate above. Paul Martin check on ROAS definition (purchase ROAS vs LTV) before Tuesday brief drop.
Mon EODBriefs into Asana. Week 1 concepts (12 assets) drop. Hayes pod absorbs across both workspaces.
Fri 6/5All Week 1 assets live, perf-fee meter starts, first in-week performance read across MP1 + MP2 combined. First weekly performance report.
Sat 6/7Week 1 ship target: 8 of 12 live. Welcome Bonus inventory pulled down from production rotation.
Reference: current creative in market
The ads below are what is in the account today. Pulled from Motion. Review the performance, mark SCALE / ITERATE / KILL per ad. These inform iteration weight against the macros above.
The account is essentially all ANDG. Baseline 6% is residual pre-AND tail. ANDG at 1.78x outperforms the small baseline by 39%. Not a meaningful comparison given mix · we own the account.
Reference creative for the Week 1 concepts
Each Week 1 concept below maps to a live ad in market as its visual reference. Production team uses the reference as the source for editing, hook placement, and aesthetic. Concept-to-reference mapping table follows.
Add Tuesday-specific copy + lifestyle context, recut as Skit format
Social-Proof Inside the Moment
Friend-group UGC clip + group-chat screenshot library
Group dynamic + reaction beat
Reframe as the moment the screenshot lands (not the play itself)
Post-Win Self Frame
BE_MP_Web_Signup_UGC top-tier (Mines)
Aspirational self framing + lifestyle voice
Sharper "who you become" copy, upgrade-moment imagery
Upgrade-Moment Imagery
Lifestyle stock library + product UI screen
Before/after lifestyle structure
Same week different life concept, M2 hook tactic
Static · Self-Frame (3 variants)
Lifestyle-Image-with-Text MP1 winner
Static frame structure, brand kit
Three self-frame variants for retargeting cohorts
Athlete Cameo Reissue
Existing athlete partner footage (MP1 + MP2)
Athlete credibility scaffolding
Recut against M2 self-frame hook
Dark_v1_260219
HOLDINGSTATIC3moWoW +8.61%
L90
$182.9K
0.73x
$75 CAC
L30
$78.5K
0.81x
$75 CAC
L7
$18.2K
0.68x
$78 CAC
Top spender ($78K). $74.78 CAC, second-best in top 10. Workhorse.
current copy in market
Approved by Comedy Royalty 👑
Marlon Wayans knows a good deal when he sees one! 🤝 This one is officially approved by comedy royalty. Jump into MyPrize to claim up to 7…
Iterations to ship
1Color test: 'Approved by Comedy Royalty' in 2-3 new backgrounds.
2'Marlon's deal of the day. 750k GC + 65 SC.'
3'Comedy royalty signed off. So did we.'
4'Marlon plays. Real money. Real games.'
no img
Pink_v1_260219
HOLDINGSTATIC3moWoW -18.72%
L90
$260.8K
0.48x
$80 CAC
L30
$45.7K
0.59x
$78 CAC
L7
$8.6K
0.56x
$84 CAC
Pink variant, $77.80 CAC. Close to Dark v1 control.
current copy in market
Approved by Comedy Royalty 👑
Marlon Wayans knows a good deal when he sees one! 🤝 This one is officially approved by comedy royalty. Jump into MyPrize to claim up to 7…
Iterations to ship
1Iterate hook copy on Pink visual: test if hook is the gap.
2Hold one more week vs Dark control.
no img
iMessage_v1_260313
HOLDINGSTATIC2moWoW -6.62%
L90
$90.4K
0.51x
$74 CAC
L30
$31.2K
0.70x
$69 CAC
L7
$5.1K
0.44x
$66 CAC
Lowest CAC in top 10 ($68.65). iMessage format is the unlock. Scale aggressively.
current copy in market
Stop waiting. Start spinning
Can’t win on the sidelines. Get up to 750k GC + 65 SC!✨
Iterations to ship
1iMessage with Marlon Wayans as a chat participant.
2iMessage with Plinko / Mines / CrossTheRoad screenshots in the chat.
3iMessage: '$50 cashout receipt screenshot.'
4iMessage: 'My friend won. Now I am playing too.'
5iMessage: group chat reaction to a real win.
no img
Plinko_OriginalGames_260202
SCALINGVID1moWoW +159.28%
L90
$94.2K
0.56x
$83 CAC
L30
$28.6K
0.73x
$91 CAC
L7
$4.0K
1.72x
$100 CAC
Scaling +159% WoW but CAC is $91, above $77 account avg. Volume not efficiency.
current copy in market
Stop waiting. Start spinning
Your lucky streak is loading. Start playing now and get up to 750k Gold coins + 65 Sweeps cash! 🍀
Iterations to ship
1Test new hook on Gabe&Dave to drop CAC below $80.
2Brief 1-2 more UGC pairs with tighter CTA / end-card.
