AND

Hayes Pod
4-Week Strategy Roadmap

June 2026 · v0.1 · Client-facing strategy doc, signs off before production starts

HygieneLab MyPrize Goodwipes Barker → Internal asset playbook

HygieneLab · June 2026

Men's clean care · V1 Cohort · Bridge keys-on · Perf-fee starts June 5 · Trybe inaugural beta · CPA = cost per purchase
Top 10 ads · last 90 / 30 / 7 days
Improving · L90→L7 ROAS rising
L90
$98.9K
0.53x
— CPA
L30
$102.5K
0.55x
— CPA
L7
$29.0K
0.60x
— CPA

The Bet This Month

First month of perf-fee. First month with AND on the keys. The account is upside-down (0.55x weighted ROAS in L30 across top 10 ads). The bet: push 50 assets in June, weighted heavy on the Jake Boffman creator format (0.85x ROAS, 44% thumbstop), ChatGPT BeforeAfter static (lowest CPA at $55, scaling +3328%), and Face Duo founder video. Kill the fatigued Apr Wk1 deodorant statics. Lift AND creative share of total Meta spend from 35% to 50%+ by end of month so the perf-fee greater-of math earns the lift.

Macros + Hero Personas

MacroHero personasSpend shareAssets
M1 · Clinical Believer
Maintenance		 M1.1 Derm Follower · M1.2 Skincare Stacker 25–30% 10
M2 · Clinical-Credible Daily Ritual
HERO		 M2.1 Pro-Tier Aspirational · M2.2 Routine Builder · M2.3 Daily Pragmatist 45–50% 25
M3 · Cost-Per-Use Value
TEST		 M3.1 Price-Conscious Researcher 20–25% 15
Total50

Hook Bank

Hook frameworkExample copy lineTarget persona
Clean-product trifecta "Three clean-product scorecards. Three perfect scores. One brand." M2.1 Pro-Tier · M1.1 Derm Follower
Founder authority "Built this because the men's care aisle was a chemistry experiment." M2.1 Pro-Tier Aspirational
Stack-fit framing "The hygiene-side of your skincare routine. No new step." M1.2 Skincare Stacker · M2.2 Routine Builder
Pro-tier value "Pro-grade formulation at daily-use price." M2.1 Pro-Tier Aspirational
90-day proof "90 days in. Here's what changed." M2.3 Daily Pragmatist
Real cost math "Real cost-per-use. Here's what you're actually paying." M3.1 Price-Conscious
AI recommendation "Asked ChatGPT to pick the cleanest men's care. Here's what it said." M2.2 Routine Builder
Ingredient transparency "Here's what's in it. Here's why each thing matters. Here's what we left out." M1.1 Derm Follower

Vehicle Inventory · current performance

VehicleCurrent performanceStatus
Jake Boffman creator video (NonToxis) $15.6K L30 · 0.85x ROAS · 44% thumbstop SCALE
ChatGPT BeforeAfter static (styling clay) $8.5K L30 · $55 CPA · scaling +3328% WoW SCALE
Face Duo founder video (Kramer) $15.9K L30 · 0.43x ROAS · scaling +112% WoW PUSH
Styling-clay SocialProof static $15.5K L30 · 0.44x ROAS · holding -14% WoW HOLD
Hilton Michael creator (styling gel) $7.9K L30 · 0.32x ROAS · 32% thumbstop TEST
Apr Wk1 deodorant statics $23.6K L30 combined · declining -34% WoW KILL
All-product video (AND May Wk2) new launch · L7 only TEST

4-Week Production Posture · 50 assets

WeekM1M2M3Total
Week 1
Foundation		28212
Week 2
Push (Kramer shoot)		210214
Week 3
Scale		38314
Week 4
Close + read		34310
Total10301050

Week 1 Hook Tests

  • "Pro-grade formulation at daily-use price."
  • "What a dermatologist would actually put on your skin every day."
  • "Three scorecards. Three perfect scores. One men's care brand."
  • "The hygiene-side of your skincare routine."
  • "Built this because the men's care aisle was a chemistry experiment."