3Hook: 'Plinko hits different when the prize is real.'
4Cap spend until CAC drops below $80.
MW_Mines_260320
HOLDINGVID1moWoW -5.74%
L90
$64.1K
0.44x
$68 CAC
L30
$23.2K
0.62x
$76 CAC
L7
$5.4K
1.04x
$91 CAC
31% thumbstop, $76 CAC. Third-best CAC.
current copy in market
Your luck era begins NOW 🍀
Can’t win on the sidelines. Get up to 750k GC + 65 SC!✨
Iterations to ship
1Same Zak template, fresh game (Plinko or CrossTheRoad).
2Hook: 'Watch what happens when I hit the multiplier.'
3Add Marlon mention closer / CTA VO.
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CrossTheRoad_OriginalGames_251223
HOLDINGVID4moWoW -3.89%
L90
$111.2K
1.94x
$97 CAC
L30
$22.5K
0.31x
$67 CAC
L7
$4.5K
0.31x
$57 CAC
Highest thumbstop (36%) + CTR (11.7%) but high CAC. TOF volume, weak conversion.
current copy in market
Your luck era begins NOW 🍀
Can’t win on the sidelines. Get up to 750k Gold coins + 65 Sweeps cash!✨
Iterations to ship
1Reuse Jaxon's hook (first 3s) on a high-converting format.
2Rewrite CTA + end-card to push init-checkout.
3Or kill at scale: keep as TOF tester only.
no img
Static_App_SocialProof_WantedDeadOrAWild_251201
DECLININGSTATIC5moWoW -22.52%
L90
$57.6K
2.62x
$95 CAC
L30
$19.4K
0.54x
$82 CAC
L7
$3.8K
0.58x
$66 CAC
5 months old, declining -22%. Past peak.
current copy in market
Play your way to bonuses with MyPrize US.
Don’t nap on the app! Start playing instantly and access your bonus: Up to 750k GC + 65 SC! ✨
Iterations to ship
1Refresh with current game (swap to Mines / Plinko hero).
2Refresh: '15M players. 1 winner this week.'
3Or kill.
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Chicks_V2_260212
HOLDINGSTATIC3moWoW +9.97%
L90
$63.5K
0.35x
$76 CAC
L30
$18.7K
0.37x
$77 CAC
L7
$4.4K
0.36x
$81 CAC
AI Marlon variant. CAC higher than real Marlon static.
current copy in market
Marlon Wayans is LIVE 🏆
Real rewards, no wig required. 👱♀️ Marlon Wayans is bringing that legendary energy to MyPrize. Grab your bonus and join the most social …
Iterations to ship
1Cut AI variants if they keep underperforming real Marlon CAC.
2Or iterate AI to look less stylized, closer to Dark v1.
Green_v1_260219
DECLININGSTATIC3moWoW -23.65%
L90
·
·
· CAC
L30
$17.3K
0.29x
$85 CAC
L7
$3.8K
0.26x
$84 CAC
Green declining -23%. Color test loser.
current copy in market
Approved by Comedy Royalty 👑
Marlon Wayans knows a good deal when he sees one! 🤝 This one is officially approved by comedy royalty. Jump into MyPrize to claim up to 7…
Iterations to ship
1Kill Green: redirect to Dark + Pink iterations.
2Or hold one more week to confirm.
no img
MPPlatform_v2_260219
HOLDINGSTATIC3moWoW -12.13%
L90
·
·
· CAC
L30
$16.9K
0.25x
$92 CAC
L7
·
·
· CAC
Marlon platform-walkthrough video, 20% thumbstop. Video Marlon weaker than static Marlon.
current copy in market
Approved by Comedy Royalty 👑
Marlon Wayans knows a good deal when he sees one! 🤝 This one is officially approved by comedy royalty. Jump into MyPrize to claim up to 7…
Iterations to ship
1Cut from rotation: video Marlon underperforms static Marlon on CAC.
2Or re-cut as 10s hook test.
MyPrize sign-off
Goodwipes
Operating model · Goodwipes briefs us
Goodwipes does not receive a roadmap from our side. They send briefs to us. We produce against their direction. Pod packet entry here is for visibility on production load, not strategy proposal.
This week: standing intake from Goodwipes. Confirm current brief in hand and production status with their team.
What Hayes owns here: intake cadence with their side, production capacity allocation, weekly status read.
Flag. No diagnostic or macro work belongs on this tab. The macro architecture is theirs to define. We execute.
Barker Wellness
Operating model · Mushroom Gummies organic social cycle
Five-concept organic social cycle. June 1-15 delivery window. No paid roadmap from our side this month; pure organic per the brief continuation. Visual language continues from the May 12-asset Target Launch package.
Production frame: 100 editor hours total (20 per asset). Mushroom-specific motion library built once and reused across the five. Travis May 21 footage is the source; no new shoot.