Month-End Targets

  1. 50 assets shipped
  2. AND creative share of Meta spend: 35% → 50%+
  3. Account ROAS L7: 0.60x → 1.0x by month end
  4. Perf-fee earned for 6/5 to 6/30 window: meaningful first invoice
  5. Jake Boffman format extended to 3+ creators
  6. Apr Wk1 deodorant statics retired

Asks of the Client

  1. Voice notes Q4–Q7 from Kramer (founder voice library)
  2. Existing creator content archive staged for AND post-production
  3. Motion account access for weekly Cassandra audit pull
  4. Sign-off on the 4-week production posture (50 assets, M1/M2/M3 split)
  5. Confirm 6/5 perf-fee invoice mechanic (greater-of $15K or 10% ANDG spend)

MyPrize · June 2026

Sweepstakes / promotional · Tier 2 non-perf · $50K · Fully internal this month · CAC = cost per initiated checkout
Top 10 ads · last 90 / 30 / 7 days
Declining · L90→L7 ROAS dropping
L90
$924.7K
0.84x
$81 CAC
L30
$302.1K
0.60x
$78 CAC
L7
$57.7K
0.66x
$79 CAC

The Bet This Month

First month with Hayes as the strategic anchor. The account has been producing at 150–215 assets/month without a tight macro structure. June pulls back to ~70 strategic assets with the lineup sequenced against what the L30 data shows is actually converting on initiated-checkout CAC. The unlock: iMessage Brand Testimonials at $68.65 CAC is the lowest in the top 10. Scale the iMessage format aggressively. Iterate Marlon Wayans static color variants. Cap Gabe&Dave Plinko UGC spend (high CAC at $91 despite scaling). Trybe introduction comes at Week 2 after the new posture is producing.

Macros + Hero Personas

MacroHero personasSpend shareAssets
M1 · Comedy / Entertainment
HERO		 M1.1 Marlon Wayans cohort · M1.2 Comedy-adjacent UGC 30–40% 25
M2 · Sports / Lifestyle
Active		 M2.1 Harden cohort · M2.2 Sports-adjacent UGC 25–35% 20
M3 · iMessage Testimonial
PUSH		 M3.1 Friend-of-friend social proof 20–25% 15
M4 · AI Creator Library
Maintain		 M4.1 Approved characters (Sasquatch, RedPanda, Stormborn) 10–15% 10
Total70

Hook Bank

Hook frameworkExample copy lineTarget persona
Comedy royalty "Approved by Comedy Royalty. 750k GC + 65 SC." M1.1 Marlon Wayans cohort
Marlon endorsement "Marlon Wayans knows a good deal when he sees one." M1.1 Marlon Wayans cohort
iMessage receipt "$50 cashout receipt screenshot. From the group chat." M3.1 Friend-of-friend
Friend-told "My friend won. Now I am playing too." M3.1 Friend-of-friend
Gameplay urgency "Can't win on the sidelines. Start spinning." M1.2 Comedy-adjacent · M2.2 Sports-adjacent
Multiplier moment "Watch what happens when I hit the multiplier." M2.1 Harden / Sports UGC
AI character drop-in "Even Sasquatch comes out of the woods for this prize pool." M4.1 Approved AI characters

Vehicle Inventory · current performance

VehicleCurrent performanceStatus
iMessage Brand Testimonials static $31.2K L30 · $68.65 CAC · 1.4% CTR (best CAC) SCALE
Marlon Wayans Dark v1 static $78.5K L30 · $74.78 CAC · workhorse SCALE
UGC creator video (Zak, Mines) $23.2K L30 · $76 CAC · 31% thumbstop PUSH
Marlon Wayans Pink v1 static $45.7K L30 · $77.80 CAC HOLD
UGC creator video (Gabe&Dave, Plinko) $28.6K L30 · $91 CAC · scaling +159% TEST
UGC creator video (Jaxon, CrossTheRoad) 36% thumbstop · 11.7% CTR · high CAC TEST
AI Marlon Chicks V2 static $18.7K L30 · CAC running above real Marlon HOLD
Marlon Green v1 static $17.3K L30 · declining -23% KILL
Marlon Platform walkthrough video $16.9K L30 · 20% thumbstop · weakest Marlon format KILL

4-Week Production Posture · 70 assets

WeekM1M2M3M4Total
Week 1
Internal lock + iMessage push		644216
Week 2
Scale + Trybe intro		654318
Week 3
Iterate on signal		764219
Week 4
Close + July plan		653317
Total2520151070

Week 1 Hook Tests

  • "iMessage chat: $50 cashout receipt screenshot."
  • "iMessage: My friend won. Now I'm playing too."
  • "Approved by Comedy Royalty. Marlon Wayans plays MyPrize."
  • "Watch what happens when I hit the multiplier."
  • "Can't win on the sidelines. 750k GC + 65 SC."

Month-End Targets

  1. 70 strategic assets shipped (down from 192/mo historical)
  2. Weighted CAC: $77.76 L30 → <$72 by month end
  3. iMessage format spend share: 10% → 25%+
  4. Trybe introduction to Paul Martin Week 2
  5. AI character library iterated (Sasquatch, RedPanda, Stormborn)
  6. Marlon Green + Platform walkthrough retired

Asks of the Client

  1. Sign-off on the 70-asset volume target (down from historical ~192/mo)
  2. Approval on the iMessage format scale-up
  3. Confirmation that Trybe introduction proceeds Week 2 of June
  4. Motion account access for cross-platform CAC tracking
  5. Decision on AI Marlon variants: continue iterating or retire

Goodwipes · June 2026

Organic only · $10K · 5 assets · No Motion data (no paid spend)

The Bet This Month

5 deliberate organic posts that earn their place. Olipop collab voice extends. Brand pillar opens, product-led drives, category critique educates, topical flex reacts, community closes. Each one a statement, not template work.

4-Week Calendar

WeekLaneHook direction
W1Brand pillarCategory-defining brand voice statement
W2Product-ledHero SKU spotlight from June theme
W3Category critique"Why paper alone has been failing you"
W3-4Topical flexReactive slot · drops on signal
W4CommunityReal customer moments, brand-voice edited

Asks of the Client

  1. Confirm June theme set
  2. Hero SKU for Week 2 product-led asset
  3. Topical flex slot trigger criteria

Barker Wellness · June 2026

Organic only · $5K + project · 5 assets · No Motion data

The Bet This Month

5 organic posts across Mushroom Adaptogen + Daily Wellness Gummy SKUs. Mushroom Adaptogen heroes carry the brand spine. Stack/routine bridge weaves the two product lines for AOV positioning.

4-Week Calendar

WeekLaneHook direction
W1Mushroom Adaptogen heroOne of 3 SKUs (Energy / Sleep / Memory)
W2Ingredient storySix-mushroom blend explainer
W3Daily Wellness GummyMagnesium / Immunity / D3+K2 / B-Complex feature
W3-4Stack bridgeMushroom + Daily Wellness combo · AOV play
W4CommunityAudience-voice moment

Asks of the Client

  1. Week 1 hero SKU (Energy / Sleep / Memory)
  2. Confirmation on stack bridge week (3 or 4)
  3. Any Amazon + Target cross-channel coordination needed

What happens after client sign-off

Once the roadmap is approved, Cassandra fires every Monday and produces the per-ad asset playbook against this locked structure. Pod leader reviews ~10 min per client, signs off SCALE / ITERATE / KILL per ad, briefs auto-compile to Asana by 10 AM. Production starts before lunch.

→ View this week's asset playbook